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Living with the Internet: Experiencing the Digital Revolution from a Latino Perspective

Strategy and Business Models
Location: 2022 Level: Expert

With ever-increasing broadband and mobile penetration into the Hispanic and Latin American markets, consumer behavior is being influenced by new media more than ever. How do marketers as well as content generators respond to the habits of these audiences? How can you take advantage of the specific opportunities and trends that are shaping the digital landscape?

This presentation will provide a framework about the new digital Latino, the new social links, and the new media environment powered by content generated by both publishers and their audiences and the Web 2.0 tools. The presentation will provide numbers, cases, and facts to help you understand why Latin America is emerging as a bellwether region for internet trends.

Photo of Fernando Madeira

Fernando Madeira


FFernando Madeira is the CEO of Terra Latin America, the largest internet company in the region, presents in 18 countries, including the United States, with 1,400 employees. Terra has approximately 60 million unique visitors per month and 8 million unique users on Terra TV, with an average of 55 million videos watched monthly. Since 1999, Terra is part of Group Telefónica, one of the largest open capital telecommunications companies in the world.

Madeira was at the head of practically all essential Terra areas since 1989, when the company operation started in Brazil. He was Marketing director when the brand was being launched; he was Access director when it wasn’t yet considered a commodity, and right before he took over his current position as General Director of Terra Latin America, he was president of Terra Brasil and helped the company achieve leadership of Brazilian Internet. Leading the regional operation, since 2005, he once again achieved leadership in total revenue and publicity.
A visionary, Madeira was always swimming against the market tide. Under his management, Terra built eight years ago the first Internet TV studio in Latin America.Currently, Terra TV reaches all countries and with over 1 million hours watched each month. Annually, more than 30% of the revenue comes from publicity in Terra TV
Fernando Madeira, Brazilian, 38-years old, is specialized at international institutions, including INSEAD, France, and Harvard, USA, in areas such as Marketing, Business Administration and Management .
Madeira had a leading role to play in the internet history in Brazil. In 2004, he was elected Entrepreneur of the Year of Technology by the Brazilian magazine Isto É Dinheiro.. In 2006, Fernando Madeira was chosen as global young leader by the World Economic Forum.