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A comprehensive effort is planned for the Phoenix TV market to show how next-generation ATSC 3.0 technology can be deployed while maintaining existing digital TV service for viewers.

Forming the first collaborative single-market effort to plan for and implement a transition to next-generation over-the-air television broadcasting in the US, EW Scripps Company, Fox Television Stations, Meredith Local Media Group, Nexstar Media Group, TEGNA, Telemundo Station Group, Univision Communications and Pearl TV are partnering on the effort.

The Federal Communications Commission is expected to adopt policies at its November open meeting allowing for the voluntary deployment of ATSC 3.0 technology throughout the US. Phoenix will serve as the first model market.

The nation’s 12th-largest TV market, Phoenix has more than 1.8 million households with over one in five viewers relying on over-the-air reception for TV viewing.

“What we learn in Phoenix will be critical for a successful deployment of next-generation TV across the country,” said Pearl TV managing director Anne Schelle. “The model market collaboration will help broadcasters develop commercial launch profiles, station configurations, interoperability with MVPD retransmission and support requirements for a basic ATSC 3.0 TV service.”

Ten TV stations in the Phoenix market will participate in deploying the model market, which will launch soon and involve independent broadcasters as well as those owned by or affiliated with the major networks.