Brazil has announced the development of TV 3.0, based on the American ATSC 3.0 standard, allowing broadcast TV to merge with the digital world.
Although this combination brings many promises, there are doubts about the possibilities. It will not arrive until 2026 and will have to compete with other ecosystems that are already underway: smart TV and OTT integrators. In addition, TV 3.0 has not taken off in the United States, its country of origin.
In Brazil, however, they seem ready to make it work. The new generation has the support of the Brazilian state and Globo, the country’s main broadcaster, a partnership that has successfully implemented DTT in the past. The main incentive is the massiveness of FTA in the country: 50 million households have it as their main access option.
TV 3.0 is a radical change for FTA TV, the most widespread TV option in the country, as it adds the capacity of interactivity through its own wireless channel. TV 3.0 will turn traditional TV channels into apps, allowing for the aggregation of more content from different sources to provide an on-demand, segmented and personalized experience. Beyond the associated improvements in picture and sound quality, it promises an ecosystem that provides a deep understanding of the viewer that will underpin advertising revenues.