An alliance of consumer advocates and television industry players are urging the Federal Communications Commission (FCC) to reject a proposal that would mandate the adoption of the new ATSC 3.0 "Next Generation" broadcast television standard. In a letter presented to the FCC this week, organizations including the Consumer Technology Association (CTA), Public Knowledge, NCTA, The Internet & Television Association, ACA Connects America’s Communications Association, American Television Alliance (ATVA) and the LPTV Broadcasters Association (LPTVBA) collectively voiced strong opposition to the National Association of Broadcasters' (NAB) petition arguing that a forced transition would harm consumers, stifle innovation, and impose significant, unnecessary costs across the television ecosystem.