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ATSC Taps Expert for India NextGen TV Push

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  Published in Science and Technology on Thursday, February 26th 2026 at 17:10 GMT by TV Technology
      Locales: INDIA, UNITED STATES

WASHINGTON, D.C. - February 26, 2026 - The Advanced Television Systems Committee (ATSC) today announced the appointment of Anil Bhardwaj as Director of Technology and Strategy for India and Emerging Markets. This strategic move signals a significant push by ATSC to expand its influence beyond North America and into rapidly growing broadcast markets, particularly focusing on the potential of NextGen TV in regions where digital television infrastructure is still developing or undergoing significant upgrades.

Bhardwaj's appointment comes at a pivotal time for the global broadcast industry. While many developed nations have already transitioned to digital television, large portions of the world, especially in India and other emerging economies, are still navigating this complex shift. The demand for enhanced viewing experiences, coupled with the increasing availability of broadband internet, presents a unique opportunity for ATSC 3.0 - the NextGen TV standard - to leapfrog older technologies and establish a firm foothold.

ATSC 3.0 offers a considerable upgrade over previous standards, incorporating internet protocol (IP) based delivery, enabling features like interactive content, targeted advertising, and personalized viewing experiences. Critically, it allows for over-the-air data services, which are increasingly valuable in areas with limited internet access, offering potential for educational resources, public safety alerts, and connectivity for IoT devices. This versatility is a key reason why ATSC believes its standards are well-suited for emerging markets.

"Anil brings a wealth of experience and a proven track record in broadcast technology and digital media," said Christine Franzoni, president of ATSC, in a statement released this morning. "His leadership will be instrumental in fostering partnerships and driving the adoption of ATSC standards in India and other key emerging markets."

Bhardwaj's previous roles at industry giants like Harmonic and Ericsson have equipped him with deep understanding of the challenges and opportunities in building and deploying complex broadcast infrastructure. At Harmonic, he was involved in large-scale deployments of video compression and distribution systems. During his time at Ericsson, he focused on developing and implementing digital media solutions for broadcasters and service providers. This experience will be invaluable as he navigates the regulatory landscapes and technical requirements of different emerging markets.

India: A Prime Target for NextGen TV

India, with its massive population and rapidly expanding television market, represents a particularly attractive target for ATSC. The country is currently in the process of upgrading its terrestrial television infrastructure, and the government is actively evaluating different standards. While the dominant standard remains based on older DVB-T technologies, there's growing recognition of the benefits of ATSC 3.0's advanced features. A major challenge, however, lies in ensuring interoperability and affordability for a diverse range of devices and consumers.

"The Indian market is unique," explains industry analyst Priya Sharma. "There's a huge demand for affordable entertainment, but also a significant digital divide. Any new technology must address both of these factors. ATSC 3.0's potential for data broadcasting and interactive services could be particularly appealing, but successful adoption will require careful planning and collaboration between broadcasters, manufacturers, and the government."

Expanding Beyond India

ATSC's ambitions extend beyond India. The organization is also targeting other emerging markets in Southeast Asia, Africa, and Latin America, where similar opportunities exist for upgrading broadcast infrastructure. The ability to deliver mobile television services and enhance public safety communications are significant selling points for ATSC 3.0 in these regions.

Bhardwaj's role will involve more than just technical guidance. He will be responsible for building strong relationships with local broadcasters and manufacturers, assisting them in developing and deploying ATSC-compatible equipment, and advocating for supportive regulatory policies. This includes navigating complex issues related to spectrum allocation, licensing, and standardization.

The appointment of Bhardwaj demonstrates ATSC's long-term commitment to global expansion. It's a clear indication that the organization views India and emerging markets as vital to the future of NextGen TV and is willing to invest in the resources necessary to succeed in these increasingly competitive landscapes. The coming years will be critical as ATSC attempts to establish its standards as the preferred choice for digital television in these regions.