If this post from dtvfacts.com is anything to go by, the newest low-end ATSC set-top boxes (or converter boxes, the term that's used in the US) will be priced at US $60-70. This is indeed quite cheap, but it's still 30% more expensive than the cheapest DVB-T boxes.
It seems the US government will try to push take-up of DTT through the use of a coupon scheme, whereby all consumers will be able to apply for a US$ 40 voucher that they can redeem against an approved list of products sold at an approved list of retailers. The same website includes a detailed explanation of how that scheme will work.
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