15 Minutes with ATSC President Madeleine Noland Most Americans don't know it yet but NextGen TV is already on the air in many markets across the country with dozens more gearing up to launch the service in the coming year. NextGen TV, also known by the technical name ATSC 3.0, greatly expands on the capabilities of the ATSC 1.0 standard that put HDTV on the air 20 years ago. In addition to enabling broadcasters to deliver free, over-the-air access to 4K Ultra HD programming with high-dynamic range (HDR), enhanced color, and immersive surround sound, NextGen TV also allows them to stream local content such as news, weather, and sports updates as well as offer features that enable viewers to personalize and customize that content.