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(1)REGINA HELENA LIMA DINIZ. A TV digital e o setor industrial. WHFQROyJLFREUDVLOHLUR. 8QLYHUVLGDGH0HWRGLVWDGH6mR3DXOR Programa GH3yV-*UDGXDomRHP&RPXQLFDomR6RFLDO 6mR%HUQDUGRGR&DPSR-SP, 2012. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(2) 2. REGINA HELENA LIMA DINIZ. A TV digital e o setor industrial. WHFQROyJLFREUDVLOHLUR. 'LVVHUWDomR DSUHVHQWDGD HP FXPSULPHQWR REULJDWyULR jV H[LJrQFLDV GR 3URJUDPD GH 3yV-*UDGXDomR HP &RPXQLFDomR Social da 8QLYHUVLGDGH 0HWRGLVWD GH 6mR 3DXOR para REWHQomRGRJUDXGH0estre. Orientador: Prof. Dr. SebDVWLmR &DUORV GH Moraes Squirra.. 6mR%HUQDUGRGR&DPSR- SP, 2012. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(3) 3 $ GLVVHUWDomR GH PHVWUDGR VRE R Wt defendida e aprovada no dia 20 de junho de 2012 pela banca examinadora composta por:. 3URI'U6HEDVWLmR&DUORVGH0RUDHV6TXLUUD 3UHVLGHQWH8MESP), Prof. Dr. Walter Teixeira Lima (Titular/UMESP), Prof. Dr. Renato Cruz (Titular/O Estado de S. Paulo).. __________________________________________ 3URI'U6HEDVWLmR&DUORVGH0RUDHV6TXLUUD Orientador e Presidente da Banca Examinadora. __________________________________________ Prof. Dr. Laan Mendes de Barros &RRUGHQDGRUGR3URJUDPDGH3yV-*UDGXDomR. ÈUHDGHFRQFHQWUDomR3URFHVVRV&RPXQLFDFLRQDLV /LQKDGHSHVTXLVD3URFHVVRVGD&RPXQLFDomR&LHQWtILFDH7HFQROyJLFD 3URMHWRWHPiWLFR&RPXQLFDomR6RFLDO rQIDVHHP79'LJLWDO pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(4) 4. conhecer, consciente e inteligentemente, as tentativas e os resultados da pesquisa cienttILFLD1mREDVWDTXHFDda resultado seja conhecido, elaborado e aplicado por poucos especialistas, em cada ramo. Quando a cirncia se restringe a um pequeno grupo, RHVStULWRILORVyILFRGHXPSRYRGHFDLHHOHFDPLQKDSDUDDLQGLJrQFLDHVSLULWu Albert Einstein 1 0F. er e liberdade; HD~QLFDIHOLFLGDGHSHUPDQHQWHpDEXVFDGR. (Spinoza, ILOyVRIRKRODQGrV;9,,). , fazei RUDomRGH6mR)UDQFLsco de Assis-Kutumi). 1. &LWDomRGH(LQVWHLQLQVFULWD QR3UROHJ{PHQRVOLYUR - $ 6RFLHGDGHHD(FRQRPLDGR1RYR0LOrQLR -RmR$QWRQLR=XIIR0DQROHUHWLUDGRGR3UHIiFLRGROLYUR'U(LQVWHLQHR8QLYHUVRGH%DUQHWW/LQFROQ pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(5) 5. AGRADECIMENTOS ¬'HXVSRUJXLDUPHXVSDVVRVPHIRUWDOHFHU e me ajudar a concluir mais essa importante etapa de vida; ¬PLQKDIDPtOLDSHOo amor, acolhida e apoio em todas as horas: a PLQKDPmH ,QrV, sempre companheira e incentivadora, a minha querida irmm )HUQDQGD ao TXHULGR LUPmR *LOEHUWR ao querido cunhado, Paulo, a querida cunhada, Eunice, as minhas queridas e iluminadas sobrinhas, Cristiane e Beatriz, pelo amor incondicional; e ao meu pai, Gilberto, in memorian, agUDGHoR SHOD JUDQGH OX], amor e exemplo de vida; ¬s amigas, Adriana e Marta pelo apoio e amizade; ¬ PLQKDLUPm)HUQDQGDao meu cunhado Paulo HDRPHXLUPmR*LOEHUWR, pelo apoio de sempre, que me permitiram finalizar meu mestrado; Aos DPLJRV $QW{QLR H /tGia Camignotto pela ajudD PpGLFD H HVSLULWXDO j ginecologista Dra. Beti Liuzzi, pelo cuidado e acompanhamento PpGLFR Em especial, ao Prof. Dr. SebaVWLmR &DUORV GH 0RUDHV 6TXLUUD pela RULHQWDomRDMXGDFRQILDQoD HFRPSUHHQVmRLQHVWLPiYHOHFRQWtQXD; Aos professores-doutores da UMESP, 0DULD&LFtOLD Peruzzo e Daniel Galindo, DJUDGHoR R DSRLR H FRPSUHHQVmR QRV PRPHQWRV GLItFHLV; em especial ao coordenador de PyV-grDGXDomR GH&RPXQLFDomR 6RFLDO 'U 3rof. Laan de Barros, e aos membros GR&RQVHOKRGH3yV-graGXDomRGD80(63, meu agradecimento SHODFRPSUHHQVmR Ao jornalista e mestre-doutor Renato Cruz pelas entrevistas, generosidade e ajuda; aos professores doutores -RmR =XIIR H 0DUFHOR =XIIR LSI/Poli-Universidade GH 6mR 3DXOR, USP; ao prof. dr. Guido Lemos e ao pesquisador-doutorando Raoni Kulesza, Lavid, Universidade Federal GD3DUDtED, UFPB, pela generosa FRODERUDomR; Tais Tellaroli, Francisco Machado e Orlando Berti pelo apoio e pela preciosa WURFD GH H[SHULrQFLDV e a todos que FRQWULEXtUDP SDUD D UHDOL]DomR GHVVH WH[WR FRQFHGHQGR HQWUHYLVWDV H FRPSDUWLOKDQGR H[SHULrQFLDVPDWHULDOGHSHVTXLVDHDQiOLVHVYDOLRVDV ¬V IXQFLRQiULDV GD 80(63 9Dnete Viegas e Katia Bizan pelo apoio e palavras de incentivo nos momentos PDLVGLItFHLV;. