Paulo Castro of Terra: We’re looking to grow between 15 pct and 20 pct in a very integrated way

Paulo Castro, CEO of Terra, spoke frankly with PRODU about the company’s expectations for 2013 as well as about some innovations they will bring to the market this year.“Our expectations for 2013 for the Latin American market are very positive – we’re looking to grow somewhere between 15 percent and 20 percent in a very integrated way,” Castro said.The executive said that what they are bringing to the market is not only sports, music and entertainment, but also a spirit they call extreme live. “We want be with people and with what is going on in their lives, in the cities, in business, and always in our extreme, everyday, multiple-screen way that gives them every chance to interact with brands,” he said.Castro said that since Terra isn’t a traditional media company, it doesn’t have the limitations that many companies have about how, when and where to divulge the news. “Our prime time is now, we’re always there with the news firsthand in a very dynamic way, and that’s the opportunity we offer the entire market – applying our resources to important events like the Olympic Games and the World Cup, but also to keeping up day by day with what’s new in music, celebrities, the economy and sports,” he said.For 2013, Terra is very strong on soccer programming, not least in the Hispanic market, because of the degree to which it can leverage its presence in countries with a far richer tradition in that sport. “We’re close to the events that make the news and we air it in an integrated way,” Castro said.