Brazil has recently launched its terrestrial digital tv system. The system is based on a reference model that differs from others counterparts by using most recent and advanced technologies. This talk aims to briefly present this reference model, focusing predominantly on the main Brazilian innovation: the middleware called Ginga. Some design decisions with regards to the support offered to applications are discussed and then the middleware architecture is presented with more attention paid to its declarative environment. The talk finishes with a discussion about management issues raised by this new media service and their relationships with Ginga modules.