When a spokesperson for NextGenTV, the broadcasting standard also known as ATSC 3.0, appeared at a recent tech expo, he used the F-word frequently. “Free is a very powerful term,” he exclaimed. He then looked into the camera and spelled out F-R-E-E. “There’s no better language than free. And the great thing about this is it’s a free over-the-air service.” I heard the same pitch coincidentally from the same dude 25 years earlier when he was doing public relations for RCA. The company had launched a line of TV sets with a free, two-day electronic program guide (EPG).