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We are thrilled to welcome Roberto Grosman, the dynamic Chief Transformation Officer at SBT Group, to our latest podcast episode. With a remarkable background that includes leadership roles at Amazon and Google, as well as an MIT Sloan MBA in marketing, business, and entrepreneurship, Roberto brings a wealth of knowledge and experience to the table. His current role at SBT Group positions him at the forefront of transforming one of Brazil’s most iconic television networks into a digital powerhouse.
Regarding advertising expenditure, free TV currently dominates, accounting for approximately 60% of total media investment. However, digital advertising is rapidly expanding and is expected to overtake free TV in the coming years. Despite this trend, free TV remains the primary platform at present. Conversely, pay TV’s significance is diminishing swiftly.
Podcast Chapters
| Time | Topic |
|---|---|
| 00:00 | Introduction and Background of Roberto Grosman |
| 01:36 | The State of the Brazil Market and SBT’s Focus Areas |
| 07:30 | The Entertainment Business Structure of SBT Group |
| 10:58 | SBT’s Digital Journey: Focus on Fast and Free Streaming |
| 13:46 | The Potential of SBT’s Library Content for International Licensing |
| 15:37 | The Impact of Global Content Production Decline and AI Localization |
| 21:55 | Partnerships and International Expansion for SBT Group |
| 24:32 | Outlook for 2024: Changes in SBT’s Programming and New Streaming Service |
We’re focused on bringing content to Brazil through licensing and revenue share partnerships. We’re active in major markets like Cannes, participating in screenings and fairs. Our strategy involves acquiring and licensing content, as well as developing and dubbing our own content for export. We work closely with big players like Netflix, Max, and Amazon Prime Video, and we’re open to partnerships for content exchange and co-production. Partnerships are a crucial part of our business strategy.
Key Takeaways
About SBT:
Latest from SBT:
- Rich Lineage and History: Founded by the iconic entrepreneur and show host Silvio Santos, SBT has a 43-year history of excellence in broadcasting, making it one of the most respected and well-established media companies in Brazil. SBT specializes in talk shows and boasts a large library of content that appeals to both domestic audiences and international markets, providing ample opportunities for content licensing and distribution.
- Broad Expertise: As both a broadcaster and a production house, SBT offers a comprehensive range of services, including broadcasting, production, content licensing, and content acquisition. Buyers can access a one-stop solution for their entertainment needs.
- Strategic Partnerships: SBT has established strategic partnerships with major players in the industry, such as Prime Video, Warner Bros. Discovery, and TelevisaUnivision. These partnerships provide buyers with access to premium content deals and collaborations with renowned brands.
- Diverse Content: SBT specializes in producing a diverse range of content genres, including comedy, family, and drama. Buyers can find a wide selection of captivating content to appeal to various audiences and demographics.
- Global Reach: With a strong presence in Brazil and connections to Grupo Silvio Santos, which encompasses 12 companies, SBT offers buyers opportunities for global reach and expansion. Buyers can tap into SBT’s extensive network and expertise to reach new markets and audiences worldwide.
Reinventing Brazilian Broadcasting: A Conversation with Roberto Grosman, Chief Transformation Officer at SBT Group
Introduction:
This is a written version of the podcast featuring Roberto Grosman, hosted by Atul from Vitrina. Summarized for quick reading, this Q&A-style transcript explores how Roberto is leading transformation at Brazil’s SBT Group, covering the evolution of free TV, the rise of digital and FAST, AI localization, international partnerships, and what’s next for one of Latin America’s largest broadcasters.
- Vitrina: Roberto, to start us off, tell us about SBT Group and your role there.
Roberto Grosman:
“SBT is a 43-year-old company founded by Silvio Santos, a legendary entrepreneur and show host in Brazil. It’s the second or third largest free TV broadcaster in the country, reaching over 100 million people monthly. I joined a year and a half ago as Chief Transformation Officer, responsible for spearheading our digital initiatives, including the new streaming service and overall transformation strategy. My role is to prepare SBT for the next four decades, not just the next four quarters.”
- Vitrina: How would you describe the current state of the Brazilian entertainment and media market?
