You will be redirected back to your article in seconds

Globo CEO and President Honored with Emmy Directorate Award

When Roberto Irineu Marinho, now 65, succeeded his father, Roberto Marinho, as CEO and president of Brazil’s Globo Group in 2003, he promised to continue his legacy.
But Irineu Marinho, the recipient of the 2014 Intl. Emmy Directorate Award, had a hard act to follow.

Starting his career in 1925, the elder Marinho had transformed a two-newspaper publisher into Latin America’s biggest media conglom. He established Brazil’s first national TV network, Rede Globo, in 1965. In 1991 came Globosat, which now produces and operates 36 pay TV channels; Projac, Latin America’s second-biggest studio complex, followed in 1995.

Eleven years into Roberto Irineu Marinho’s mandate, the Globo Group has positively thrived. In 2005, the company made $2.3 billion. Per Eleni Marouli at IHS Technology, Globo TV advertising soared to $4.6 billion last year.

According to Marouli, Globo, its main free-to-air TV channel, has lost audience share to Google, Facebook and other online portals over the past decade, but its TV ad revenue share has hardly budged from 77% in 2005 to an estimated 72% this year.

And, when they catch fire, Globo’s juggernaut telenovelas can hit stunning ratings highs. In 2012, the finale of “Brazil Avenue,” a modern Cinderella tale, emptied streets, drawing 50 million viewers and punching a 56% rating, 84% share.
“Our most extraordinary hits happen when we present the public with latent issues, which haven’t clearly surfaced,” says Irineu Marinho. “ ‘Brazil Avenue’ (was at the) forefront of the dreams, values (and) aesthetic of Brazil’s new middle class, which wants to evolve and educate itself.”

Under Irineu Marinho, Globo has worked hard to diversify. In September, Globosat and Colombia’s Caracol TV announced that a Hispanic U.S. market pay TV channel will bow in 2015. “The first task is to get the best distribution. We are confident the homework we are doing with Caracol will take us there,” says Irineu Marinho. He also cited more diversification including Zap, a leader in digital home sales and goods classified ads service; and Som Livre, once a music label, now enjoying a second life as YouTube’s biggest multi-channel network revenue earner.

Given its large reach, “the main five agencies in Brazil are incentivized to sell more Globo inventory, which charges the highest media prices and hence yields the highest returns for the agencies,” says Marouli.

Per Irineu Marinho, “our growth drivers will keep on being based on Globo’s expertise in producing and programming quality content, as well as the ability to create space that allows our stories to be welcomed and incorporated by people.”

More TV

  • Seth Meyers TV Take Podcast

    TV News Roundup: Netflix Announces Seth Meyers's Standup Special

    In today’s TV news roundup, Netflix announced the premiere date for “Seth Meyers: Lobby Baby” and Epix released a trailer for “Belgravia.” CASTING AMC announced that “Succession” actor Sarah Snook, David Costabile (“Breaking Bad”) and Sonya Cassidy (“Lodge 49”) have been cast in its upcoming anthology series from Will Bridges and Brett Goldstein. The still-to-be-titled series is set 15 years into the [...]

  • Rachel Maddow

    Four Female Journalists Will Moderate Next Democratic Debate

    Four women will moderate the next Democratic debate, slated for broadcast on MSNBC. Rachel Maddow, the primetime host; Andrea Mitchell, the veteran foreign correspondent; Kristen Welker, the NBC News White House correspondent; and Ashley Parker, a Washington Post White House reporter, will moderate the event, MSNBC said Wednesday. The broadcast is slated for November 20. [...]

  • Neilsons Measurment Problems TV Digital

    Megan Clarken, Key Nielsen Executive, Will Depart Company (EXCLUSIVE)

    Megan Clarken, a Nielsen executive who has been instrumental in the company’s quest to keep tabs on consumers in the many new ways they have to watch TV, is leaving the measurement giant. “After 15 years at Nielsen, Megan Clarken will be leaving at the end of the month to take on a new position [...]

  • James Murdoch

    James Murdoch on 'Succession,' Pete Buttigieg and Climate Change

    James Murdoch doesn’t watch Fox News and he doesn’t watch “Succession.” “There are some shows that you just know you’re never going to watch,” the youngest son of media mogul and Fox Corp. founder Rupert Murdoch told Vanity Fair editor-in-chief Radhika Jones on Wednesday, alluding to to the HBO series centered on a family-run media [...]

  • Freddie Prinze Jr First Impressions

    Freddie Prinze Jr. Joins ‘Punky Brewster’ Sequel Pilot at NBCU’s Peacock Streamer

    Freddie Prinze Jr. is joining another pilot, this time at NBCUniversal’s forthcoming Peacock streaming service. He will play a recurring role in the “Punky Brewster” sequel pilot which was ordered when the Peacock unfurled its slate of feathers back in September. Prinze Jr. was a part of the pilot for the CW’s “Nancy Drew” earlier [...]

  • Traci Blackwell

    BET Names Traci Lynn Blackwell Head of Scripted

    Traci Lynn Blackwell has joined BET has head of scripted programming. Blackwell joins BET from the CW, where she was senior VP, current programming. As executive VP, scripted programming, Blackwell will lead all originals efforts for BET Networks’ linear channels and streaming service BET Plus. She will report to BET Networks president Scott Mills. “Traci [...]

  • Ted Sarandos Netflix

    Ted Sarandos: Netflix Is Why 'Friends,' 'The Office' Remain So Popular

    In an onstage conversation with Katie Couric at Vanity Fair’s New Establishment Summit on Wednesday, Netflix chief content officer Ted Sarandos waved away concerns over the streaming service’s upcoming loss of “Friends” and “The Office,” instead focusing on the company’s push in original programming and its international content growth. “One of the reasons ‘Friends’ and [...]

More From Our Brands

Access exclusive content