A TVREV analysis argues that the technical capabilities of ATSC 3.0 ("NextGen TV") could enable a successful version of the hybrid broadcast/subscription model attempted by the failed service USDTV in the mid-2000s. The piece suggests a model using the standard's IP delivery and encryption to offer a free, ad-supported tier of channels alongside premium, subscription-based packages. This approach would also leverage IP capabilities to support targeted advertising on the broadcast layer.
This model offers broadcasters a tangible DTC strategy for their ATSC 3.0 spectrum, creating a diversified business with both subscription revenue and enhanced ad yield from targeted TV ads. Rather than competing head-on with major SVODs, it positions broadcast as a free, foundational layer, addressing consumer subscription fatigue. This aligns with viewer behavior, now accustomed to navigating free and paid tiers in one interface. The key hurdles are coordination and content rights; watch for joint ventures or premium content deals among broadcast groups as a signal of intent.
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