Rede Bahia
Rede Bahia is a Brazilian business conglomerate centered on regional media, broadcasting, radio, publishing, digital content, and entertainment activities in Bahia.
Last updated August 25, 2026
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Overview
Rede Bahia is a Salvador-based Brazilian conglomerate founded by the Magalhães family and historically associated with the political, commercial, and communications life of Bahia. Its origins are in construction: Antônio Carlos Magalhães established Santa Helena Construtora on 5 August 1975, initially serving middle-income and higher-income real-estate markets. The group entered communications in 1978 with the creation of the newspaper Correio da Bahia and its associated printing operation, Gráfica Santa Helena. Although the printing company was closed in 2007, the newspaper’s printing infrastructure was retained. The group’s best-known business is its television operation. TV Bahia began broadcasting in Salvador on 10 March 1985, initially as an affiliate of Rede Manchete and, from January 1987, of Rede Globo. Rede Bahia subsequently expanded television coverage into the interior of the state. TV Santa Cruz began operating in Itabuna in 1988, TV Sudoeste launched in Vitória da Conquista in 1990, TV São Francisco began broadcasting in Juazeiro later that year, and TV Oeste launched in Barreiras in 1991. TV Subaé, in Feira de Santana, was founded independently in 1988 and joined the group in 1998 after a partial share sale. These stations formed a regional broadcast network that reached municipalities throughout Bahia and became the first television network to cover the entire state. The television operation formally adopted the name Rede Bahia de Televisão in 1998, while the wider media group became known as Rede Bahia. TV Salvador, an independent station with local programming, was added in 2000, although it was later sold and ceased programming under the group in 2013. The group also developed a radio portfolio. GFM began in Salvador as Globo FM in 1988, followed by Bahia FM Sul in Itabuna in 1995. Rede Tropical Sat, a statewide radio network, was created in 2001 and eventually had 19 affiliates, but it was discontinued at the end of 2005. Bahia FM was launched in 2007, and the group’s final radio expansion began in 2010 with a station initially launched as CBN Salvador and later associated with Jovem Pan FM Salvador. Beyond broadcast media, Rede Bahia has operated or invested in newspapers, radio, audiovisual production, music publishing, recorded music, cable television, call-center services, distribution, logistics, website development, and corporate training. Its current or recent media footprint has been described as comprising six television stations, four radio stations, a daily newspaper, and three digital portals, for a total of 14 media outlets. The group also includes Bahia Eventos, an entertainment and content company responsible for events such as the Salvador Summer Festival, the Bahia Winter Festival, and the International Literary Festival of Cachoeira, known as FLICA. Rede Bahia has experienced portfolio changes and partial ownership transactions. In 2012, Empresas Pioneiras, the Campinas-based group associated with EPTV, acquired one-third of Rede Bahia shares previously held by César Mata Pires. TV Salvador was sold to an evangelical business group in a transaction confirmed in 2012 and completed in 2013. MMDS Bahia, the group’s cable television operation and former NET representative in Bahia, was sold to Galaxy Brasil in 2013. Rede Bahia therefore remains primarily identified with regional broadcasting and media, while its broader conglomerate history includes construction, publishing, entertainment, and a range of support and technology businesses.
