Globo has unveiled an organizational restructure that hands leadership of TV Globo to Paulo Marinho, with Carlos Henrique Schroder tapped to oversee content creation and production.
As of January 2020, TV Globo, Globosat, Som Livre, Globo.com, Globoplay and DGCorp will come together to form a single new company, under the name Globo. The new organizational structure is the result of Globo’s digital transformation strategy, initiated in 2018 with a unification program called UmaSóGlobo (A Single Globo).
The move places all content creation and production in one place, separate from the channels and services. The idea is to house, process and manage all the digital business in one centralized system.
Marinho, head of Globo channels, will head up TV Globo, managing the network’s affiliated broadcast stations and portfolio of its pay-TV channels.
Content creation and production’ will be led by Schroder, who will be in charge of content spanning entertainment, news and sports on all platforms.
Digital products and services will be led by Erick Bretas, who will manage the portfolio of our digital initiatives, such as Globoplay, G1, Globoesporte.com, Gshow, Globo.com, Cartola as well as new products and services to be launched in the near future.
The integrated advertising solutions area will be under the supervision of Eduardo Schaeffer. The area of strategy and technology will be led by Rossana Fontenele.
The acquisition of various rights necessary for the production of audiovisual content, especially those related to sports and entertainment, will be under a new area, acquisition of rights, which will be managed by Pedro Garcia.
Sergio Valente will head up brand and communications, while finance, infrastructure and legal affairs will be led by Manuel Belmar. Claudia Falcão will be in charge of HR; Paulo Tonet will lead institutional relations; and Marcelo Soares will be responsible for Som Livre—combining this function with the management of Sistema Globo de Rádio (Globo Radio System).
Globo’s publishing house, under the leadership of Frederic Kachar, will maintain managerial independence from the new structure, however reporting back to Executive Director Jorge Nóbrega.
Roberto Marinho Neto will be exiting his role as head of the sports segment and taking over Globo Ventures, where he will be in charge of all direct investments in new businesses by shareholders.
Nóbrega said: “The Globo brand as it is known today, a synonym for free-to-air TV, will now give a name to an entirely new company, an expanded and integrated undertaking aimed at exploring new challenges and opportunities. We are currently undergoing a business transformation, as well as developing new ones. The digital experience has significantly changed the way people consume content and services, and we are changing with the times. The massive investment we have made in new technologies and business models does not mean that we will abandon our traditional strengths. Our strategy amplifies the power of television by bringing new digital opportunities to our free-to-air and pay-tv services, always putting customers at the core of our businesses.”
“The business model we present is a very important step in our transformation journey,” commented the executive president of Globo. “We have chosen to organize ourselves with a focus on products and services—linear, digital and advertising—instead of content genres, thus enabling us to work with the concept of a multigenre and multiplatform portfolio. As a result, the sports segment will no longer be structured as a vertical business. The creation and production of sports content will be integrated to the content creation and production area, and all other activities will be distributed into the other areas of the company. The gains achieved with the integration of the Sports segment in 2016, were fundamental for us to be able to take this great leap forward today. Under the supervision of Roberto Marinho Neto, we not only made history with the coverage of the Olympic Games and the World Cup, but we also led the way in integrated management of broadcasting rights and knowledge of Brazilian supporters, proving the potential we have for working together in an integrated manner.”
Nóbrega added: “We have a unique position in the world. We have in Globo the very best talents and now a fully-integrated business, connecting with more than 100 million Brazilians that tune into our screens every day. We have prepared ourselves to relate directly with them through intelligence and the deep knowledge that the enormous engagement and relevance of our content provides us. To maximize the value of our business as a whole, we are going to gain greater efficiency with integrated structures, to maintain the quality of our content, aggregate technology that allows us diversified experiences of consumption and incorporate data-consumer analyses to feed the creation of new content, identify target audiences, improve services and advertising. In a short time, we will be a media-tech company with more flexible solutions, varied options for people to consume our exclusive content through digital means or in the way that they want. This new Globo that will be born in January is a unique company, with two hearts, one in the differentiation of its content and the other in the technology and opportunities that it will bring.”