18 years after the launch of Brazilian digital TV, following a decree signed by then-president Luiz Inácio Lula da Silva, the same president is now responsible for laying the foundations for the entry into the country of DTV+ (Digital Television) or TV3.0. In addition to significant technical changes, this new phase mainly drives regulatory changes that will substantially impact a market that has been in clear decline for years, facing unequal competition with streaming and the demand for new content from younger generations.