RIO DE JANEIRO — Most Brazilian broadcasters are struggling with flat or declining ad sales, but MTV Brasil is bucking the trend: It predicts that revenues this year will be up 15%-20% over 2001.
This comes on top of 5% growth last year over 2000, according to the net’s general director Andre Mantovani.
“Our revenue by mid this year represents about 80% of our goal for the whole year,” said Mantovani, noting the channel’s performance is its best since its 1990 launch.
Mantovani attributes MTV Brasil’s success to the economic slowdown. As advertisers have cut budgets, they are taking money away from mainstream broadcasters and spending it at niche nets that target specific demographics, like MTV’s young auds.
The channel has also introduced new promotions with advertisers, such as that with Fox for “Star Wars: Episode 2–Attack of the Clones.” A recent episode of quiz show “Neronio MTV” was “Star Wars”-themed: The host and participants dressed as characters from the films, and all questions were related to the pics.
MTV Brasil is a joint venture of MTV Networks and local publishing giant Abril. The net reaches 16 million of Brazil’s 37 million TV homes.