ABSTRACT
Even in Stage IV settings in Brazil (the major cities), network TV—and a single network to boot—still dominates as none has ever done in the United States. If a mass medium is supposed to give most natives what they want, Globo does it better than the American networks do. Indeed, network inadequacies in holding the mass audience are a prime reason for the tremendous increase in cable and videocassette use in the United States. 1 Of course, the job of attracting and holding audiences is tougher in the United States: More diverse than Brazilians, Americans offer a much more differentiated pool of target markets.
