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Prensario Internacional Prensario Internacional Editorial PRENSARIO INTERNACIONAL PRENSARIO INTERNACIONAL EDITORIAL TERCEIRA EDIÇÃO ESPECIAL THIRD SPECIAL BRAZIL EDITION, IN BRASIL, EM PORTUGUÉS PORTUGUESE AND ENGLISH LANGUAGES DISTRIBUIÇÃO NA ABTA E SET, SÃO PAULO, BRASIL SPECIAL DISTRIBUTION AT ABTA AND SET, SÃO PAULO, BRAZIL Esta terceira edição especial da PRENSARIO dedicada ao mercado This third special Brazil edition of PRENSARIO INTERNATIONAL, in brasileiro de televisão, além de sua circulação em toda a Portuguese and English languages, in addition to its circula- América Latina e no mercado latino dos Estados Unidos, tion throughout Latin America and the U.S. Hispanic é distribuída na ABTA Feira e Congresso e SET Cable market is being distributed at trade fairs ABTA and & Broadcasting, este mês em São Paulo. SET, this month in São Paulo. A PRENSARIO oferece aqui uma ferramenta concreta This way, Prensario provides its advertisers and aos anunciantes e leitores interessados no mercado readers with an efficient tool to remain updated brasileiro, o mais atraente hoje na América Latina. about the ebullient Brazilian market, the most Como em 2010, a publicação é bilingue, em portu- attractive of Latin America in recent times. As guês e inglês. in 2010, it is published in Portuguese and English Para a ABTA 2011, que será realizada de 9 a 11 no languages. Transamérica Expo Center, temos reportagens com José The focus on ABTA, to be held on August 9-11, is Felix, presidente da Net Serviços, Luiz Eduardo Baptista da obtained through interviews with José Felix, president Rocha, presidente da Sky, e Antonio João, diretor responsável da at Net Serviços; Luiz Eduardo Baptista da Rocha, president Via Embratel. Também produzimos reportagens sobre a OiTV, TVA at Sky, e Antonio João, managing director ar Via Embratel. In addi- e a associação Neotv, com sua nova diretora geral, Mariana Filizola, tion, threre are reports about OiTV, TVA and Associção Neotv, where além das independentes Tech Cable e Cabo Telecom. Mariana Filizola is its new general director, as well as articles about Também apresentamos uma seção dedicada às vendas publicitárias, independents Tech Cable e Cabo Telecom. com relatórios sobre duas das principais agências do Brasil: There is also a Brazil Advertising Sales section, with reports AlmapBBDO e DDB Brasil, e estatísticas atualizadas do about two of the largest agencies, AlmapBBDO and DDB mercado. Brasil, as well as updated statistics about the market. Para a 20ª edição do Congresso SET Cable & Bro- Concerning the 20th edition of the SET Cable & adcasting, que a Sociedade Brasileira de Engenharia Broadcasting Congress, hosted by the Sociedade de Televisão (SET) organiza de 24 a 26 no Centro de Brasileira de Engenharia de Televisão (SET) at the Convenções Imigrantes, entrevistamos diretores da Imigrantes Convention center on August 24-26, we área de engenharia e operações da TV Globo, Rede feature interviews to the technical and operations TV! e da programadora Globosat. Também falamos directors at TV Globo, Rede TV! and programming sobre a Casablanca, uma das principais produtoras de producer Globosat. We also report about Casablanca, conteúdo do país, e sobre os integradores brasileiros que one of the major content producers in Brazil, and in- vão ganhando protagonismo nos diferentes números da creasingly important hardware integrators PHASE Enge- PRENSARIO: PHASE Engenharia, BrasVideo, Scopus do Brasil, nharia, BrasVideo, Scopus do Brasil, Foccus Digital, Merlín Foccus Digital, Merlín e Seegma, entre outros. and Seegma, among others. PRENSARIO INTERNACIONAL < 5 > PRENSARIO INTERNACIONAL RELATÓRIO ESPECIAL – TV POR ASSINATURA E VENDAS PUBLICITÁRIAS BRASIL: CRESCIMENTO EM TODOS OS SENTIDOS POR FABRÍCIO FERRARA AS DEFINIÇÕES DO PLC-116 PRENSARIO INTERNACIONAL publica a seguir uma reportagem especial sobre o mercado brasileiro de TV por assinatura, para a qual foram consultados alguns dos protagonis- tas do mercado. O relatório inclui os dado atualizados do mercado, a regulamentação (PLC-116) e vendas publicitárias. O Brasil é hoje o mercado na América Latina mais visado pelo setor, especialmente por sua solidez financeira, segurança jurídica e planos de continuidade, e também pelo seu enorme O presidente da Anatel, Ronaldo Sardenberg, e o Ministro das Comunicações do Brasil, Paulo Bernardo Silva mercado interno, o maior da região. Tudo isto em um contexto de estabilidade econômica e lações onde não existem licenças de cabo. continua sendo enorme: na década de 90, crescimento sustentável que oferece previsi- Desde o ano 2000 as licenças estão paralisadas, Renato Guerreiro, o recentemente falecido bilidade nos negócios. situação que a Agência Nacional da Teleco- ex-titular da Anatel, já falava de 16 milhões O mercado de TV paga vem apresentando municações (Anatel) quer reverter, mas que de assinantes. crescimento de