The ATSC 3.0 model market project in Phoenix today officially turned on its first ATSC 3.0 broadcast station, KFPH-CD Channel 35, owned by Univision Communications.

The station is now transmitting UniMás network programming using the new ATSC 3.0 standard.

“Today’s announcement is just the first Phoenix station to transition to ATSC 3.0, with additional partner stations to be added soon. We are also simultaneously preserving ATSC 1.0 signals for viewers in coordination with other broadcasters in the Phoenix market,” said Pearl TV Managing Director Anne Schelle in a statement.

“We are excited to be pioneering the next generation of broadcast television with our UniMás station in Phoenix. ATSC 3.0 allows us to continue innovating and providing our audience with a unique, best-in-class viewing experience,” said John Eck, chief local media officer, in a statement.

RELATED: LG jumps in on Phoenix ATSC 3.0 model market project

Test objectives for the model market project include confirming basic TV service parameters and performance, determining the appeal of next-generation high dynamic range video and immersive audio content to consumers, assessing TV application features and implementation requirements, testing interactive and addressable advertising functionality, and determining consumer device and service appeal. The project involves 10 local stations in all.

New to the Phoenix model market project are consumer electronics manufacturers LG Electronics, Sony, Samsung and Channel Master; technology contributors Dolby Laboratories, TitanTV, and Unifsoft; and signaling and technical experts BitRouter, Meintel, Sgrignoli, & Wallace and Yotta Media Labs.

The Phoenix model market is a collaborative initiative being run by E.W. Scripps, Fox Television Stations, Meredith Local Media Group, Nexstar Media, TEGNA, Telemundo Station Group, Univision Communications and Pearl TV.