South Korean tech giant Samsung Electronics Co. said Thursday it has struck a deal with U.S. broadcasting companies to work together for the adoption of the next-generation broadcasting standard for digital TVs.

It signed a memorandum of understanding with Pearl LLC and Sinclair Broadcast Group in Washington on Wednesday (U.S. time) to promote the Advanced Television System Committee 3.0, the company said in a statement.

The ATSC 3.0 refers to a set of standards developed by the committee for digital television transmission over terrestrial, cable and satellite networks. Its faster transmission speed than European or Japanese systems allows multi-channel broadcasting via more various signals and formats.

Under the agreement, they will introduce the broadcasting system to the U.S. government and TV network operators there through a series of demonstrations, in a bid to make it the standard for next-generation digital TVs.

They also plan to set up a long-term strategy for the establishment of infrastructure for the new digital TV system, according to Samsung.

Pearl is a broadcasting association that comprises 170 networks and owns more than 200 transmission towers. Sinclair Group is one of the largest television station operators in the U.S. affiliated with 300 TV channels, according to the statement.(Yonhap)