Wilian Gatti Junior Marilson Alves Gonçalves Ana Paula Franco Paes Leme Barbosa About the authors

The creative economy has received little attention from the academic community, despite its economic and cultural importance. This article seeks to contribute to the literature on the subject focusing on the animation industry, specifically the TV animation production, because recently the country produced success animations series on cable TV broadcasted not only in Brazil but also in several countries. This paper analyzes how the national producers built competitive advantages that allowed succeeding in their productions in a market dominated by international studios. To achieve this aim we conducted an exploratory descriptive research analyzing three producers (Flamma, TV PinGuim and 2DLab) that display your product in the Discovery Kids channel that focus on preschool shows. We interviewed all producers (in a total of six, two from each producer), plus a representative of the animation industry for the cinema. Besides the interviews, we used secondary data, collected primarily in the media (newspapers, magazines and internet). The study revealed the convergence of two sources of competitive advantage. The first related to internal factors to producing studied (technical knowledge and business vision) and the second source connected to environmental factors created by the industry production chain (creation of new TV channels, interest from international partners and funding for the production).

Animation industry; Creative industries; TV Production

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