You can interrupt the playlist and go live across every location in the chain at the same time. On JMV's Indoor TV the behaviour is this: the schedule pauses, the broadcaster's image comes in, and it resumes on its own when the live ends — with nobody touching anything store by store. Whoever goes live can be holding a phone inside the supermarket, or on a computer with a web encoder, or in OBS. The feature is listed on the Pro plan; the Start plan does not carry it. Because delivery happens over the internet, there are a few seconds of delay: going out at the same time on every screen is not the same as playing on the same frame.
The case that explains it all: the tasting nobody sees
A large supermarket, ten screens spread across the floor, and a coffee tasting starting right now at the bakery corner. The demonstrator is there, the product is there, and the customer picking yogurt thirty metres away has no idea. In an hour, it is over.
This is the situation where the playlist — however well built — does not help. A new piece would have to be recorded, edited, uploaded and scheduled, and by the time it was ready the tasting would be long finished. It is exactly the scene JMV's CEO uses to explain the feature:
"You have a supermarket, you have ten locations there […] and then you're going to launch a last-minute promotion […] yogurt about to expire, the team fires off the crazy-cart deals […] new coffee, a tasting, there are a lot of tastings in supermarkets. That person — the announcer, the producer or someone from the store team […] can pick up another phone of theirs, go live […] and then their image — the playlist running on the TV gets paused — and that person's image is automatically replicated live across all those TVs with that promotion at the same moment." Excerpt from the Café & Tech Podcast episode cited at the end of this article, translated from Portuguese.
Notice what changes: the information has a time slot. It is not the promotion of the week, which is valid all day and fits a recorded piece — it is the thing happening in the next forty minutes. For that kind of message the normal content production cycle is far too slow, which is why it usually just goes uncommunicated.
The same applies to perishables that have to move today: the full argument for why the screen is the right channel for clearing stock is in the article about selling food close to its expiry date on the supermarket TV. The difference here is only speed — there you schedule a piece, here you go live.
What the market tells you to assemble (and why almost nobody does)
Anyone searching for this online is handed, almost always, an integration project. The usual recipe is a four-part architecture assembled by the customer:
- a computer with a camera and microphone running broadcasting software, usually OBS Studio;
- a cloud video platform to receive that broadcast and distribute it;
- a digital signage system where you create a "live streaming" campaign pointing at that address;
- the devices on the screens — a mini PC, a TV box or the Smart TV itself — receiving the schedule.
And on top of that, two settings that have to be configured by hand: an immediate interruption command, to pause the schedule, and a screen group, to define which locations join the broadcast. Before signing with any digital signage platform, confirm in writing that it supports live streaming and not only playlists.
What we are saying and what we are not. The architecture above is the usual do-it-yourself recipe for this question, and it is here as a read of the market. We did not test any of those platforms, we do not claim what each one does or does not do, and we are not saying JMV is the only company offering live streaming. What is defensible, and is the subject of this article, is the difference in path: there, an integration the customer assembles; here, a feature of the panel itself.
That is where most projects die. Not for lack of technology — digital signage is a mature market with well known standards — but because the owner of a supermarket chain is not going to build a broadcast rig to announce a coffee tasting. The distance between "it is possible" and "I can do this by this afternoon" is the real problem.
One boundary is worth drawing, because it is the most common confusion: live streaming to social media is a different subject. Sending the same signal to Facebook, YouTube and Instagram at once is multistreaming, and it is explained in detail in the SiteHost article (in Portuguese) about how to run a live stream with multistreaming to social networks. There the destination is the profile of someone watching from home. Here the destination is the screen hanging in the store aisle, seen by someone already holding a shopping cart.
The one-step path: the playlist pauses, you go live, it comes back
On Indoor TV, going live is not an integration: it is a feature of the panel. The behaviour is described on the product's own plans page, checked on 29 September 2026:
Three movements, and none of them requires someone at each store:
- The playlist pauses. Whatever was running is interrupted the moment the live starts.
- The image reaches every location. The broadcaster goes live once; the image is replicated to the screens on that account.
- The schedule comes back on its own. When the live ends, the loop resumes — nobody has to reprogram anything afterwards.
