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How Many Sub-Channels Can One DTV Signal Contain?

I've seen OTA TV stations with as many as 9 sub channels and others with as few as none. But nine sounds like a lot for one channel. But how many can sub-channels can a single DTV signal hold?
 
Rabbitears.info shows LPTV KVQT here in Houston as having 20 subchannels. Half of those are in the highly efficient MPEG4 standard. Hard for me to receive the station, so can’t immediately verify that info.
 
So technically, 20? Holy crap! That's more than some entire markets!
 
There's a station here in the SF Bay Area that has 16 channels. One channel is in 720p, the rest are all 480i. Many of them are Chinese, Vietnamese or other Asian language program services. *All* of them look like they're recorded and played back from a 1980's-era VCR, running in ELP mode.
 
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