Globo and Hisense partner to accelerate Brazil's TV 3.0 broadcast standard

This partnership signifies a critical technical shift for the world's second-largest commercial broadcaster as it attempts to retain linear audiences in a streaming-first era. By embedding LCEVC and MPEG-H standards directly into Hisense hardware, Globo is establishing a specialized delivery pipe that offers OTT-like interactivity without the bandwidth costs of pure internet distribution. For the global ecosystem, this acts as a high-stakes test case for the ATSC 3.0 framework at a national scale, potentially serving as a blueprint for other Latin American markets. Industry leaders should track how these hardware-level interactive features, such as direct t-commerce, impact local advertising ARPU compared to traditional linear spots.

The partnership follows a landmark move by Brazilian President Luiz Inácio Lula da Silva, who signed a decree in August 2025 establishing DTV+ as the nation’s future television format. According to the ATSC Broadcast Standards Association, the standard utilizes the ATSC 3.0 physical layer, making Brazil one of the largest international adopters of the IP-based broadcast technology. This regulatory foundation was supported by field trials during the Paris 2024 Olympics, where Globo demonstrated live UHD feeds using LCEVC-enhanced VVC at just 10 Mbps, significantly lower than current HD requirements, per V-Nova reporting in April 2026.

Hisense has simultaneously expanded its broader footprint in Brazil, officially launching direct sales in the country in June 2024 to compete with market leaders Samsung and LG. The company’s focus on ultra-large screens, including its 116-inch RGB-MiniLED models, aligns with the TV 3.0 goal of delivering high-dynamic-range and 4K content to the masses. According to Omdia data from early 2026, Hisense has maintained the top global position in the 100-inch-plus TV segment for three consecutive years, providing the manufacturing scale necessary to drive down the cost of DTV+-compatible receivers.

The broader roadmap for TV 3.0 targets the 2026 FIFA World Cup as a primary showcase for these interactive features, despite the source article's 2027 commercial projection. Per CSI Magazine, the government recently completed the nationwide switch-off of analog signals, freeing up the spectrum required for this next-generation deployment. While initial access will be restricted to professional prototype receivers, the SBTVD Forum expects set-top box demand to drive early consumer adoption before fully compliant TV sets saturate the market by 2028.