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(6) 6 Ao Laerte e Jonas, da Methodos Copiadora, SHOD GHGLFDomR H DWHQomR de sempre; A todos os desafios internos e externos e a todo o aprendizado, porque me fizeram mais forte, humilde, corajosa e amorosa comigo e com os outros.. S80È5,2 INTR2'8d2. ..................... 11. &$3Ë78/2,- 62&,('$'('$,1)250$d2&219(5*Ç1&,$ 7(&12/Ï*,&$(79',*,7$/ .................... 22 1. 6RFLHGDGHGD,QIRUPDomR6RFLHGDGHGR&RQKHFLPHQWR e TV Digital 2. 7HFQRORJLDGD,QIRUPDomRH&RPXQLFDomR&RQYHUJrQFLD e TV Digital 3. 7HFQRORJLDGD,QIRUPDomRHGD&RPXQLFDomRH1RYRV$WRUHV 4. 7HFQRORJLDGD,QIRUPDomR&RPXQLFDomR0HGLDGDSRU CoPSXWDGRUH8VXiULRV 5. &RPXQLFDomR0HGLDGDSRU&RPSXWDGRUH6LWHVGH5HODFLonamento 6. &RQYHUJrQFLD7HFQROyJLFD6LWHVGH5HODFLRQDPHQWRH79'LJLWDO 7. $,QG~VWULDGH79DSRVWDQD79'LJLWDOH79'LJLWDO,QWHUDWLYD. ...................... ..................... ..................... ....................... &$3Ë78/2,, 7(/(9,62H7'9,&21&(,72(+,67Ï5,$. ...................... 41. 1. 7HOHYLVmRH7HOHYLVmR'LJLWDO,QWHUDWLYD 1.1 $7HOHYLVmR 1.2 79,QWHUDWLYD8EtTXDH$PLJiYHO 1.3 TV Digital desenvolvimento a altas velocidades 2. TV Digital no Mundo 2.1 $V0XGDQoDVGD7HOHYLVmRQR0XQGR 2.2 7HOHYLVmRH(YROXomR7HFQROyJLFD 3. TV Digital no Brasil 3.1 'pFDGDGH79$QDOyJLFDGHVHPEDUFDQR%UDVLO 3.2 'pFDGDGH79j&RUHVQR%UDVLO 3.3 $7HOHYLVmR'LJLWDO%UHYH$QiOLVHGD1RYD0tGLD &$3Ë78/2,,,- TVDI NO MUNDO, NO BRASIL E O ISDB-TB 1. 3DGU}HV0XQGLDLV3Up-ISDB-TB 1.1 -DSmR 1.2 Europa 1.3 EUA 2. 7UDQVPLVVmR7HOHYLVLYD 3. $7HOHYLVmR'LJLWDOQR%UDVLO6%79' ,6'%-TB 4. )yUXP6%79' 4.1 PrimeirRV7HVWHVH,QtFLRGDV7UDQVPLVV}HV 5. SBTVD no Mundo 6. 3DGU}HVGe TVD testados pelo SBTVD. ...................... 24 ..................... 28 30 34 37 39. ....................... 42 ...................... 43 ...................... 44 ...................... 45 ...................... 47 ...................... 49 ...................... 53 ...................... 62. ...................... 63 ..................... 64 .................... 67 .................... 68 ..................... 69. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(7) 7 7. TV Digital ..................... 70. desenvolvimento. a. altas. velocidades. &$3Ë78/2,9 SBTVD E GOVERNO BRASILEIRO. ...................... 72. 1. TV Digital Interativa X Governo 2. TV Digital Interativa no Brasil e os Interesses 3. $,QG~VWULDGH79QR%UDVLOQDPLUDGR*overno 4. 3DSpLV/LPLWHVH5HVSRQVDELOLGDGHV 5. Governo a Favor do Desenvolvimento da Tecnologia nacional 6. Banda larga 4G para a Copa de 2014. ...................... ..................... .................... .................... ..................... 76 77 82 86 87. &$3Ë78/2V TV DIGITAL, ISDB-7%(02'(/2'(1(*Ï&,2. .................... 90. 1. )DEULFDQWHVHP%XVFDGR0RGHORGH1HJyFLRV -2010) 2. Radiodifusores olham pelo Retrovisor 3. 0RGHORGH1HJyFLRFRP*LQJD+RUDGH&RQVHQVR 4. (QWUDYHVPHUFDGROyJLFRVGR*LQJD-J 5. $1RYHODGRV5R\DOWLHV-DYDQDV0mRVGD2UDFOH 6. Ginga-1&/&RPSOHPHQWDULGDGHH,QWHJUDomR 7. 1RYD*HUDomRGR*LQJD-NCL 8. 0LVVmR*LQJD6XSRUWHDR'HVHQYROYLPHQWR 9. Quatro Anos de ISDB-TB (2011). .................. .................. .................. .................. .................. ................. .................. .................... &$3Ë78/29I - ,129$d27(&12/Ï*,&$(26 02'(/26'(1(*Ï&,2. .................. 106. 1. Os Fabricantes de TV Digital roubam a Cena 1.2 A Magia da TV Digital 2. 