Someone You Should Know: Josemar Cardoso da Cruz

As the CEO of DAE Xtream Solutions Services LLC, Josemar Cardoso da Cruz is an influential figure in the world of broadcast television and telecommunications. With over 40 years of experience as a Brazilian broadcast TV and telecommunications engineer, Cardoso’s passion for technology, business strategy, and innovation continues to shape the landscape of digital media. His work is driven by a commitment to keeping pace with emerging trends, from telecommunications advancements to new business models.

Cardoso’s day-to-day life is a dynamic blend of managing complex projects, keeping up with technological advancements, and staying actively engaged with professional networks. His company’s work revolves around providing clients with cutting-edge solutions in the broadcast TV and telecommunications sectors. At the same time, he is deeply involved in the development and dissemination of ATSC 3.0, a revolutionary broadcast technology in Brazil. His dedication to staying informed about technological trends, especially in digital video platforms and telecommunications, ensures that his insights are always ahead of the curve.

The Path to ATSC 3.0: A Game Changer for Broadcast TV in Brazil

Josemar Cardoso da Cruz’s journey into the world of ATSC 3.0 began in 2023, when Anne Schelle from Pearl TV reached out to him after seeing one of his posts on LinkedIn. At the time, Brazil was still in the process of selecting a next-generation TV standard. Cardoso had a strong belief that ATSC 3.0 would be the ideal choice for Brazil – a prediction that turned out to be correct when the country officially adopted the standard in July 2024.

Cardoso’s deep understanding of ATSC 3.0 and his unwavering confidence in its potential led him to join the ATSC in early 2023. As a member of both TG-3 and IT-4 Brazil, Cardoso has become an integral part of the team working on the implementation of this new broadcast standard. His expertise is invaluable as Brazil navigates the path to adopting ATSC 3.0, which will have a profound impact on how broadcast television operates in the digital age.

The Future of ATSC 3.0: Bridging the Gap Between Broadcast and Broadband

Cardoso is especially excited about the future of ATSC 3.0, which he believes represents the “rebirth” of broadcast TV. He views ATSC 3.0 as a groundbreaking advancement in the evolution of mass communication technologies and a critical part of the convergence of broadcast and broadband. This convergence – bringing together the “one-to-many” model of broadcast with the “one-to-one” world of broadband – holds immense potential for creating innovative new applications that will change the way content is consumed.

At the core of this evolution lies the application layer – the broadband interface that will enable features like datacasting, interactive services, and new monetization opportunities. Cardoso envisions a future where TV content and Internet services merge seamlessly, enabling viewers to engage with content anytime, anywhere, and creating new opportunities for businesses, advertisers, and consumers alike. Whether it’s offering real-time or near-real-time content or creating new forms of e-commerce, ATSC 3.0 is poised to redefine the future of media.

A Family-Oriented, Well-Rounded Engineer

Beyond his professional accomplishments, Cardoso values family and personal interests. He has been married for 35 years and has two children – both of whom are accomplished engineers. His eldest is an aerospace engineer, and the youngest is a computer engineer, both having earned their degrees from Penn State University. Cardoso’s wife is an architect and a designer of handmade women’s accessories.

While Cardoso loves animals, he prefers to see them in their natural habitat, appreciating their freedom. In his downtime, he enjoys playing the bass guitar, often covering classic rock hits from the 60s and 70s. He also enjoys tinkering with equipment and creating small installations for personal use, which speaks to his hands-on approach to life both professionally and personally.

A Lifelong Learner

Cardoso is a dedicated reader, constantly seeking to expand his knowledge. Currently, he is reading The Daily Stoic by Ryan Holiday and Stephen Hanselman, a collection of meditations on wisdom and perseverance. He recently finished Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher, William Ury, and Bruce Patton, which demonstrates his interest in effective communication and negotiation. This intellectual curiosity drives his commitment to lifelong learning and his ability to stay ahead of the curve in his professional field.

A Passion for Music and Sports

Outside of his work in technology, Cardoso enjoys unwinding by watching his favorite TV shows. His go-to content includes news programs, live performances by musicians, and NFL games. A lover of both music and sports, these passions offer him a way to relax and stay connected to the world beyond his professional endeavors.

Alternative Career Path: Medicine or Psychology?

If he weren’t an engineer, Cardoso muses that his alternative career choice might have been in the fields of cardiology or psychology. His keen interest in human behavior and the ways in which individuals and organizations function reveals a deeper intellectual curiosity and a desire to understand the intricacies of both the human body and mind.

Josemar Cardoso da Cruz’s career is a testament to the power of embracing change and innovation in the ever-evolving world of broadcast TV and telecommunications. As Brazil continues toward its path to next-generation TV, Cardoso’s expertise will undoubtedly play a key role in shaping the future of television and digital media in the country and beyond.