TV 3.0 is set to change how over-the-air television interacts with the internet. In addition to improvements in audio and image quality, this new Brazilian standard, called DTV+, integrates conventional broadcasting with a connected layer. This layer allows for the offering of interactive features, supplementary content, applications, and new advertising opportunities.
This fusion brings a significant challenge: since part of the television experience now depends on the internet, managing data becomes crucial. It is in this context that content delivery networks, such as Simba CDN, come into play.
The fundamental distinction of DTV+ lies in the union of two distribution methods. This enables the viewer to follow the usual programming while simultaneously accessing extra information via the network. This modality paves the way for on-demand content, real-time statistics, dynamic interactions, more segmented advertising, and other services linked to the programming grid.
The way the public watches television differs from traditional web applications. A highly rated program can generate an immense volume of accesses to the same resources in a very short period. If all these requests are sent to a single server, traffic overload can harm content delivery. A Content Delivery Network (CDN) works by distributing this demand across various points in the network.
To operate such a system, it is not enough just to distribute files; the infrastructure must be capable of keeping up with the dynamics of a television audience. Carlos Alkimim, Commercial and New Business Director at Simba CDN, emphasizes that 'TV 3.0 definitively brings together the universes of broadcast and the internet. As new experiences begin to be delivered via IP as well, we need to think about an infrastructure capable of serving an audience with the scale of television. This is where the CDN takes on an increasingly strategic role.'
Integration with the internet also expands possibilities around programming. There is even a change in the audiovisual chain itself, where content, processing, distribution, applications, and audience come to form a more cohesive flow, giving greater relevance to the digital layer.
Being physically close to users reduces the distance between the content and its consumer. To achieve this, Simba CDN maintains points of presence spread throughout Brazil. The company has consolidated its growth within the Simba Content audiovisual ecosystem, a joint venture formed by Record, RedeTV!, and SBT, which ensures a superior experience for a distribution infrastructure capable of meeting the new demands of the audiovisual sector.
Carlos Alkimim adds that 'The experience we have with large video operations, combined with a network distributed across Brazil and the possibility of integration with different technologies in the audiovisual chain, puts us in a very interesting position to contribute to this transformation.'
TV 3.0 has transcended the status of a mere theoretical concept. During SET EXPO 2026, Simba CDN participated in an integrated demonstration of DTV+ delivery via the internet. This test was divided into two phases. It is important to note that TV 3.0 does not convert over-the-air television to streaming nor eliminate antenna transmission, but rather enables the combination of these two formats. With its distributed presence in Brazil and proven experience in video operations, Simba CDN positions itself to help in this transition towards connected television.
