TV Globo launches native 4K and DTV+ interactive broadcast in São Paulo

This deployment marks a critical shift for terrestrial broadcasting, moving free-to-air TV toward a hybrid IP-based model that mimics the utility of digital streaming platforms. By integrating real-time interactivity and ultra-high-definition video, Globo is effectively defending its linear audience share against fragmented OTT competition. This move validates the DTV+ roadmap as a viable vehicle for mass-market engagement and targeted content delivery in major urban hubs. In the mid-term, watch for Global to leverage this data-rich return path to refine its regional advertising and localized content strategies.

The rollout of DTV+ in Brazil, often referred to as 'TV 3.0,' follows the official adoption of the ATSC 3.0 physical layer by the Brazilian government. Per a presidential decree in August 2025, Brazil selected the standard to enable higher spectral efficiency and hybrid broadcast-broadband services. This transition is aimed at modernizing free-to-air television for a country where approximately 80% of the population relies on terrestrial signals. In June 2026, tech partner V-Nova confirmed that Globo's DTV+ service is the world’s first large-scale deployment utilizing VVC and MPEG-5 LCEVC video coding, allowing 4K HDR delivery at bitrates under 10 Mbps.

To facilitate this nationwide upgrade, broadcast equipment manufacturers like Rohde & Schwarz began installing software-defined transmitters in major metropolitan areas in early 2026, according to company reports from February. While pilot transmissions are currently expanding in Rio de Janeiro, São Paulo, and Brasília, the Brazilian Digital Terrestrial Television (SBTVD) Forum has extended the full commercial implementation deadline to the end of 2027. This extension, per CSI Magazine reporting in March 2026, aims to ensure a mature ecosystem of compatible consumer devices—such as set-top boxes and integrated smart TVs—is available to support the new features.

Strategically, Globo has positioned DTV+ as a 'relational' tool rather than a purely transactional one. In December 2025, Globo CTO Raymundo Barros emphasized that joining international standards bodies like ATSC serves as a bridge for global interoperability. By integrating features such as targeted advertising and app-centric navigation directly into the broadcast signal, Globo is working to create a unified user experience that bridges the gap between traditional linear viewing and modern on-demand digital habits.