Ad crisis slowly recovering

Territory report: Brazil

RIO DE JANEIRO — Stimulated by the local currency’s appreciation vs. the greenback, three top Brazilian nets and a pay TV programmer are sending buyers to Mipcom.

The feeling among broadcasters is that the worst of the crisis is over and that ad spending will gradually recover soon.

TV Globo, which controls over 50% of the country’s aud share, will send programming and acquisitions general director Roberto Buzzoni, international programming director Paula Miranda and children’s programming director Flavio Rocha.

“Our priorities are films, specials, formats and reality shows. We will have the opportunity to meet with independent distributors that may have good shows,” says Buzzoni, who adds that the net has an output deal with Sony, Universal and DreamWorks.

Like other Brazilian nets, Globo relies heavily on inhouse programming and has a limited interest in foreign fare. This is also true for TV Bandeirantes and Rede TV, the two other nets sending buyers to Mipcom.

The two are fighting for the fourth position in Brazil’s audience ranking. Amilcare Dallevo Jr., president and co-owner of Rede TV, will be representing the net at the market.

“We will be looking for Latin telenovelas and U.S. action series. Rede TV is reformatting its weekend programming and will create a series slot,” he says.

Rede TV was the first local net to attract a corporate investor, after last year’s approval of a constitutional amendment lifting restrictions on the ownership of local media groups. Brazilian bank Banco Rural purchased a 10% stake in the broadcaster.

Bandeirantes acquisitions director Nono Saad, acquisitions manager Elisa Ayub and programming VP Marcelo Parada will be looking for films from the U.S. and Europe, cult series and videos.

“Bandeirantes has a new film slot Sunday afternoon. We will be buying films targeting youngsters. We will be also seeking for videos, such as ‘World’s Most Amazing Videos,’ ” Ayub says.

Satcaster Globosat will send a crew of three, headed by acquisitions director Claudia Macedo, to buy programming for nine of the company’s pay TV channels.

Besides buyers, TV Globo will send a five-person sales crew.

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