BEST Channels: The Killer App That Could Finally Fulfill NextGen TV’s Promise

Proximity
Written By Tim Hanlon

Alban Martel / @albanmartel via Unsplash

The successful debut last Fall (October in Omaha; December in Nashville) of the country’s first-ever Broadcast-Enabled Streaming TV (or “BEST”) channels — a term/acronym coined by Sinclair/ONE Media/ATSC 3.0 tech godfather Mark Aitken — could be the breakthrough that finally makes NextGen TV a legitimate value proposition for consumers.

By combining the best attributes of over-the-air (OTA) broadcasting and free, ad-supported streaming, BEST channels offer a compelling alternative to broadband-based Free Ad-Supported TV (FAST) services, providing a high-quality, cost-free, and widely accessible television experience. If executed properly, BEST channels could be the long-awaited "killer application" that cements ATSC 3.0’s relevance in the evolving TV/digital media landscape.

Why BEST Channels Are A Potential Game-Changer

FAST channels have demonstrated the consumer appeal of free, ad-supported linear programming, but they come with inherent limitations — chief among them: the dependency on a sturdy (and often pricey) broadband connection. ATSC 3.0 technology enables BEST channels to overcome these barriers, offering a viewing experience that is not only more accessible (i.e., free via an over-the-air antenna/tuner), but also superior in quality and scalability.

  • Broadcast-Quality Streaming: One of the most significant advantages of BEST channels is their potential to deliver content in 4K Ultra HD with high dynamic range (HDR) and immersive audio formats like Dolby Atmos — features that broadband streaming services struggle to provide consistently due to bandwidth limitations. BEST viewers could enjoy a cinematic-quality experience without worrying about buffering, compression artifacts, or internet congestion. Early deployments, such as Nebraska Public Media’s BEST channel, have already demonstrated how ATSC 3.0 can enhance broadcast quality, setting a new standard for what consumers could newly expect from free TV.

  • True Cost-Free Accessibility: Unlike broadband-based FAST channels, which require an internet connection, BEST channels are available for free over-the-air to anyone with an ATSC 3.0-compatible TV. This is a crucial differentiator in an era where broadband costs are rising, and access inequities persist. By delivering high-quality programming without requiring a broadband subscription, widespread deployment and adoption of BEST channels could help bridge the “digital divide,” providing entertainment and information to under-served communities who lack reliable internet access.

  • Scalability And Expanded Content Offerings: ATSC 3.0’s super-efficient spectrum use could allow broadcasters to transmit far more content than today’s ATSC 1.0 OTA digital architecture, enabling an expansion in both quantity and diversity of programming. Instead of a limited offering of a main HD “.1” channel and a handful of standard-definition diginets, 3.0’s enhanced capacity means broadcasters could create and distribute an order of magnitude more of niche programming, special-interest content, and even hyper-localized channels that would be impossible for traditional linear broadcast television to deliver. The model is already being tested by industry leaders like Sinclair and local public broadcasters, who are leveraging ATSC 3.0’s capabilities to expand programming options while maintaining broadcast reliability and integrity.

  • Seamless Integration And User Experience: NextGen TV-enabled smart TVs can integrate BEST channels directly into their electronic program guides (EPGs), making them as easy to access as traditional broadcast channels. Unlike app-based streaming, which requires users to navigate different platforms, BEST channels maintain the intuitive experience of channel surfing while offering the curated, ad-supported programming model that has made FAST channels so successful.

Transforming the Broadcast Business Model

For broadcasters, a commitment to BEST channels presents a major new revenue opportunity. The ad-supported model obviously aligns with the current FAST marketplace, but could additionally benefit from NextGen TV’s flexible ability to add geo-targeted, digital-like advertising capabilities to its traditional linear DMA-wide ad offering. With the potential for addressable targeting similar to digital and mobile platforms (and streaming FAST channels, for that matter), broadcasters can attract many more marketing dollars with the promise of increased ad relevance, while maintaining the broad reach of heritage OTA television. Additionally, ATSC 3.0’s interactivity features could pave the way for innovative advertising formats, including real-time engagement and dynamic content insertion within the BEST channel form factor.

Challenges And The Road Ahead

Despite their potential, several hurdles remain for BEST channels to achieve mass adoption:

  • Consumer Awareness and Adoption: Many viewers still remain unaware of NextGen TV’s benefits. Broadcasters and manufacturers must invest in consumer education and device availability to drive adoption — especially if the FCC ultimately mandates an official transition to the standard, which the National Association of Broadcasters (NAB) trade group apparently now wants.

  • Content Development: To compete with established streaming platforms, BEST channels need compelling, high-quality programming that differentiates them from both traditional linear TV and FAST channels. At the very least, BEST platforms will offer current FAST channels new distribution opportunities (looking at you, Letterman TV).

  • Infrastructure Expansion: While ATSC 3.0 is nearing 75% penetration across the U.S., full nationwide adoption will require continued investment in transmission infrastructure — and likely more aggressive regulatory support/incentives (or mandates).

The Future of Free TV?

The success of FAST channels has proven that audiences crave free, ad-supported content. BEST channels could very well take this concept further, offering superior quality, wider accessibility, and a seamless user experience without the limitations of broadband dependence. If broadcasters fully embrace the model — delivering diverse, bountiful, high-quality programming while leveraging ATSC 3.0’s unique tech capabilities — BEST channels could revolutionize free television and finally make NextGen TV the transformative force it was always meant to be.

Tim Hanlon

Tim Hanlon is the Founder & CEO of the Chicago-based Vertere Group, LLC – a boutique strategic consulting and advisory firm focused on helping today’s most forward-leaning media companies, brands, entrepreneurs, and investors benefit from rapidly changing technological advances in marketing, media and consumer communications.

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