Brazil launches TV 3.0 with 4K VVC and interactive IP layers

The launch marks the first large-scale commercial implementation of a hybrid broadcast-broadband system using VVC and MPEG-H, proving that high-efficiency 4K delivery is viable without additional spectrum via ATSC 3.0-derived architectures. For the global streaming industry, this represents a unique competitive challenge; free-to-air broadcasters can now offer app-like interactivity, targeted ads, and UHD quality that matches premium OTT services. The inclusion of public services like 'SUS Digital' directly into the TV UI signals a strategic shift in using broadcast as a primary digital inclusion tool. Watch for adoption rates of external converters, as the high initial price point (R$ 684) may slow early consumer migration compared to early government projections.

The technical foundation of Brazil's TV 3.0 is built on the ATSC 3.0 physical layer, which the SBTVD Forum recommended in August 2025 after testing several international standards including 5G Broadcast and Advanced ISDB-T. According to trade.gov in August 2025, the standard outperformed competitors in spectral efficiency and 2x2 MIMO support within the 6 MHz channel plan. To achieve 4K HDR at lower bitrates, Brazil also integrated MPEG-5 LCEVC (Low Complexity Enhancement Video Coding) as an enhancement layer. Per V-Nova in November 2025, this combination can yield up to a 54% bitrate saving compared to standalone VVC, significantly reducing the bandwidth required for UHD terrestrial delivery.

Broadcasters like Globo utilized the July 2026 World Cup as a critical launch window to demonstrate the interactive capabilities of DTV+, including multi-camera angles and live polls through a pilot station launched in Rio de Janeiro in April 2025. Despite this push, consumer electronics manufacturers did not have receivers integrated into television sets by the tournament's start. Per CSI Magazine in March 2026, the Ministry of Communications officially closed the 16-year analog switch-off just as the TV 3.0 era began. While Brazil leads the regional transition, neighboring markets like Argentina and Chile have expressed interest in the DTV+ model, signaling a potential Latin American shift toward a unified IP-based broadcast standard.