The Global South Drives the Future of Media

A session at SXSW Interactive 2012

Tuesday 13th March, 2012

5:00pm to 6:00pm (CST)

Terra Networks CEO and co-founder Fernando Madeira will discuss behavior and trends of consumption of news and entertainment, particularly music and video, in Latin America. Just as sports has become entertainment, entertainment has become news. What do people really expect of the media? Madeira believes that only digital delivery can meet their expectations. After all, 100 million Latin Americans can’t be wrong.

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Fernando Madeira

CEO, Terra

Fernando Madeira is the Co-Founder and CEO of Terra Latin America, the largest internet company in the region, presents in 18 countries, including the United States, with 900 employees. Terra has almost 100 million unique visitors per month and 12 million unique users on Terra TV, with an average of 1.5 billion videos watched per year. Since 1999, Terra is part of Group Telefónica, one of the largest 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 Terra brand was being launched; he was ISP Director when it wasn't yet considered a commodity, and right before he took over his current position as CEO 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 revenues and online advertising. 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 and performed the first live event broadcasted ever over the internet. In 2006, Madeira led his crew to create the first legal music site in Latin America. He brought together all players of music industry in Brazil to launch Sonora, offering download and free unlimited music streaming. Sonora has become the leader in Latin America with more than 6 million listeners. In 2011, Fast Company named Terra as one of the Top 5 Most Innovative Companies in music. Fernando Madeira, Brazilian, 40-years old, earned a bachelor’s degree from PUC-RS and participated in several professional development programs, including INSEAD, France, and Harvard, USA. Madeira has 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 2007 the World Economic Forum chose Fernando Madeira as Young Global Leader and in 2009 he was inducted into the International Academy of Digital Arts and Sciences.


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Fernando Madeira at previous events

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  • Fernando Madeira
  • guavalicious

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  • Yesenia Sotelo

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Time 5:00pm6:00pm CST

Date Tue 13th March 2012


Salon E, AT&T Conference Center

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