TV 3.0 in Brazil: From Technical Robustness to Business Model Sustainability

Abstract

This paper analyzes the adoption of TV 3.0 in Brazil as a technological transition in which physical-layer performance,
regulatory design, and business sustainability are mutually dependent dimensions. Using a documentary, descriptive, and analytical approach based on public reports from the SBTVD Forum and normative documents on TV 3.0 deployment, the study examines three axes: the technical evidence from Phase 3 testing, covering real-time video coding with VVC configurations and physical-layer field tests at 28 measurement points in Rio de Janeiro using MIMO, LDM, and TxID; the applicationlayer governance functions, namely the Audience Measurement Manager and the Privacy Manager, that operationalize platformlevel data collection and consent enforcement; and the business monetization potential associated with addressable advertising, datacasting, T-commerce, and broadcast-broadband integration. The paper argues that TV 3.0 should be understood not merely as an engineering advancement but as a platform reconfiguration of terrestrial broadcasting, whose economic viability depends on converting ....