Unlocking Digital TV 3.0: Opportunities for U.S. Companies in Brazil’s Broadcast Transformation

Catherine Muth Murray currently serves as a Commercial Officer and Standards Attaché at the U.S. & Foreign Commercial Service at the U.S. Consulate in São Paulo, Brazil. She previously served as a Commercial Officer at the U.S. Embassy in Maputo, Mozambique, where she oversaw trade promotion, advocacy, commercial diplomacy, and foreign direct investment activities within key sectors, including travel and tourism; education; and franchising, in addition to others. Prior to that, she was the Director of the U.S. Commercial Service in Iowa, representing the organization across the state.

Before joining the government, Ms. Muth Murray worked at the Buffalo Niagara Manufacturing Alliance, where she was the Director of Workforce Development and Industry Liaison. There, she worked towards increasing the awareness of advanced manufacturing and energy careers, while promoting a first-of-its kind, state-driven workforce development program. She started her career in Washington, DC, where she worked at the Embassy of the United Arab Emirates as a Senior Commercial Specialist. Upon moving back to Buffalo, she worked at the Buffalo Niagara Partnership in government affairs and economic development and at the United Way of Buffalo & Erie County in workforce development. 

Ms. Muth Murray holds two Bachelors of Art degrees in History and Global Studies from D’Youville University and a Master of Public Policy degree from George Mason University. She earned a Master’s Certificate in Global Business Essentials from the Thunderbird School of Global Management at Arizona State University in 2020. She now lives in São Paulo with her husband, two daughters, dog, and cat – who are looking forward to exploring Brazil and South America!

Wilson Diniz Wellisch serves as a senior official at Brazil’s Ministério das Comunicações (Ministry of Communications), where he plays a central role in shaping national telecommunications and broadcasting policy. His work encompasses spectrum management, regulatory modernization, digital inclusion strategies, and the policy framework guiding Brazil’s transition to TV 3.0.

For U.S. companies seeking to enter the Brazilian broadcasting market, Wellisch’s role is pivotal. He contributes to defining regulatory requirements, technical guidelines, and implementation timelines that will shape procurement, partnerships, and certification pathways. By promoting a transparent and innovation-oriented regulatory environment, he helps create conditions for foreign technology providers, including U.S. manufacturers of broadcast equipment, chipsets, software platforms, and transmission systems to participate in Brazil’s digital television upgrade.

Madeleine Noland is President of ATSC: The Broadcast Standards Association, the international body responsible for developing the ATSC 3.0 standard, also known in the USA as “NextGen TV.” She is passionate about global industry coordination among broadcasters, technology manufacturers, software developers, and policymakers to advance the deployment of IP-based, data-driven broadcasting systems. ATSC 3.0 is the core technology adopted by Brazil as the basis for most of the TV 3.0 standard.

As Brazil advances its TV 3.0 framework, Noland’s expertise in ATSC 3.0 implementation, interoperability, and international harmonization is directly relevant. Her leadership helps align technical standards, certification processes, and ecosystem development, creating pathways for U.S. companies to export transmission equipment, consumer devices, middleware, emergency alert solutions, targeted advertising technologies, and interactive applications to the Brazilian market. Through collaboration and standards alignment, she contributes to reducing technical barriers and accelerating commercial opportunities in Brazil’s next-generation broadcast environment.