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TV 3.0 begins tests in Brasília and promises to transform Brazilian free-to-air television with internet, apps, on-demand content, 4K image, immersive sound, and gradual implementation in capitals starting in 2026
TV 3.0 has begun testing in Brasília and is expected to reach capitals starting in 2026, combining free-to-air TV, internet, apps, on-demand content, and improved image quality.
TV 3.0 will remain free
The new generation of Brazilian television has been named DTV+ and seeks to modernize the public’s experience without ending the free nature of free-to-air TV. The change begins in an experimental phase and is expected to advance gradually.
Even with digital features, the traditional signal will remain free. The proposal is to bring free-to-air TV closer to the navigation of streaming platforms, while preserving open access to channels.
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Implementation is expected to occur over the next 15 years. The expectation is to reach about 90 million televisions nationwide.
Free-to-air television still accounts for about 70% of video consumption in Brazil. Therefore, the modernization targets a broad audience.
Navigation will feature icons and apps
One of the main changes for viewers will be how to find channels. Instead of navigating by numbers, TV 3.0 will have an interface based on apps and icons.
This format will be similar to current smart TVs. The screen will be able to bring together channels, apps, and content in a more visual experience.
The system will also allow for on-demand content, different audio options, multiple transmission angles, personalized recommendations, real-time polls, and expanded accessibility features.
With this, free-to-air television begins to incorporate functions more common in digital platforms, offering more flexible navigation for those watching live programming.
4K image and immersive sound
TV 3.0 is also expected to bring advancements in image and sound quality. The current Brazilian digital TV standard transmits in 1080i, while the new technology will be able to deliver 4K transmissions.
In the future, the system may also reach 8K. This evolution depends on the adoption of the most advanced technologies foreseen for the new standard.
Audio will be modernized with immersive sound and personalized adjustments. Among the possibilities are the separation between voice, music, and sound effects.
Converter will be necessary
Current televisions will not be automatically compatible with TV 3.0. To access the new features, a converter will be necessary, with an estimated cost between R$ 300 and R$ 400.
The trend is that future devices will already come from the factory prepared for the technology. This should facilitate adoption as the industry advances.
The first experimental transmissions are scheduled for June 2026, initially in Brasília, São Paulo, and Rio de Janeiro. Expansion will depend on technical adaptation.
Transition could exceed R$ 20 billion
The implementation of TV 3.0 will require billions in investments in infrastructure and adaptation of broadcasters. It will also depend on the evolution of the industry.
The sector estimates that the complete modernization of Brazilian free-to-air TV could cost over R$ 20 billion throughout the process. The transition will be gradual and is expected to reshape access to open programming.
With information from Agora no Vale.
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