What Pearl TV does

Pearl TV is a private business consortium of eight major U.S. broadcast companies (Cox Media Group, Graham Media Group, Gray Television, Hearst Television, Nexstar Media Group, Sinclair Broadcast Group, E.W. Scripps Company, and TEGNA Inc.) collectively representing more than 820 network-affiliated TV stations. Founded in 2010 and headquartered in Washington, D.C., the consortium leads the U.S. broadcast industry's transition from the legacy ATSC 1.0 standard to NEXTGEN TV (ATSC 3.0), an IP-based over-the-air broadcast technology that delivers 4K UHD video, HDR, Dolby Atmos immersive audio, interactive applications, and advanced location-targeted emergency alerting. Pearl TV coordinates the Phoenix Model Market initiative, the FastTrack device certification program (with MediaTek and iWedia), and the 2026-launched NEXTGEN TV Converter Box Program, which targets affordable sub-$60 adapters for the 25% of U.S. households still relying on antenna reception.

The consortium's core technology stack centers on the ATSC 3.0 standard and supporting platforms including RUN3TV (an A/344 interactive web platform for broadcasters, winner of TV Tech's 2023 Product Innovation Award), the ATSC 3.0 Public Key Infrastructure built with Eonti and DigiCert, and server-side ad insertion integrations with Google Ad Manager, Madhive, Magnite, Freewheel, Springserve, and AWS Media Tailor. NEXTGEN TV has reached 86+ U.S. markets, 240 million Americans, and 76% of U.S. households by early 2025, with 10.3 million NEXTGEN TV products installed in U.S. homes and more than 90 certified devices available from manufacturers including Hisense, LG, Samsung, Sony, TCL, Panasonic, and RCA.

Pearl TV operates as a cooperative consortium rather than a venture-backed company; revenue is not publicly disclosed but is inferred to come from member contributions, device certification fees, and consortium-funded programs. The service delivered to end consumers is free over-the-air broadcast television, with monetization routed through broadcaster advertising (including digital and addressable ads enabled by RUN3TV SSAI). Pearl TV's 1-10 employees coordinate the consortium's standards, certification, marketing (WatchNextGenTV.com, NAB Show, CES), and regulatory engagement (FCC proceedings). The organization has been led by Managing Director Anne Schelle since June 2014 and has extended its technology exploration into adjacent verticals such as automotive infotainment (with Auton at the Motown 3.0 Test Track) and interactive gaming (GameLoop TV).

Name

Pearl TV

Legal name

Pearl TV, LLC

Website

https://pearltv.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Pearl TV is a consortium of eight major U.S. broadcast companies representing 820+ network-affiliated TV stations, coordinating the industry's transition to NEXTGEN TV (ATSC 3.0), a free over-the-air broadcast standard delivering 4K UHD, HDR, Dolby Atmos, and interactive applications.

Ownership category

akta.pro rank

Product category

Broadcast Television Technology

NAICS

Television Broadcasting Stations (51612), Radio and Television Broadcasting Stations (5161), Audio and Video Equipment Manufacturing (334310), Radio and Television Broadcasting and Wireless Communications Equipment Manufacturing (334220)

SIC

Television Broadcasting Stations (4833), Radio & Tv Broadcasting & Communications Equipment (3663), Household Audio & Video Equipment (3651)

akta.pro primary industry

Smart Entertainment & Media Devices (Connected TVs, Streaming, Multiroom Audio) (HSAPAQAI)

akta.pro secondary industries

Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG), Video Adapters & Converters (HDMI/DP/VGA/DVI/USB-C) (HDACAHAF)

Keywords

• Broadcast television standards
• ATSC 3.0 technology
• NEXTGEN TV services
• Interactive broadcast platform
• OTA television broadcasting

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Broadcast Standards Development & Promotion: Pearl TV operates as a business consortium of U.S. broadcast companies focused on advancing the NEXTGEN TV (ATSC 3.0) standard. The consortium coordinates industry-wide deployment, sets technical standards, certifies devices, and promotes the broadcast technology standard to benefit member stations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Pearl TV is a business consortium of U.S. broadcast companies that coordinates the nationwide transition to NEXTGEN TV (ATSC 3.0), an IP-based over-the-air broadcast standard delivering 4K UHD, HDR, Dolby Atmos audio, and interactive applications. Pearl TV operates the RUN3TV web platform enabling broadcasters to build interactive apps and digital advertising, runs the FastTrack device certification program, and leads the NEXTGEN TV Converter Box Program to bring affordable ATSC 3.0 adapters to over-the-air households.

