Euromedia picks out highlights of the show’ s conference programme.

Communications, Fredrico de Siqueira

Filho, and FCC Commissioner Olivia Trusty

to headline a featured session,‘ NextGen

TV and TV 3.0: A Global Conversation on

the Future of Broadcasting’, focused on the

future of broadcasting and the international

advancement of ATSC 3.0. The Minister’ s

participation comes at a pivotal moment as the

United States and Brazil move to the forefront

of the transition to the next-generation

broadcasting standard for free, over-the-air

television.

“ NextGen TV is opening a new chapter

for free, over-the-air broadcasting, and this

conversation at NAB Show will spotlight the

global momentum behind that future,” said

NAB President and CEO Curtis LeGeyt.“ We

are honoured to welcome Minister Frederico

de Siqueira Filho and FCC Commissioner

Olivia Trusty for a timely discussion on how

policymakers and broadcasters can work

together to accelerate ATSC 3.0 deployment,

unlock innovation and strengthen the vital

service local television stations provide to

communities.”

As ATSC 3.0 gains momentum globally,

the session will bring together policymakers

and standards leaders to explore Brazil’ s TV

3.0 initiative, the US experience with NextGen

TV and how broadcasters are leveraging the

technology as a platform for innovation and

new services.

EVOLUTION.“ We are facing a profound

transformation in the way television is

produced and consumed. The evolution

toward TV 3.0 in Brazil opens new possibilities

for business models, strengthens the

competitiveness of the industry, expands

the range of content and services available

to citizens, and significantly enhances the

technical quality of free-to-air television

through greater interactivity,” said Frederico de

Siqueira Filho.“ It will represent the definitive

integration of television and the internet.

This is an advancement that places Brazil at

the forefront of innovation in the sector and

reinforces the role of television as an essential

service for the population.”

The session will open with remarks from

de Siqueira Filho and Trusty. The programme

will also feature international perspectives

from markets including India, Korea and

the Caribbean, highlighting the growing

global momentum behind next-generation

broadcasting technologies.

“ This session represents a unique

opportunity to bring together leadership from Brazil and the United States to advance the global dialogue around next-generation broadcasting,” said Paulo Henrique Castro, president of the Brazilian Society of Television Engineering( SET).“ Brazil’ s TV 3.0 initiative is a transformative step forward, building on the ATSC 3.0 standard to enable new services, foster innovation and expand digital inclusion through a more connected viewing experience. It also highlights the importance of international collaboration as this technology continues to gain momentum worldwide.” The programme includes two panel discussions:‘ Bridging Standards— From ATSC 3.0 to Brazil’ s TV 3.0 Platform’, focused on standards development and deployment strategies, and‘ Deploying the Future— International Broadcaster Perspectives on NextGen TV’, highlighting real-world implementation and global collaboration across emerging ATSC 3.0 markets. DYNAMICS. Elsewhere on the convention programme, the Media and Entertainment Theater, in partnership with The Ankler, will host insider conversations on the evolving power dynamics transforming the industry. In sessions such as‘ The Scary-Smart Business of Horror’, creators and Hollywood executives share the stage to examine how audience-driven IP, digital-native talent and new financing models are converging to redefine how content is developed, scaled and monetised.

The 2026 NAB Show will spotlight the art and craft of filmmaking through sessions and workshops in CineCentral, including a special appearance by legendary cinematographer Sir Roger Deakins( April 20th at 1:30 p. m.), dubbed by The Guardian as“ the greatest practitioner of his craft alive.” In a live discussion with his wife and collaborator, James Deakins, the pair will share insights from their careers and their book

Reflections: On Cinematography. Across the Show, programming will highlight how AI, cloud workflows and new production technologies are reshaping media creation and distribution. New for 2026, NAB Show has added a second AI Pavilion to the show floor, reflecting how quickly AI has moved from experimentation into widespread, practical use across the entire media workflow. Also new for 2026, the Enterprise Video Strategies track focuses on how organisations are scaling video across communications, marketing and operations. Sessions such as‘ Architecting ROI: Scalable Virtual Production for Enterprise Teams’, highlight how enterprises are building efficient, repeatable production models that deliver measurable business impact. SPORTS. The 2026 Show will expand its Sports Summit to four days, convening leaders from across leagues, teams, broadcast networks, streaming platforms and technology companies to examine the rapidly evolving business of sports media. The four-day Summit will explore how production, distribution, investment and policy are reshaping live sports experiences and driving new revenue opportunities. The Summit is open for the first time to all attendees with a Show Floor Pass.

“ The media world continues to evolve, but broadcast television remains stronger and more important than ever before,” said Jon Miller, president of Acquisitions and Partnerships at NBC Sports.“ Our long-term sports deals always have broadcast as a key component for our partners.”

“ The economics of sports media are being rewritten in real time,” said Karen Chupka, executive vice president, NAB Global Connections and Events.“ With Jon Miller and leaders from across leagues, teams, venues and investment groups, we’ re bringing together the executives who are actively shaping the future of rights, partnerships and fan engagement.”