SET EXPO 2026 scales up technical agenda for Brazil's TV 3.0 transition
The SET EXPO 2026 Congress in São Paulo will feature technical sessions focusing on the transition to TV 3.0, 5G Broadcast standards, and AI-driven media workflows. The event highlights the growing industry integration between traditional broadcasting and broadband infrastructure to optimize streaming profitability and operational efficiency.
Key Takeaways
- TV 3.0 transition strategy prioritizes DTV+ mobile integration and hybrid 'broadcasting plus broadband' ecosystems for the Brazilian market.
- SET EXPO floor space is 85% sold out, marking a 15% increase in commercial demand compared to the same period for the previous edition.
- IBM Consulting and TV Rio Sul will lead sessions on utilizing AI and FinOps to scale media workflows while managing technology costs.
- Upcoming 2026 FIFA World Cup serves as a primary technical benchmark for the launch of next-generation transmission and production solutions.
Why It Matters
Brazil is establishing a blueprint for large-scale hybrid media markets where traditional 80% terrestrial reach meets aggressive broadband expansion. The focus on TV 3.0 and 5G Broadcast standards indicates a strategic pivot toward 'streaming-like' flexibility in free-to-air environments. For global infrastructure providers, this transition creates a massive demand for AI-driven monitoring and automated master control rooms (MCRs) to manage rising complexity. Competitively, the push for data-led operations suggests a more aggressive adoption of targeted advertising and audience telemetry in the LATAM region. Monitor the commercial launch of DTV+ services in Brasília as the first major indicator of national rollout viability.
Additional Context
The official transition to Brazil's 'DTV+' system was codified by a Presidential Decree signed on August 27, 2025, which formalizes the adoption of ATSC 3.0 technologies for the nation's next-generation television format. Per ATSC and NAB (September 2025), this move positions Brazil as one of the largest global adopters of IP-based over-the-air broadcasting, leveraging the 6 MHz channel plan for the 70 million TV households that represent roughly 80% of the population. The decision specifically integrates ATSC 3.0's physical and transport layers to allow for 4K/8K delivery and enhanced mobile reception, following years of field testing where the standard outperformed candidates such as 5G Broadcast and Advanced ISDB-T. Simultaneously, the Brazilian streaming market is undergoing a fundamental shift toward ad-supported models to combat high price sensitivity. Per IMARC Group and Grand View Research (August 2025), while subscription video-on-demand (SVoD) is expected to reach 40 million users by 2027, live streaming remains the dominant revenue driver with a 71.95% share. This dominance is heavily anchored in sports rights, which has led major broadcasters like SBT to launch free ad-supported streaming (FAST) services such as +SBT. Industry analysts from CADE and the Brazilian Report indicate that 2026 will be a pivotal year for regulatory progress on a 4% levy for streaming services, further incentivizing broadcasters to bridge the gap between traditional airwaves and digital platforms.
Read full article at set.org.br
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