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 view this article.
ISE2025: Putting the art into artificial intelligence
AI permeated almost every aspect of ISE 2025 but experts and executives were keen to stress AV’s indivisible role in meshing tech with the art of communication.
Coming of age: How virtual production is becoming more accessible as it matures
Whilst the application of virtual production to big-budget tentpole productions will continue, the maturity of workflows and the development of more technical standards will enable the technology to be applied more widely, writes David Davies.
Data-driven audio: Why AI is sounding great for everyone
The application of artificial intelligence in audio is not a recent development, and it’s not coming for our jobs, but it is coming for our audiences. The past year has seen several advances in how AI is impacting audio, and it’s happening on both sides of the production chain, writes Kevin Emmott.
New tricks: Scriptwriters embrace AI to turn the tables
The studio model is being upended by seismic business pressures and the disruptive potency of AI. For two seasoned scriptwriters and producers partnered as Talk Boys Studio, the answer was to create a short film that could be the bellwether for a new wave of narrative generative AI content.
All-pervading AI: a look ahead to 2025
January has only just come to an end, but we are already looking ahead to the next IBC, which takes place as usual at the Amsterdam RAI in September. In the meantime, Content Everywhere companies are polishing their crystal balls and making predictions about what might lie ahead for the video services and streaming industry in the next twelve months.
