They may have to follow the FCC's lead.
The FCC is looking at ways to clear more spectrum space for WiFi and other broadband data transmission, and the UHF spectrum above 600 mHz (TV ch. 36) is their prime target. The trades are saying the likely outcome will be to push all TV stations that were originally on VHF back to their old channels, with increased ERP (100 kW channels 2-6, 316 kW in the US, 325 in Canada on channels 7-13 matching their old analog visual signals) to match their original coverage area and overcome noise. UHF heritage stations may be either pushed down into the VHF band or moved to a lower UHF channel if they aren't on one already. Since adjacent channels can now be assigned to the same market on all bands in digital mode as long as co-channel stations are at least 170 to 190 miles apart, and UHF stations no longer need a 6-channel separation in the same market (an artifact of the sloppy technology of 1952) you can probably squeeze all existing stations into half the number of channels used now.
So you'll see all TV compressed into channels 2 to 35 or 40, running 100 kW channels 2-6, 316-325 kW on 7-13, 3000 to 5000 kW on 14-up. It'll happen in the US in the next few years, and Canada will have to follow.
This is more important than you may think. A.C. Nielsen says OTA reception still counts for about 25% of TV viewing in North America, and given dissatisfaction with cable and satellite service quality and cost (as well as the likely emergence of new portable/mobile viewing devices) that won't significantly decline, and might even rise.
The business of building TV transmitters will be a good one for years to come.