PlayTV is a Brazilian subscription television channel, also available on free-to-air satellite television (TVRO), launched on June 5, 2006, by Fábio Luis Lula da Silva, son of President Luiz Inácio Lula da Silva, and is currently owned by businessman Alexandre Zalcman. The channel's programming primarily focuses on content related to anime, culture of South Korea, pop culture, movies, games, musics and series.
History Background G4 Brasil (2003–2006) G4 Brasil and G4 Brasil Drops were Brazilian television programs focused on video game news and releases, broadcast by Rede Bandeirantes from 31 August 2003 to 31 March 2006. Produced by G4 Entretenimento e Tecnologia Digital Ltda., by Fábio Luis Lula da Silva, the shows were initially hosted by Luciano Amaral and Luiza Gottschalk and drew inspiration from the American channel G4TV. While G4 Brasil (30 minutes) featured game tips and international segments in its early years, it later shifted to superficial coverage of new releases, often overlaying gameplay with background music. The shorter spin-off G4 Brasil Drops (5 minutes) followed a similar format.
GameTV (2005–2006) Gamecorp S.A., a Brazilian technology and gaming company, was founded in December 2004 by Fábio Luís Lula da Silva in partnership with entrepreneurs Fernando Bittar and Kalil Bittar, along with telecommunications company Oi (then known as Telemar). With an initial registered capital of R$10,000, the company commenced operations in March 2005. Gamecorp S.A. launched GameTV, a television channel dedicated to video games, on 23 June 2005. The channel leased the 5:00 p.m. to 10:00 p.m. time slot on Mix TV (owned by Grupo Mix de Comunicação), airing programs such as PlayHit, Combo Fala + Joga, and GameZone. According to Ibope, GameTV averaged 0.56 rating points between June 2005 and April 2006, outperforming MTV Brasil (0.34 points in the same period). On April 24, 2006, Gamecorp Group and Mix Communications Group ended their partnership, leading to the removal of GameTV from Mix TV's programming. On May 2, 2006, GameTV began airing on Rede 21 (owned by Grupo Bandeirantes), occupying the 6:00 PM to 10:00 PM time slot following an agreement between the two companies. The new lineup included anime series such as Yu Yu Hakusho, Saint Seiya, and Tenchi Muyo!, alongside the live-action series Star Trek and The Incredible Hulk. Gaming-focused programs like PlayHit, GameZone, and Combo Fala + Joga, originally produced during GameTV's partnership with Mix TV (2005–2006), were retained on the channel's Rede 21 schedule. In May 2006, the channel reportedly achieved notable viewership on Rede 21, surpassing MTV Brasil in ratings during that period.
Rebranding as PlayTV (June 2006) On June 5, 2006, GameTV was rebranded as PlayTV, introducing new programs in collaboration with Rede 21, such as Disparada and Vale 10. The channel expanded its broadcast hours from 5:00 PM to midnight, retaining anime series like Saint Seiya and incorporating original content from Grupo Bandeirantes, alongside infomercials.
First phase (2006–2008) During its initial operations, PlayTV competed with MTV Brasil in the UHF broadcasting band. According to audience measurement reports from June to November 2006, PlayTV reportedly achieved higher viewership ratings than MTV Brasil during this period. Programs such as Vale 10 and Disparada—both focused on music videos—were cited as contributors to the channel's audience growth. This competition reportedly prompted MTV Brasil to reduce its investment in music video programming in 2007. PlayTV's programming also included anime series and the variety show "Combo Fala + Joga", which, according to IBOPE ratings, occasionally reached peaks of up to 5 points in the Greater São Paulo region. The channel debuted on June 5, 2006, with the anime series Saint Seiya, which remained part of its lineup until February 2008.
On June 10, 2006, PlayTV launched the technology-focused program Olhar Digital, hosted by Marisa Silva. The one-hour show aired weekly on Saturdays from 22:00 to 23:00. On June 21, 2006, Gamecorp, PlayTV's parent company, announced a partnership with Camargo Comunicação's radio station 89 FM to rebrand it as Rádio 89 Play and adapt the channel's programming for radio. The project, however, was discontinued shortly afterward. Throughout 2006, PlayTV aired several international series, including Out of This World, Sex and the City, That '70s Show, Family Affair, and The X-Files.
On March 5, 2007, PlayTV launched the Japanese animation block Otacraze, a partnership between PlayTV and Cloverway, a media licensing agency for Japanese animations. This collaboration marked the first time anime series aimed at young adults were broadcast on Brazilian free-to-air television. The initial programming featured six series, starting with Ranma ½, followed by Samurai Champloo, Love Hina, and Trigun. The anime Gungrave and Heat Guy J were announced but ultimately never aired. All broadcast series were fully dubbed and presented uncensored. PlayTV was broadcast from March 30, 2007, to July 7, 2008, on the 1240 MHz horizontal polarization frequency of the Brasilsat B4 satellite, which was owned by Rede 21. This transmission occurred under a partnership agreement between PlayTV and Rede 21. In April 2007, PlayTV partnered with Rede Bandeirantes to broadcast the Honda Grand Prix of St. Petersburg IndyCar race. That same month, the network aired an exclusive trailer for the animated film The Simpsons Movie. PlayTV also televised programs such as Vale 10, Playzone, and Combo during 2007. On 2 May 2007, PlayTV entered into negotiations with Grupo Bandeirantes to expand its daily programming to 12 hours on Rede 21. However, the talks ultimately stalled and did not result in an agreement. From August to December 2007, the channel PlayTV broadcast a variety of programming, including +Esporte (sports), Terra Sonora (music), Combo Shake (entertainment), and episodes of the documentary series E! True Hollywood Story. These programs covered topics ranging from sports analysis to music exploration and celebrity biographies. On October 8, 2007, PlayTV launched the program GamePlay in partnership with Action Midia, a division of Endemol's Brazilian branch. Airing Monday through Friday at 8:30 pm, the show was hosted by Luiza Gottschalk and Luciano Amaral. During its run, GamePlay achieved an average audience share of 0.79%, peaking at 1.04%.
