As ATSC 3.0 gains momentum as a global standard for next-generation broadcasting, countries around the world are exploring how to deploy it as a platform for innovation and new services. NextGen TV in the United States and TV 3.0 in Brazil are at the forefront of this transition. This session brings together leaders from government, standards bodies, and industry to explore Brazil’s ambitious TV 3.0 initiative, the U.S. experience with NextGen TV, and how broadcasters are transforming the ATSC 3.0 standard into a platform for innovation and new services. The program will begin with perspectives from policymakers and standards leaders in Brazil and the United States, followed by a broader international discussion featuring voices from markets including India, Korea, and Caribbean countries. Together, these conversations will highlight how next-generation broadcast technologies are creating new opportunities for collaboration, innovation, and growth across the global broadcasting ecosystem. Agenda: 1-1:05: Welcome & Introductions 1:05-1:20: Remarks H.E. Frederico de Siqueira Filho Minister of Communications, Federative Republic of Brazil 1:20-1:30: Remarks The Honorable Olivia Trusty Commissioner, Federal Communications Commission 1:30-2:05: Bridging Standards: From ATSC 3.0 to Brazil’s TV 3.0 Platform – Madeleine Noland – President, ATSC (moderator) – Raymundo Barros – President, Fórum SBTVD – Wilson Diniz Wellisch – Secretary of Broadcasting, Ministry of Communications, Brazil – Octavio Pieranti – Commissioner, Anatel 2:05-2:45: Deploying the Future: International Broadcaster Perspectives on NextGen TV – Lynn Claudy – Senior Vice President, Technology, NAB (moderator) – Anil Bhardwaj – Consultant to ATSC on India – Mark Corl – Triveni Digital; Chair ATSC Caribbean Implementation Team – Young-woo Suh – Director, KBS