Brazil’s media industry has 190 million potential customers. The media industry is big business in Brazil, and it is controlled by a handful of very wealthy families. One of those families is the Sirotsky’s in the South of Brazil. The Sirotsky’s have been controlling the media industry in the South of Brazil for more than 40 years. Maurício Sirotsky Sobrinho started the RBS Group in 1957, and the RBS Group now controls television stations, radio stations online news and printed newspapers. The RBS Group also owns a digital information company in Sao Paulo. Duda Melzer, the grandson of Sobrinho, is now the CEO of the RBS Group. Melzer is taking an active role in expanding the RBS Group’s online presence in Brazil.
Television still dominates the media market in Brazil, according to Melzer, but radio still plays an important role in influencing the buying habits of the middle class. Duda knows a lot about the media industry. He earned a Master’s degree from Harvard. Melzer stayed in the United States when he was named president of Box Top Media in New York. Melzer also has experience in the franchise business, and he is a master when it comes to marketing and promoting the RBS Group.
Duda is the driving force behind the RBS Group’s attempt to capture the attention of the 73 million Internet users in Brazil. Brazil has the 8th largest Internet audience in the world. Digitization has impacted Brazil in a number of ways. In the journalism sector, information flows faster than ever, and journalists are trying to adapt to a new environment that demands immediate coverage of important events. Speed trumps content in Brazil and Duda Melzer is trying to match content with speed. But there are serious gaps in Internet regulation, according to Duda, and he is trying to address those issues through legislation.