Technicolor Joins Pearl TV Initiative for Affordable ATSC 3.0 Converter Boxes

Technicolor's involvement in the Pearl TV Converter Box Programme directly addresses the lack of affordable hardware, a critical barrier to ATSC 3.0 adoption. By providing its HDR technology and working on adaptor delivery, Technicolor is enabling broader access to the enhanced broadcasting standard. This collaboration could accelerate the transition to ATSC 3.0, influencing content delivery and consumer viewing habits across the ecosystem. Watch for the emergence of standardized, lower-cost converter boxes and their impact on market penetration.

The push for affordable ATSC 3.0 (NextGen TV) converter boxes is gaining momentum to overcome adoption hurdles. Pearl TV, a consortium of U.S. broadcasters, launched the Converter Box Programme at CES 2026, aiming for devices priced at $60 or less by year-end, according to PCMag (April 2026). This strategy echoes the 2009 digital-TV transition, though without government subsidies. Pearl TV's research (March 2026) indicates 81% of over-the-air viewers would purchase an affordable converter box to maintain access to free local TV. This demographic includes an expanding segment of "Omni-Viewers" who combine broadcast with streaming. While 18.6 million NextGen TVs and 313,000 external tuners were sold through 2025, overall TV sales average 40 million annually, with NextGen tuner inclusion by manufacturers like LG declining (PCMag, April 2026). The NAB has requested the FCC set an ATSC 1.0 sunset date (February 2028 for top markets, February 2030 elsewhere) and mandate NextGen tuners in sets, though the FCC has remained non-committal. Pearl TV's managing director Anne Schelle stated, "It's never going to happen organically," without policy changes (PCMag, April 2026), highlighting the program's urgency to drive adoption.