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Globo set for major shake-up

Brazilian media giant Globo Group is carrying out a wide-ranging restructure as it focuses on its digital services.

Carlos Henrique Schroder

From January, broadcaster TV Globo, cablenet Globosat, SVoD service Globolplay, online site Globo.com, record company Som Livre and subsidiary DGCorp will come under a single brand known simply as Globo.

The new structure will also mean changes in the company’s managerial set-up. Paulo Marinho, formerly head of Globo channels, will now lead TV Globo, managing the network’s affiliated broadcast stations and its pay TV channels.

“The business model we present is a very important step in our transformation journey. We have chosen to organise ourselves with a focus on products and services – linear, digital and advertising – instead of content genres, thus enabling us to work with the concept of a multigenre and multiplatform portfolio,” said Jorge Nóbrega, the company’s executive president.

Content creation and production will be led by Carlos Henrique Schroder, who will head the creation and production of entertainment, news and sports content across all platforms. Digital products and services will be in the hands of Erick Bretas, who will manage digital outlets such as Globoplay and Globo.com.

Pedro Garcia will manage the rights acquisition division, focusing on sports and entertainment, with Eduardo Schaeffer supervising the advertising and sales departments.

Additionally, the company’s strategy and technology division will be fronted by Rossana Fontenele, who is tasked with addressing the company’s long-term strategic plans and partnerships. Roberto Marinho Neto will step down from the sports division and head Globo Ventures, where he will be in charge of all direct investments in new businesses.

Wider managerial changes in the editorial, financial, legal and human resources departments have also been made. These mark a “major transformation” for the Brazilian company, as it focuses on and strengthens its D2C offering, Nóbrega said.

“The digital experience has significantly changed the way people consume content and services, and we are changing with the times. The massive investment we have made in new technologies and business models does not mean that we will abandon our traditional strengths. Our strategy amplifies the power of television by bringing new digital opportunities to our free-to-air and pay TV services, always putting customers at the core of our businesses,” Nóbrega added.

The restructuring comes three months after Globo unveiled its new US$50m studio complex in Rio de Janeiro as part of a wider move to expand its content output and compete with the streaming giants.

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