23RQWR,GHDOGR1HJyFLR&ULDWLYLGDGHH(PRomR 3. ,QRYDomR7HFQROyJLFDHPEXVFDGH0HUFDGR 3.1 ,QRYDomR7HFQROyJLFD0HUFDGRH3URGXWRQD5XD 4. Terra: 8P0RGHORGH,QRYDomR 5. Fabricantes de Conversores Digitais no Meio do Caminho. .................. 107 .................. 108 .................. 110 .................. 111 .................. 116 ................. 118. &$3Ë78/29,I - FABRICANTES DE TV GANHAM MERCADO. .................. 120. 1. TVs Inteligentes conquistam Consumidores 'D79GH7XER$QDOyJLFRDRV7HOHYLVRUHV'LJLWDLV 2. Fabricantes de TV Inventam Moda 3. )DEULFDQWHVGH7HOHYLVmRH3URGXWRV,QRYDGRUHV 3.1 ,QRYDomR7HFQROyJLFD&RQWH~GRH(VWUDWpgia Comercial 4. 6DPVXQJOtGHUGRPHUFDGRGH79V,QWHOLJHQWHV 4.1 Samsung investe em P&D 5. LG: Segunda colocada no mercado de TV Digital 6. A Gigante Sony perde Mercado 7. O Fim das TVs Philips. ................. 122 ................. 123 .................. 124 .................. 125 .................. 127 .................. 130 .................. 131 .................. 133 .................. 135. 92 94 98 99 101 102 103 104. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(8) 8 8. Gradiente .................. 136. Sucumbe. ao. &216,'(5$d®(6),1$,6 ,QRYDomR7HFQROyJLFD ,QRYDomR$EHUWD */266È5,2 5()(5Ç1&,$6. Mercado. Digital. ................... 139 ................... 146 ................... 150. RESUMO. O presente estudo disserta sobre RSDSHOGDLQG~VWULD, com foco nos fabricantes de televisores e sua SDUWLFLSDomR QD LPSOantaomR e desenvolvimento da TV Digital no Brasil, como os primeiros atores GHVVHFHQiULRa apontar RQRUWHSDUDDYLDELOL]DomRGH XP PRGHOR GH QHJyFio para a THOHYLVmR 'LJLWDO 79'

(9) e THOHYLVmR 'LJLWDO ,QWHUDWLYD (TVDI): a TV Conectada e a TV Inteligente. Faz um OHYDQWDPHQWR KLVWyULFR GR WHPD desde o Governo FHC, passando pelo Governo Lula DWpRDWXDO*RYHUQR'LOPDO texto apresenta os desafios tpFQLco, poltWLFR e HFRQ{PLFR GHVVD LPSOHPHQWDomR. Pretende identificar os acertos e enganos dos atores HQYROYLGRV QHVVH FHQiULR montado para a LPSOHPHQWDomRGRsistema digital da TV brasileira. Ressalta os interesses, nem sempre KDUP{QLFRV de todos os envolvidos: do capital, com foco no lucro; do governo, com seus DFRUGRV SROtWLFRV, muitas vezes contrapondo ao cumprimento de seu papel de representante dos interesses da maioria da SRSXODomREUDVLOHLUD; e dDGLQkPLFDFLHQWtILFo tecnolyJLFo-industrial, que necesVLWD GH FDPSR IpUWLO, pURStFLR H FRQWtQXR para se desenvolver.. Palavras-chaves: 79 'LJLWDO 6HWRU ,QGXVWULDO 7HFQROyJLFR Fabricantes de Televisores, TV Conectada, TV Digital Interativa. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(10) 9. RESUMEN El presente estudio discute el papel de la industria FHQWUiQGRVH HQ ORV IDEULFDQWHV GH WHOHYLVRUHV \ VX SDUWLFLSDFLyQ HQ HO GHVDUUROOR \ GHVSOLHJXH GH OD WHOHYLVLyQ GLJLWDO HQ %UDVLO FRPR ORV SULPHURV DXWRUHV HQ HVWH HVFHQDULR D VHxDODU HO norte a la viabilidad de un modelo de negocio para la THOHYLVLyQ 'igital (DTV) y TelevisiyQ 'LJLWDO ,QWHUDFWLYD 79',

(11) 7HOHYLVRU &onectado y la TV Inteligente. Hace XQD UHYLVLyQ KLVWyULFD GHO WHPD GHVGH HO JRELHUQR )+& D WUDYpV GHO gobierno de Lula KDVWD HO DFWXDO JRELHUQR GH 'LOPD (O WH[WR SUHVHQWD GLILFXOWDGHV WpFQLFDV SROtWLFRV \ HFRQyPLFRV GH HVWD LPSOHPHQWDFLyQ 7LHQH OD LQWHQFLyQ GH OD Ldentifica los aciertos y errores de los actores involucrados en este escenario, montado para el desarrollo de la WHOHYLVLyQ GLJLWDO HQ Brasil. Destaca los intereses, ni siempre aUPyQLFRV GH WRGRV ORV HQYXHOWRV OD FDSLWDO FRQ XQ HQIRTXH HQ HO EHQHItFLR HO JRELHUQR FRQ VXV DFXHUGRV SROtWLFRV D PHQXGR HQ FRQWUDWH DO GHVHPSHxR GH VX SDSHO HQ OD UHSUHVHQWDFLyQ GH ORV intereses de la mayoUtD GH OD SREODFLyQ \ OD GLQiPLFD FLHQWtILco-WHFQROyJLFR GH OD industria, que necesita de FDPSRIpUWLOpropicio y continua para el desarrollo.. Palabras clave: 7HOHYLVLyQ 'igital, Sector Industrial THFQROyJLFR ORV Fabricantes de Televisores, Connected TV, 7HOHYLVLyQ'LJLWDO,nteractiva. