Streaming has made 4K HDR an everyday expectation, but Brazil’s nationwide TV 3.0 rollout shows how broadcast can now deliver the same quality at scale with only 10 Mbps. In this fireside chat, Carlos Cosme of Globo and Fabio Murra of V-Nova reveal how VVC, MPEG 5 LCEVC, and MPEG H audio combine to create a broadcast grade stack that is already transforming millions of households. Attendees will hear how the standard delivers pristine pictures, frees spectrum for datacasting, and is supported by a ready to ship device ecosystem. They will share encoder benchmarks, insights on the player landscape, and the lessons learned from Brazil’s leadership. You will leave with clear guidance and a checklist to upgrade broadcast, OTT, FAST, or social video workflows.