The re-export of the US commercial television model: Time-Life/Globo/SIC: replicating business strategies?

Abstract

Having a strong position in Brazil, Globo managers decided to export its most relevant cultural products, telenovelas. Due to cultural and linguistic proximity, Portugal was a natural market. Indeed, Globo's telenovelas have hooked Portuguese audiences since the late 1970s. However, in recent years, Globo's role in Portugal has been far more comprehensive. Globo's business strategies have been imported by the Portuguese commercial channel, Sociedade Independente de Comunicação (SIC). With Globo's expertise, namely in the area of programming, SIC managed to become the number one channel in terms of audiences. Thirty years on, and despite obvious differences, the result of Globo's assistance to SIC might be seen as a re-export of the US commercial television model.