There are three possible sources, in the words of the episode: a phone, a computer with a web encoder or OBS. The first one is what changes the game for retail, because it lets the person be inside the scene — walking the aisle, showing the product on the shelf, phone in hand. It is not an announcer in a studio talking about the store: it is someone from the store, in the store.
"Back to Indoor TV […] there's the ability to go live. So you're here running your playlist in the Indoor TV cloud and the person, whether using a phone or now with the web encoder, a computer, or OBS itself, can go live on the Indoor TV broadcast." Excerpt from the same episode, translated from Portuguese.
There is an interesting inversion here for anyone who programs screens by area. In a well configured store, the norm is for each location to show the playlist of its own section — the butcher shows one thing, the bakery another, as covered in the article about indoor TV by store zone. Going live is precisely the moment when that segmentation is undone on purpose: for a few minutes, every screen shows the same thing. It is the difference between the everyday and the announcement.
Which plan this is on
Commercial honesty first, because this usually only comes up at signing time: going live is not on every plan.
| Plan | Live streaming from the platform |
|---|---|
| Start | Not listed among the plan items |
| Pro | Listed: "Live streaming straight from the platform" |
The page itself sums the condition up as "exclusive to eligible plans". Plan tables change over time — which is why this article does not print prices: the pricing and the composition of each plan are always up to date on the site's plans table, and that is where the current condition should be confirmed before signing up counting on the feature.
One input, three outputs: the screens, the website and social media
A broadcast that only appears inside the store reaches whoever is already there — which is, after all, the most valuable audience. But the same input can have more than one destination. The plans page lists, under the Pro plan, sharing to social media, WhatsApp and the website; in the episode, the idea comes out like this:
"If you put the player on your website, for example, or share it on your social networks through live social, you're going to reach even the person who's at home." Excerpt from the same episode, translated from Portuguese.
In practice there are three outputs for a single input: the store screens, the player on the company website — the platform's own player, embedded in the page by whoever maintains the site — and social media, when you choose to rebroadcast. Switching each one on is a decision made live by live: an internal tasting may only make sense on the screens; a weekend event might deserve all three.
One caveat that comes along with music. If the live stream has background music — the store's ambient playlist picked up by the microphone, for example — the copyright bill is the same as always. In Brazil the subject is unpacked in the article about a TV switched on in the store and the Ecad collection; here it is enough to note that going live does not create an exception.
The three limits nobody mentions before you sign
Without these three paragraphs, the rest of the article turns into advertising. These are the real limits, and it is better to know them before building an operation on top of them.
1. There is delay — and it is not frame-accurate synchronisation
A broadcast delivered over the internet has delay by definition: a few seconds pass between what the camera captures and what the screen shows. For retail use that is irrelevant — nobody in the store is comparing clocks. What matters is understanding the distinction: going out at the same time on every screen is not the same as playing on exactly the same frame. Two screens may start a fraction apart. Frame-accurate synchronisation is a different technical problem, one that depends on the file already being stored on each device and on clocks aligned between them — it is not what a live stream does, on any platform.
A consistency note about another article on this blog. The text about indoor TV freezing and network requirements answers, in its FAQ, that "a delay of a few seconds makes no difference in a playlist". That remains true — for the playlist, where the content is recorded and latency changes nothing. Live streaming is precisely the case that answer excludes: here the delay exists, it is inherent to broadcasting, and that is why the correct promise is "within the same minute", not "at the same instant".
2. Bandwidth: the calculation is per screen, not per network
In a playlist, content is downloaded and stays on the device. In a live stream, each screen pulls the stream as it happens. The calculation is therefore per location: a store with three screens has three connections consuming at once, and that weighs on the hours when store Wi-Fi is already competing with the point of sale and with customers' phones.
The requirements published by JMV Indoor are a minimum of 5 Mbps, 10 Mbps or more recommended and 20 Mbps or more ideal for 4K — the same network prerequisites that apply to normal operation. When bandwidth falls short, the symptom is a freezing picture, and the full diagnosis is in the article about indoor TV freezing. Before scheduling a live for the whole chain, it is worth checking the worst location, not the best one.
3. Sound: the store screen is usually muted
This is the most underestimated limit, and the easiest to forget in the excitement. A live announcement is almost always someone talking — and most store screens run without sound, by decision of whoever manages the environment. If the audio does not come through, all that is left is a person gesturing: the message is entirely lost.
