COUNTRY REPORT Digital TV Shopping in São Paulo, Brazil Santa Ifigenia in São Paulo Hundreds of electronics shops in one part of town Small shops that sell a little bit of everything Little specialization Standard products such as 1.5meter dishes and ISDB-T receivers can be found at many shops This is the Santa Ifigenia church. The street is named after the church and it is on this street that all the shops that sell electronics such as satellite dishes and digital TV receivers can be found. Hundreds of these shops are spread out along the Santa Ifigenia street and the surrounding side streets. This section even has its own web site: www.portaldasantaifigenia.com.br TELE-satellite Magazine Business Voucher www.tele-satellite.info/12/03/santa-ifigenia Direct Contact to Sales Manager 162 TELE-satellite International The World s Largest Digital TV Trade Magazine 02-03/2012 www.tele-satellite.com www.tele-satellite.com 02-03/2012 TELE-satellite International The World s Largest Digital TV Trade Magazine 163
COUNTRY REPORT Digital TV Shopping in São Paulo, Brazil A Common Place for Digital Friends: The Electronics Shopping Paradise in São Paulo ë São Paulo 1. There s no doubt: the dishes on the roof of this store in the Santa Ifigenia district show that satellite antennas are being sold here. It s one of the branch offices of the C.S.I. electronics chain. 1 164 TELE-satellite International The World s Largest Digital TV Trade Magazine 02-03/2012 www.tele-satellite.com
In São Paulo s old city you ll find the Santa Ifigenia church. The street on which the church is located has the same name and it is here that you ll find one electronics shop after another. For many blocks there are small and then even smaller shops sometimes with their own storefronts and other times it s just a small stand in one of the many shopping malls. The inhabitants of São Paulo, a.k.a. the Paulistas, can find here any electronic gadget that they could possibly think of. It s easy to get to this electronics shopping mile: you simply take the blue Metro, Linha 1 Azul, to the São Bento station. As soon as you exit the station, you re standing in front of a church. It s actually the São Bento church (Basilica Nossa Senhora da Assuncao). Once you cross over the Santa Efigenia viaduct you ll end up face to face with the Santa Ifigenia church. The electronics shops start to the left. Since the switchover to digital terrestrial TV in Brazil is the talk of the town, many of these shops sell ISDB-T receivers. Rogerio Teixeira is one of the salesman for the Central Santa Ifigenia chain of stores. Is it just a coincidence that the abbreviation for this chain turns out to be C.S.I.? We have five stores in this area, he tells us, The company was founded ten years ago. In addition to security systems such as wireless cameras, C.S.I. also sells satellite dishes. It s not hard to spot all the dishes on the roof of the store. We sell 12-15 of these 1.5-meter C- band antennas each month, explains Rogerio Teixeira as he points out the packaged segments. The company has nine employees and ISDB-T receivers are also sold here: We sell from 50 to 80 of these receivers every month depending on demand, we found out. The company can also be found in the Internet at www.antenas.com.br. The company CenterSat has slightly higher digital TV technology sales. Luiz ex- 2. Rogerio Teixeira sells this 1.50-meter segmented antenna for the C-band. 50-60 of this kind of dish are sold by his C.S.I. shop each month. 2 166 TELE-satellite International The World s Largest Digital TV Trade Magazine 02-03/2012 www.tele-satellite.com
plains to us that this company has been in existence for 12 years and employs 12 people: We sell roughly 70 of these 1.5-meter dishes each month as well as 200 ISDB-T receivers. This company can also be found in the Internet at www.jjjdigital.com.br. Several hundred of these shops are stuffed together in the Santa Ifigenia. If you add up all the shops, you end up with a large quantity of products. As is typically the case with smaller shops, the owners try to sell everything without specializing in anything particular. If you re looking for a specific component, you might have a hard time finding the right shop. They all sell everything and none of them sell anything special. Santa Ifigenia would approve. Even at CenterSat the satellite dishes show that digital technology is sold here. 168 TELE-satellite International The World s Largest Digital TV Trade Magazine 02-03/2012 www.tele-satellite.com
Luiz is a salesman at CenterSat and is happy that his shop sells about 70 satellite antennas every month. 170 TELE-satellite International The World s Largest Digital TV Trade Magazine 02-03/2012 www.tele-satellite.com www.tele-satellite.com 02-03/2012 TELE-satellite International The World s Largest Digital TV Trade Magazine 171