Developments in the ATSC 3.0 broadcast standard may have given struggling broadcast television a ray of hope with enhancements in interactivity for local news.

For an extended period, ATSC 3.0 has been hailed as a possible rescuer for conventional television broadcasting, providing functionalities to rival social media and streaming behemoths. Although acceptance has been sluggish, recent events indicate a possible tipping point.

A collaboration between Pearl TV, a group of significant US broadcasters, and Roxi, a firm exhibiting interactive features at this year's CES, is one such development. With no additional gear, fees, or Wi-Fi required, viewers may almost have a DVR for live TV thanks to Roxi's FastStream technology, according to The Verge.

The collaboration will soon allow US ATSC 3.0-equipped stations to provide local news with capabilities like skipping ads, pausing, and even resuming live broadcasts from the beginning, although it's not a comprehensive solution.

The independent announcement by NBCUniversal of a "personalized broadcast experience" with elements like those provided by Roxi is another encouraging development. The launch by NBCUniversal will also feature hyper-localized weather warnings along with choices for complete episodes, segments, and other content on shows like "Today."

Streaming Services Beats Cable TV

Whether these interactive elements will be sufficient to stop broadcast television's decline is yet to be seen. However, people are ready for new and inexpensive choices, especially with the rising cost of streaming and the growing popularity of FAST TV. 

Local TV stations may have a chance in the changing media environment if businesses like Roxi and Ease Live (working with NBCUniversal) can increase ATSC 3.0's possibilities.

Notably, Nielsen data indicate streaming services have surpassed cable as the industry leader in television viewership.

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According to NBC News, the statistics show that 38% of all television viewing in the US now occurs on apps like Netflix and other streaming platforms, compared to 31% on traditional cable. This is a big change from May 2021, when streaming had 26% and cable had 39%.

YouTube alone accounted for over 9% of all TV consumption in June last year-Netflix trailing closely behind at 8.2%-further highlighting the explosive growth of streaming.

(Photo : Sean Gallup/Getty Images)

A woman looks at high-definition 3D television screens at Panasonic stand at the 2010 IFA technology and consumer electronics trade fair at Messe Berlin on September 2, 2010 in Berlin, Germany.

Disney+ Planning to Add Old School TV Feature

Amid the growing popularity of streaming services, a report from Gizmodo stated that Disney+ may be introducing a new feature based on free, ad-supported streaming services like Tubi and Plex, just like old-school television.

Disney+ reportedly considers introducing "FAST channels," which are nonstop streams of pre-programmed material, to keep users on the service for extended periods. This follows a streaming industry trend of prioritizing user engagement and advertising income over subscription growth.

Disney currently offers free live FAST channels on the ABC app, but the suggested Disney+ channels are likely exclusive to members. These channels may feature "classic Disney animated movies or animated films made by Pixar," Marvel, and Star Wars channels.

Disney has not yet set an official debut date for the possible FAST channels. Viewers can anticipate a slow rollout given Disney's careful approach to incorporating Hulu into the platform.

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