SET Expo 2026 highlights TV 3.0 and connected broadcasting advancements

At the SET Expo 2026, industry leaders and authorities discussed the technological evolution of Brazilian broadcasting, focusing on the implementation of TV 3.0. The transition aims to integrate television, radio, the internet, and artificial intelligence to ensure universal, free, and reliable access to information while maintaining national sovereignty and digital inclusion.

Paulo Henrique Castro, president of SET, noted that Brazil is shifting from adapting foreign technologies to developing its own business models and regulations. Anatel representative Octavio Pieranti reaffirmed the agency's commitment to strengthening the broadcasting sector.

In a related technological advancement, Claro demonstrated TVRO 2.5 (connected receiver) technology in partnership with Century. This new generation of satellite receivers combines traditional satellite reception with internet connectivity, enabling interactive features such as real-time polls, weather updates, and Dynamic Ad Insertion (DAI). The technology supports 4K resolution and allows broadcasters to utilize IP connections for enhanced audience data and interactive advertising.