RIO DE JANEIRO, BRAZIL – The new structure, announced to the market yesterday by the president of the Globo Group, Jorge Nóbrega, “is the result of Globo’s digital transformation strategy, started in September 2018, with the program ‘UmaSóGlobo’ (OnlyOneGlobo),” which combines technology and data with content produced by various platforms and companies within the group, focused on consumer behavior.
According to the statement, Globo will coordinate the development and production of content separately from channels and services, group digital businesses into a single area, concentrate corporate expertise in areas of competence to support the entire company and seek partnerships to explore new business segments related to its ecosystems.
“The Globo brand as we know it today, synonymous with open TV, is giving its name to a new, expanded, integrated company that is geared towards new challenges and opportunities. We are reshaping our current business and developing new ones. The digital experience has greatly changed the way audiences consume media, content, and services, and we have changed together. The investment we are making in new technologies and business models does not imply abandoning our traditional sources. Our strategy expands the power of television by connecting open and closed TV to digital opportunities, with the consumer at the heart of the business,” said Nóbrega.
Structure
Globo Group’s new structure from January reorganizes the commands of several business areas of the largest communication group in Brazil. According to the statement, Paulo Marinho, in charge of “Globo Channels”, will be responsible for TV Globo, for the management of its affiliated network and for the pay-TV channel portfolio.
The “Content Creation & Production” area will be led by Carlos Henrique Schroder, who will lead the conception and production for all platforms, of entertainment, sport and journalism contents. “The editorial direction of the company’s journalism will continue to be exercised by the Editorial Council of the Globo Group, which includes Ali Kamel, Globo’s journalism director”, says the statement.
The division of “Digital Products & Services” will be in charge of Erick Brêtas, which will manage the “digital initiatives” portfolio.
Advertising sales is under the control of Eduardo Schaeffer.
The acquisition of diverse kinds of required rights to audiovisual production, mainly in sports and entertainment, is conducted by Pedro Garcia.
Rossana Fontenele will be in charge of the “Strategy & Technology” area, proposing deals, partnerships, and strategic alignment. The technology area will be headed by the executive.
The “Brand & Communication” division will be headed by Sergio Valente.
The “Finance, Legal & Infrastructure” division will be headed by Manuel Belmar. Claudia Falcão will lead the “Human Resources” area. Paulo Tonet will be in charge of “Institutional Relations”.
Marcelo Soares will be in charge of the record company Som Livre, combining this role with the management of the Globo Radio System.
“Editora Globo, under the general direction of Frederic Kachar, will continue with separate management from the new Globo structure, led by Jorge Nóbrega,” according to the statement.
Roberto Marinho Neto will take over the leadership of Globo Ventures, leaving the command of Sports. The executive will be “in charge of the direct investments of shareholders in new business while keeping a constant relationship of proximity and coordinated performance with Globo [the new company]”.
“The model we are introducing is a very important step in our transformation process. We chose to be divided into products and services – linear, digital and advertising – and not by content genres, allowing a multi-genre and multiplatform portfolio view”.
“As a result, Sport is no longer organized as a vertical business. The development and production of sports content will be part of the overall Content Creation & Production area and the other functions will be distributed across the other areas of the company. The gains achieved with the inclusion of Sports in 2016 were instrumental in taking this step today.”
“Under the leadership of Roberto Marinho Neto, we made history in the coverage of the Olympics and the World Cup, but also in the joint management of rights and in the know-how of Brazilian fans, evidencing the potential of acting together,” said the Globo’s CEO in a statement.
“We have a unique position in the world. We have the best talents at Globo and now, together, more than 100 million Brazilians watch us every day. We have prepared ourselves to relate directly with them, through intelligence and the in-depth knowledge that the enormous engagement and relevance of our content provides us with.”
“To maximize the overall value of our business, we will achieve greater efficiency with integrated structures, maintain the quality of our content, add technology that allows us to have diverse consumer experiences, and incorporate consumer data analytics to feed content development, targeted outreach, service improvement, and advertising.”
“We will soon be a mediatech, with more flexible solutions and a wide range of offers for people to consume our exclusive content digitally or in whatever way they want. This Globo, which will be founded in January, is a single company with two hearts, one on differentiated content and the other on technology and the opportunities it brings”, observed Nóbrega, in the statement.
Source: Valor Econômico