Advertising and Government Influences

Abstract

The past 20 years have seen the growth of two private television systems in Latin America that rank in size just behind the three U.S. commercial networks. One of these TV systems is Mexico's Televisa, and the other is TV Globo in Brazil. The author analyzes how TV Globo grew to its present position of dominance. It is argued that the development of Brazilian television is understood better by looking at national factors such as advertising and the role of the post-1964 Brazilian government rather than at international explanations such as media imperialism and dependency theory. TV Globo rose as a result (1) of the fast growth of the Brazilian economy and its advertising industry, and (2) of favorable relationships with the Brazilian military regimes governing the nation.