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(12) 10. ABSTRACT. This study talks about the role of industry, focusing on television manufacturers, and their participation in the development and deployment of Digital TV in Brazil, as the first players in this scenario to point north to the viability of a business model for Digital Television (DTV) and Interactive Digital television (TVDI): the Connected TV and Smart TV. Makes a historical survey of the theme from the FHC government, through the Government until the current Lula government Dilma. The text presents technical challenges, such political and economic implementation. Identifies the successes and mistakes of the actors involved in this scenario, mounted to the development of digital TV in Brazil. The text presents technical challenges, such political and economic implementation. Intends to identify the successes and mistakes of the actors involved in this scenario, mounted to the development of digital TV in Brazil. Emphasizes the interests, not always harmonious, all involved: the capital with a focus on profit, government, with its political agreements, often contrasting the performance of their role in representing the interests of the majority of the population; and the dynamics of scientific-technological industry, which needs fertile soil, suitable, and continuing to develop.. Keywords: Digital TV, Technological Industrial Sector, Manufacturers of Televisions, Connected TV, Interactive Digital TV. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(13) 11. I1752'8d2. 6HUi TXH 0F/XKDQ 2 YLVOXPEURX XPD WHQGrQFLD comunicacional, que deve se 1F. estendeU WDPEpP QR VpFXOR ;;, DR DILUPDU TXH D WHOHYLVmR p XPD ferramenta LPSRUWDQWH SDUD GLVVHPLQDU D FRPXQLFDomR de massa , ainda mais agora que a tela da 2F. WHYr HVWicada vez mais LQWHJUDGDj,QWH. n. RXFRPSXWDomR. em nuvem, a qual se transformou a rede IP (Internet Protocol) ? Seria mesmo a 3F. 4F. 7HOHYLVmR,QWHOLJHQWH , a Conectada e a Interativa PDLVXPDJUDQGHUHYROXomRna forma 5F. 6F. 7F. do homem se comunicar e uma pRVVLELOLGDGH GH LQWHUOLJi-lo j DOGHLD global ? E por 8F. caminhos mais amplRVUiSLGRVHGHPRFUiWLFRV? Teremos essas respostas daqui a alguns anos, mas se depender dos fabricantes de tHOHYLVmR HVVH HTXLSDPHQWR DJRUD GLJLWDO e interativo FRQWLQXDUi VHQGR R FHQWUR GDV DWHQo}HVGRVODUHVno mundo e a SULQFLSDOPtGLDSDUDRHQWUHWHQLPHQWRHLQIRUPDomR da SRSXODomRPXQGLDO. 1R%UDVLOD79HVWiem 97% dos lares, segundo pesquisa do IBGE, GLYXOJDGDQRVLWHGD$EHUWSHUGHQGRDSHQDVSDUDRIRJmRILFDQGRHPVHJXQGROXJDUQD casa do brasileiro, seguido pela gelDGHLUD HP WHUFHLUD SRVLomo. Em 2000, o IBGE registrou que 85% dos lares brasileiros tinham TVs. 3 9F. 2. McLuhan, Herbert Marshall McLuhan (1911-1980), ILOyVRIR e educador canadensepFRQVLGHUDGR XP dos mais LPSRUWDQWHVSHQVDGRUHVGDiUHDGD&RPXQLFDomR&ULRXFRQFHLWRVFRPRDOGHLDJOREDORPHLRp DPHQVDJHPHDFRPXQLFDomRFRPRH[WHQV}HVGRKRPHP 3 Segundo pesquisa divulgada pelo IBGE (Instituto Brasileiro de Geografia e (VWDWtVWLFD

(14) HPQRYHPEURGH GLYXOJDGDQRVLWHGD$EHUWH'LVSRQtYHOHP http://www.abert.org.br/site/index.php?/noticias/todas-noticias/ibge-divulga-dados-estatisticos-de-radioe-tv.html>. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(15) 12 O EUDVLOHLUR QXQFD YLX WDQWD WHOHYLVmR FRPR HP GHPRQVWUD pesquisa realizada pelo Ibope e divulgada no portal R7, em janeiro de 2012 4. O 10F. brasileiro permaneceu durante 5 horas e 28 minutos por dia diante do televisor em 2011, nove minutos a mais do que em 2010, vinte a mais do que em 2008. Diferentemente de 2010, em que houve queda no consumo de TV pelos mais jovens e mais ricos, no ano passado todos os segmentos HWiULRVH HFRQ{PLFRVUHJLVWUDUDPDXPHQWRQRWHPSRGHSHUPDQrQFLD com o televisor ligado. A maior alta se verificou nas classes DE. Os PDLV SREUHV SDVVDUDP D DVVLVWLU WHOHYLVmR GXUDQWH KRUDV H minutos por dia, quase meia hora a mais do que em 2010 (5 horas e 50 minutos). Diariamente, eles veem 1 hora e 20 minutos a mais de TV do que os mais ricos (AB). 1D GLYLVmR SRU IDL[DV HWiULDV DV PDLRUHV DOWDV GH RFRUUHUDP HQWUH FULDQoDV D DQRV

