Television has always been interactive. Now it's all on one screen.
Há gerações, a televisão brasileira foi construída sobre o sinal aberto — um pacto silencioso entre emissora e espectador, mediado pela antena. A Globo agora propõe uma revisão desse contrato: com o DTV+, a transmissão tradicional e a internet se fundem em um único fluxo, inaugurando o que a empresa chama de terceira geração da TV no Brasil. O lançamento começa nas três maiores capitais e carrega consigo não apenas imagem em 4K e áudio tridimensional, mas uma transformação mais profunda — a televisão deixa de ser um monólogo e passa a ser um canal de mão dupla, onde a emissora também escuta.
- A Globo enfrenta o desafio de convencer milhões de brasileiros a investir entre R$500 e R$700 em um equipamento novo para acessar uma tecnologia que ainda não cobre a maior parte do país.
- A campanha publicitária opera em duas velocidades simultâneas: nas cidades com sinal DTV+ completo, promete experiências imersivas de esporte; no restante do Brasil, prepara o terreno para o que está por vir.
- A Aquário vendeu 70% de seu primeiro lote de mil unidades em poucas semanas, sinalizando que parte do público já está disposta a adotar a tecnologia antes mesmo da cobertura nacional.
- A distribuição de 3.000 conversores gratuitos durante a Copa do Mundo funciona como laboratório real — um teste de estresse do sistema em condições de uso cotidiano, com suporte do Ministério das Comunicações.
- O verdadeiro salto não é técnico: ao conectar o sinal aberto ao Globo ID — com 144 milhões de contas cadastradas — a emissora transforma cada televisor em uma janela de dados sobre quem assiste, o quê e como.
A Globo deu início à campanha de marketing do DTV+, tecnologia híbrida que une o sinal aberto de televisão à internet em uma única transmissão. O sistema já opera no Rio de Janeiro, em São Paulo e em Brasília, com meta de alcançar as 15 maiores regiões metropolitanas do país até 2030 e cobertura nacional em uma década. Em termos técnicos, o DTV+ entrega resolução 4K, áudio tridimensional e recursos interativos que até então existiam apenas em plataformas digitais — tudo acessível pela mesma antena que serve à TV aberta há décadas.
A campanha publicitária, estrelada pelos atores Sabrina Sato e Nicolas Prattes, circula em duas versões paralelas: uma nacional, centrada nas funcionalidades já disponíveis no padrão intermediário TV 2.5, e outra localizada para as três cidades com sinal DTV+ completo, destacando experiências esportivas imersivas como replay instantâneo e múltiplos ângulos de câmera.
Para assistir ao DTV+ em sua plenitude, o telespectador precisará de um receptor externo, cujo preço inicial varia entre R$500 e R$700. A Globo reconhece o custo elevado, mas aposta na queda histórica de preços com o aumento de escala — e anuncia que, em breve, novos televisores já sairão de fábrica com antenas DTV+ integradas. Enquanto isso, quem possui TV com entrada HDMI já pode acessar o conteúdo TV 2.5 sem equipamento adicional. As fabricantes Aquário e Intelbras lideram as pré-vendas nas cidades de lançamento; a Aquário esgotou 70% de seu primeiro lote de mil unidades em poucas semanas.
Durante a Copa do Mundo, a Globo distribuirá 3.000 conversores gratuitos em parceria com o Ministério das Comunicações, posicionando os aparelhos em espaços públicos e comunitários para validar o desempenho real do sistema. Para os anunciantes, o DTV+ representa uma nova camada de precisão: integrado ao Globo ID — plataforma com mais de 144 milhões de contas —, o serviço permite rastrear hábitos de navegação e personalizar a entrega de publicidade. Um exemplo já em operação em São Paulo exibe o status em tempo real das linhas de metrô durante o noticiário local.
Mais do que pixels e decibéis, o que o DTV+ inaugura é uma televisão que responde — e que, ao responder, também observa.
Brazil's largest broadcaster is betting that the future of television lives in the space where broadcast signal meets internet. Globo has begun rolling out DTV+, a hybrid technology that merges open-signal television with web connectivity in a single stream, and the company is launching a coordinated marketing push to introduce viewers to what amounts to the third major generational shift in how Brazilians watch TV.
The new system is already transmitting in Rio de Janeiro, São Paulo, and Brasília, with Globo's stated ambition to reach the country's 15 largest metropolitan areas by 2030 and blanket all of Brazil within a decade. What DTV+ delivers, in technical terms, is 4K resolution, three-dimensional audio, and interactive capabilities that until now existed only on internet platforms—all delivered through the same antenna that has powered free-to-air television for generations. The rollout represents a natural evolution: analog broadcasting was television's first generation, digital HD was the second, and an intermediate step called TV 2.5 added basic interactivity while keeping image quality capped at Full HD. Now comes the leap.
