Bøger af Luiz Guilherme Duarte

What was the single most important marketing trend in the television business in the last decade of the 20 Century? Most of the dozens of professionals interviewed for this book seem to agree that segmentation was the keyword for any study on the television scenario. The purpose of this study, conducted in the early 1990s and still relevant as a historical document, is to review the development of television segmentation in the United States and its influence in the Brazilian industry, which was only recently going through a segmentation process.

While many in the audience still prefer national or regional programs for their cultural proximity, an increasing number among the upper-middle and middle classes, particularly the young, are turning to the new foreign services, like Netflix, Amazon and Disney for class distinction, cosmopolitanism or other motives.