Brazil’s largest broadcaster, Globo, will be introducing the TV 3.0 platform across the country in 2025. This next-generation platform is not simply about remaining competitive with streaming giants - it’s about redefining the viewer experience. John Maxwell Hobbs reports.
Carlos Octavio, Director of Corporate Strategy and Architecture at Globo, describes TV 3.0 as a transformative vision that combines the strengths of traditional broadcast television with the advanced features of digital streaming. He emphasises that TV 3.0 is not just about higher-quality video and immersive audio - it’s about fundamentally enhancing the viewer experience by integrating personalisation, interactivity, and dynamic content management. Octavio has been with Globo for 24 years, starting in IT, and working across various roles related to architecture, infrastructure, and applications. Currently, he is responsible for strategy, data governance, and partnerships and describes himself as an ‘orchestrator’ of the company’s TV 3.0 strategy.
Octavio explains that TV 3.0 aims to deliver a seamless hybrid model, where the line between broadcast and streaming is blurred. “The viewer won’t have to think about whether they are consuming content through broadcast or streaming,” he says. Instead, the focus is on providing a high degree of personalisation by knowing who is watching and delivering content tailored to their preferences, even enabling advanced features like dynamic ad insertion (DAI)...
You are not signed in
Only registered users can read the rest of this article.

Machine burning: Is it high time for a global AI energy regulator?
AI is the new secret sauce that every CTO is being pressed to bring on board, helping to supercharge every part of the business, from automating admin to amplifying creativity. But what is the underlying cost to the environment? Neal Romanek reports.

Resistance may be futile: Animators unite to fight and work with AI
What happens when the tortoise of animation meets the hare of artificial intelligence? Speed is AI’s superpower but it threatens to wipe away jobs and craft. IBC365 is on the ground at the Animation Film Festival in Annecy.
SXSW London: Engagement, futurism and AI collide in East London
The inaugural South by Southwest London 2025 saw Shoreditch taken over by the US-founded creative festival brand, serving up a blend of business, tech and culture to an international audience, with delegates attending from 56 countries.

Hollywood is over: Time for creators to take charge
Film and TV professionals, studio executives and kit manufacturers are urged to open up to the creator economy or face ruin.

IBC Accelerators: AI Assistance Agents in Live Production
The IBC Accelerator project envisions AI-driven production assistants that seamlessly integrate into control room workflows, enhancing live production with intelligent automation.