Delegates from the Ministry of Communications and the Brazil Communication Company (EBC) are currently attending the largest media technology, audiovisual, and broadcasting fair in the world in Las Vegas, USA until Wednesday (22).
The NAB Show, organized by the US broadcasting association, showcases the main technological innovations in the sector.
During the event, Minister of Communications, Frederico de Siqueira Filho, mentioned that the federal government is considering utilizing funds from the 5G Bidding for distributing kits for receiving digital TV 3.0 to low-income families.
The funds are related to the investment counterpart established for expanding connectivity in the State's exclusive network.
As per Siqueira Filho, the initiative "is not only a socially relevant measure but also a structural strategy."
According to him, ensuring access means "accelerating adoption, stimulating the market, and creating conditions for the entire ecosystem to develop sustainably."
The minister also emphasized that the government is working towards "enabling television to operate as a robust channel for alerts to the population, with geographical segmentation capacity and automatic activation potential of devices, ensuring that information reaches those in need at the right time."
According to Siqueira Filho, TV 3.0 "paves the way for integration with government digital services, transforming television into an access point to public policies, especially for the population still facing barriers in the use of other technologies."
The model of TV 3.0 and its implementation were defined in a presidential decree in August 2025.
The minister believes that the new technology will broaden "the State's reach and strengthen social inclusion," as well as change how people watch television.
"We are talking about customization, a TV for each Brazilian. For the first time, free-to-air television will be able to offer experiences tailored to the user profile, without losing its essential characteristic as a mass communication medium," he reflected.
TV 3.0 allows, for instance, integration with emergency alert systems, sending warnings to specific areas triggering devices automatically, without the need for broadband connection.
During the NAB Show, Siqueira Filho emphasized that TV 3.0 will create room "for new business models" in the sector, such as targeted advertising based on data and e-commerce integrated into the television experience.
It is expected that during the World Cup, commencing on June 11, tests for TV 3.0 transmission will already be possible.
"The implementation pace will be defined according to the broadcasters' strategy, and the State's role is to ensure a stable, predictable, and investment-friendly regulatory environment," stated the minister.
According to the General Director of the Brazil Communication Company (EBC), David Butter, "the experience of TV 3.0 in Brazil is being closely monitored abroad."
He mentioned an interest in technological choices, content possibilities, and the regulatory framework.
"Brazil is once again positioning itself to lead," believes the General Director.
"Brazilian open TV has had scale and relevance for decades. TV 3.0 is now arriving and adding layers of customization, regionalization, and, above all, the offer of public services," he summed up
The Director of Operations, Engineering, and Technology of EBC, Bráulio Ribeiro, highlighted EBC's participation in the TV 3.0 implementation and the promotion of the model at the world's largest broadcasting fair.
"It reinforces the importance and protagonism that Brazilian public communication has had in discussions and in conducting TV 3.0 tests, besides being an opportunity to promote the common platform of public communication and government services as a major innovation of TV 3.0 in Brazil," he stated.
Fonte: Agência Brasil
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