Brazil broadcast leaders assess HDR readiness for TV 3.0

Brazilian broadcast and technology leaders said Advanced HDR by Technicolor is nearing commercial readiness for TV 3.0 after reviewing certified devices, chipsets and televisions in Shanghai on July 23, 2026. The update matters because supply chain readiness can help move Brazil’s next-generation broadcast standard from testing to deployment.

Why it matters: - Brazil’s TV 3.0 rollout needs more than a standard. It needs certified devices, interoperable chipsets and available commercial products that can support deployment at scale. - Advanced HDR by Technicolor is positioned as part of that infrastructure, with implications for broadcasters, device makers and viewers. - For consumers, the goal is broadcast-quality HDR over the air, without depending on broadband access.

What happened: - Representatives from SET and Mirakulo reviewed the commercial supply chain readiness for Advanced HDR by Technicolor during demonstrations in Shanghai. - The visit included Philips’ Advanced HDR by Technicolor Certification Laboratory in Shanghai. - The delegation viewed certified devices, integrated chipsets, commercially available televisions and set-top boxes using the technology. - The delegation included Paulo Henrique Castro, President of SET; Luana Bravo, General Director of SET; Leo Carbonell, Head of Business at SET; and Osamu Yamaguchi, New Business Director at Mirakulo.

The details: - Mirakulo’s AstroTV NEXT middleware is the first commercial DTV+ implementation to incorporate Advanced HDR by Technicolor. - Advanced HDR by Technicolor has already cleared technical benchmarks in Brazil’s TV 2.5 and TV 3.0 standard evaluations. - The technology also completed trials with TV Globo, Brazil’s dominant broadcast network. - The demonstrations showed an end-to-end ecosystem with commercially available devices, chipset solutions and integration workflows. - Multiple televisions and set-top boxes were observed integrating the technology. - Philips said the ecosystem is designed to support an open, interoperable and certification-backed deployment path. - The company also said the technology is already being used within TV 2.5 and TV 3.0 standards in Brazil. - Advanced HDR by Technicolor continues to expand in ATSC 3.0 deployments in North America. - In that market, the platform supports HDR delivery alongside existing broadcast infrastructure. - More information is available in the company announcement, SET and Mirakulo.

Between the lines: - Supply chain readiness is a key step because technical standards alone do not guarantee market deployment. - If the ecosystem is already certified and commercially available, network operators can move ahead without waiting for hardware to catch up. - Device makers can also reduce integration costs and shorten time-to-market. - The Shanghai demonstrations were meant to signal that Brazil’s TV 3.0 transition is moving from testing toward execution. - SET said the maturity of chipsets, devices and certification processes marks an important milestone for the industry.

What’s next: - Brazil’s TV 3.0 effort is moving from research and development into implementation. - Broadcasters and device makers are expected to use the certified chain as they prepare HDR delivery plans. - Philips, SET and Mirakulo said they expect to keep working with industry partners to accelerate adoption in Brazil’s TV 3.0 market.

The bottom line: - The main hurdle is shifting from a working standard to a working supply chain, and the July 23 review suggests Brazil is closer to that transition.