TV 3.0: A qualitative leap for Broadcasting
As part of the IAB’s 50th General Assembly held on November 4, 2025, in Brasília, Brazil, a special session was dedicated to the future of free-to-air television: TV 3.0.
The session featured two global leaders:
- Dr. Raymundo Barros, President of the Brazilian Digital TV Forum (SBTVD)
- Ms. Madeleine Noland, President of the Advanced Television Systems Committee (ATSC)
TV 3.0 maintains the essence of broadcast TV — free, accessible, and secure — while transforming it into a digital business and service platform through full integration with the internet.
Dr. Barros outlined Brazil’s regulatory path, highlighting:
- Apps accessible directly from the home screen
- Enhanced urban signal reception
- Expansion of broadcast spectrum with 12 new channels
- National deployment roadmap toward the 2026 FIFA World Cup
Ms. Noland emphasized that the heart of TV 3.0 lies in IP-based transmission, enabling:
- Hybrid OTA + OTT broadcasting
- Advanced video/audio quality
- Interactive emergency alerts
- Targeted advertising and user-driven experiences
The IAB supports this evolution as a powerful opportunity to modernize broadcasting, enhance public service, and reaffirm the values of free, plural, and democratic media.
Watch the full presentation here: Presentation TV 3.0