At its November agenda meeting, the FCC voted 3-2 to adopt a Report and Order and Further Notice of Proposed Rulemaking that allows TV broadcasters to use the next generation broadcast television transmission standard (“ATSC 3.0”) on a voluntary basis. Because ATSC 3.0 is not backward compatible with existing consumer or MVPD equipment, the new rules set up a transition, requiring broadcasters using the new standard to simulcast their primary programming stream in the current ATSC 1.0 and covering most of their current community of license for five years. The adopted Order contains only minor changes to the earlier circulated draft, described here. Commissioners Clyburn and Rosenworcel dissented, raising concerns about consumer protection and privacy noting apparent plans to collect and use audience data and demographics for “targeted advertising.”