DTV+: find out what TV 3.0 is, which offers better image quality, cinema sound and interactive features

DTV+: what is TV 3.0, which offers better image quality and interactive features
The 2026 World Cup marks the official beginning of a new phase of Brazilian television, much more technological. DTV+ is a higher quality image, in 4K and immersive sound. Change is coming little by little. For now, DTV+ is in the experimental phase in Rio, São Paulo and Brasília. Expansion across the entire national territory will take around 15 years. To access the new feature, you will need to use a kit, which has a converter, antenna and remote control.
Learn more about DTV+
Infographic - What changes with DTV+.
Arte/g1
DTV+: the new name of TV 3.0
The first television, analogue and with black and white images, became known as 1.0. Years later, TV 2.0 appeared, with color images and internet connectivity.
Now, TV 3.0 represents the next level of digital television and, according to experts, will deliver more interactivity, personalization and image and sound quality (understand more below). It's as if the channels became applications.
In August 2024, the Brazilian Digital Terrestrial Television System Forum announced the new name for TV 3.0 in the country, which is now called Digital Television+ (DTV+).
The recommended transmission technology will be ATSC 3.0, one of the most advanced digital transmission systems in the world.
The advantages of DTV+ (TV 3.0)
Better images: the user will be able to watch open TV content with more definition, brightness and contrast, in 4K and even 8K quality.
Channels: technology allows TV channels to be similar to applications. "Instead of going from channel to channel, you will have the application for each broadcaster, something closer to what we already see on Smart TVs today", said Wilson Diniz, Secretary of Electronic Social Communication at the Ministry of Communications.
Immersive sound: the new technology offers an immersive sound experience, with cinema quality, according to experts.
⚡Interactivity: the public will be able to interact with open TV content, such as voting in polls and even buying products shown live.
Personalization of advertising: as is already the case on social networks, broadcasters will be able to further segment advertisements, delivering personalized options: "If the person is looking for a car of a certain model, it will be possible to display advertisements that speak directly with the interest of that consumer", explained Leonora Bardini, executive director of the TV Globo channel.
"As soon as you call and log in, the TV will already know you, know your tastes and offer a combination of content and advertising. It's a more personalized experience of watching TV", said Leonora Bardini.
"In a football game, the TV will already know which team you are a fan of and will provide a complete and more immersive experience that dialogues with your favorite team", exemplified the executive director of the TV Globo channel.
TV 3.0 will be like "a big cell phone in front of you", says minister
Globo launched experimental DTV+ transmission in April
Depends on the internet?
You will not need an internet connection to enjoy the advantages of TV 3.0, explained Wilson Diniz. "4K, 8K image quality and immersive sound will be available, even if the user does not have a connection", explained the Secretary of Communications.
However, connecting the TV to the internet allows for a more complete experience, expanding the possibilities of interactivity and personalization, according to experts.
For example, it will be possible to buy the same clothes that the actor wears in the soap opera or the cake that just appeared on the cooking show. Additionally, you will be able to vote to eliminate a participant from a reality show - all directly on television.
"In a game between Brazil and Argentina, the TV will already know that you are a Brazil fan and will provide a complete experience that speaks to your favorite team or team," explained TV Globo's programming director, Leonora Bardini.
"This will be possible because you have already informed your team when accessing ge.globo, for example.

Everything will be synchronized," added the executive.
Do I need to change television?
"No one will need to change television from one moment to the next", said the Minister of Communications, Frederico de Siqueira Filho, this Wednesday.
At first, just as occurred in the transition from analogue to digital TV signal, it will be necessary to purchase a converter to enjoy the DTV+ experience.
According to Siqueira Filho, there will be a "period of coexistence between the two technologies": digital TV and TV 3.0, and it can be extended according to the need for evolution.
The migration will be staggered, starting from the large capitals. "We will have the necessary time for the industry to adapt, the converters to become popular and the replacement of televisions, due to the time of use, to happen naturally", summarized the minister.
The expectation is that, in the future, the new televisions will already come from the factory with support for the new technology, dispensing with the converter. Manufacturers have been involved in DTV+ discussions since the beginning, precisely to prepare the market.
Converter (on the left) and antenna for capturing the DTV+ signal displayed at the inauguration of the experimental broadcast of DTV+ by Globo, in April 2025
g1
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