"The ATSC 3.0 Era Has Arrived — and K-Content Is Rewriting the Rules.”
Distinguished Prof. Sam-seog Ko (Dongguk Univ.): “The next K-channel must grow as a co-evolution platform connecting the U.S., Korea, and the global market.”
Brazil sounds the opening bell. Korea changes the game. A new global route for K-content — one that bypasses Netflix and YouTube entirely — is opening in the ATSC 3.0 era.
Brazil has adopted ATSC 3.0 (TV 3.0) as its next-generation national broadcast standard, and its Minister of Communications is personally taking the stage at the 2026 NAB Show in Las Vegas starting April 18 to announce the TV 3.0 vision and ATSC 3.0 global expansion plan.
ATSC 3.0 combines higher transmission efficiency, superior indoor and mobile reception, and an IP-native architecture to transform over-the-air broadcasting from a simple channel into a unified platform for UHD, streaming, and data delivery. Born in the United States, this next-generation terrestrial standard is now emerging as the axis of a new global broadcasting order stretching from North America to South America.
Korean broadcasters, who have dominated global markets through K-content, are not standing aside. Korea is the world’s first country to commercially deploy ATSC 3.0, and is now leveraging that technical and operational experience to launch K-Channel 82 — a dedicated K-content terrestrial channel in the U.S. market.
The project places K-drama, entertainment, K-POP, and news on top of Sinclair Broadcast Group’s ATSC 3.0 network — 185 stations, 86 markets, reaching approximately 39% of all U.S. TV households — opening a direct, independent distribution route to American living rooms without passing through any OTT gatekeeper. K-Channel 82 will make its official U.S. industry debut on April 19 at the 2026 NAB Show ATSC Booth, with the Firechat “K-Content Meets ATSC 3.0” and live demonstrations of ATSC 3.0 transmission, Shoppable TV, and Datacasting.
The ripple effects are already spreading to the next continent. With Korean ATSC 3.0 transmission technology being adopted in Brazil’s TV 3.0 rollout, the prospect of the ATSC 3.0 ecosystem expanding through Argentina, Chile, and neighboring South American markets is growing rapidly. Korea and Brazil have already formalized technology and content cooperation in next-generation broadcasting. K-content, now beginning its first experiment on U.S. terrestrial airwaves, is riding this ATSC 3.0 wave — completing preparations for a new global campaign built on the playbook of “validate in America, expand through Latin America.”
Brazil’s ATSC 3.0 Declaration — NAB Show 2026
The National Association of Broadcasters has confirmed Brazil’s Minister of Communications, Frederico de Siqueira Filho, and FCC Commissioner Olivia Trusty as headline speakers for the featured session “NextGen TV and TV 3.0: A Global Conversation on the Future of Broadcasting” at the 2026 NAB Show, taking place April 18–22 (exhibits April 19–22) at the Las Vegas Convention Center. Scheduled for Monday, April 20, from 1 to 3 p.m. PT, the session is part of the Broadcast Management and Monetization Conference and will feature perspectives from the United States, Brazil, Korea, India, and the Caribbean.
“We are facing a profound transformation in the way television is produced and consumed. Brazil’s TV 3.0 will represent the definitive integration of television and the internet, placing Brazil at the forefront of innovation in broadcasting.”
— Frederico de Siqueira Filho | Minister of Communications, Brazil
rederico de Siqueira Filho | Minister of Communications, BrazilOlivia Trusty, FCC Commissioner
Brazil is advancing a national TV 3.0 initiative built on the ATSC 3.0 standard, marking the most significant expansion of the standard’s geographic footprint to date. The session will be structured around two panels: “Bridging Standards — From ATSC 3.0 to Brazil’s TV 3.0 Platform,” focused on technical deployment strategy, and “Deploying the Future — International Broadcaster Perspectives on NextGen TV,” highlighting real-world implementations across emerging markets.
Korea participates as the world’s first country to commercially operate ATSC 3.0. NAB Show also maint
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고삼석 상임의장 · Chairman Samseog Ko
고삼석(Ko Samseog)은 K-EnterTech Forum 상임의장입니다. 동국대학교 첨단융합대학 석좌교수이자 국가인공지능전략위원회 분과위원으로, 30년 이상의 방송통신 정책 및 산업 경험을 바탕으로 K-콘텐츠와 글로벌 엔터테인먼트 기술의 융합을 선도하고 있습니다. 前 방송통신위원회 상임위원을 역임했으며, ZDNet Korea에 정기 칼럼을 연재 중입니다.
Samseog Ko is the founding Chairman (상임의장) of K-EnterTech Forum. He is a Distinguished Professor at Dongguk University and a member of Korea's National AI Strategy Committee. Former Commissioner of the Korea Communications Commission (KCC).
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