Brazil established that by 2021 30% of the televisions manufactured in the country should have the DTV Play standard embedded, that is, the latest version of the interactivity middleware of the DTT ISDB-T standard. The solution was developed by the SBTVD Forum, responsible for the development of digital TV in the country and with a strong influence as a technical reference in many Latin American and African countries.
The main promise of DTV Play is to enrich the offer of free-to-air television stations by bringing, for example, on-demand content proposals in a contextualized way. This will require free-to-air networks to accelerate the development of their own video platforms; currently shared mostly on YouTube.
In Brazil, the deployment of Smart TVs coincided with the device replacement process required by the deployment of terrestrial Digital TV. Although the government’s plan is that in 2023 90% of the televisions manufactured locally will have embedded DTV Play, Dataxis estimates that by then almost 46% of the devices in the country will already be Smart TV. Market maturity may be a barrier to entry for DTV Play.