Product overview

Pearl TV is a business organization of U.S. broadcast companies leading the nation's transition to NEXTGEN TV (ATSC 3.0), a free over-the-air broadcast service. The core offering is NEXTGEN TV, delivering 4K UHD video, HDR, Dolby Audio, and interactive features via the RUN3TV platform. Supporting programs include the Converter Box Program (affordable ATSC 3.0 adapters) and FastTrack Program (accelerating device development with partners like MediaTek). The portfolio extends to automotive connectivity through ATSC 3.0 technology and interactive gaming via GameLoop TV. Pearl's membership spans 820+ TV stations across major broadcast companies including Sinclair, Scripps, Gray, Hearst, and TEGNA.

Differentiator

Problem solved

Functional benefit

Brands

• NEXTGEN TV: The consumer-facing brand for ATSC 3.0 next-generation broadcast television services, offering 4K UHD, HDR, Dolby Atmos audio, and interactive features.
• FastTrack Program
• RUN3TV
• NEXTGEN TV Converter Box Program

Products and services

• NEXTGEN TV NEXTGEN TV (ATSC 3.0) is a free over-the-air broadcast television service providing 4K UHD video, HDR support, Dolby Audio with immersive sound, interactive applications, and advanced emergency alerting. The first major overhaul of the ATSC standard for receiving OTA signals in 25 years, based on internet protocol technology for interactivity. Delivered through 820+ network-affiliated TV stations across the U.S.
• RUN3TV Platform RUN3TV is a TV web platform for broadcasters that leverages NEXTGEN TV's ATSC 3.0 A/344 Interactive Broadcast Standard. Enables broadcasters to develop interactive applications for local news, sports, and entertainment. Supports server-side ad insertion (SSAI) with integrations to Google Ad Manager, Madhive, AWS Media Tailor, Magnite, Springserve, and Freewheel for digital monetization.
• NEXTGEN TV Converter Box Program Industry initiative led by Pearl TV to certify and bring affordable ATSC 3.0 external converter boxes (targeted at $60 or less) to market, enabling existing TV sets to receive NEXTGEN TV broadcasts without purchasing new television sets. Works with manufacturers including ADTH, Bitrouter, Skyworth, and Zinwell, with Titan TV consulting on program guide data. First devices expected late 2026.
• FastTrack Program Program to accelerate development and retail availability of NEXTGEN TV TVs and low-cost upgrade accessory receivers. Provides pre-certification test lab and streams for device makers, guiding companies through NEXTGEN TV logo and conformance requirements. Includes FastTrack to NEXTGEN TV partnership with MediaTek for TV System on Chip (SoC) ATSC3 demodulators.
• ATSC 3.0 Automotive Platform ATSC 3.0 technology platform for automotive applications delivering infotainment and IP data services to vehicles. Supports non-real-time data delivery of streaming video and secure broadband files. Tested at Motown 3.0 Test Track in Detroit with Auton for connected and autonomous vehicle connectivity.

Quantifiable outcome

• 81% of over-the-air viewers would purchase a NEXTGEN TV converter box to maintain access to free local broadcast TV
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature4 records

Partnerships

22 partnerships are on record, tiered core and minor.