Globo's marketing campaign will speak with a single voice across the country but adjust its message depending on where viewers live. In the three cities already receiving the full DTV+ signal, the company will emphasize what's actually available—4K picture quality, the ability to display two videos on the same screen simultaneously, instant replay functions. Everywhere else, the campaign will highlight what's coming and showcase the interactive features already possible on the intermediate TV 2.5 standard. The centerpiece is a promotional film starring actors Sabrina Sato and Nicolas Prattes, with two distinct versions running in parallel: a national version focused on TV 2.5 capabilities, and localized versions for Rio, São Paulo, and Brasília that zero in on immersive sports experiences—instant replays, crowd audio feeds, multiple camera angles.
To actually watch DTV+ in full, viewers will need to buy a set-top box receiver. Four manufacturers will supply these devices initially, with prices expected to range from R$500 to R$700. Globo acknowledges the steep entry cost but points to history: when digital television rolled out in Brazil during the 2000s, equipment prices fell over time as production scaled. The company also notes that within months, new televisions will begin rolling off factory floors with DTV+ antennas built in, eliminating the need for a separate box. In the meantime, anyone with a newer TV equipped with an HDMI port can access TV 2.5 content without additional hardware.
Two major Brazilian electronics manufacturers, Aquário and Intelbras, have already begun pre-selling DTV+ kits to consumers in the three launch cities. Aquário started online sales in mid-May at R$692.81 for a package including an internal antenna, receiver, and signal amplifiers—and moved 70 percent of its initial 1,000-unit batch within weeks. The company included dual amplifiers specifically to strengthen reception in areas where the signal might arrive weakly.
Globo is distributing 3,000 free converters during the World Cup in the cities where DTV+ is available, a pilot program coordinated with Brazil's Ministry of Communications and the country's digital television forum. The goal is to place these devices in strategic locations—public spaces, community centers—where technicians can validate how the system performs in real-world conditions: signal quality, stability, interactivity responsiveness, and user experience.
For advertisers, DTV+ opens a new dimension. Because the service connects through Globo ID, the broadcaster's authentication system with more than 144 million registered accounts, the company gains detailed insight into viewing habits and navigation patterns. This allows for highly customized ad delivery. Leonora Bardini, Globo's executive director, points to a live example already running in São Paulo: local news viewers can now track the real-time status of metro lines directly on their TV screen. "Television has always been interactive," Bardini says. "What we're doing now is bringing all that interactivity into the big screen, into one unified space."
The technology itself—sharper images, richer sound—was an inevitable step forward. But what distinguishes DTV+ is how it fundamentally changes the relationship between broadcaster and viewer. Globo is no longer simply transmitting content; it's creating a two-way channel where the company learns who is watching what, and viewers gain control over how they experience it. That shift, more than the 4K pixels or the 3D audio, may be what defines this generation of television.
Notable Quotes
Television has always been interactive. What we're doing now is bringing all that interactivity into the big screen, into one unified space.— Leonora Bardini, executive director of TV Globo
We know the first batch has embedded development costs. Our expectation is that, as happened with digital TV, this cost will fall over time.— Carolina Duca, Globo's director of infrastructure and telecom
The Hearth Conversation Another angle on the story
Why does Globo need to do this now? Broadcast television has been stable for decades.
Because the ground shifted. Streaming services showed viewers they could control what they watch, when, and how. Globo is saying: you can have that freedom and still get free, curated content with production quality we've built over sixty years. DTV+ is the answer to that tension.
But the set-top box costs five to seven hundred reais. That's a barrier.
It is. But Globo is betting that the cost falls fast, like it did with digital TV. And they're hedging—new televisions will have the antenna built in. They're thinking in decades, not quarters.
What's the real prize here for Globo? The 4K picture?
No. It's the data. With 144 million Globo ID accounts, they suddenly know exactly who watched what, when they paused, what they clicked on. That's worth more to advertisers than any picture quality.
So viewers are trading privacy for features?
They're trading some behavioral data for a richer experience and free content. Whether that's a fair trade depends on what Globo does with what it learns.
Why start in just three cities?
Risk management. They need to see if the signal holds up, if people actually want this, if the boxes work reliably. A nationwide launch that fails would be catastrophic. Three cities is a controlled test.