However, according to Raymondo Barros, CTO of the country’s leading broadcaster Globo TV, it is not just down to the recent Rio Olympic Games.
Speaking in a panel discussion at IBC, he said that dramas are the main focus for introducing the format to viewers. In the case of Globo, it is providing 4-5 series in 4k in OTT to the 500,000 customers with TVs connected to Globo Play, with the service costing €3 a month.
All told, Globo is already producing around 100 hours of dramas in 4k each year, with some of the content finding its way into primetime broadcasts.
Barros said Globo’s general strategy was one of building up inventory for the future and learning in the process.