A senior source in TV Globo?s top management guarantees there are no concrete grounds for the steady stream of reports in daily newspapers and trade publications on plans to launch a second broadcast network for sale to new and old licensees without programming of their own. There is indeed a project called ?Rede 2? but there are dozens of other projects too, says the source. Many of these fail to complete the long journey from the drawing-board to actual implementation, he explains.
One of the main obstacles in this particular case would be a second network?s potential for cannibalizing advertisers already signed up by Globo and its affiliates. This obstacle could be circumvented with a network based on ?non-advertising revenue?, says the source. In other words, clients would use their media budgets to offer vouchers or sponsor events etc. But this is just one project among many, he stresses. Others include the creation of arenas by affiliates, representation of newspapers and regional radio stations in the city of São Paulo, and traveling seminars. All these projects have a long way to go before they become products.
The launch of a second network, reports of which have been circulating for some time, would also face obstacles from the standpoint of Globosat. The Globo group?s programmer would probably be a major supplier of content for such a network, reusing part of its production in this new window. Distributors that have exclusive contracts with Globosat say it would be hard to persuade cable and DTH operators to accept more competition from a second broadcast network.
Broadcasting
