Brazil’s Globo Cabo names Viana CEO

Exec to replace Pluciennik who ankled for personal reasons

Brazil’s No. 1 cable system, Globo Cabo, has tapped Luiz Antonio Viana as its new CEO, replacing Moyses Pluciennik.

Company, controlled by local media giant Globo (with Microsoft as a minority partner), did not say when the change will go into effect.

Viana was the president of BR Distribuidora, Brazil’s state-controlled oil distribution company. Previously, he worked for the state-controlled National Bank for the Economic and Social Development (BNDES) and Pao de Acucar, one of the country’s largest supermarket chains. As president of BR, Viana implemented an aggressive marketing plan of support for the Brazilian film sector.

Pluciennik, who has been the company’s CEO since 1997, is ankling for personal reasons.

Viana will face difficult challenges, as competition from other Brazilian pay TV operators, this year’s sharp currency devaluation, the economic slowdown and energy crisis have hurt Globo Cabo.

The MSO’s subscriber base fell 2% during the second quarter to 1.5 million, while the company’s annual churn rate rose to 28% from 16% the previous quarter. The operator pinkslipped 1,600 employees in May and July, reducing its workforce to 4,700.

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