History
Rede Bahia began outside the media industry. On 5 August 1975, Bahian politician Antônio Carlos Magalhães founded Santa Helena Construtora, a company focused on real-estate developments for middle-income and higher-income customers. The group entered communications on 20 December 1978 through Correio da Bahia, a daily newspaper, together with Gráfica Santa Helena, which supplied its printing capacity. Gráfica Santa Helena closed in 2007, although infrastructure connected with the newspaper’s production was retained. The decisive expansion came through television. TV Bahia was inaugurated in Salvador on 10 March 1985 by Antônio Carlos Magalhães Júnior and César Mata Pires. It initially carried Rede Manchete programming and switched to Rede Globo affiliation on 23 January 1987. Rede Bahia then pursued statewide coverage. TV Santa Cruz opened in Itabuna on 5 November 1988; TV Sudoeste began broadcasting from Vitória da Conquista on 31 March 1990; TV São Francisco, initially called TV Norte, went on air in Juazeiro on 1 December 1990; and TV Oeste launched in Barreiras on 2 February 1991. TV Subaé, which had been established independently in Feira de Santana in 1988, entered the group in April 1998 through a partial share transaction. In that same year, the television network adopted the name Rede Bahia de Televisão, and the wider organization became Rede Bahia. TV Salvador was inaugurated on 31 December 2000 as an independent station with its own local programming and content produced by Rede Bahia’s television stations. Its later sale illustrated the group’s shift away from certain non-core assets. The station’s sale to an evangelical business group was confirmed in 2012, and its programming under the group ended on 5 March 2013. Radio became another important part of the portfolio. The Salvador station now known as GFM was created as Globo FM on 20 July 1988. Bahia FM Sul began in Itabuna on 1 December 1995 under the name 102.1 FM Sul. In 2001, Rede Tropical Sat created a statewide radio network that eventually reached 19 affiliates. The network was discontinued on 31 December 2005, ahead of the launch of Bahia FM on 1 January 2007. On 19 March 2010, the group created its last radio station, initially as CBN Salvador and later associated with Jovem Pan FM Salvador. Rede Bahia also built a diversified collection of related companies. These included Bahia Cinema e Vídeo, Bahia Edições Musicais, Bahia Discos, MMDS Bahia, Pronto Call Center, Pronto Express, Pronto Logística, and iLimit. The group established Universidade Corporativa da Rede Bahia, or Uniredebahia, on 19 August 2001 as a corporate university focused on competency management and described as the first of its kind in Brazil’s North and Northeast regions. It was discontinued in March 2010. In the entertainment sector, Bahia Eventos became associated with major cultural and commercial events, including the Salvador Summer Festival, the Bahia Winter Festival, and FLICA, the International Literary Festival of Cachoeira. In ownership terms, Empresas Pioneiras acquired one-third of Rede Bahia from César Mata Pires in June 2012. The group also sold MMDS Bahia to Galaxy Brasil in May 2013. The remaining organization is principally recognized for its regional television network, radio stations, newspaper, digital portals, and event activities, with coverage and influence concentrated in Bahia.
- 2013
TV Salvador and MMDS Bahia left the portfolio
[1]TV Salvador ended its programming under Rede Bahia in March, and MMDS Bahia was sold to Galaxy Brasil in May.
- 2012
Empresas Pioneiras acquired a minority stake
[1]Empresas Pioneiras purchased one-third of Rede Bahia’s shares from César Mata Pires.
- 2010
The final radio station was created
[1]The group launched a station initially known as CBN Salvador on 19 March, later associated with Jovem Pan FM Salvador.
- 2007
Bahia FM was launched
[1]Bahia FM began broadcasting on 1 January after the earlier Tropical Sat network was discontinued.
- 2001
Rede Tropical Sat and Uniredebahia were established
[1]The group created its statewide radio network and established its corporate university.
- 2000
TV Salvador was inaugurated
[1]The independent Salvador station began broadcasting on 31 December.
- 1998
The Rede Bahia name was adopted
[1]TV Subaé joined the network through a partial share transaction, and the television operation adopted the Rede Bahia de Televisão name while the broader group became Rede Bahia.
- 1991
TV Oeste launched
[1]The group added a station in Barreiras on 2 February.
- 1990
TV Sudoeste and TV São Francisco launched
[1]The group added stations in Vitória da Conquista and Juazeiro.
- 1988
The group expanded into interior Bahia television
[1]TV Santa Cruz launched in Itabuna, while TV Subaé independently began operations in Feira de Santana.
Products and positioning
A Bahia-focused media and entertainment conglomerate combining statewide television coverage, radio, newspaper publishing, digital content, and cultural events, with historical interests in construction and communications-related services.
Regional television network · 1985
Rede Bahia de Televisão
Rede Bahia de Televisão is the group’s regional broadcast television operation. It comprises stations serving Salvador and strategically located cities across Bahia, including TV Bahia, TV Santa Cruz, TV Sudoeste, TV São Francisco, TV Oeste, and TV Subaé. The network is affiliated with Rede Globo and has been described as reaching every municipality in the state through its coverage structure.