(16) H adultos de 35 a 49 anos.. (VVHVQ~PHURVUHIRUoDPDDWUDomRTXHDSRSXODomREUDVLOHLUDWHPSHODV79VHR JRVWRSHODSURJUDPDomRWHOHYLVLYDHPJHUDOLQGLFDQGRFRPFODUH]DSDUDDLQG~VWULDGR setor, no caso os fabricantes de televisores, o grande potencial de crescimento de PHUFDGRSUHYLVWRSDUDD79',QR3DtV Um dos atrativos das atuais TVs 'LJLWDO ,QWHUDWLYD VmR RV UHFXUVRV GH interatividade mais sofisticados 5, integrando j SURJUDPDomR WUDGLFLRQDO GH 79 VHMD 11F. aberta ou fechada, IXQo}HV H DSOLFDWLYRV oriJLQiULRV GH XP PLFURFRPSXWDGRU como mtGLDV VRFLDLV <RX 7ube, Flickr, Picasa, SUHYLVmR GR WHPSR DOpP GH e.commerce, e.gov, e.bank HDWpDOHUWDVGHDFLGHQWHV 6. $OpPGLVVRVXDXVDELOLGDGHWHPVHPRVWUDGR 1 2F. 4. Brasileiro assiste TV durante 5 horas e meia por dia, diz Ibope. Portal R7, em 23 de jan. de 2012. 'LVSRQtYHO HP http://noticias.r7.com/blogs/daniel-castro/2012/01/23/brasileiro-ja-assiste-tv-durante-5horas-e-meia-por-dia-diz-ibope/>. 5 Recursos de interatividades sofisticados, segundo Valdecir Becker, o simples fato de ligar e desligar um ERWmRSDUDDFLRQDURXQmRXPHTXLSDPHQWRHOHWU{QLFRQRFDVRDWHOHYLVmRMipXPDIRUPDGHLQWHUDomR VLPSOHVPDVLQWHUDomRSRLVRVHUKXPDQRHVWiGHFLGLQGRUHDOL]DUDTXHOHDWR2PHVPRDFRQWHFHFRPDV HVFROKDVTXHRXVXiULRGH79ID]HPVHXDSDUHOKRGHFRQWUROHDRPXGDUGHFDQDORXID]HUDMXVWHVQR HTXLSDPHQWRHOHHVWiLQWHUHDJLQGRFRPDPiTXLQD1RFDVRGD79'LJLWDO,QWHUDWLYDHVVHDSDUHOKR SHUPLWHLQWHUDJLUHPVHJXQGDRXWHUFHLUDFDPDGDGHIRUPDPDLVVRILVWLFDGDGHFLGLQGRRXQmRUHVSRQGHUD um quiz ou aos chats de debates e consulta ou ainda utilizando os recursos de e.commerce, e.bank e HJRYSUHYLVWRSDUDVHUHPGLVSRQLELOL]DGRVHPEUHYHHPWRGRVRVDSDUHOKRVGH79',2UHFXUVRHEDQNMi HVWiVHQGRGLVSRQLELOL]DGRHPDOJXQVDSDUHOKRVGH6PDUWV79VHPTXHEDQFRVDQXQFLDP 6 $OHUWDVGHDFLGHQWHVpXPDGDVSRVVLELOLGDGHVGD79,nterativa, segundo artigo de Squirra e Moreira, A 79'LJLWDO,QWHUDWLYDFRPRYHtFXORTXHVDOYDYLGDVSXEOLFDGR na revista Animus, GR3URJUDPDGH3yVJUDGXDomR HP &RPXQLFDomR GD 8QLYHUVLGDGH )HGHUDO GH 6DQWD 0DULD56 $FHVVtYHO HP http://cascavel.ufsm.br/revistas/ojs-2.2.2/index.php/animus/. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(17) 13 7. PDLV DPLJiYHO FRP UHFXUVRV FRPR FRPDQGRV GH YR] H JHVWRV , sendo 13F. integrados ao televisores. As novidades continuam, trazidas pelos fabricantes de TVs. Durante o maior evento do setor, a National Association of Broadcaster-NAB 2012, realizado em abril em Las Vegas (EUA), cheiros e os tremores de um trem eram sentidos por meio das TVS multissensoriais, chamadas de 4D. 8 Esse sistema multissensorial e interativo foi 14F. GHVHQYROYLGRSHORLQVLWXWRGHSHVTXLVDMDSRQrV1,&7- ,QVWLWXWR1DFLRQDOGH,QIRUPDomR H&RPXQLFDomRTXHWDPEpPPRVWURXQDIHLUDXPDWHODJLJDQWHGHSROHJDGDV m. de diagonal), onde podem ser vistas imagens HP 'VHP D QHFHVVLGDGH GH yFXORV TXH WHP D SURSRVWD GH RIHUHFHU XPD PHOKRU H[SHULrQFLD SDUD R XVXiULR PDLV FRQIRUWiYHOGRTXHRVPRGHORVFRPyFXORV $OpPGDVLQRYDo}HVdas tecnologiasHPSURIXVmRPDLRU ligadas aos formatos e FRQWH~dos acHVVtYHO jV novas TVs, a WHFQRORJLD GLJLWDO SHUPLWH D FRQYHUJrQFLD GH FRQWH~GRV H de displays 9 R TXH WRUQD HVVD PtGLD DLQGD PDLV LQWHUHVVDQWH H DWUDHQWH 1 5F. (VVDVPXGDQoDVFRORFDPHP[HTXHRVDQWLJRVFRQFHLWRVGHPtGLDVGHPDVVDHos limites GHDWXDomRHQWUHFDGDXPDdelas. Negroponte afirma, no mundo digital, que RPHLRQmR pDPHQVDJHPp uma das formas que ela assume. (2000, p. 73). Os bits de