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A healthy appetite for 4K content already exists. The continued rollout of new and lower priced 4K sets is increasing as evidenced by this week's CES show in Las Vegas.
So far we have content from Netflick, Amazon, You Tube, very soon, BluRay UHD and a few other content providers.
If the trend for 4K continues, that should provide a good motivator for broadcasters to roll out ATSC 3.0.
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