Pearl TV Launches RUN3TV, a New Web-Based TV Platform Bringing Interactive Experiences and Streaming Content to Live Viewers for the First Time


Designed by broadcasters for broadcasters, the RUN3TV platform makes it easy to deploy interactive content on NEXTGEN TV receivers

WASHINGTON, April 19, 2022 /PRNewswire/ — Pearl TV, the coalition of American broadcast companies moving to NEXTGEN TV, today announced the launch of the RUN3TV web-based platform that enables broadcasters to deliver an all-new hybrid television service to live viewers. (OTA).

RUN3TV was designed to support NEXTGEN TV, otherwise known as ATSC 3.0, and bring content to life through two-way web interactivity. As NEXTGEN TV has reached an inflection point – now reaching 60 markets, around 70 TV models available at retail and a growing device ecosystem – RUN3TV enables broadcasters to interact directly with their viewers via their streaming apps. diffusion.

“An industry first, RUN3TV gives broadcasters the ability to leverage the new ATSC 3.0 A/344 interactive content delivery standard to create TV applications that enhance live viewing with interactive and on-demand content. broadcast on broadband,” said Anne Schelle, CEO of Pearl TV. “With NEXTGEN TV and RUN3TV, broadcasters can now integrate the OTA environment into the digital world.”

RUN3TV’s web-based platform architecture enables stations to develop, innovate and differentiate at the application service level, enabling a consistent viewer experience across all NEXTGEN TV devices. The broadcaster controls the product vision, audience engagement and customer experience. Broadcasters can choose their technical partners and benefit from contributions from the RUN3TV developer community.

With RUN3TV, broadcasters can expect viewers to spend more time engaging with content and multiple new revenue opportunities from viewers watching the live broadcast. Broadcasters can now take advantage of advanced advertising in live and streaming content, audience insights, and premium content distribution through the new platform.

“NEXTGEN TV is rapidly evolving on connected TVs, creating a new market for advanced advertising. The display, lead generation and dynamic ad insertion capabilities will be a game-changer for broadcasters and help level the playing field between other digital providers,” said Kerry Oslund, vice president of strategy and business development at The EW Scripps Company. “RUN3TV creates an underlying framework that puts broadcasters in control of what they create and how they deliver content that matters to viewers. RUN3TV just scratches the surface of what is possible for the broadcast community. “

Pearl TV launches the RUN3TV platform through its subsidiary ATSC 3.0 Framework Alliance, LLC (A3FA). RUN3TV development partners include Kineton, MadHive, IBM Weather, Freewheel and Google. Early adopters such as Gray Television, The EW Scripps Company, Graham Media, TEGNA, Hearst and Howard University WHUT has launched broadcast apps in over 30 markets, and more and more broadcasters are adding innovative interactive features to their NEXTGEN TV channels to connect directly with their viewers and increase audience engagement.

“The power of the RUN3TV platform to enhance viewers’ experience is tremendous. As broadcasters customize and build exciting apps, viewers will be thrilled to seamlessly discover and explore web-based content. such as local news, lifestyle, weather and emergency alerts, all in the broadcast they watch,” said Robert Folliard, Senior Vice President, Government Relations and Distribution, Gray Television. “With NEXTGEN TV and RUN3TV, broadcasters can deliver an on-demand streaming experience, where viewers no longer need to watch with a second screen, creating the future of viewing today.”


NEXTGEN TV will have a prominent presence at the National Association of Broadcasters (NAB) show, April 23-27in Las Vegas, Nevada CEO of Pearl TV, Anne Schelle, will speak as a moderator on “What’s Now and What’s Next with NEXTGEN TV” and participate in a Q&A session designed to inform station managers and salespeople of the new opportunities available through technology. For more details on the NAB Show, visit the event schedule. Media and analysts interested in meeting with Pearl TV for a demonstration of the RUN3TV platform can contact [email protected]or visit its booth, W9022, in the ATSC pavilion.

sunday april 24, 12:00 p.m.-12:30 p.m. PST, Southern James will be presenting RUN3TV at the ATSC booth.

Follow the highlights of the NEXTGEN TV NAB Show 2022 on Twitter @WatchNextGenTv.

Broadcasters can learn more about RUN3TV at

Consumers can learn more about NEXTGEN TV by visiting, which offers a guide to cities already on air, where signals will roll out soon, and available TV models.


NEXTGEN TV is a broadcast technology standard, otherwise known as ATSC 3.0, and is the first major overhaul of the Advanced Television Systems Committee (ATSC) standard for over-the-air (OTA) signal reception since the introduction from ATSC 1.0 in 1996. NEXTGEN TV TV is based on Internet Protocol technology for interactivity, featuring the best combination of online and broadcast TV, and continuous innovation as new services are developed.

NEXTGEN TV offers superb 4KHigh Dynamic Range (HDR) video, enhanced internet content on demand, and better sound thanks to Dolby Audio technologies, which include cinema-quality sound, increased voice clarity provided by Dolby’s Voice+, and consistent volume across all channels.

About Pearl TV
Pearl TV is a trade organization of American broadcast companies with a common interest in exploring future broadcast opportunities, including innovative ways to promote local television content and develop digital media and wireless platforms to the broadcast industry. Pearl members, comprising more than 820 television stations, include eight of America’s largest broadcast companies: Cox Media Group, Graham Media Group, Gray Television, Hearst Television Inc., Nexstar Media Group, Sinclair Broadcast Group, EW Scripps Company and TEGNA Inc.



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