V-Nova recently partnered with Brazil based Globo to debut the first-ever MPEG-5 LCEVC-enhanced channel during the 2022 Fifa World Cup. The showcase included two major experiments during live broadcast. First, they used an LCEVC enhancement layer to turn a TV 2.0 signal into an HDR 10-bit channel. Second, they provided 4K HDR visuals and complete, personalised audio by Dash, streaming an LCEVC-enhanced VVC video. These moves signal a transition to TV 2.5 and 3.0, with future formats supporting high-resolution video and next-generation audio on both broadcast and streaming platforms.