World Cup catalyst for new TV standard

He was speaking with Fabio Murra, Senior Vice President (SVP), Product, Marketing, V‑Nova, on the Content Everywhere session “What Happens After the World Cup? Lessons from the World's Most Ambitious TV Transformation”. 

Murra said the scale of change was unprecedented. 

“It wasn’t just the World Cup being huge. Brazil launched a new television system,” he said. “You couldn’t do it with one or two innovations. You needed new compression, new modulation, new antennas. A whole ecosystem.” 

Cosme explained how Globo merged broadcast and broadband: “A hybrid system that offers the reach of free‑to‑air TV and the interactivity of the digital world.” 

The result is a unified national experience. “Every TV, regardless of brand, displays the same DTV+ entry point (a ‘red square’), giving viewers instant access to broadcast channels and interactive features.” 

“Once you enter the Globo app, you get 4K HDR video and an interactive bar,” Cosme added. “Viewers can access contextual features like statistics, polls, best moments, and immersive experiences.” 

The system supports both contextual experiences tied to the live programme and long‑tail experiences such as archives, highlights and personalised content. 

“We passed the experimental phase last year. This year is commercial deployment,” he said. “Set‑top boxes were available before the tournament. A huge achievement.” 

Murra emphasised the collaborative effort behind the standard. “Broadcasters, universities and manufacturers worked together,” he said.