Grupo RBS: Evolving for the Younger Generation


Grupo RBS is a Brazilian multimedia and broadcasting company that was created in 1957. The name of the company is an acronym which means Rede Brasil Sul de Comunicação, and Maurício Sirotsky Sobrinho is credited for the establishment of the company. More than sixty years ago, Maurício Sirotsky Sobrinho acquired the Radio Sociedade Gaucha and TV Gaucha, and he referred to it as the Grupo RBS. Later on, he shifted his focus on the smaller television networks, with the majority operating in the southern Brazilian states. Maurício Sirotsky Sobrinho acquired these television stations and broadcasted it using their network.


Years after their first acquisitions, Duda Melzer will be purchasing more companies, and they will also operate in different industries – including radio, newspaper, and the internet.


After they successfully established their mark in the television industry, Maurício Sirotsky Sobrinho saw the need for the company to become more popular even in areas where television is not that popular. People who are living in these areas rely on the radio to gather news and information. Because of the information that Eduardo Sirtosky Melzer discovered, he started setting up the company’s radio frequency and broadcasted all over the country. When the radio station started to gain popularity, Grupo RBS decided to acquire smaller radio stations to cut off the number of competition. The company became one of the leaders in the radio industry, but they have one more problem – the rise of the internet.


The company knew that the younger generation prefers surfing the internet instead of watching the television, listening to the radio, or reading the newspaper. Grupo RBS soon announced that the company will be launching their website and social media pages so that they can cater to the younger audiences. The company is slowly dominating the internet, and their campaigns were a success. Grupo RBS hired people who are adept in managing their social media accounts. Grupo RBS continues to strive to keep their distinction as the largest broadcasting and multimedia company in the country, and they are doing their best to improve their services and to reach more people not only in Brazil but on their neighboring countries as well.