In the following interview with ttvnews, Goyo Garcia, Content Acquisitions & Sales Manager at SBT, shares what content they want to add to their catalog in the international market.
In an industry as evolving as the entertainment industry, it is imperative to stay one step ahead of the latest trends and know what the international market demands regarding content.
To this end, ttvnews presents the Buyers: What are buyers looking for? Initiative to learn first-hand about the programming needs of buyers around the world.
This time, we spoke to Goyo Garcia, Content Acquisitions & Sales Manager at SBT:
What kind of content would you highlight as the stuff that really worked best for the company in the past few months?
On the platforms, we can pretty much tweak the content to match what people like, ‘cause we get all the data on what hits and what flops. So far, what really clicks for the platform is SBT content—whether it’s the old-school classics or newer stuff—plus kids’ shows and telenovelas.
Those three are basically our pillars. And when we’re out in the market, we’re mostly hunting for kids’ content and novelas from different places. Of course, Latin content is always huge in Brazil, ‘cause it’s got a massive fan base.
On free-to-air TV, what we’re chasing the most are game shows, competitions, and quizzes. We have these long, container-style shows on weekends—super traditional and incredibly successful in Brazil, like Domingo Legao.
Where do you see the biggest growth potential for the company right now, and how does that show up in your programming strategy?
In Brazil, broadcast TV is still the top dog in terms of reach, but that doesn’t mean digital isn’t important. That’s why SBT’s goal is also to become a solid brand in the digital space.
We get that putting content on multiple screens doesn’t split the audience—it multiplies it. It makes the brand more recognizable. That’s why we’re also teaming up with big players. Our telenovelas, for instance, are licensed to major streaming platforms.
We’re on Netflix, Amazon, Disney+, and pretty soon we’re dropping the first season of *The Voice* with Disney—it’s already sold out on ad slots, and people are hyped for it.
Plus, we’ve had a long-running strategic partnership with Bake Off Brazil through Warner—it’s all about co-producing and co-creating. With these partners and projects, we place a significant focus on the creative side.
What kind of content, formats, or genres are you looking for at industry events?
We usually go after telenovelas, but honestly, nowadays, you have to keep your eyes open for everything. There’s a lot of cool, high-quality content out there that can really land with audiences.
You gotta stay tuned in to what’s happening—no matter where it comes from. Track data from other markets, countries, and platforms to understand when a similar impact could also have a significant impact in Brazil.
