How a new broadcast standard proves LCEVC readiness for everyone
Brazil’s TV 3.0 deployment solved the question that stalls most video technology: who goes first? For TV 3.0 and MPEG-LCEVC, it meant that Broadcasters needed encoder support. Encoder vendors needed compatible LCEVC chipsets. Chipset makers needed volume commitments. TV manufacturers needed sufficient market draw to embed the technology in panels.
For years, this circular dependency kept next-generation video too often locked in the lab. But TV 3.0 broke that cycle and created a measurable business opportunity to deliver 2160p (4K) HDR cost-effectively, with reduced CDN and transponder costs and an improved viewer experience, without an infrastructure overhaul.
TV 3.0 generated so much enthusiasm that the Brazilian government set a commercial launch target tied to the 2026 World Cup. This event forced all members of the TV 3.0 technology ecosystem to deliver working products at scale in time for this seminal event. The result is a live broadcast system that delivers 2160p HDR at 10 Mbps, achieving a 54% bitrate savings compared to VVC alone.
This technology implementation has ramifications far beyond the Brazilian terrestrial broadcast ecosystem, where the benefits of TV 3.0 flow directly to:
- Pay TV operators facing transponder limits,
- streaming platforms managing CDN costs, and
- social networks seeking living-room distribution.
TV 3.0 solved the “chicken‑and‑egg” problem
Adoption challenges in video infrastructure stem from gaps in the ecosystem. For TV 3.0, the technology is no longer theoretical. It is deployed, validated, and ready for utilization by any platform seeking a competitive advantage.
For example, a codec might compress well in the lab but fail in production if encoders cannot sustain real-time performance, if silicon vendors delay hardware support, or if device manufacturers decline integration. Video engineers cannot deploy a solution until every component has been proven and is available.
TV 3.0 eliminated these gaps through close industry coordination, starting with the Brazilian standardization group Fórum SBTVD, which worked with standards organizations including ATSC and ARIB. Transmission and encoding systems were tested at the University of Brasília and Mackenzie University, and validated performance during high-profile live events.
During the Paris 2024 Olympics, Globo ran a live production system that encoded UHD feeds with MPEG-5 LCEVC and VVC, and decoded them on consumer devices from Hisense, Jiuzhou, Realtek, and Amlogic, using encoders from MainConcept and middleware from Mirakulo.
"During the hugely successful Olympic showcase, the VVC + LCEVC stream delivered live UHD 2160p at 10 Mbps, which is a significant achievement when compared to our current system, which uses 14 Mbps for HD. The improvement in image quality, along with resolution at lower bandwidth, exceeded the results previously published by SBTVD Forum and wowed the whole team."
Carlos Cosme, Innovation Specialist at Globo
The first rollout of STBs will enter the market in 2026, with initial TV models from Hisense and potentially Roku arriving late that year. Samsung and LG are expected to follow in 2027. Commercial services target the 2026 World Cup, with nationwide trials already underway in 2025. Globo launched pilot DTV+ transmissions in Rio de Janeiro in 2025, marking the first consumer-facing deployments.
Critically, STB vendors are implementing the technology now and are ready to support trials and proofs of concept today. This means entertainment streaming platforms and social and user-generated content networks can deploy on mobile and browser-based apps immediately.
What Pay TV operators gain today
Many Pay TV operators face capacity constraints. Satellite transponders run at full utilization. Cable QAMs carry maximum service counts. IPTV backbone costs rise as subscribers demand faster startup, responsive overlays, and picture quality matching that of popular streaming services.
TV 3.0 architecture offers a practical near-term solution even if 4K is not on the roadmap: deliver 1080p HDR at today’s SDR HD bitrates on installed set-top boxes.
Set-top boxes based on Realtek, Amlogic, and Montage LZ silicon support LCEVC-enabled playback. On LCEVC-capable devices, a compact software module combines the base stream with the enhancement layer, improving picture quality. Legacy devices decode the base stream while modern units can be enabled with a firmware update.
The LCEVC enhancement layer is additive. Capable devices combine the base and enhancement streams, while older devices continue base-only playback without disruption. Delivery remains backward compatible, extending hardware life and preventing service disruptions during the transition. This preserves a clear path to UHD when the business case requires it, without a disruptive platform reset.
Distribution efficiency improvements apply across satellite, cable, and IPTV. On satellite and cable, operators can upgrade picture quality at a given capacity, increase the number of HD services per multiplex, or enhance rain fade margin. On IPTV set-top boxes, the same gains reduce backbone and CDN load. Moving from 1080i SDR to 1080p HDR raises perceived quality without increasing the bitrate envelope, enabling motion to hold up during fast pans and textures to remain intact without compression artifacts, while HDR preserves contrast and color volume.
