The demand of the advertising market for directed, flexible, and agile communication, plus the clean city law enacted by the municipal government of São Paulo, enables new alternatives of communicating with the public. The interactive solution of content transmission produced specifically for a segmented public has become an option to the corporative market. Broadband plays a fundamental role in the access to new media alternatives. This panel will focus on new media channels and include real examples.

Roberto Medeiros Vice President Telefonica

Mr. Medeiros is chairman of Telefônica Empresas since January 2002. He used to work as CEO of CRT (Companhia Riograndense de Telecomunicações) and COO of Telecom Itália in Brazil. Mr. Medeiros also worked as director in the mobile phone infrastructure area of Motorola do Brasil and held important positions in Promon Eletrônica and Embratel. Mr. Medeiros holds an undergraduate degree in electronic engineering from PUC-RJ and a graduate degree in marketing and data networks. He also graduated from a specialization course in management development at Harvard Business School (Boston/USA).