GEO FOCUS BRAZIL COUNTRY OVERVIEW
broadcast TV the most effective way to reach the population. Furthermore, the Institute of Public Opinion and Statistics (IBOPE) recently found that in 2012, broadcast TV earned 53 percent of the total advertising revenues in Brazil – more than BRL51 billion. Paid TV has also significantly increased its market share, growing from 5 million subscribers in December 2007 to 15 million in August 2012.
THE BRAZILIAN economy is the world’s seventh largest by nominal GDP ($2.396 trillion) and by purchasing power parity. The country also has one of the fastest growing economies in the world, making it an incredibly important market.
The country’s media economy is dominated by television, which has grown significantly since the first broadcasts in the 1950s, becoming one of the largest and most productive commercial television systems globally. Since 1996, the country’s pay TV market has experienced sustained growth, not even slowing during the global credit crunch of 2008-2009. According to the 2010 Census by the Institute for Geography and Statistics (IBGE), 95.67 percent of Brazilian homes have at least one TV set, making
The country’s biggest network, Rede Globo, is the second-largest commercial network in the world, and is one of the largest television exporters worldwide. Brazil adopted and launched the SBTVD standard of digital TV in the greater São Paulo metropolitan area in late December 2007 and has plans to complete signal expansion to cover the entire territory by the end of 2014 with analogue TV set to be shut down before the 2016 Summer Olympics. At this year’s Cannes festival, Rio de Janeiro’s secretary of culture and CEO of Rio City film fund RioFilme, announced that the city is set to build a $50 million film and TV studio called Rio Polo de Audiovisual, located a few minutes drive from Brazil’s 2016 Olympic Games stadium. “Film and TV production is booming in Brazil, and Rio aims to become the biggest centre of not just film but
independent TV production,” commented Sa Leitao. According to Sa Leitao, the Polo will cover at least 300,000sqft - 40 percent of which will be occupied by 14 soundstages – with production facilities, post-production suites and offices for the country’s booming TV and film industries. Yet despite the recent investment and continued growth of the TV and film industries, the 2000s saw a decline in television audiences as internet access grew rapidly and younger generations of Brazilians spent more time online or watching American television on cable TV. A recent study from Deloitte showed that surfing the web has surpassed watching TV as the preferred entertainment activity with the average Brazilian internet user spending 17 hours watching TV and about 30 hours browsing online each week. In 2011, the government passed the SeAC law, which regulates paid television and, among other things, imposed quotas of Brazilian content to TV programmers. More than BRL600 million was made available to independent producers in 2012, with ACINE (Agência Nacional do Cinema) expecting to make BRL1 billion available this year.
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InfoComm Launches New Trade Show
With Brazil comprising half of the South American AV market, InfoComm, the trade association representing the commercial audiovisual industry, has announced plans to launch a trade show in the country in May 2014. TechnoMultimedia InfoComm, which is a partnership
between InfoComm and Latin Press, will co-locate the TechnoMultimedia Brasil show with the ExpoSec security trade show held at the Centro de Exposicoes Imigrantes in São Paulo. “Brazil is a vibrant pro-AV marketplace, with companies
in the region experiencing double-digit growth each year for the last three years,” said David Labuskes, Executive Director and CEO, InfoComm International. “By co-locating with ExpoSec, we get to leverage our
strong long-term relationship with Latin Press, while developing new alliances with an existing show that is well- respected in the region. This provides the ideal environment for launching a new event in this important AV market.” With upcoming events such as the 2014 World Cup and the 2016 Summer Olympics the Brazilian AV market is expanding rapidly with growth across the hospitality, venue, and broadcast industries. InfoComm predicts that Brazil will be a $2 billion AV marketplace by the end of 2013.
www.infocomm.org/latinamerica
24 August 2013
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