In 2008, PlayTV, in partnership with Rede 21, broadcast a diverse lineup focusing on entertainment, pop culture, and journalism. Notable programs dedicated to gaming, film, and music included Disparada, Vale Dez, Playhit, Playzone, Cine Play, Combo, and Vitamina T. The network also produced news programming, such as Jornal Dez, and the talk show Saca-Rolha, hosted by Marcelo Tas, Mariana Weickert, and Lobão. Its schedule additionally featured Japanese anime series, including Saint Seiya. In 2008, PlayTV introduced several new programs, including Pop Box, Clip da Hora, Semana Playzone, DVD Play, Eu Q Mando, Vale 20, and Cinema Play, as part of efforts to diversify its content offerings. The lineup also included the program Larry King Live. On 13 February 2008, PlayTV launched the children's and adolescent-focused programme TV Kids, targeting viewers aged 0 to 16. Airing on Saturdays and Sundays from 10:30 a.m. to 11:00 a.m., the show was produced in partnership with Matel Comunicações. It featured segments on entertainment tips, cultural content, and consumer product suggestions. On March 3, 2008, PlayTV announced the discontinuation of the Otacraze programming block, along with standalone anime series such as Saint Seiya and Yu Yu Hakusho. The same day, the channel introduced two new anime titles: Legend of the Dragon and Monster Rancher, with the latter replacing Saint Seiya in its 7:00 p.m. time slot. On April 7, 2008, the channel PlayTV began airing the first season of the animated series The Adventures of Tintin. Episodes were broadcast weekly on Mondays at 23:30. From May to July 2008, PlayTV aired the Canadian animated series 6Teen at 19:00. On July 7, 2008, PlayTV's broadcast was interrupted by Rede 21 (channel 21 UHF in São Paulo and analog satellite). The interruption occurred after the expiration of the partnership contract between Grupo Bandeirantes (owner of Rede 21) and Grupo Gamecorp (owner of PlayTV), whose original agreement was set to last ten years. Following the end of the partnership with Rede 21, the channel began exploring new partnership proposals to resume broadcasting, while its programming was made available online through the Joost TV portal.
Second phase (2008–2020) From July 7 to November 10, 2008, PlayTV was temporarily broadcast via internet streaming. On November 11, 2008, the channel was relaunched and began broadcasting as a subscription television service, available on Sky channel 86 and NET channel 13 in Brasília. In 2008, during its new programming phase, PlayTV retained music video shows such as Eu Q Mando, Disparada, and Clip da Hora. The channel also began airing comedy series, including the Brazilian sitcom Mateus, the Clerk, starring actor Mateus Solano as the titular character.
On March 23, 2009, channel PlayTV introduced Beto Lee, son of musician Rita Lee, and Bianca Jhordão as hosts of the daily program Combo Fala + Joga, which aired at 10 p.m. Bianca Jhordão, a singer, also hosted the film-focused program Cineplay and its weekend spin-offs DVDPlay and CinemaPlay, which covered cinematic news and behind-the-scenes content. On April 16, 2009, PlayTV restructured its programming to adopt a more dynamic format. The channel reduced its reliance on music video broadcasts and expanded its diversified content lineup by hiring new presenters. This shift aimed to broaden the network's appeal beyond its original music-centric focus.
In January 2010, PlayTV organized the event Southern Rock Week to promote bands from southern Brazil. Musicians from groups such as Júpiter Maçã, Copacabana Club, and Wander Wildner were invited to curate music videos for broadcast. The event featured works by national and international artists as part of an initiative to highlight diverse musical influences. Programming aired during prime time, following the channel's regular schedule. On 11 March 2010, PlayTV expanded its availability by entering the programming of the Oi TV operator, becoming accessible on channel 30 for fiber-optic subscribers and channel 430 for satellite viewers. A revamped version of the program Eu Q Mando! titled Eu Q Mando! Twitter debuted on May 18, 2010. The new format allowed viewers to request music videos via the social media platform Twitter using the program's designated hashtag. On July 6, 2010, PlayTV explored reintroducing anime to its programming in response to audience demand. However, high acquisition and production costs presented challenges. The channel reportedly engaged in discussions with potential partners interested in broadcasting their content on the network. Three years later, in 2013, PlayTV officially announced the return of anime, scheduling two series to air in a daily one-hour block. The program Udigrudi, focused on independent music artists and bands, premiered on 5 September 2010.