A Diffusion-of-Innovation-Based Strategy for the Deployment of TV 3.0 (DTV+) in Brazil from 2026 Onward

Abstract

This paper proposes an implementation strategy for TV 3.0 (DTV+) in Brazil from 2026 onward based on the Diffusion of Innovations framework. The argument is built upon a comparison between the successful analog-to-digital television transition and the current transition toward a broadcast--broadband convergent platform. While digital television offered immediate and easily observable benefits, TV 3.0 enters a mature media environment shaped by smart TVs and streaming services. This paper argues that mass adoption will not occur automatically and depends on a staged diffusion strategy centered on niche value propositions, ecosystem coordination, and new business models. The study recommends an initial focus on innovators and early adopters, especially premium live sports audiences, followed by progressive expansion through device availability, demonstrable service differentiation, and coordinated industry action.