uma partida de futebol podem ser convertidos pela TVcomputador para que vocr assista ao jogo em forma de YtGHR RX RXoa na voz de um locutor ou o veja em formato de diagramas das jogadas. Em todos esses casos, trata-se do mesmo jogo e do mesmo conjunto de bits.. 7. Apresentados na Consumer Eletronics Show (CES), 2012, realizada em Las Vegas (EUA), os novos controles de voz e gestos permitem acionar as WHOHYLV}HVWDQWRSDUDOLJDUHGHVOLJDURDSDUHOKRQDYHJDU HPVHXVFRQWH~GRVQD,QWHUQHWHQDVSURJUDPDo}HVGH79VDEHUWDHSDJD 8 6HJXQGRPDWpULDGHiXGLRGH(WKHYDOGR6LTXHLUDQD&%179PXOWLVVHQVRULDORIHUHFHHIHLWRVVyYLVWRV HP ILFomR FLHQWtILFD (http://cbn.globoradio.globo.com/comentaristas/ethevaldo-siqueira/2012/04/27/TVMULTISSENSORIAL-OFERECE-EFEITOS-SO-VISTOS-EM-FICCAO-CIENTIFICA.htm

(18) H PDWpULD SXEOLFDGD QD $EHUW ,QVWLWXWR LQWHUQDFLRQDO ODQoD 79 TXH QmR QHFHVVLWD GH yFXORV (http://www.abert.org.br/site/index.php?/noticias/todas-noticias/instituto-internacional-lanca-tv-3d-quenao-necessita-de-oculos-especiais.html) 9 Segundo o pesquisador e Prof. Doutor Squirra o termo televismR PHUHFH REVHUYDomR HVSHFLDO H WDO WHUPLQRORJLDSRGHHVWDUHPPRYLPHQWRDQDFU{QLFRHPWHPSRVGHFRQYHUJrQFLDGHPtGLDVHGHFRQWH~GR H SRGH VHU VXEVWLWXtGR SRU GLVSOD\ DERUGDGR HP DXOD H[SRVLWLYD QD GLVFLSOLQD 6RFLHGDGH 'LJLWDO QR SURJUDPDGH3yV-graduDomRHP&RPXQLFDomR6RFLDO80(63

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(20) 14 Seja TV Digital Interativa, TV-computador ou Display o IDWRpTXH a WHOHYLVmRDWpDJRUDWHm se manWLGRQRFHQWURGDVDWHQo}HVGRVFRQVXPLGRUHVPXQGLDLVH WDPEpP GR FRQVumidor brasileiro, esse, como mencionado, WHP D WHOHYLVmR FRPR XP bem de primeira QHFHVVLGDGHVySHUGHQGRSDUDRIRJmRILFDQGRDIUHQWHGDJHODGHLUD, segundo pesquisa do IBGE, em 2011. A GLJLWDOL]DomRGDWHOHYLVmR, por sua vez, mais GRTXHSHUPLWLUDDOWDGHILQLomR high definition (HD), com imagem HVRPGHDOWtVVLPDTXDlidade em diferentes formatos e tecnologias, Plasma, LCD, LED e OLED 10, possibilita integrar as funcionalidades de 1 6F. um microcomputador. E esse plus, quando alguns fatores como SURJUDPDomRDPSOLDomR GD DEUDQJrQFLD GH VLQDO FDQDO GH UHWRUQR H HTXLSDPHQWRV SDGURQL]DGRV IRUHP PDLV equacionados 11, pode estimular ainda mais o consumidor brasileiro e mundial, a optar 1 7F. por HVVDQRYDPtGLD Com a TVDI, a mensagem que antes era unidirecional passa a ser interativa 12 18F. com canal de retorno para os usuiULRV, que de telespectadores passam a ter a 19F. possibilidade de serem agentes do processo GH FRPXQLFDomR LQWHUDJLQGR GHVGH R acionamento de comandos para LQLFLDU D FRPXQLFDomR DWp UHVSRQGHQGR H SURSRQGR WHPDV H Do}HV SDUD HVVH QRYR VLVWHPD FRPXQLFDFLRQDO intermediado pela TV Digital Interativa. 2XWUD YDQWDJHP GD GLJLWDOL]DomR GD 79 p TXH HOD SRVVLELOLWD D HVVD WUDGLFLRQDO PtGLa de massa caminhar em definitivo pelas estradas ainda inexploradas da FRQYHUJrQFLD&RPRGL]&Uuz (2008, p. para que isso se WRUQH UHDOLGDGH p QHFHVViULR PRQWDU XPD HVWUXWXUD H LQIUDHVWUXWXUD sofisticada e complexa, que vai desde equipamentos digitais GH FDSWDomR HGLomR H WUDQVPLVVmR GH VRP H LPDJHP H DJRUD GH GDGRV DWp XPD DPSOD H LQRYDGRUD. 10. Tipos de tecnologia de telas de TV que permitem o aprimoramento das imagens dos televisores digitais. $ IDOWD GH GHVHQYROYLPHQWR VROXo}HV DGHTXDGDV H GLVSRQtYHLV SDUD D 79 'LJLWDO QRV LWHQV SURJUDPDomR DPSOLDomR GD DEUDQJrQFLD GH VLQDO FDQDO GH UHWRUQR H HTXLSDPHQWRV SDGURQL]DGRV DLQGD LPSHGHP R FUHVFLPHQWR GHVVD PtGLD QR %UDVLO 3RU H[HPSOR D ODUJXUD GH EDQGD QR 3DtV DLQGD p insuficiente para suportar um crescimento conttQXR GH WUiIHJR GH GDGRV Para a LPSODQWDomR GD EDQGD ODUJDQR3DtVR*overno Federal divulgou, em maio, HGLWDOGHOLFLWDomRGH*SDUDDVIUHTXrQFLDs 2,5 Ghz e 450 MHz para o dia 12 de junho de 2012. 