Bruno Pacheco

The future of TV lies in the internet, personalization, and intensive use of data. Supported by the rapid growth of Smart TVs and the strong demand from advertisers for digital audiences, the media market is slowly moving, trying to adapt to a user who never stops running.
We have built the first media platform to operate targeted content and ads on Free-to-Air TV. We have been doing this since 2021 and have built great success stories, but getting here was not easy. We came to this year’s SET EXPO to tell a bitter truth: no TV station is prepared for TV 3.0.
Beyond technical, regulatory, and investment obstacles, the real challenge for TV lies in its operation and business model. For over 70 years, our TV has been all about “linearity.”
Marketing, product, sales, and operations departments all in sync with programming that starts and ends at the same time. Order, OPEC, Insertion, Basket. Fundamental concepts in every station that lose their original meaning when each user watches personalized content whenever they want.
The opportunities are countless: growth, revenue, and value generation for the entire market. But for TV to maintain its influence and revenue, it needs to bring the digital world to the core of its business. The TV of the future is being designed today, and we will present practical actions on how each TV station can (and needs to) start this transformation from within, today.