Integrated Media Strategy: Globo Approach
Globo is the most diversified media company in the world: the largest commercial television network in Latin America, the #1 TV broadcaster in Brazil (and third in the world), and one of the largest satellite companies. Today, the company is focusing on its strategy for a new era, one where "liquid content" is at the core.
"Organizações Globo started with independent companies, and now are learning how to cooperate with each other," said Jorge Nóbrega, Corporate Vice President, Globo Media Group, at the 2011 Accenture Global Convergence Forum. "TV Globo is promoting music from Som Livre. TV Globo, Globo films, and NET Servícos are also working together: TV Globo provides actors, writers, and scripts; Globo Films has the cameras, directors, and editors; NET Servícos distributes the final products. It's a win-win-win game."
The average Brazilian watches TV for two hours, 45 minutes each day. Fifty percent are watching Globo. Of movies watched in Brazil, 90 percent are co-produced by Globo. Twenty thousand of the 37,000 hours of content broadcast by Globo each year are produced in-house.
The history of Globo can be divided into three phases:
- Phase 1 – "Playing along with the music." Globo.com is a full-service media portal, and focused on putting content on the web, where in effect, the web was another channel.
- Phase 2 (2004) – "Following our DNA." The company changed its focus and began to design specific content based on his understanding of customer needs. For example, the stories in Telenovelas seen today were written two weeks ago based on feedback from the public gathered over the Internet.
- Phase 3 – "The Internet is not only the new media." The company is content-centric, not media-centric. "We're taking advantage of the Internet's expansive power by creating liquid content that can be molded into any shape," said Nobrega. Now, the company produced, makes, prices, combines, sells, and delivers content. For example, using a collaboration platform, news editors get content from people all over the city, all day, and broadcast it in all channels. Receitas.com combines all the recipes from cooking shows in one place, and site users can contribute their own. During soccer games, comments from viewers are broadcast real-time through a portal.
"There is no old media and new media; there is only good content and bad content," concluded Nobrega.
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Corporate Vice President,
Globo Media Group
Jorge Nobrega is the corporate vice president of the Globo Media Group (Organizações Globo). He is responsible for the business of Pay-TV Programming and Channels, Digital Business, Recording, Publishing, Radio network, Live Events Business and Globo's participation in distribution platforms (DTH and cable). He is also in charge of Globo's corporate center and business development. Mr. Nobrega is a member of Globo's board of directors and chairman of Net Serviços, the leading Brazilian cable company. Globo is currently the largest media conglomerate in Latin America.
Mr. Nobrega joined Globo in 1997, and his professional experience extends to corporations like the World Bank, InterAmerican Development Bank, Xerox and other companies.