I've read a few articles that claim a large part of the reason ATSC 3.0 is supported by broadcasters is the potential money to be made from marketing. All information about what you watch, and any personal details stored in the box, will be totally available to broadcasters. Supposedly they will be able to change the commercials shown to each viewer based on your information they get from the box. If your box has a dvr function they will able to change and update the commercials in any programs you have recorded. DRM is broadcasters way of finding more ways to sell people items or services they don't need or want.
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