There are two ways out, and both have to be agreed in advance: either the audio on that screen is turned on for the live, or the broadcast comes paired with something written — a caption bar, a digital poster shown before and after, a piece that delivers the message without audio. The full reasoning about muted screens, captions and what to show when there is no sound is in the article about video without audio for indoor TV — worth reading before the first live, not after.
When going live is worth it (and when a new video works better)
Not every message deserves a live. The practical criterion is the shelf life of the information:
| The information… | What works better |
|---|---|
| has a time slot: a tasting starting, perishables to clear, a visit, a launch, a draw | Going live — the content only exists while it happens |
| is valid for the day, the week or the whole campaign | Swapping the piece in the cloud — record once, run it as long as needed |
| changes from store to store | Playlist per location — each screen with its own schedule |
There is a difference in nature between this article and the one about the loop. In how long the indoor TV loop should be there is a section called "When to change the schedule mid-day" — there the discussion is about changing the programming: replacing pieces, reordering the loop, adjusting what runs late in the afternoon. Here the discussion is about interrupting the programming with a live image and handing it right back. One is editing the schedule; the other is breaking the schedule for ten minutes. For the routine, the schedule; for what has a time slot, the live.
In practice, a chain's first live is usually small on purpose: one tasting, one screen, five minutes, to see how the store reacts and whether the sound works. Only after that is it worth opening it up to every location. Anyone who wants to see the day-to-day operation first — uploading a piece, building a playlist, swapping it from a phone — will find the step by step in how to manage indoor TV from your phone, and the current condition of each plan on the plans table.
A caveat for healthcare premises. In a medical clinic the feature still works for a message from management, an operational notice or an event — but article 11, VIII of Brazil's CFM Resolution 2,336/2023 forbids displaying images of consultations and procedures transmitted in real time, even with the patient's express authorisation. Live yes, live procedures no. The detail is in what can air on an aesthetic clinic TV.
Frequently asked questions
Can I go live on every screen in the chain at the same time?
Does the playlist resume on its own when the live ends?
Do I need OBS and a computer to go live, or can I use a phone?
Which plan includes this feature?
Are the screens synchronised frame by frame with each other?
How much internet does each screen need?
What about sound? The TV in my store runs muted.
Can the same live stream also go out on my website and social media?
Can the live source be a camera or a computer inside the store, or only an internet live stream?
Do the screens have to be on the same Wi-Fi network? What if the stores are in different cities?
The episode excerpts, in full
The excerpts below come from the episode "Vertical or Horizontal Panel? The Right Format for Your Indoor TV", from the Café & Tech Podcast, published on 24 April 2025, with Mário Sérgio, solutions consultant at JMV Technology, and Josimar Machado. Automatic transcription, cleaned and punctuated, with no content cut, translated here from Portuguese.
A time anchor, and it matters. The episode is from April 2025. Prices, product names and commercial conditions mentioned in the conversation do not apply today — everything this article states about the product was checked on the plans page on 29 September 2026, not taken from the audio. The app, for instance, is called JMV Indoor today. The claim that no other Indoor TV on the market does this is a company claim made on that date: this article does not endorse it — the defensible difference is one of path (a panel feature versus an integration assembled by the customer), not of exclusivity.
Excerpt 1 — the ability to go live on Indoor TV
(The claim that "no other one on the market has it" is the company's, in April 2025, and is not endorsed by this article.)
Excerpt 2 — the supermarket with ten locations and the tasting
Excerpt 3 — the playlist pauses and the image is replicated across every TV
Excerpt 4 — the people in the store and the people at home
Excerpt 5 — live on the website, on the in-store TV and on social media
The full 57min43s episode, in Portuguese, is on the JMV Technology channel: Vertical or Horizontal Panel? The Right Format for Your Indoor TV — Café & Tech Podcast. The commercial conditions mentioned in the conversation are from April 2025 and have not been updated.
In the end, the question in the title has a short answer and a condition. The short answer: yes, the announcement can reach every screen in the chain within the same minute, with the playlist pausing and coming back on its own, and whoever goes live can be holding a phone in a supermarket aisle. The condition: it is within the same minute, not on the same frame; each screen needs its own bandwidth; and if the store runs muted, the spoken part has to come with something written. Want to know whether your chain is ready for this? Talk to us through the contact form.