On April 2, 2025, a news story highlighted the transition to ATSC 3.0 and the sunsetting of ATSC 1.0, stating that the cloud era of broadcast television will facilitate this transition. The transition of the top 55 markets is expected by February 2028 or earlier, with the entire industry's transition anticipated by February 2030 or earlier. Another news story from NAB 2025 reported that BBright will showcase a live demo of an Ultra HD broadcast chain at the show. This demo will utilize a fully IP-based system, leveraging the SMPTE ST 2110-41 standard, in partnership with Ateme and Jünger Audio. Separate news stories reiterated the importance of the ATSC 3.0 transition and its projected timeline.
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