Page 48 - AIB | The Chanel | Issue 2 2011

rom the moment we
created the Institute
we have been
conducting seminars
and meetings,
bringing TV scholars
and people from the
business together, and in this we
have been very successful. Our first
IETV event, the 'International
Television Meetings', grew so
quickly that after five years we
realized it had to be more than just
meetings. So we expanded this to
an International TV Festival to
show Brazilian audiences the
winners of other festivals – Monte
Carlo, Rose d'Or, Shanghai.
Then one day Terence Gray who
is the director of the New York TV
Festival said to me 'Why don't you
put together some successful pilots
and show them here in NY?'. We
did that in 2007, and the following
year we established a proper
partnership, so that over the last
four years the three winners of our
IETV festival have been able to
show their pilots in New York. The
jury for our festival is composed of
programming executives from all
sectors of TV in Brazil – it's actually
F
48 | ISSUE 2 2011 | THE CHANNEL
Brazil is number three worldwide
in total TV spend and its 190m
inhabitants are among the
heaviest users of social media
and mobile. Nelson Hoineff is a
well-known figure on the
Brazilian media scene – as a
journalist, editor, film critic,
published author and producer
and director for TV and film. He
has worked for some of the
biggest TV networks in Brazil and
set up his own production
company COMALT 15 years ago. A
journalist's comment – "Usually
in Brazil people who think about
TV don't produce TV, and people
who produce TV don't think about
TV" – led to Nelson setting up the
Institute of Television Studies in
Rio de Janeiro in 2001 – has it
been a success?
a big open pitching. Interestingly,
all the pilots that won our festival
were ultimately sold to TV in
Brazil, so it's a great opportunity
for content makers in Brazil.
Who are the big players in TV?
Let's talk first about open television
‑ TV Globo of course is first with
about 65% of the market.
The second largest network is
Record with about 15% ‑ it's Brazil's
oldest TV network, now owned by
the Universal Church of the Kingdom
of God. They have grown enormously
and are doing very well.
Then you have SBT, owned by
Silvio Santos, which has moved
from second to third place with
12% of the market share. Two other
private networks, Band and Rede
TV, each have 5% of the market. In
pay‑TV, Globo has an enormous
slice of the market with Globosat
and its over 20 channels. Record is
also very active in the pay‑TV
business, as is Band with its
channels dedicated to sports, kids
and news.
The Brazilian economy has grown
a lot in recent years and one of the
reasons why pay‑TV is growing so
FASTBRAZIL’SEMERGING