"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.