Brazil’s DTV Plus: How TV 3.0 Is Driving LCEVC Adoption
Voices of Video with Fabio Murra from V-Nova
For years, new video technologies have faced the same adoption problem. Service providers wait for compatible devices, device manufacturers wait for real demand, and both sides wait for the market to take shape.
Brazil’s DTV Plus rollout is changing that equation.
In this episode of Voices of Video, Mark Donnigan talks with Fabio Murra, Senior Vice President of Product and Marketing at V-Nova, about the journey from early TV 3.0 standards work to a commercial next-generation television service, and what that means for the future of MPEG-5 LCEVC.
Brazil did more than select a new set of video technologies. It created a path for those technologies to reach real devices. With LCEVC included in the receiver requirements for DTV Plus, chipset vendors, set-top box manufacturers, TV makers, encoder vendors, and other parts of the video ecosystem now have a commercial reason to support it.
That impact could extend well beyond broadcast.
LCEVC is designed to enhance codecs such as AVC, HEVC, AV1, and VVC, improving compression while reducing the processing demands associated with video delivery. In Brazil’s TV 3.0 testing, LCEVC combined with VVC demonstrated broadcast-quality 4Kp60 HDR at less than 10 Mbps.
In this episode, Mark and Fabio discuss:
- How Brazil moved TV 3.0 from standards and trials into commercial DTV Plus deployment
- Why mandatory receiver support helped solve the device and service adoption problem
- How LCEVC works as an enhancement layer for AVC, HEVC, AV1, and VVC
- How Brazil demonstrated 4Kp60 HDR video at under 10 Mbps
- Why the DTV Plus ecosystem matters to streaming platforms, social video, gaming, and OTT services
- How growing device support could expand LCEVC adoption outside Brazil
- Why codec fragmentation is making flexible transcoding infrastructure increasingly important
- How service providers can start testing LCEVC today while preparing for broader device availability
The conversation also looks at what this shift means for video infrastructure.
As services support more codecs, resolutions, and device profiles, preparing every possible version of a stream becomes increasingly expensive and complex. Edge transcoding and purpose-built video processing can give operators more flexibility to create the right output closer to the viewer while keeping processing density, power consumption, and cost under control.
NETINT and V-Nova have been collaborating on LCEVC support within the VPU ecosystem, giving video teams a way to begin experimenting with LCEVC workflows today and prepare for deeper hardware acceleration as the ecosystem develops.
Brazil has already moved the conversation from whether LCEVC can be deployed to what happens once it is deployed at commercial scale.
Watch the full episode of Voices of Video to hear what DTV Plus could mean for the next phase of video compression, streaming infrastructure, and LCEVC adoption.
Fabio Murra - Senior Vice President of Product and Marketing at V-Nova
Fabio Murra is Senior Vice President of Product & Marketing at V-Nova, with more than 30 years of experience in video compression and video systems. He has helped bring advanced video technologies from standards to real-world deployment, including MPEG-5 LCEVC and SMPTE VC-6. His work spans broadcast, streaming, immersive media, and AI-accelerated workflows. Fabio has also played a key role in Brazil’s TV 3.0 and DTV Plus rollout, helping build the ecosystem behind next-generation 4K HDR television and scalable video delivery. He is a named inventor on multiple patents in video and AI systems.
Mark Donnigan - Head of Strategic Marketing at NETINT Technologies
Mark Donnigan is the Head of Strategic Marketing at NETINT Technologies, where his extensive experience and innovative approach have significantly contributed to the company's growth and industry standing. With a background that combines deep technical understanding and strategic marketing expertise, Mark has been instrumental in positioning NETINT as a leader in ASIC Video Processing Units (VPUs) for ultra-high density video encoding and streaming. His work at NETINT involves not just promoting the brand and its products but also shaping the future direction of the video streaming and encoding market.