• ADTHcoreTechnology or Integration · 24 April 2026ADTH (Atlanta DTH) is a manufacturer partner in the NEXTGEN TV Converter Box Program. ADTH produces officially certified NEXTGEN TV upgrade accessory receivers. First vendor to produce certified accessory receiver (ADTH NEXTGEN TV Box powered by Tolka software).
• ZinwellcoreTechnology or Integration · 24 April 2026Zinwell is certified to produce NEXTGEN TV upgrade accessory receiver products powered by ATSC 3.0 technology. Part of the manufacturer consortium working with Pearl TV on affordable converter boxes.
• TCLcoreTechnology or Integration · 8 January 2024TCL joined NEXTGEN TV as a Fast Track partner and Pearl Network Consortia member. TCL NEXTGEN TV models coming to retail in 2024, adding more broadcast options for consumers.
• iWediacoreStrategic or Co-development Partner · 15 December 2022iWedia partnered with MediaTek and Pearl TV to create a NEXTGEN TV reference platform including MediaTek's SoC and iWedia's ATSC 3.0 software stack. Product pre-certified for CTA NEXTGEN TV logo requirements, A3SA Security, and RUN3TV Application platform. First products released Q1 2023.
• MediaTekcoreStrategic or Co-development Partner · 18 October 2022Pearl TV and MediaTek launched 'FastTrack to NEXTGEN TV' program to accelerate and streamline adoption of NEXTGEN TV technology by consumer electronics makers producing smart TVs and related devices at volume. MediaTek provides TV System on Chip (SoC) ATSC3 demodulators for certified NEXTGEN TV devices.
• RUN3TVcoreStrategic or Co-development Partner · 18 October 2022RUN3TV is a TV web platform for broadcasters leveraging NEXTGEN TV's ATSC 3.0 A/344 Interactive Broadcast Standard. Enables broadcasters to develop interactive applications for local news, sports, and entertainment. Pearl TV is a founding/lead organization behind RUN3TV.
• TolkacoreTechnology or Integration · 18 October 2022Tolka is the first ATSC 3.0 software vendor to power devices in the NEXTGEN TV certification process. Tolka ATSC 3 Stack powers the ADTH NEXTGEN TV Box.
• Comcast NBCUniversalcoreTechnology or Integration · 18 October 2022Comcast NBCUniversal partnering with Sinclair and Pearl TV to demonstrate NEXTGEN TV's enhanced audio accessibility features. NBCUniversal also investing in RUN3TV platform.
• Sinclair Broadcast GroupcoreStrategic or Co-development Partner · 18 October 2022Sinclair Broadcast Group is a key Pearl TV member leading NEXTGEN TV deployment. Partnering with Comcast NBCUniversal and Pearl TV on demonstrations and platform development.
• HisensecoreTechnology or Integration · 24 August 2022Hisense joined NEXTGEN TV with U7H and U8H series TVs available at retail starting at $799 MSRP. Hisense is recognized as a high-tech, high-quality brand at an affordable price point.
• LG ElectronicscoreTechnology or Integration · 24 August 2022LG Electronics is a key NEXTGEN TV TV manufacturer with more than 70 models at retail. Partner in the FastTrack program.
• SamsungcoreTechnology or Integration · 24 August 2022Samsung is a key NEXTGEN TV TV manufacturer with models available at retail. Partner in the FastTrack program.
• SonycoreTechnology or Integration · 24 August 2022Sony is a key NEXTGEN TV TV manufacturer with models available at retail. Partner in the FastTrack program.
• DolbycoreTechnology or Integration · 24 August 2022Dolby provides audio technologies for NEXTGEN TV including Dolby Atmos immersive audio, Dolby Voice+ for voice clarity, and Dolby Audio System with movie theater quality sound. Partnership enables key differentiators for the standard.
• AutoncoreTechnology or Integration · 7 June 2022Auton partnered with Pearl TV for ATSC 3.0 automotive testing at the Motown 3.0 Test Track in Detroit. Testing demonstrated NEXTGEN TV's ability to deliver infotainment and IP data services to vehicles. Auton develops mobile broadband services using broadcast technology.
• Triveni DigitalcoreTechnology or Integration · 7 June 2022Triveni Digital provides Broadcast Chain technology for ATSC 3.0 deployments including the Lighthouse station WMYD in Detroit. Provides tools for optimizing data delivery from physical layer to application layer.
• SpectrumCo (Sinclair, Nexstar)coreStrategic or Co-development Partner · 8 April 2019SpectrumCo, whose members include Sinclair Broadcast Group and Nexstar Media Group, committed to NEXTGEN TV introduction. Organizing rollouts in many markets as part of the Top 40 deployment plan.
• America's Public Television Stations (APTS)minorStrategic or Co-development Partner · 8 April 2019Public broadcasters participating in the Phoenix Model Market Next-Gen TV test and Top 40 market deployment plans.
• Avis Budget GroupminorStrategic or Co-development Partner · 8 April 2019Avis Budget Group planning early 2019 trial of mobile video capabilities with Phoenix Model Market stations for in-car entertainment and data services.
• EonticoreTechnology or Integration · 5 April 2019Eonti provides PKI management authority for secure ATSC 3.0 transmissions. Manages X.509 certificate issuance and online certificate status protocol responder conforming to ATSC 3.0 Security Standard A/360.
• DigiCertcoreTechnology or Integration · 5 April 2019DigiCert serves as certification authority for ATSC 3.0 PKI. Issues X.509 certificates and operates certificate status protocol responder for secure broadcast transmissions.
• Sony ElectronicscoreTechnology or Integration · 5 January 2018Pearl TV and Sony developed the first ATSC 3.0 application environment for the Phoenix Model Market project. Sony developed the Electronic Service Guide with program information from broadcasters and multichannel providers built with ATSC 3.0 technology. Sony Semiconductor Solutions developing ATSC 3.0 demodulator chips.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• ATSC (Advanced Television Systems Committee): The standards body that develops the ATSC 3.0 specification itself. Pearl TV acts as the deployment and promotion consortium for ATSC 3.0, making ATSC the most directly comparable organization — both coordinate industry around the same broadcast standard, with ATSC setting technical specs and Pearl TV driving market adoption.
• Consumer Technology Association (CTA): CTA manages the NEXTGEN TV logo certification program and tracks industry sales projections (including the 45% growth forecast for 2024). It plays a complementary role to Pearl TV in certifying consumer electronics and tracking adoption metrics for the ATSC 3.0 standard.

