This presentation explores DTV+ in Brazil, the advanced hybrid broadcast broadband platform (previously called TV 3.0, and using the ATSC 3.0 standard) that goes live commercially ahead of this summer’s World Cup. We hear how TV Globo will harness the mass simultaneous reach and efficient economics of broadcasting with an improved consumer experience focused on personalisation, interactivity and community. Personal profiles, personalised audio feeds, interactive feeds (like polls and statistics) and highlight replays are among the features demonstrated. Globo will use DTV+ to introduce advanced digital advertising, with new formats, targeting, TV commerce and more. This discussion addresses the reach, engagement and new monetisation opportunities this next-gen TV standard offers in a market of 72+ million TV homes.