At NEM Dubrovnik, Rodrigo Nascimento, Head of International Business Hub, EMEA at Globo, spoke to ttvnews about the company’s strategy to grow audiences worldwide through a diversified portfolio, while reinforcing its commitment to building stronger relationships with partners across key international markets.
Produced by Luis Cabrera, from Croatia
During the first day of NEM Dubrovnik, Globo was a big part of the conference agenda, hosting the showcase “Building Audiences Through Content Strategy: Telenovelas, Series & Formats,” presented by Rodrigo Nascimento, Head of International Business Hub, EMEA at Globo.
The session highlighted Globo’s strategy for growing global audiences through telenovelas, scripted series, and formats, with an emphasis on strong storytelling and international appeal, alongside insights from Karen Pinho on Globo’s global content distribution.
“We had a panel yesterday where we talked about long-term partnerships, and we truly believe that in a challenging market we have to be even closer,” Nascimento said in conversation with ttvnews during the second day of the event in Croatia.
“The business hub that we have in Lisbon is part of this strategy of expansion of global content worldwide. Here in the CEE market, although we have a historically distribution of telenovelas, we have much more to do. We have increased the diversity of our portfolio,” he said.
In this regard, the executive explained Globo now has “documentaries, series, and new business models, such as unscripted and scripted formats, as well as co-productions.”
“So, with that diverse portfolio and an understanding that our content made in Brazil for a diverse audience has a huge capacity of travelling, we believe that we can bring all this type of new content to this region,” he added.
To do so, he said, it is important to understand what each region demands and needs, and how to best support their partners and clients. “This is where we meet the partners in an event like this. It’s an opportunity for us to be closer to them and to present the content, and most importantly, hear from them what are their requirements, their challenges, and how based on our expertise, on our content, how can we address some suggestions that can help them on their road.”
Having a strong, solid team is mandatory in this mission, and “the way that we have created this team allows us to do that,” the executive noted. The executive highlighted important members of the Globo team, such as Isadora Filpi, “who is a very experienced executive that has been working with Globo for more than 18 years,” and Karen Pinho, who has also worked with the Brazilian giant and has vast experience in the field of acquisitions.
“Although we work with 122 countries, we are doing the best to be as present as possible,” he said. “We are investing a lot on being present on maybe most of all the events in the international market. For instance, this year we went to Series Mania, to StreamTV in Portugal, to Content Europe, MIP London, and Rio2C, to bring our partners and live a global experience.”
“And in the second semester we will be going to MIP Africa, Hong Kong, Dubai, Content London… We are doing great efforts to be present and also bring global positioning to all these markets.”
“The second way to approach that is we do some roadshows. So, we get connected with our partners, not only the new ones, but also the current partners that we have, and we try to plan to be in the markets together with them, to visit them, and to get even closer, understanding better what are their daily challenges and, of course, opportunities”, he added.
This experience with international travel and a connection to partners all over the world, has given Globo an expertise and insight into what each market needs in terms of content.
“We completely understood that each market has its specific requirements”, he explained. “In some places, it’s very difficult to have our handmade content there, but we have the format business that allows us to have the stories available to be adapted locally, with some introduction of some specific adjustments for the specific market.”
“For example, we are now in the Middle East, doing some discussions about format possibilities,” he revealed. “We understand that this market has specificities that maybe by getting a very powerful story, being adapted locally can also bring that story there. Other markets love the ready-made content that we have.”
“We are always trying to do our best and using the resources that we have. But I think the most important is the open mind, mindset to be based on the portfolio that you have, being able and being flexible to understand and to provide support to the partner the way that we can do something that is good for both sides,” he concluded.
