Brazil’s TV 3.0, the hybrid broadcast-IP standard known colloquially as DTV+, achieved a major milestone this year when launching its first commercial TV station in June in time to broadcast World Cup matches. But a recent webinar featuring some of TV 3.0’s architects revealed an existential threat to the next-generation broadcasting system. The industry knows about how the ATSC 3.0-driven technological upgrade for free-to-air broadcasting brings 4K, immersive audio, and app-based interactivity, which is precisely why anyone who controls the home screen is a potential danger to TV 3.0’s roll-out. “TV set manufacturers have become a kind of a competitor,” said Raymundo Barros, President of the Brazilian Digital Terrestrial Television System Forum (SBTVD) and Director of Technology at Globo. This…