Globo has announced the hiring of Mariana de Felippes as the new head of GE TV, its sports entertainment project that launched last year. This appointment signals Globo's commitment to enhancing its sports content offering and competing in the digital space, especially given the growing influence of online platforms in broadcasting sports events.

De Felippes comes from YouTube, where she spent the last seven years overseeing live sports broadcasts, bringing extensive experience in digital media and sports engagement to Globo. Her leadership role is expected to bring innovative strategies and a fresh perspective to GE TV, as the company seeks to attract a younger audience immersed in digital viewing habits.

This move reflects a broader trend in the media industry where traditional broadcasters are increasingly recruiting talent from tech companies to adapt to rapidly changing viewer preferences. Globo's decision to harness De Felippes' expertise underscores the evolving dynamics of media consumption and the importance of integrating digital storytelling into sports broadcasting.