I think the problem with any attempt to move ATSC to MPEG4 (which ATSC does support), is the TV manufacturers will probably be against it as it adds to cost and retail price of the HDTV to support both MPEG's (as they would be mandated to support), and would argue that the vast majority of the population--regardless of the well reported but insignificant use of OTA in homes--gets their TV programming from MPVD's, and on-line streaming services are the growth and future, not OTA, and that it would be an undue burden for mandating the support for ATSC MPEG2 & MPEG4.
There just won't be a chance at all that we will be using OTA for viewing for accessing HDTV entertainment by the time our FCC is ready to make obsolete all of our HDTV's in about 20 years. I really do think the in the decades to come, the OTA HDTV spectrum will no longer be used for linear ATSC broadcasts. Instead it will likely be used for more portable, smartphone like devices or what ever wonderful new devices we can't even imagine, but we access the data via wireless technology/RF spectrum. That's the REAL value of the spectrum in the future.