dois dígitos anuais (cerca de a ABTA vê como um risco de que as teles 20%), totalizando em junho deste ano 11,1 obtenham direitos a cabeamento terrestre e REGULAMENTAÇÃO milhões de assinantes; o DTH já superou o ofereçam Internet. Depois de quatro anos tramitando na Câ- cabo em participação de assinantes (50,6% a Além disso, as operadoras pay TV oferecem mara Federal (como a PL 29) e um ano no 46,9%), a pesar de que a principal operadora cada vez mais canais em alta definição e ser- Senado, a o Projeto de Lei 116 já teve aprovado (do Brasil e América Latina) continua sendo viços de valor agregado, como o VOD, PPV e o regime de urgência, e está pronto para ser a Net Serviços, com 5 milhões de assinantes TV Interativa, etc. voltados aos segmentos de votado em plenário. Mas como há outros de cabo. população com maior poder aquisitivo. projetos na pauta do Senado, a previsão é Os pacotes dos sistemas satelitais (Sky, Via Mesmo com todo este crescimento, a au- que fique mesmo para agosto. ‘Os senadores Embratel, Telefônica, entre outros) focados diência deste meio é incipiente, com níveis podem apresentar emendas, o que levaria o nas classes C-D, estão gerando a maior parte de penetração na população que não atin- projeto de volta à Câmara, mais é improvável deste crescimento: a TV paga chega a popu- gem os 30%, um dos mais baixos da região. que isto aconteça’, explicou à PRENSARIO uma Mas, diferentemente de fonte que conhece o mercado brasileiro. MARKET SHARE DE TV POR ASSINATURA, outros mercados con- ‘É possível que os programadores interna- POR COMPANHIA (1T 2011) solidados (Argentina, cionais contestem o PLC-116 na justiça, e aí é Chile, etc.) o potencial imprevisível saber o que pode acontecer. Isso Outros Abril de expansão da TV paga foi o grande ponto de discórdia com a OiTV 1,6% Telefonica INDICADORES DE TELECOMUNICAÇÕES EM BRASIL 3% 8,4% 4,9% Net ACCESOS (MILHÕES) 41,5% Embratel 13,2% Telefones Moveis 215 (Maio 11) Telefones Fixos 42 (1T 11) 27,4% Banda Larga 14,5 (1T 11) TV Assinatura 11,1 (Jun. 11) Sky FONTE: ANATEL AS TRADUÇÕES DESTE E DOS OUTROS TEXTOS QUE APARECEM NESTA EDIÇÃO FORAM REALIZADAS POR DANIEL OITICICA PRENSARIO INTERNACIONAL < 6 > PRENSARIO INTERNACIONAL RELATÓRIO ESPECIAL – TV POR ASSINATURA E VENDAS PUBLICITÁRIAS BRASIL: CRESCIMENTO EM TODOS OS SENTIDOS poderão comprar a TVA, mais elas não da companhia, Amos Genish, ressaltou na poderão produzir conteúdo ou comprar coletiva de divulgação do balanço financeiro direitos, apenas operar as redes. do primeiro trimestre que a empresa quer O newsletter Pay-TV News informou que a em dois anos ‘ultrapassar os assinantes da GVT lançará DTH e IPTV no quarto trimes- Net’, que conta com cerca de 4,5 milhões de tre deste ano em 14 cidades (Curitiba, Belo clientes de TV por assinatura via cabo. Horizonte, Rio de Janeiro, Recife, Campinas, Mais os objetivos da GVT podem ser consi- entre outros) e ABC paulista. O presidente derados ambiciosos se considerarmos EVOLUÇÃO TV POR ASSINATURA (2004-JUN. 11) EN MILHARES 7 5,61 5,500 0 5,206 5,000 4,98 6 4,500 4,47 4,315 4,000 3,811 Walter Pinheiro, relator do PLC-116, sinalou que 3,500 o projeto deveria ser aprovado neste mês 3,228 3,000 2,848 2,780 Associação Brasileira de Televisão por Assi- 2,511 2,500 2270 natura (ABTA). Dos grandes programadores 2,091 2 internacionais, apenas ESPN e Turner ficaram 2,000 1,76 ali’, acrescentou. 1,438 1,479 1,500 1,350 Se o projeto fora aprovado, se eliminam as restrições ao capital estrangeiro na TV a 1,000 cabo abrindo caminho para que Telefônica, 6 34 397 3 500 227 355 7 GVT e Embratel entrem no mercado. E 230 258 31 27 permitirá também que o América Móvil 0 2004 2005 2006 2007 2008 2009 2010 Jun. 11 consolide suas operações no Brasil com a incorporação da Net pela Embratel; juntas Cabo DTH MMDS possuíam 58,5% dos acessos de TV por assinatura no 1T11). Também a Telefônica FONTE: ANATEL BRAZIL: GROWTH IN ALL SENSES Brazil and Mexico are the largest Latin American pay television TV is also expanding. This year, the DTH market share surpassed markets. Brazil has 11.1 million subscribers, and Brazil has more cable’s for the first time. growth potential due to its population (190 million against 112 The market is not exempt from controversy. Bill PLC-116, million) as well as a booming economy, an aspect also reflected on introduced last year at Senate, can be related to PL-29, launched four its advertising industry. years ago and repeatedly stalled at various stages of Parliamentary The pay television subscriber base is expanding at two-digit annual treatment by opposition, seeks sweeping changes, such as forbidding rates, in the neighborhood of 20%, and includes the largest Latin the broadcasters to own cable systems, and upholds the proposed American cable MSO, Net Serviços, and the largest producer of quotas of local programming at foreign pay TV channels and local HDTV channels, Globosat.
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