BRAZIL JOURNAL: How TV 3.0 will change advertising on the small screen

The television will become a giant smartphone in Brazilian homes—this is what the arrival of TV 3.0 in the national market promises. The new technology has the potential to return to broadcasters a significant portion of the advertising revenue that has migrated to social media in recent years, but the challenge lies in the transition of technologies, say market executives.

+ Interactivity, 8k image and cinema sound: what TV 3.0 will be like

Broadcast television fell from 54.7% of the advertising pie in 2019 to 46.5% in January of this year, according to data from Cenp Meios. In the same period, the internet grew from 19.1% to 36.5%, driven by brands' appetite for performance advertising .

For viewers, the arrival of TV 3.0 will be felt in the image – whose standard is 4K and can reach 8K – in the sound, and in the TV's connection to broadband, expanding its functionalities.

This integration will enable new interactive services, such as weather forecasts, natural disaster alerts, and the ability to purchase products directly from the screen – a feature currently restricted to social networks like Kwai and TikTok.

Read the full report in Brazil Journal .