For a case study in how a once-promising technology turned toxic, look no further than ATSC 3.0.

Also known as NextGen TV, the new broadcast standard promised to revolutionize free over-the-air TV with features like 4K HDR video, time-shifting, on-demand viewing, and interactive programming. For cord-cutters who get free local channels with an antenna, this was a genuinely exciting technology when it began rolling out way back in 2019.

Six years later, that excitement has evaporated thanks to restrictive digital rights management (DRM) and high adoption costs. While the broadcast TV industry has failed to make ATSC 3.0 stick, they’ve succeeded in getting tech enthusiasts, consumer advocates, and even some individual broadcasters to fear and despise it.

Now, broadcasters are hoping for a

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