12 Para Valdecir Becker e Carlos Montez, no artigo TV Digital Interativa: Conceitos e Tecnologias, que a WHOHYLVmRVHPSUHIRLXQLGLUHFLRQDOFRPRWHOHVSHFWDGRUWRWDOPHQWHLQHUWHSRGHQGRQRPi[LPRPXGDUGH FDQDODLQWHUQHWSRUQDWXUH]DpLQWHUDWLYDpossibilitando o papel ativo dos internautas. 11. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(21) 15 LQIUDHVWUXWXUD GH GLVWULEXLomR GHVVH FRQWH~GR FRPR DQWHQDV GLJLWDLV apropriadas, a partir da casa do consumidor 13, torres de antenas digitais SDUDFRQH[mR 20F. 21F. entre os radiodifures e os sinais da Internet, HVWDo}HV UDGLREDVH , e uma ampla rede de 22F. WUDQVPLVVmR VHMD SRU FDER ILEUD yWLFa VDWpOLWH ou micro-ondas 14, por meio de banda 23F. larga, 3G e 4G , para favorecer a troca de dados, som e imagem via Internet, de forma 24F. VHJXUDHILFLHQWHHUiSLGDHPWRGRRWHUULWyULRQDFLRQDO. A FRPXQLFDomR p XP WHPD LPSRUWDQWH QD atual sociedade, conceituada de 6RFLHGDGHGD,QIRUPDomRHGR&RQKHFLPHQWR 15, HWHPVLGRDOWHUDGDSHODVPRGLILFDo}HV 25F. dos hiELWRVHFRVWXPHV GDSRSXODomRSRULQIOXrQFLDGD,QWHUQHW$79'LJLWDO,QWHUDWLYD SRGH GDU FRQWLQXLGDGH D HVVDV WUDQVIRUPDo}HV H DR VH WRUQDU WDPEpP XPD PtGLD GH massa, ou que possa atingir XPDJUDQGHSDUWHGDSRSXODomR, GHYHUiDOWHUDr ainda mais o FHQiULRGDFRPXQLFDomRHGDPtGia mundial. O trabalho tem como foco o estudo dDLPSOHPHQWDomRGD79'LJLWDOQRBrasil, iniciada em dois de dezembro de 2007, por meio do Sistema Brasileiro de THOHYLVmR Digital (SBTVD), a partir do setor WHFQROyJLFR LQGXVWULDO LQVWDODGR QR 3DtV com foco nos fabricantes de TVs 1HVVH FHQiULR YHULILFDPRV TXDLV RV PRGHORV GH QHJyFLRV que esse setor, liderado pelas empresas multinacionais, tem adotado para promover o mercado de TV Digital e TV Digital Interativa no WHUULWyULRQDFLRQDO Com FLQFRDQRVGHGLVWDQFLDPHQWRGRLQtFLRGDLPSOHPHQWDomRGD79'LJLWDOQR Brasil, parece-nos um tempo ainda curto para XPD DQiOLVH PDLV DSURIXQGada sobre o WHPDWmRDWXDOHGLQkPLFR(PERUDSRVVDPRVGHOLQHDUDOJXPDVWHQGrQFLDVHYHULILFDUR PRWLYR GH DOJXQV DWUDVRV QD LPSOHPHQWDomR GHVWD WHFQRORJLD EDVHDGD QR SDGUmR WHUUHVWUH MDSRQrV ,6'%-T, a ser analisado com mais detalhes posteriormente, provavelmeQWHKDYHUiPXLWRDVH acrescentar sobre o tema, daqui a poucos meses, DWpR final de 2012GDGDDUDSLGH]GDVWUDQVIRUPDo}HVWHFQROyJLFDVTXHHVWmRDYHORFLGDGHV exponenciais . 26. 13. A tecnologia digital exige toda uma inIUDHVWUXWXUDGLJLWDOHVSHFtILFD$VDQWHQDVTXHSRGHPVHULQWHUQDV RXH[WHUQDVGLIHUHPGDVGDWHFQRORJLDDQDOyJLFDHGHYHPVHUVXEVWLWXtGDVSRUXPDGRPHVPRVLVWHPD1D LQVWDODGDVHPVROREUDVLOHLURSDUDSHUPLWLUDFRQH[mRFRPRVVLQDLVGLJLWDLVWHUUHVWUes. 14 Em um sistema digital por onde trafegam dados, voz e imagempQHFH SDUDHVVHWUiIHJRVHMDSRUPHLRGHFDERILEUDyWLFDPLFUR-RQGDVRXVDWpOLWH 15 Segundo pesquisadores como Castells e Squirra, a Sociedade da InforPDomR H GR &RQKHFLPHQWR p FRPR VH HVWUXWXUD D FRPXQLFDomR GD PHWDGH GR VpFXOR ;; DWp HVVH ;;, RQGH D WURFD GH LQIRUPDomR inicialmente de dados, seguida por voz e imagem tem transformado a sociedade em que vivemos. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(22) 16 A LPSOHPHQWDomR GD 79 GLJLWDO QR %UDVLO estreiou apenas HP 6mR Paulo, a exemplo das TVVDQDOyJLFDVSUHWRHEUDQFRem 1950 e a colorida, em 1972, e esteve envolta de HTXtYRFRV H FRQWUDSURSDJDQGD PXLWDV GHODV SURIHULGDV SHOR HQWmR mLQLVWUR GDV &RPXQLFDo}HV, +pOLR &RVWD MRUQDOLVWD H FRQKHFLGR UHSyUWHU GR Globo 5HSyrter nos DQRV VpFXOR ;; GHIHQVRU GR SDGUmR ,6'%-T, muito antes dele ser escolhido e de ser assinado o acordo com os japoneses, em 29 de junho de 2006. O jornalista e prof. doutor Siqueira (2008, p.9), no SUHIiFLRGROLYURescrito por Cruz, TV Digital no Brasil - 7HFQRORJLD YHUVXV 3ROtWLFD, enfatiza o fato do ministro +pOLRCosta ter se manifesWDGRDIDYRUGRSDGUmRMDSRQrVHPGLYHUVDVRSRUWXQLGDGHVDR longo do processo de escolha. (...) o ministURDILUPDYDTXHR,6'%HUDR~QLFRTXHFRUUHVSRQGLDjV H[LJrQFLDV GR %UDVLO DR DWHQGHU DRV UHTXLVLWRV GH DOWD GHILQLomR PRELOLGDGH PXOWLSURJUDPDomR H LQWHUDWLYLGDGH $ SUHIHUrQFLD GR PLQLVWUR FRLQFLGLX VHPSUH FRP D SUHIHUrncia das emissoras de WHOHYLVmR.. 6HJXQGR&UX] S

