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REAd. Revista Eletrônica de Administração (Porto Alegre)

On-line version ISSN 1413-2311

Abstract

GATTI JUNIOR, Wilian; GONCALVES, Marilson Alves  and  BARBOSA, Ana Paula Franco Paes Leme. AN EXPLORATORY STUDY ON THE BRAZILIAN ANIMATION INDUSTRY FOR TV. REAd. Rev. eletrôn. adm. (Porto Alegre) [online]. 2014, vol.20, n.2, pp.461-495. ISSN 1413-2311.  https://doi.org/10.1590/1413-2311057201238250.

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).

Keywords : Animation industry; Creative industries; TV Production.

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