Guillermo Pendino rejoins Brazilian broadcaster Band as general director of programming

Argentine executive Guillermo Pendino has returned to Brazilian free-to-air broadcaster Band as general director of programming and content.

Guillermo Pendino

Pendino most recently served as VP of content and programming at Argentine broadcaster Telefe, a role he stepped down from at the end of 2025 after seven years at the then Paramount-owned channel.

It marks a return to Band for the executive, who has already been part of the broadcaster on two previous occasions.

Between 2006 and 2011, he worked there alongside Elisabetta Zenatti, now VP of Brazilian content at Netflix, while from 2015 to 2018 he led the entertainment division, working with Diego Guebel, currently president of prodco Boxfish.

In this new role, Pendino will report to Claudio Giordani, CEO of Grupo Bandeirantes de Comunicação, and to its president, João Carlos Saad.

He will oversee Band’s programming, content, production, acquisitions, marketing and communications divisions, with a focus on strengthening the channel’s position in an increasingly competitive market.

Pendino said: “I’m very happy to be joining a home that has always welcomed me with open arms and excited by the challenge of starting to generate high-quality productions and reshaping the schedule to grow Band.”

Speaking to C21’s Spanish-language sister publication Cveintiuno, he explained that the main pillars of his management will be boosting content production and moving towards a multiplatform approach, with the aim of expanding the channel’s reach and connecting with new audiences.

His vision also includes greater collaboration with the international market, with a focus on strategic partnerships and coproduction projects that allow its content to travel further and strengthen its ties with the regional and global industry.

Band, which currently ranks fourth in audience share in Brazilian free-to-air television, has a strong tradition in journalism, sports and entertainment.

Pendino is looking to apply some of the experience gained at Telefe, which in recent years went through a period of sustained growth and achieved record-breaking ratings in Argentina.

At Telefe, which in October was sold by Paramount to a holding led by Gustavo Scaglione, the responsibilities previously held by Pendino were taken over by Federico Levrino, who reports to CEO Darío Turovelzky.