In São Paulo, Brazil there is a large area known as Santa Ifigenia that contains hundreds of small electronics shops packed together. The shops sell a variety of products including satellite dishes and digital TV receivers. Business is strong with shops selling dozens of satellite dishes and receivers each month to meet demand from the digital TV transition. The area has become an electronics shopping paradise for residents of São Paulo.

1. COUNTRY REPORT Digital TV Shopping in São Paulo, Brazil
Santa Ifigenia
in São Paulo
• Hundreds of electronics shops in
one part of town
• Small shops that sell a little bit of
everything
• Little specialization
• Standard products such as 1.5-
meter dishes and ISDB-T receivers
can be found at many shops
■ This is the Santa Ifigenia church. The street is named
after the church and it is on this street that all the shops
that sell electronics such as satellite dishes and digital
TV receivers can be found. Hundreds of these shops
are spread out along the Santa Ifigenia street and the
surrounding side streets. This section even has its own
web site: www.portaldasantaifigenia.com.br
TELE-satellite Magazine
Business Voucher
www.TELE-satellite.info/12/03/santa-ifigenia
Direct Contact to Sales Manager
162 TELE-satellite International — The World‘s Largest Digital TV Trade Magazine — 02-03/2012 — www.TELE-satellite.com www.TELE-satellite.com — 02-03/2012 — TELE-satellite International — The World‘s Largest Digital TV Trade Magazine 163

2. COUNTRY REPORT Digital TV Shopping in São Paulo, Brazil
A Common Place
for Digital Friends: ë São Paulo
The Electronics
Shopping Paradise
in São Paulo
1. There’s no doubt: the dishes on the
roof of this store in the Santa Ifigenia
district show that satellite antennas are
being sold here. It’s one of the branch
offices of the C.S.I. electronics chain.
1
164 TELE-satellite International — The World‘s Largest Digital TV Trade Magazine — 02-03/2012 — www.TELE-satellite.com

3. In São Paulo’s old city you’ll find the station, you’re standing in front of a company was founded ten years ago.”
Santa Ifigenia church. The street on church. It’s actually the São Bento In addition to security systems such
which the church is located has the church (Basilica Nossa Senhora da As- as wireless cameras, C.S.I. also sells
same name and it is here that you’ll suncao). satellite dishes. It’s not hard to spot
find one electronics shop after another. Once you cross over the Santa Efige- all the dishes on the roof of the store.
For many blocks there are small and nia viaduct you’ll end up face to face “We sell 12-15 of these 1.5-meter C-
then even smaller shops sometimes with the Santa Ifigenia church. The band antennas each month”, explains
with their own storefronts and other electronics shops start to the left. Since Rogerio Teixeira as he points out the
times it’s just a small stand in one of the switchover to digital terrestrial TV packaged segments. The company has
the many shopping malls. The inhabit- in Brazil is the talk of the town, many of nine employees and ISDB-T receivers
ants of São Paulo, a.k.a. the Paulistas, these shops sell ISDB-T receivers. are also sold here: “We sell from 50
can find here any electronic gadget that Rogerio Teixeira is one of the sales- to 80 of these receivers every month
they could possibly think of. man for the “Central Santa Ifigenia” depending on demand”, we found out.
It’s easy to get to this electronics chain of stores. Is it just a coincidence The company can also be found in the
shopping mile: you simply take the that the abbreviation for this chain Internet at www.antenas.com.br. The
“blue” Metro, Linha 1 Azul, to the São turns out to be C.S.I.? “We have five company CenterSat has slightly higher
Bento station. As soon as you exit the stores in this area”, he tells us, “The digital TV technology sales. Luiz ex-
2. Rogerio Teixeira sells this 1.50-meter
segmented antenna for the C-band.
50-60 of this kind of dish are sold by
his C.S.I. shop each month.
2
166 TELE-satellite International — The World‘s Largest Digital TV Trade Magazine — 02-03/2012 — www.TELE-satellite.com

4. plains to us that this company has been stuffed together in the Santa Ifigenia. ing the right shop. They all sell every-
in existence for 12 years and employs If you add up all the shops, you end up thing and none of them sell anything
12 people: “We sell roughly 70 of these with a large quantity of products. As is special. Santa Ifigenia would approve.
1.5-meter dishes each month as well as typically the case with smaller shops,
200 ISDB-T receivers.” This company the owners try to sell everything with- ■ Even at CenterSat the satellite
can also be found in the Internet at out specializing in anything particular. dishes show that digital
technology is sold here.
www.jjjdigital.com.br. If you’re looking for a specific compo-
Several hundred of these shops are nent, you might have a hard time find-
168 TELE-satellite International — The World‘s Largest Digital TV Trade Magazine — 02-03/2012 — www.TELE-satellite.com

5. ■ Luiz is a salesman
at CenterSat and is
happy that his shop
sells about 70 satellite
antennas every month.
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