The big content players are putting on the glitz this week, hoping to woo advertisers with their upfront pitches. This annual tradition is big on hype, but there’s plenty of news this go-round with Fox Corp. unveiling its DTC plans, NBCUniversal showing off the newly named Versant and Disney expected to reveal today that it’s naming its ESPN streaming service simply ESPN. Broadcasters are continuing their upfront pitch to regulators with one of their priorities a government-mandated deadline for stations to transition to the ATSC 3.0 standard. But cable isn’t a fan of the plan, telling the FCC that only 4.5% of TVs used in the U.S. today are even capable of viewing ATSC 3.0 signals.