(PT) DTV+ na Prática: Desafios Técnicos, de Mercado e de Experiência na era da TV 3.0

The transition to TV 3.0 goes far beyond technology—it requires a complete reinvention of production, distribution, monetization models, and audience engagement. Despite the transformative potential of the new DTV+ standard, with its promise of interactivity, personalization, and 4K quality, the path to large-scale adoption is still filled with both challenges and opportunities.
How can we ensure interoperability between networks and devices? How do we address audience fragmentation and the growing demand for digital metrics in a traditionally broadcast environment? And how can the entire ecosystem—from broadcasters to advertisers—be prepared to truly harness the new possibilities for engagement, measurement, and monetization?

In this talk, Hugo Nascimento, CTO of AD Digital, offers a realistic and strategic perspective on the key obstacles the market must overcome for TV 3.0 to truly become the new standard of audiovisual innovation in Brazil.