As published on Blog do Amaury Jr./Splash UOL

On August 27, 2025, President Lula signed the decree that regulates TV 3.0 in Brazil. At first glance, it may look like just another acronym, but this is nothing short of a revolution in the way millions of Brazilians watch television. What began as a technical project, debated by experts at the Brazilian Digital Terrestrial Television System Forum (SBTVD) since 2023, has now become official with the adoption of the ATSC 3.0 standard. In practice, it means free-to-air TV entering the era of the internet and interactivity.

What it means for viewers

For the public, the good news is that free TV will remain free, but with a huge technological leap. The promise includes picture quality that can reach 8K, immersive sound, customizable subtitles, real-time Brazilian Sign Language (Libras), and improved audio description. This means TV will become more inclusive, more accessible, and better adapted to the needs of different audiences.

Another key point: there will be no need to replace your TV set immediately. Much like the transition from analog to digital, those without newer TVs will be able to use converters (set-top boxes) to adapt to the new signal. This ensures that no one is left behind for financial reasons, keeping broadcast TV as a democratic space.

But the real game-changer is interactivity. Instead of just receiving a signal, the viewer will now be able to interact with programming. From voting on entertainment shows to choosing different camera angles during sports broadcasts, from accessing government services directly on the screen — including Gov.br — to shopping through the TV (T-commerce), the experience will no longer be one-way. Free-to-air TV becomes an interactive ecosystem where viewers have more control.

What it means for broadcasters

While the transition for viewers will feel almost seamless — just turn on the TV and enjoy the new features — for broadcasters, the challenge is massive. TV 3.0 completely changes the broadcasting model. Instead of relying solely on linear programming organized by numbered channels, stations will now operate within an app-based environment. The experience becomes much closer to what audiences already know from streaming platforms.

This shift demands heavy investment in technology and innovation. Broadcasters will need to rethink formats, explore interactivity, and create new ways to monetize content. Reality shows could thrive with instant voting. News broadcasts might add extra layers of data, maps, and live audience participation. Advertising, too, could become more targeted and efficient, taking advantage of the personalization features built into the new system.

In short, TV 3.0 turns broadcasters into true multiplatform content creators. It’s no longer enough to simply “put a program on the air” — now they need to design full experiences that blend video, data, engagement, and digital services. The transformation is comparable to the rise of streaming, except it’s happening within the space of free, public television.

Timeline and expectations

According to the government, the preparatory phase will be completed by the end of 2025. The first transmissions are scheduled for the first half of 2026, starting in major capitals, with the expectation of aligning with the World Cup. Nationwide expansion will be gradual and may take up to 15 years, precisely to ensure that the transition does not exclude anyone.

The initial investment of R$7.5 million is just the beginning. The expectation is that the innovation will stimulate the creative industry, generate jobs, strengthen Brazil’s digital sovereignty, and ensure that free-to-air television remains relevant in a world increasingly dominated by streaming services. It’s worth noting: despite competition from Netflix, YouTube, and other platforms, 60% of video consumption time in Brazil is still devoted to free-to-air TV. In other words, this remains the country’s most central medium, and now it gains the tools to modernize without losing its essence.

A more interactive and inclusive future

The TV 3.0 decree is not just about technology. It’s about preserving television as a public, free, and accessible space — while adapting it to the 21st century. For viewers, it means better quality, more options, and more inclusivity. For broadcasters, it’s a wake-up call to reinvent themselves and to fight for attention in a media landscape where TV and the internet no longer compete but merge into one single screen.

My view

Will TV 3.0 “beat” streaming? I don’t think that’s the goal. Netflix, Prime Video, and many others are already part of viewers’ routines. But free-to-air TV remains the most familiar, immediate, and democratic medium in Brazil. This new technology isn’t about replacing streaming, but about complementing it: opening doors for those who still aren’t immersed in the digital world, and creating hybrid experiences for those who already navigate both.

The future, then, is not about exclusion but coexistence. TV 3.0 may not turn every Brazilian into a “streamer,” but it will ensure that free television stays central, connected, and alive. If it succeeds, the impact will go far beyond changing the channel — it will redefine the way television relates to the country itself.