Digital challenge for Globo

Brazilian broadcaster Globo TV is focused on meeting its viewers across all possible platforms, despite the technical limitations of working in a still-emerging market, says the firm's marketing director Roberto Schmidt.

"Brazil, although it is a big country, a big economy, has difficulties with technology. Real broadband is not available. You have [a large number] of the internet users with less than 1Mb per second connections. The penetration of smartphones is also still small."

In this edition, the exec reveals that Globo TV uses the web not only to offer content but also to feed into its linear TV output, altering storylines to its popular telenovelas based on online feedback.