Better known by its industry brand name "Next Gen TV," ATSC 3.0 will improve upon ATSC 1.0 by offering more digital data to fit on a limited amount of broadcast spectrum. The technology opens the door for over-the-air television stations to offer ultra high-definition, or 4K, broadcast signals coupled with datacasting services like weather and traffic. Few television sets are capable of decoding ATSC 3.0 signals, though major manufacturers have signed on to support the standard in the coming years. Samsung, Sony and LG are among a handful of electronics companies who will either push out updates to eligible smart TVs so they can start receiving ATSC 3.0 signals, or plan to integrate ATSC 3.0-specific tuners in future models. The technology was developed by a consortium of broadcasters led by Sinclair Broadcast Group, one of the country's biggest owners of local television stations.