EdgeBeam and ATSC 3.0: A New Broadcast Frontier-But Will Rural and Tribal Communities Be Left Behind?

By Loris Taylor

At the recent National Association of Broadcasters (NAB) Conference, broadcast innovation was on full display. Four major media companies — Gray Media, Nexstar Media Group, E.W. Scripps, and Sinclair — introduced EdgeBeam, a bold joint venture redefining how data is delivered across the country. The engine behind this innovation? ATSC 3.0, also known as NextGen TV.

ATSC 3.0, the latest broadcast transmission standard, introduces a transformative capability called datacasting. Simply put, datacasting uses over-the-air broadcast television signals to transmit digital data to a wide audience, including video, text, audio, software, and emergency alerts. Unlike traditional cellular or broadband networks, datacasting rides on licensed broadcast spectrum, a public resource that covers large geographic areas with a single transmission. This “one-to-many” model allows broadcasters to send information simultaneously to multiple devices — from televisions and smartphones to vehicles and drones — without relying on an internet connection.

This innovation holds immense promise, particularly in areas where internet infrastructure has failed to deliver. For many rural and Tribal communities, where broadband access remains unreliable or unavailable, datacasting offers a strategic and cost-effective method to provide essential information and services. EdgeBeam intends to leverage broadcast spectrum to create fast, secure, and scalable nationwide datacasting systems that operate independently of traditional networks.

Yet, as the broadcast industry races ahead, serious questions exist about who has a seat at the table. While ATSC 3.0 is already available to roughly 76% of the U.S. population and combines the strengths of broadcast and broadband, the rollout must not sideline underserved communities.

Tribal Nations are not passive recipients of this technology — they are sovereign governments and leaders in communications strategy. Their participation in the design, governance, and deployment of datacasting systems is not optional — it is essential to ensuring a future where spectrum access, content, and infrastructure needs meet the terms of each Tribal Nation.

Meanwhile, the industry is petitioning the Federal Communications Commission (FCC) to phase out the legacy ATSC 1.0 standard in the top 55 media markets by 2028, with full sunsetting by 2030. This transition would release more spectrum and increase channel capacity from 9 Mbps to as much as 100 Mbps — dramatically expanding the potential of broadcast systems. Realizing the potential of ATSC 3.0 across Indian Country requires coordinated investments to ensure Tribal and rural broadcasters have the infrastructure, equipment, and policy support necessary to operate within this environment fully.

At the same time, there is a push to loosen FCC ownership rules, arguing that consolidation is needed to compete with Big Tech. “They’re all allowed to have national footprints, but this industry is not,” said Sinclair’s Chris Ripley. But while deregulation may serve corporate interests, it could also displace locally owned and Tribal stations, further concentrating control of spectrum and content in fewer hands.

The stakes are high. ATSC 3.0 and datacasting have the power to transform how we communicate — not just delivering data but strengthening emergency services, supporting Indigenous language revitalization, and expanding the reach of local stories and perspectives. This future must be shaped in partnership with Tribal Nations, not around them.

As we move toward a new national broadcast standard, Tribal broadcasters must be recognized as equal partners — owners, innovators, and decision-makers — in the evolution of the media landscape. The spectrum that carries our stories is more than technology — it is a sovereign resource. And it must remain in the hands of those who use it to serve, protect, and empower their communities.

Tribal Nations must have a permanent place in the communications footprint of this country — not as an afterthought, but as foundational leaders in shaping its direction.