ATSC 3.0 Transition Mustn't Leave Some Viewers Behind: FCC's Starks

Competition, per prepared remarks. "Are there low-cost converters or dongles that the consumer electronics industry can develop? Can they be distributed at community events that broadcasters frequently host or participate in?" he asked. The transition has gone on without the widespread government involvement that characterized the digital transition, "which is to be applauded," Starks said, but there might be a role for the FCC as it had in developing a congressionally mandated digital transition equipment subsidy program "or using our role as the regulator of television equipment." He said the collection of data about individual viewers that ATSC 3.0 would enable, while it's promising in the way it would better help broadcasters compete for advertising dollars, also raises privacy concerns. He said more clarity is needed about what data broadcasters plan to collect and how they will use it. Broadcasters just want "a level playing field" and privacy rules no different from other industries, said Pearl TV Managing Director Anne Schelle during a panel at the NAB Show in New York. ATSC 3.0 broadcasters will use tracking data to provide public services such as enhanced emergency information, said E.W. Scripps Vice President-Strategy and Business Development Kerry Oslund. "Some people who talk about that same data may also think about it from an advertising perspective," Oslund said. Scripps is built on "140 years of trust, and we're not going to throw it away by abusing that trust by reaching too far into the data quagmire," Oslund said.