Roberto Grosman:
“Brazil is still dominated by free-to-air TV due to economic inequality and geographic spread. Around 60% of total ad spend still goes to free TV. Pay TV has halved since the pandemic. Meanwhile, digital is growing quickly — forecasted to surpass free TV soon. Social platforms like YouTube, TikTok, Instagram, and X are huge here — usually in the global top 3 for each. In streaming, Netflix leads, followed by Prime Video, Disney+, and the local GloboPlay.”
- Vitrina: How is SBT’s entertainment content structured across genres?
Roberto Grosman:
“We’re strong in talk shows, which is our origin, and also in telenovelas — especially teen and preteen dramas. Five out of the top 10 Brazilian Netflix shows are SBT telenovelas. We also import titles from Mexico and Argentina, either dubbed or adapted. News and soccer are two other strong pillars. While Globo dominates soccer, we also own rights to some events.”
- Vitrina: Can you explain SBT’s approach to telenovela production and imports?
Roberto Grosman:
“Typically, we produce one or two of our own telenovelas and license another two or three from countries like Mexico. Some are dubbed into Portuguese, and others are adapted locally. Telenovelas are a key strength — both for domestic consumption and potential international export.”
- Vitrina: What is SBT’s digital strategy and where are you in the journey?
Roberto Grosman:
“Our digital strategy is focused on FAST and AVOD. Competing with global streamers on subscription isn’t viable — especially in film and series. Instead, we’re building a 100% free offering for the Brazilian public. The idea is simplicity: open the app and watch something instantly. We’re being selective — not 300 FAST channels, just a curated few.
We’re also licensing movies and series to complement our 40-year catalog. The goal is to be the second app people use — the free companion to one paid streaming service.”
- Vitrina: Do you see opportunities for SBT’s content catalog to be exported?
Roberto Grosman:
“Yes. Some of our shows are Brazil-specific, but a good part — especially telenovelas — is easily exportable. We’re currently identifying what content to prepare for global licensing. We’re targeting Portuguese-speaking countries, but also exploring Spanish, English, and others. We’re dubbing and securing rights to make the content ready for international markets.”
- Vitrina: We’re seeing two big global trends: a 45% drop in content production and rapid advances in AI localization. What are your thoughts?
Roberto Grosman:
“That 45% drop is astonishing but makes sense. We came off a period of extreme spending, and now rationalization is happening. With that comes more interest in leveraging existing content — which favors companies with deep catalogs like ours.
As for AI dubbing — it’s progressing incredibly fast. I’ve seen AI localization tools that offer very high quality at one-tenth the cost. That creates exciting opportunities for us to bring our content to more markets affordably.”
- Vitrina: How significant is YouTube as a platform in Brazil?
Roberto Grosman:
“YouTube is massive — at least twice as big as Netflix in Brazil. If you look at total video consumption: 63% is free TV, 7% pay TV, around 10–15% YouTube, and another 10–15% split among all other streaming platforms. YouTube is also now 50% watched on connected TVs, so it’s functionally a major streaming platform.
We started our YouTube partnership 10 years ago and have built a large presence. SBT is the biggest Latin American broadcaster on YouTube and has the largest news channel. It’s a key part of our content flywheel.”
- Vitrina: What kinds of international partnerships or content deals are you looking for?
Roberto Grosman:
“We’re pursuing both content acquisition and content export. At major fairs like Cannes and Screening, we look to license films and series for our platform. At the same time, we’re preparing our content for export — especially telenovelas and easy-to-dub formats like candid camera-style shows.
We already license to Netflix, Prime Video, and Max. We’re open to co-productions and other collaborations. We see partnerships as critical to our strategy.”
- Vitrina: Any particular genres or formats you’re seeking in international co-productions?
Roberto Grosman:
“Telenovelas for sure. Also reality shows and sports events. These are genres that resonate well with our audience and have export potential.”
- Vitrina: Finally, what’s your outlook for 2024 — both for SBT and the Brazil market?
Roberto Grosman:
“2024 is a big year. We revamped 40% of our free TV programming in Q1, and we’re already seeing good results. Our new streaming service is in closed beta now — open beta starts very soon. We plan to launch fully before the year ends. We’re excited, and cautiously optimistic, about how users will receive it.”