Operators can begin trials on installed STBs today, validating quality and efficiency gains within their existing footprint before committing to a broader deployment.
How streaming platforms cut costs under pressure
Streaming platforms face constant pressure on operational costs today. Backbone and CDN expenses scale with bitrate and subscriber growth. Viewers expect fast channel changes, low latency during live events, and visual quality comparable to broadcast HD. Compression efficiency directly impacts operating margins.
LCEVC reduces both the cost and energy consumption of the transcoding process by up to 70%, and augments compression efficiency by up to 40%. These gains transfer to managed IP delivery. Operators can maintain current quality at lower bitrates, reducing CDN load and improving startup performance, or deliver higher quality within existing bandwidth budgets.
Encoder support includes the MainConcept SDK, while encoder vendor Ateme has demonstrated a live 4K LCEVC-enhanced ATSC 3.0 broadcast stream. On the player side, Shaka Player includes LCEVC decoding support, and GStreamer 1.26 adds LCEVC to its multimedia framework. This ecosystem readiness means streaming operators can move from testing to production without waiting for vendor roadmaps.
The software-first, device-friendly mechanism reduces operational friction. Contribution, packaging, and DRM remain unchanged. LCEVC-enabled encoders generate the enhancement layer in parallel with the base stream, while a lightweight decoding module combines the streams. The architecture supports both live and on-demand workflows, enabling operators to apply efficiency gains across their catalog without redesigning infrastructure.
"The Globo TV 3.0 Olympic showcase is proof of MPEG-5 LCEVC's reliability in live broadcasting and streaming environments. LCEVC has proven to be a fundamental component when delivering the highest quality broadcast with the lowest possible bandwidth, in the most demanding of all contexts, premium live sports delivery."
Guido Meardi, CEO of V-Nova
Social platforms can finally own the living room
User-generated content platforms face a paradox. Creators upload in 4K. Viewers increasingly watch on large TVs. But distribution costs and device fragmentation push platforms toward aggressive compression, limiting visual quality on the screens where it matters most.
LCEVC addresses this by enabling efficient UHD delivery within practical bitrate constraints. Approximately 40% of UHD TVs have limited upscaling capability, which can reduce the perceived quality of 1080p HDR streams. High-quality 4K content becomes essential as average TV sizes increase, with 85″ UHD sets growing in popularity. Soon, 1080p will no longer be adequate.
Social and UGC platforms can be deployed on mobile and web today. The lightweight decoding module integrates into browser-based players and mobile applications without requiring dedicated silicon. This allows platforms to deliver higher-quality experiences on capable devices while maintaining compatibility with the installed base. Creators benefit from better representation of their work. Viewers gain improved visual fidelity. Platforms reduce infrastructure costs.
The proven reliability in live broadcasting and streaming environments, demonstrated during the Paris 2024 Olympics, confirms LCEVC’s suitability for demanding premium live sports delivery. These same performance characteristics apply to any high-throughput, low-latency video workflow.
End-to-end partner readiness proves it works
The TV 3.0 ecosystem demonstrates end-to-end commercial availability:
- Encoders: MainConcept SDK and Ateme support LCEVC-enhanced encoding for live and VOD workflows.
- Silicon: Realtek, Amlogic, and Montage LZ have announced STB silicon with LCEVC support. MediaTek powers TV implementations.
- Devices: Hisense TVs integrate the full TV 3.0 stack. LG, Jiuzhou, and additional manufacturers confirmed support during the Paris 2024 Olympics trial.
- Players: Shaka Player and GStreamer 1.26 include LCEVC decoding, enabling web and application deployment.
This breadth of vendor participation reflects genuine market readiness. Operators evaluating trials can source components from multiple suppliers, ensuring competitive options and flexible procurement. The ecosystem is active, growing, and delivering to production timelines.
Getting started with a pilot that delivers ROI
TV 3.0 proves the technology works at scale. Your implementation does not require a multi-year roadmap or a greenfield deployment. Here’s the path to near-term value:
- Pay TV operators: Test 1080p HDR delivery on installed STBs within current HD bitrates. Measure quality improvements using perceptual metrics and viewer feedback. Evaluate transponder savings and headroom for additional services.
- Streaming platforms: Run controlled trials comparing CDN costs and startup performance with and without LCEVC enhancement. Assess the viewer quality of experience across device types and network conditions.
- Social and UGC platforms: Deploy LCEVC decoding in web and mobile players. Measure improvements in engagement and session duration on large-screen devices. Quantify infrastructure cost reductions.
The components are available, the ecosystem is proven, and the business case is measurable. STB vendors are ready to support PoC’s today. Web and mobile deployment requires only player integration meaning Pilots can begin immediately.