(23) RSDGUmRMDSRQrVIRLRSUHIHULGRdos radiodifusores, o SRGHUHFRQ{PLFRGDVHPSUHVDVGHWHOHFRPXQLFDo}HV . (PFRQVHTXrQFLDGHVVHVIDWRUHV VRPDGRV D IDOWD GH KDUPRQL]DomR GRV LQWHUHVVHV GRV VHWRUHV HQYROYLGos com essa tecnologia. LQG~VWULDRSHUDGRUDVGHWHOHFRPXQLFDo}HVUDGLRGLIXVRUHVSULQFLSDOPHQWH. a TV digital brasileira foi inaugurada no Brasil, sem o middleware (o software que permite a interatividade), denomidado Ginga, sem recurso de mobilidade, sem set-topboxes digitais e interaWLYRV VHP FRQWH~GR LQWHUDWLYR VHP PXOWLSURJUDPDomR H sem DEUDQJrQFLD GH FREHUWXUD GH VLQDO (P FRQWUDSDUWLGD, o Governo Lula e o ministro DFHQDYDPFRPDSRVVLEOLGDGHGRVMDSRQHVHVLQVWDODUHPXPDIiEULFDGHsemicondutores QR%UDVLOPDVHVVDLQLFLDWLYDILFRXDSHQDVQRGLVFXUVRQmRFRQVWDQGRQRVGRFXPHQWRV oficiais que legislam o assunto. $SHVDU GR SDGUmR MDSRQrV ter se mostrado ideal para prover os dispositivos PyYHLVH SRVVLELOLWDUDPXOWLSURJUDPDomR por exemplo, a 27F. serviu para GDUOHQWLGmRj LPSOHPHQWDomRGD79'LJLWDOQR3DtVXPDHVWUDWpJLD que beneficiou os radiodifusores, que ainda precisavam de tempo para se equiparem. pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

(24) 17 digitalmente. 28F. 16. LPSOHPHQWDomRGDTV digital, como foi tomada,. SRGHVHULQWHUSUHWDGDFRPXPDPHGLGDGHIHQVLYDUHVXOWDGRGDSUHVVmRGDVHPLVVRUDV$ LGHLD IRL PHOKRUDU D TXDOLGDGH GR YtGHR DPSOLDU RV GLVSRVLWLYR GH UHFHSomR FRP PRELOLGDGH SDUD PDQWHU WXGR FRPR HVWi VHP PXGDU R PRGHOR GH QHJyFLR 2008, p.18) 2 SDGUmR MDSRQrV apesar de mais aYDQoDGR WHFQRORJLFDPHQWH posto que mais novo pRTXHWUD]PHQRVYDQWDJHQs para a LQG~VWULD ORFDOHSDUDRFRPpUFLRH[WHULRU2SURMHWRGR6LVWHPD%UDVLOHLURGH 7HOHYLVmR 'LJLWDO 6%79'

(25) TXH PRELOizou os pesquisadores brasileiros e obteve resultados consistentes, Qmo teve continuidade, SRLV QmR KRXYH UHFXUVR SDUD ILQDQFiar a pesquisa em 2006. A LQFOXVmR GLJLWDO SHOD WHOHYLVmR XPD GDV SURPHVVDV GR FRPHoR GR JRYHUQR VH HQFRQWUD DPHDoDGD Mi TXH GHSende em grande medida GDFRQWLQXLGDGHGRWUDEDOKRGHSHVTXLVDQR3DtV. Outra bandeira do entmRJRYHUQR/XOD era a incluVmR digital social, que deveria VHUSURSRUFLRQDGDSHODLQWHUDWLYLGDGHLQWHJUDGDj79'LJLWDOWHUUHVWUHTXHDWpDJRUDQmR aconteceu. Essa interatividade esti GLUHWDPHQWH OLJDGD j 79 $EHUWD H D LQVHUomR GR middleware Ginga-J e Ginga-NCL17 nos televisores digitais, que deve acontecer apenas HP VHJXQGR GHWHUPLQDomR GR PLQLVWpULR GDV &RPXQLFDo}HV VRE R Fomando de Paulo Bernando, Governo Dilma.18 1D pSRFD GR ODQoDPHQWR GH VHX OLYUR &UX] DOHUWDYD QR HQWDQWR SDUD R risco que as radiodifusoras estavam correndo ao tentarem barrar o desenvolvimento dessa QRYDPtGLDWHFQROyJLFD as PXGDQoDV WUD]LGDV SHOR DYDQoR WHFQROyJLFR 2 ULVFR p GH RV radiodifusores descobrirem depois que, enquanto tentavam barrar politicamente a entrada de novas empresas no mercado, Mi ILFRX tarde para fazer qualquer coi 2008, p.18). Em virtude desses fatores, em 2007, apenas a TV Digital HD (High Definition) estava implantada QR%UDVLORUHFXUVRGHDOWDGHILQLomRGHLPDJHPHVRP. O Ginga, o. 16. Em seu livro, fruto de tese de doutorado de 2007, 5HQDWR &UX] GHPRQVWUD TXH RV GHVDFHUWRV H OHQWLGmR GD LPSOHPHQWDomR GD 79' H 79', QR 3DtV beneficiou os Radifusores que precisavam de tempo para se digitalizarem. 17 *LQJD-H*LQJD1&/VmRPLGOHZDUHGHVHQYROYLGRVSDUDDWHQGHUDRSDGUmRQLSR-brasileiro, SBTVD-T, pDERUGDGRGHWDOKDGDPHQWRQRVLWHQV-FDStWXOR,9 18 3RUWDULDGRVPLQLVWpULRVGR'HVHQYROYLPHQWR,QG~VWULD&RPpUFLR([WHULRU&LrQFLD7HFQRORJLDH ,QRYDomR DOU 24/02/12 pdfMachine Is a pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!.

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