Viacom beefs up Brazil operations

Company expanded its office in Sao Paulo

RIO DE JANEIRO — Viacom is moving its Brazil creative team to Sao Paulo from Miami.

The company expanded its office in Sao Paulo to fit the 10 staffers who are gradually moving from Miami. The process began at the end of August and is expected to be completed by March.

The team is in charge of customizing and producing shows for Viacom’s five fully owned pay TV nets in Brazil: Nickelodeon, VH1, VH1 Soul, MTV Hits and MTV Jam. Viacom also has a 30% stake in MTV Brasil that has a separate production structure.

“We detected the necessity of regionalizing our content,” said Viacom Networks Brasil’s production executive Roberto Martha. “The creative team must be close to its viewers.”

Viacom’s productions in Brazil are aimed at Nickelodeon, the company’s leading net in the country with 3.4 million subs. In June the net bowed “Nickers,” a Monday-to-Friday, 90-minute-long variety show for kids with cartoons and performances by bands. In December, Nickelodeon will open “Dando uma geral,” a 20-episode, hourlong kids’ series. Both shows are made by local production company GW.

“In 2008, we will begin producing here for VH1. We are considering making local versions for ‘VH1 Storytellers” and “Bands Reunited,'” Martha said.

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