Pearl TV Aims to Bridge NEXTGEN TV Divide with Affordable Converter Boxes

LAS VEGAS, NV – January 02, 2026 – As the broadcast television industry accelerates its transition to the next-generation standard, a major consortium of U.S. broadcasters has announced a pivotal plan to ensure millions of viewers are not left behind. Pearl TV, a business organization representing broadcast giants like Sinclair and Gray Television, today unveiled its NEXTGEN TV Converter Box Program, an initiative designed to bring affordable, user-friendly converter boxes to market by late 2026.

The move directly addresses a growing concern among regulators and consumer advocates: the potential for a new digital divide, where access to the advanced features of NEXTGEN TV—also known as ATSC 3.0—is limited to those who can afford a brand-new television set. By creating a pathway for viewers to upgrade using their existing equipment, the program aims to preserve the accessibility of free, over-the-air local news, weather, and emergency alerts.

A Bridge to the Future of Broadcast

The core of the initiative is to establish a new category of basic, low-cost NEXTGEN TV converters. These devices will connect to any existing television with a standard HDMI port, working with a viewer's current antenna to receive and decode the new ATSC 3.0 signals. While NEXTGEN TV broadcasts are already live in over 80 markets, reaching more than 75% of the U.S. population, consumer adoption has been constrained by the need for new hardware, with compatible televisions often starting at $600 or more.

“Pearl’s NEXTGEN TV Converter Box Program specification is being developed now and will be informed by consumer research, broadcaster requirements, retail pricing requirements, labeling and certification specifications, and ongoing discussions with device manufacturers,” said Pearl TV managing director Anne Schelle. “We anticipate that the first affordable NEXTGEN TV converters could be available later in 2026.”

The program is being shaped by extensive consumer research conducted by Magid, which found strong interest in an affordable upgrade path. “This study shows that consumers are open to purchasing a converter box and many are excited about the idea of it providing a higher quality, more reliable viewing experience,” noted Bill Hague, Executive Vice President at Magid. The research underscores that viewers value the ability to retain their current televisions while gaining the benefits of NEXTGEN TV, which include the potential for 4K Ultra HD video, High Dynamic Range (HDR) color, and dramatically improved audio.

Navigating a Shifting Regulatory Landscape

Pearl TV's announcement is strategically timed, arriving as the Federal Communications Commission (FCC) deliberates on the long-term rules for the ATSC 3.0 transition. In October 2025, the FCC voted to give broadcasters more flexibility, removing firm transition deadlines but also extending the requirement that they must simulcast their programming on both old and new standards until at least July 2027. This simulcast rule protects viewers who have not yet upgraded.

However, the FCC is also actively seeking public comment on how to minimize consumer costs and ensure a smooth transition. Pearl TV's program presents a proactive, industry-led solution to these very concerns, potentially influencing future FCC policy. By demonstrating a commitment to affordability, the broadcast industry may be able to head off more stringent government mandates, such as a requirement for ATSC 3.0 tuners to be included in all new television sets sold in the U.S.

The urgency is amplified by proposals from groups like the National Association of Broadcasters (NAB), which has suggested a phased plan to complete the full transition in top markets by 2028 and all other markets by 2030. For such a timeline to be feasible without disenfranchising millions of OTA households, a low-cost converter box is not just helpful—it's essential.

The Competitive Field and the Quest for Affordability

While Pearl TV's program aims to create a new category of affordable devices, it will not be the first to market. Several NEXTGEN TV tuners and converter boxes are already available to consumers, including the ADTH NextGen TV Box and the Zinwell ZAT-600B, which typically retail for around $90. More advanced options, such as DVRs from Tablo and network tuners from SiliconDust, offer multi-tuner and recording capabilities at higher price points, sometimes exceeding $250.

The key differentiator for the Pearl TV initiative is its explicit focus on creating a basic and highly affordable option, with industry insiders suggesting a target price point of around $60. The program establishes a common certification framework that multiple manufacturers can use, fostering competition and driving down costs. To showcase progress, Pearl TV is displaying early prototype devices at CES 2026, developed in collaboration with key partners including set-top manufacturer ADTH, global electronics giant Skyworth, and software developer iWedia. Discussions are also underway with Zinwell and other manufacturers.

This strategy mirrors the successful DTV converter box coupon program from the late 2000s, which helped the nation transition from analog to the first generation of digital television. By focusing on volume and simplicity, Pearl TV hopes to make the upgrade to NEXTGEN TV an easy and inexpensive choice for the millions of households that depend on free broadcast television.

Broadcasters' Strategic Bet on the Future

Beyond public service and regulatory strategy, the converter box program represents a critical business imperative for the broadcasters that constitute Pearl TV. Widespread consumer adoption of ATSC 3.0 is the key that unlocks the standard's true commercial potential, allowing the industry to compete more effectively against streaming giants and other digital media.

NEXTGEN TV is far more than just a prettier picture. Its IP-based architecture allows for a host of new capabilities, including highly targeted advertising, interactive applications, on-demand content delivered over the air, and robust emergency alerts with rich media. Perhaps most significantly, it opens up new revenue streams from “datacasting”—using a portion of the broadcast spectrum to deliver data services to businesses and municipalities. To monetize these features, broadcasters need a critical mass of capable receivers in the market.

With the signal now widely available but device penetration still in the early stages—estimated at over 10 million units shipped by the end of 2023—this program is a calculated investment to rapidly expand the audience. As broadcasters race to modernize their services and secure their place in a crowded media ecosystem, this initiative represents a calculated investment in their audience. By ensuring the path to NEXTGEN TV is accessible and affordable, the industry is not just selling a new piece of hardware, but betting on the long-term relevance and vitality of free, over-the-air television for decades to come.