Brazil: Biggest TV network eyes Asia as “strategic market” for program export

26 November 2007

Sao Paulo, Brazil, 26 Nov – Rede Globo, Brazil’s largest television network and one of the world’s main producers of soap operas, considers Asia as a strategic export market, company sources have said.

“For some years we have been developing a very careful study on demand in the region (Asia) and the suitable profile of programs to be offered,” Raphael Correa Netto, Globo’s international sales director, told macauhub.

Globo’s search for customers in Asia has resulted in accords with companies in Macau, China, Vietnam and India, added Netto.

In September, Globo signed a deal with Macau’s TDM broadcaster for distribution of Portuguese-language soap operas, known as “telenovelas”, and costume dramas for five years. Globo has also sold a telenovela to China in a deal finalized in January.

The Brazilian broadcaster has been exporting TV content since the 1970s and its programs aired in 70 countries in 2006, reaching an average audience of 100 million viewers in Portugal, Latin America and Eastern Europe.

Declining to give details of Globo’s Asia partnerships, Netto said the potential of Chinese TV markets was “extremely high.”

In addition to selling content, Globo also operates in Asia through its TV Globo International satellite channel, which has 30,000 subscribers in Japan alone. “Besides this, we are always looking for partnerships for new projects,” Netto added. (macauhub)