RIO DE JANEIRO—It’s not simply U.S. media behemoths going after Netflix. Latin America’s greatest manufacturing firm, Brazil’s Globo, is vowing to by no means promote its reveals to the streaming large. And it constructed a large state-of-the artwork studio simply to churn out extra content material for its personal platforms and to promote internationally.
“We received’t be doing what the U.S. did seven or eight years in the past, promoting to different platforms,” stated Grupo Globo CEO Jorge Nóbrega.
“That is how Netflix was born. We received’t try this in Brazil. We received’t promote our content material to Netflix and Amazon,” stated Nóbrega throughout an occasion in New York on Thursday saying the opening of the brand new $200 million reais (US$50.785M) studio complicated referred to as MG4.
Globo has its personal streaming platform referred to as GloboPlay, which is free with commercials and consists of an ad-free model for about $5 a month. Netflix, in the meantime, is rising quick in Brazil and now counts the nation as its No. 2 overseas market, behind the U.Ok.
“That is how Netflix was born. We received’t try this in Brazil,” Grupo Globo CEO Jorge Nóbrega.
It’s overseas competitors which led Globo to spend money on the brand new facility, its greatest such enlargement in 25 years. “With Netflix and the chances for producing for different markets we would have liked to increase our manufacturing capability,” stated Globo Community CEO Carlos Schroeder.
As we first reported two years in the past in a collection of studies on Globo, practically half the inhabitants of 209 million Brazilians tunes in to the community sooner or later each day. The problem is realizing who these viewers are. “We all know 30 million of them, however we wish to know the 100 million who come to Globo each day,” stated Nóbrega. “On this world, you already know who’s logged in, who’re the subscribers, what did they watch, for a way lengthy, why they didn’t subscribe.”
Nóbrega stated that is all a couple of “transformation” for Globo. “It’s a huge change for us. We wish to change to a mannequin that’s relating straight with the customers. We imagine our future is there. You see the actions of Disney in America. Expertise is now an important variable,” he stated.
That transformation additionally consists of the way it works with its advertisers. “We have to change industrial work, we should be extra versatile, perceive the calls for,” he stated, including that he’d like pricing to work extra “like an airline firm or a lodge the place our costs change each day.” Globo introduced in $15 billion reais in income final yr, with $1.5 billion in working revenue, stated Nóbrega.
VR tablets hover over a mockup of the 26,000-square-meter complicated to point out what’s inside.
The brand new complicated consists of three studios, every of which may match a Boeing 737. Nóbrega stated the corporate will make investments $1 billion reais a yr in know-how and $four.2 billion reais yearly on leisure manufacturing, not together with sports activities and information. Globo, which employs about 13,000 folks—four,000 alone in know-how—additionally has 24-hour information and sports activities channels.
Many of the reveals produced within the new studios shall be still-hugely standard telenovelas. Schroeder stated the greater than 250 writers on employees have years value of tales within the pipeline with a schedule mapped out to 2021.
And with all that new content material Globo shall be seeking to promote past its conventional worldwide markets like Mexico, Portugal, Angola and the U.S.
Nóbrega is trying towards nations like China, Turkey, India and South Africa for progress. “There’s area for the corporate to focus macro-regionally,” he stated.
“You see how troublesome it’s for Netflix to develop internationally,” stated Nóbrega. “We’re enjoying this recreation, we all know it’s costly, we all know it’s dangerous, however now we have the talents to play our personal recreation, not the sport of our rivals.”