Brazil’s largest broadcaster, Globo, will be introducing the TV 3.0 platform across the country in 2025. This next-generation platform is not simply about remaining competitive with streaming giants - it’s about redefining the viewer experience. John Maxwell Hobbs reports.
Carlos Octavio, Director of Corporate Strategy and Architecture at Globo, describes TV 3.0 as a transformative vision that combines the strengths of traditional broadcast television with the advanced features of digital streaming. He emphasises that TV 3.0 is not just about higher-quality video and immersive audio - it’s about fundamentally enhancing the viewer experience by integrating personalisation, interactivity, and dynamic content management. Octavio has been with Globo for 24 years, starting in IT, and working across various roles related to architecture, infrastructure, and applications. Currently, he is responsible for strategy, data governance, and partnerships and describes himself as an ‘orchestrator’ of the company’s TV 3.0 strategy.
Octavio explains that TV 3.0 aims to deliver a seamless hybrid model, where the line between broadcast and streaming is blurred. “The viewer won’t have to think about whether they are consuming content through broadcast or streaming,” he says. Instead, the focus is on providing a high degree of personalisation by knowing who is watching and delivering content tailored to their preferences, even enabling advanced features like dynamic ad insertion (DAI)...
You are not signed in
Only registered users can read the rest of this article.
Closing the security execution gap: “We are in a crisis… we collectively need to be aware”
Gathering at an IBC Roundtable, the industry’s top security experts confronted the 2026 TPN Star Report’s urgent results, the sharp increase in threat exposure, and the missing execution step for broadcasters, studios, and service providers alike.
The dish is not dead: Why the future of TV delivery is hybrid
IP is clearly gaining ground. Yet, infrastructure and distribution specialists suggest that it’s no silver bullet for the reliable, personalised, instantaneous delivery that today’s audiences demand. In this context, has satellite lost relevance, or is it simply no longer the only player in orbit?
World AI Film Festival: “There is no emotion in AI”
The World AI Film Festival fielded new and established storytelling voices, but the jury is out on whether AI can capture the human spirit of cinema. Adrian Pennington reports.
IBC Content Everywhere: Cloud adoption reaches a critical point
The adoption of cloud-based working practices is an ongoing process within the Content Everywhere industry. While most streaming companies have embraced the cloud, there have been concerns in the past about a lack of strategic focus and whether providers are adopting cloud-native solutions rather than relying on virtualised or cloud-ready solutions.
Virtual production after the hype: Where it actually works now
Virtual production is no longer being treated purely as spectacle or novelty – it is becoming a production tool, with clear strengths, clear limits, and a growing body of experience around how to use it well across a range of budgets. IBC365 investigates.
