One of the worlds largetst TV broadcasters and Media companies Globo has been reported to change its Internet strategy, from the former concentration around the parallel content strategy on Globo.com, which was responsible for the complete Internet approach.
From now on each department (TV Globo, Globosat, Editora Globo, Globo.com, Som Livre etc) will deal with its own content on the Internet. Acording to the Brazilian newsletter "Teletime" each branch will use the Globo.com site as an umbrella.
This is the same conclusion that more mature markets has reached. One example is DR, the Danish stated owned broadcaster, which took the same decision a few years back. It makes much more sense to have the producers and owners that best understand their content settle the right approach for the Internet. This could indicate the Globo's investment in the Internet as a distribution channel has reached a critical mass where Internet marketing is no longer a scarce resource, but a part of the essential strategy that every branch or the company should consider. The strategy assimilates, or at least converge to a widely used traffic aggregation strategy, where large Internet portal owners launches several independent sites and services that reroutes traffic to affiliate sites in a move to keep the audience and advertising revenue growing.
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