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The television market is driven by financial interests, translated into advantages, agility in the production process and monetary savings in the use of digital technolo-gy, especially if compared to the analog paradigm. Technological innovations imply changes not only in the material conditions, but also mainly to making television. Faced with this fact, this study pursuit to highlight the changes of HD (high definition) technology adoption and the digitalization of constructive process in television sets, even in the design of scenic spaces (set physical) or the development of digital environments. As study object and its history as an innovative broadcaster, we chose TV Cultura of São Paulo and the conviviality with their professionals. This immersion, objective also looking for the ideal conditions that enable the emergence of senses in the scenarios regarding to material support, taking in principle the idea of how the materiality of the transmission media influences and to some extent determines the structure of the communication. At the same time, insert relationship of the object to its users, the historical conditions and materials with the own materiality of the object. The theoretical framework is underpinned in authors such as Gumbrecht, JB. Cardoso, Walter Benjamin, McLuhan, Anna Balogh and others, which grounded our acquaintanceship with TV Cultura professionals. As a result, there is the contextualized narrative of the television processes and as theme their scenarios, the methodology to deal with the demands of high-resolution image and the adaptation to an experimental environment, keeping the elements that compose the television language.