São Paulo, August 2025 – From August 18 to 21, the SET Expo welcomed thousands of visitors to Distrito Anhembi, transforming the venue into the center of the main discussions currently driving the media and entertainment sector in Brazil. Advances and challenges in TV 3.0 — whose decree is expected to be signed by the federal government on August 27 — debates on the future of broadcast television, streaming, artificial intelligence as a creative partner, satellite distribution, radio topics, and the rise of FAST channels were among the key themes featured in the event’s agenda.

“We had 29,000 people walking through the corridors of SET Expo and attending our Congress. In 2024, we had already set a record audience, and this year we surpassed ourselves once again, with a 38% increase in visitors. We carried out careful planning, with many innovations. I want to thank all the sponsors, exhibitors, congress participants, speakers, keynote speakers, and visitors. Our role was to provide the stage, and the ones who shone were our industry,” said Paulo Henrique Castro, president of SET.

“At SET EXPO 2025, the transformation of media and entertainment in Brazil took shape, driven by DTV+, new advertising opportunities, evolving metrics, and a renewed focus on consumer experience,” said Carlos Octávio Queiroz, vice-president of SET.

Luana Bravo, executive director of SET, summarized the success of the 2025 edition: “This was a special edition, filled with innovations, very engaging panels, and relevant content, in addition to a trade show packed with novelties. And we are already preparing for next year, looking forward to seeing everyone again in August 2026, with an even bigger event.”

The SET Expo 2025 also featured a historic panel bringing together the CEOs of Brazil’s four largest broadcasters: Globo, Record, SBT, and Bandeirantes. Among the topics discussed were the importance of free-to-air TV in Brazil and the technological trends set to become broadcasting paradigms, such as DTV+.

During the panel, Paulo Marinho, CEO of Globo, emphasized that the media ecosystem is increasingly complex and that new models must be created to overcome the challenges posed by new generations. “It’s hard to predict 10 years ahead, but we are building the future at every moment. Artificial intelligence will certainly change the way we interact with content.” Daniela Beyruti, CEO of SBT, highlighted: “We have the opportunity to show that television remains very strong. Our strength is collective, and we must defend the transmission of information and quality entertainment.”

Claudio Luiz Giordani, CEO of Grupo Bandeirantes, stressed the integration with social networks: “Social media comments on what happens on Brazilian television. We need to value this medium. Radio and TV will continue to grow, generating jobs and using the internet to our advantage. It’s not competition, but rather strengthening the medium.” Marcus Vinícius Vieira, CEO of Record, also underscored the dual role of free-to-air TV: “We have two clear goals: serving the end audience and the advertising market. We must provide efficient experiences for both. This unity within the sector is essential, and TV 3.0 is already helping to break down technological barriers.”

The Congress | The 35th Congress on Technology and Business in Media and Entertainment featured a program of over 70 lectures across four days, bringing together 300 speakers and 4,000 attendees. Meanwhile, the exhibition floor hosted 500 exhibiting brands. Held across four rooms and the main auditorium at Distrito Anhembi, the panels were organized into thematic tracks. Topics such as artificial intelligence, gaming, FAST channels, satellite distribution, radio highlights, and the implementation of TV 3.0 in Brazil stood out as major themes, reinforcing the transformations underway in the media and entertainment sector.
Check out the full coverage of the SET EXPO 2025 Congress.

SET Expo 2026 will return to Distrito Anhembi next year, from August 17 to 20.