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CTA’s ‘nextgenTV’ ATSC 3.0 Logo Adopts Terminology in Wide Industry Use

Messaging behind the “nextgenTV” logo CTA picked and will unveil next week for its consumer-facing ATSC 3.0 branding effort (see 1909190048) scored high marks when exposed to online focus groups last spring (see 1905300024). Backers may praise the branding decision as a safe one, consistent with widely accepted industry nomenclature. Critics might argue CTA could have picked a sexier go-to-market name for introducing 3.0 to consumers.

Next-gen TV terminology of various spellings reached industry ubiquity in recent years as work progressed on the 3.0 suite of standards. ATSC chose it as the name for its annual broadcast conference the past two years. It also staged a “NextGen TV Hub” pavilion at the April 2017 NAB Show (see 1704230001). The logo will get its first showcasing at NAB Show New York next month at the Javits Convention Center and will accompany the first 3.0-compliant sets for the U.S. market on display at January CES. CTA publicity materials next week will reference “NEXTGEN TV,” though the logo itself mixes lower- and upper-case letters.

The terminology resonated with consumers when CTA tested it among various “naming structures,” canvassing 1,000 U.S. adults online in mid-May, Research Director Lesley Rohrbaugh told the last ATSC conference. CTA used a “forced-choice methodology,” she said then, “where we tested their first choice, second choice and then least choice.” CTA didn’t comment Thursday.

As CTA prepares to detail plans Thursday at the Technology and Standards Forum in Los Angeles of the 3.0 “conformance”-testing parameters that would qualify a TV to carry the nextgenTV certification mark, it bears watching how many set-makers adopt the logo. History shows many manufacturers are fine with running uniform logos on their packaging. Others choose their own nomenclature, or shun the logos altogether.

Counting nextgenTV for 3.0-compliant products, the recent period has been a busy one for industry-logo creation and a chance to see if those historical trends continue. CTA published its “8K Ultra HD” display definition and an accompanying voluntary logo program Tuesday that bows Jan. 1 for compliant 8K TVs (see 1909170061). The UHD Alliance debuted the “Filmmaker Mode” logo and picture setting for better TV movie-watching last month, with LG, Panasonic and Vizio TV-set support and broad creator backing (see 1908270001).