Concentration of media ownership

Horizontal concentration: or monopoly produced within an area or industry; television (pay or free) is the Brazilian classical model. In 2002 the cable networks Sky and NET dominated 61% of the Brazilian market. In the same year, 58.37% of all advertising budgets were invested in TV – and in this aspect, TV Globo and its affiliates received 78% of the amount.^[38]

Vertical concentration: integration of the different phases of production and distribution, eliminating the work of independent producers. In Brazil, unlike the United States, it is common for a TV network to produce, advertise, market and distribute most of its programming. TV Globo is known for its exported to dozens of countries; it keeps under permanent contract the actors, authors, and the whole production staff. The final product is broadcast by a network of newspapers, magazines, radio stations and websites owned by Globo Organizations.^[39]

: ownership of different kinds of media (TV, newspapers, magazines, etc.) by the same group. Initially, the phenomenon occurred in radio, television and print media, with emphasis on the group of "Diários Associados." At a later stage appeared the RBS Group (affiliated to TV Globo), with operations in the markets of Rio Grande do Sul and Santa Catarina. Besides being the owner of radio and television stations, and of the main local newspapers, it has two Internet portals. The opinions of its commentators are thus replicated by a multimedia system that makes it extremely easy to spread the point of view advocated by the group.^[40][41]

Monopoly "in cross": reproduction into local level, of the particularities of . Research carried out in the early 1990s, detected the presence of this singularity in 18 of the 26 Brazilian states.^[42] Manifests itself by the presence of a TV channel with a large audience, often linked to TV Globo and by the existence of two daily newspapers, in which the one with the largest circulation is linked to the major television channel and to a network of radio stations, that almost always reproduces articles and the editorial line of the newspaper "O Globo".^[43] In 2002, another survey (which did not include pay TV), found the presence of the "monopoly in cross" in 13 major markets in Brazil.^[44]

. IREX Vibrant Information Barometer. 2022.

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