Broad incumbents

• National Association of Broadcasters (NAB): NAB is the broader U.S. broadcast industry trade association hosting the NAB Show where Pearl TV regularly showcases NEXTGEN TV. While Pearl TV focuses on ATSC 3.0 deployment specifically, NAB covers the entire broadcast industry including radio, regulatory advocacy, and policy — making it a comparable industry-coordination organization at larger scale.
• Sinclair Broadcast Group: One of Pearl TV's eight founding broadcast company members and a key driver of NEXTGEN TV deployment, including the SpectrumCo initiative with Nexstar. As both a member of Pearl TV's consortium and an independent operator pushing ATSC 3.0 forward, Sinclair is directly comparable to Pearl TV's mission at the broadcaster level.

Regional players

• DVB Project (Digital Video Broadcasting): DVB is the European equivalent consortium developing digital broadcast standards (DVB-T2, DVB-S2) for European and global markets. Both organizations serve as industry consortia promoting next-generation broadcast standards, but DVB operates primarily in Europe and other international markets rather than the U.S. terrestrial broadcast segment.

Emerging players

• DigiCAP: A Korean technology vendor providing ATSC 3.0 broadcasting equipment and headend solutions. While Pearl TV focuses on U.S. deployment and promotion, DigiCAP supplies the underlying transmission infrastructure, making it a comparable player in the broader ATSC 3.0 ecosystem with overlapping mission of advancing the standard.

Others

• Triveni Digital: A Pearl TV technology partner providing broadcast chain equipment (Lighthouse station WMYD in Detroit) for ATSC 3.0 deployments. While Triveni supplies infrastructure rather than coordinating industry standards, it operates in the same NEXTGEN TV technology ecosystem and is often referenced alongside Pearl TV in NEXTGEN TV market context.
• Dolby Laboratories: A core technology partner providing Dolby Atmos, Dolby Voice+, and Dolby Audio System for NEXTGEN TV broadcasts. Dolby's premium audio integration is one of the consortium's key differentiators for ATSC 3.0, making it a deeply coupled ecosystem participant comparable in strategic importance to Pearl TV's standards mission.
• MediaTek: Strategic partner that co-launched the FastTrack to NEXTGEN TV program with Pearl TV, providing the TV System-on-Chip and ATSC 3.0 demodulator technology that powers certified NEXTGEN TV devices. Comparable as a critical enabler of Pearl TV's device certification ecosystem.
• Red Bee Media: A broadcast media services company providing playout, access services, and media management for broadcasters globally. While not a standards body, Red Bee Media serves the operational layer of the broadcast industry that Pearl TV's NEXTGEN TV standard ultimately enables, making it an adjacent ecosystem participant.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/apschelle
• LinkedInlinkedin.com/in/anne-schelle-96827b2

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pearl TV