"What is the advantage for consumers and TV stations to switching to ATSC 3.0? Is it worth the trouble and cost? Is this just another overhyped boondoggle?" Long-term, it would make financial sense to a TV station that wanted to attract more viewership with additional channels (hence more advertising space). From my understanding, the new standard offers more bandwidth and better compression capability. Stations wouldn't be limited to the 19 megabit amount set by the current standard. I've seen estimates as high as 36 megabits. ATSC 1.0 uses MPEG-2 compression, which was developed in the 90s. ATSC 3.0 uses the more modern MPEG-H HEVC / H.265 codec. A station could squeeze in more SD and HD channels with the higher allotment of bandwidth and with better compression rates without sacrificing as much picture quality. It makes no sense to buy 4K televisions that can produce far better video than any in the past and still be watching TV programming with tuners based on 20+ year old technology. When viewers see the difference in store displays using the new tuners to receive the new signals that look better because of less compression artifacts, they'll be glad to migrate.