Sony Pictures Television Sets Up JV in Brazil

SÃO PAULO: Sony Pictures Television (SPT) has formed a new joint venture production company in Brazil, Floresta, to be headed up by Elisabetta Zenatti. 

Floresta will represent SPT’s portfolio of scripted and non-scripted entertainment formats in Brazil. The new operation is based in São Paulo.

Zenatti previously worked for SPT in São Paulo. In 2000, she formed a joint venture production company in Brazil with RGB, which she ran for six years. She was then hired as head of programming and production in 2006 at Bandeirantes. Through Zenatti, SPT is already working closely with several Brazilian broadcasters to adapt some of its global formats, including Who Wants To Be a Millionaire? for Radio E Televisao Record.

Kees Abrahams, the president of international production at SPT, said: “The formation of Floresta demonstrates our continuing commitment to the region, our desire to bring the best programming to broadcasters in Brazil and our ability to attract the best local talent to our business. Floresta is the latest addition to our worldwide roster of thriving production companies. With Elisabetta now on board, we have a highly talented creative producer on our side and I’m delighted to welcome her back into the family.”

“I’m honored to be part of such an exciting endeavour,” commented Zenatti. “Floresta will allow us to develop a broad range of content through formats and our own created content that will resonate with Brazilian audiences.”