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This presentation explores Brazil’s transition to TV 3.0 and the live pilot broadcast of the Paris Olympics 2024. Building on the success of the FIFA World Cup 2022 showcase, Brazil’s broadcasters and the SBTVD forum have demonstrated significant advancements in TV technology. The trials showcased seamless interoperability of TV 3.0 components, highlighting substantial improvements in service quality. Attendees will gain insights into the collaborative efforts between device manufacturers, technology vendors, and broadcasters to underpin this transformative journey, paving the way for the nationwide rollout of TV 3.0 in 2025.