Lûiz Fêrnando da Silva is an experienced Brazilian specialist in TV market and lecturer. TV market enthusiast with a professional and personal interest in content marketing, brand content, content strategy, windowing, streaming, content for social media, TV market regulation and laws, customer and audience insights, content trends, technologies for production and consumption of content and innovation in general.
Over the last years, he has worked for Globo TV, the biggest media group in Brazil and taught for Escola Superior de Propaganda (ESPM) e Marketing and Agência Nacional de Cinema, the latter being the main public investor on TV production in Brazil.
At Globo TV, he built experience with TV shows creation, development, production planning and programming for free and pay TV (Globo TV & Globosat), streaming services (GloboPlay & GlobosatPlay) and TV on demand (available through NET and SKY). During the years working as a researcher for Globo TV, he attended a variety of conferences – SXSW, TED, Mipcom, MipTV, L.A. Screenings and Natpe, to look for insights and trends to support creation, development and programming decisions. He became familiar with FremantleMedia Formats, and had the opportunity to visit some company displays at Mipcom and Natpe Miami.
As a researcher, his area of study is the Political Economy of Communication and Cultural Studies, with a specific interest in the investigation of national and international broadcasting systems and the way the Internet (streaming: VOD, SVOD, TVOD) imposes new regulatory and marketing challenges on local, regional, national, continental, and global levels. In addition, he has interests in subjects such as multiculturalism, gender, and race, and how they are being represented through media culture products.
Currently he is conducting a post-doctoral study entitled “Globo and Netflix: unfolding of the coexistence between the services of SVOD in Brazil.” In this investigation the goal is understanding how Netflix causes changes in the country’s two largest broadcasting companies, TV Globo (open TV) and Globosat (cable channel programmer), both owned by Grupo Globo. The research is being conducted at the Center for Communication and Society Studies (CECS), Minho University, in Braga, Portugal.