TV Globo launches native 4K DTV+ interactivity for Antena Paulista
TV Globo is launching native 4K broadcasting and DTV+ interactive capabilities for its program Antena Paulista, enabling viewers to access informational cards and live polls. The rollout builds on previous DTV+ technology pilots conducted by the broadcaster in major Brazilian markets.
Key Takeaways
- Antena Paulista is the first TV Globo program to feature native 4K transmission and DTV+ interactivity.
- The DTV+ standard requires a compatible digital converter and a 4K television set for full feature access.
- Interactive features include real-time on-screen cards with service information and live audience enquetes.
- GloboNews is simultaneously launching its 'Radar' news program on August 3, featuring political analyst Malu Gaspar and economist Fernando Nakagawa.
Why It Matters
This launch represents a concrete shift toward 'TV 3.0' in Brazil, merging traditional broadcasting with interactive IP-based features to combat streaming competition. By moving beyond pilot programs into a scheduled weekly attraction, Globo is testing consumer appetite for hybrid broadcast-broadband services that theoretically offer better performance than OTT at a fraction of the bandwidth. For the broader ecosystem, this serves as a technical benchmark for ATSC 3.0-derived standards in large-scale markets, impacting how local advertisers value linear time slots. Watch for hardware adoption rates in the São Paulo region as the primary indicator for broader nationwide deployment scalability.
Additional Context
The commercial rollout of DTV+ in Brazil is gaining momentum ahead of the 2026 FIFA World Cup, utilizing the ATSC 3.0 physical layer. Per V-Nova reporting in June 2026, the deployment utilizes a unique combination of Versatile Video Coding (VVC) and MPEG-5 LCEVC, allowing 4K HDR delivery at bitrates below 10 Mbps. This efficiency is critical for Brazil, where terrestrial television remains the primary medium for approximately 80% of the population, according to government figures cited by trade groups in August 2025. Regulators have recently formalised the transition timeline. Per CSI Magazine in March 2026, while the analogue switch-off is complete, the government extended the full TV 3.0 implementation deadline to the end of 2027 to allow for device certification and industry testing. Broadcasters like Globo and Record TV are currently leading pilot transmissions in São Paulo and Rio de Janeiro, testing features like geographically targeted advertising and immersive audio via the MPEG-H standard. Industrial activity surrounding DTV+ has accelerated with major equipment providers entering the market. According to Rohde & Schwarz in February 2026, the company has been selected to supply the first commercial transmitters to Globo, specifically optimized for the higher VHF Band III frequency. These infrastructure upgrades are designed to support dynamic ad insertion (DAI) and app-centric navigation, effectively treating broadcast channels as native applications within smart TV operating systems.
Read full article at faropop.com
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