Daily newspaper · 1978
Correio da Bahia
Correio da Bahia is the group’s daily newspaper and one of its earliest communications businesses. It was created in 1978 alongside Gráfica Santa Helena, the printing company established to produce the publication. The newspaper remains part of Rede Bahia’s identified media portfolio, although the associated printing company was closed in 2007.
Radio broadcasting · 1988
GFM
GFM is the Salvador radio operation that began as Globo FM in 1988. It forms part of Rede Bahia’s radio activities and represents the group’s long-running presence in the metropolitan Salvador audio market.
Radio broadcasting · 2007
Bahia FM
Bahia FM is a popular radio service launched after the discontinuation of Rede Tropical Sat. It began broadcasting on 1 January 2007 and is part of the group’s Bahia-oriented radio portfolio, alongside related regional operations such as Bahia FM Sul.
Events and entertainment
Bahia Eventos
Bahia Eventos is the group’s content and entertainment company. It organizes cultural and commercial events, including the Salvador Summer Festival, the Bahia Winter Festival, and the International Literary Festival of Cachoeira. These activities extend Rede Bahia’s presence beyond conventional broadcasting into live experiences and cultural programming.
Digital media
Digital portals
Rede Bahia operates three digital portals as part of its wider media portfolio. The available reference material identifies the portals as group media outlets but does not provide enough detail to list their individual names or launch dates.
Marketing campaigns
- Salvador Summer Festival
Brazil · Bahia
Bahia Eventos organizes the Salvador Summer Festival as part of Rede Bahia’s entertainment and cultural-event activities.
- Bahia Winter Festival
Brazil · Bahia
The Bahia Winter Festival is an event organized by Bahia Eventos, extending the group’s activities into regional live entertainment.
- International Literary Festival of Cachoeira (FLICA)
Brazil · Bahia
FLICA is a literary and cultural event in Cachoeira organized by Bahia Eventos and included among Rede Bahia’s major cultural initiatives.
Brand decisions
2013
MMDS Bahia was divestedM&ABackground
MMDS Bahia operated as a cable television provider and represented NET in Bahia. The reference material cites Brazilian restrictions on simultaneous control of a broadcast station and a cable television operator.
Action taken
Rede Bahia finalized the sale of MMDS Bahia to Galaxy Brasil in May 2013.
Aftermath
The divestment removed the cable television operation from Rede Bahia’s portfolio.
2012
A one-third stake was sold to Empresas PioneirasM&ABackground
César Mata Pires held a one-third interest in Rede Bahia.
Action taken
Empresas Pioneiras acquired that one-third stake in June 2012.
Aftermath
The transaction introduced Empresas Pioneiras, the group associated with EPTV, as a significant minority shareholder.
2005
Rede Tropical Sat was discontinuedStrategyBackground
Rede Tropical Sat had grown to 19 affiliates after its creation as a statewide radio network in 2001.
Action taken
The group ended the network’s operations on 31 December 2005 while preparing a new Bahia FM service.
Aftermath
Bahia FM launched in January 2007 as the successor popular-radio initiative described in the reference material.
1998
The group consolidated its statewide television identityStrategyBackground
Rede Bahia had built a network of stations in Salvador and the interior of Bahia, while TV Subaé remained independently owned in Feira de Santana.
Action taken
The group acquired a shareholding in TV Subaé and formally adopted Rede Bahia de Televisão for the television network, while the wider media group adopted Rede Bahia.
Aftermath
The transaction and rebranding strengthened the group’s position as a statewide television network.
Recent events
- 2013
TV Salvador ended its programming under Rede Bahia[1]
M&A · Other
Following completion of the sale, TV Salvador officially ended its programming on 5 March 2013.
- 2013
MMDS Bahia was sold to Galaxy Brasil[1]
M&A
Rede Bahia finalized the sale of its MMDS Bahia cable television operation to Galaxy Brasil, a company indirectly controlled by Sky Brasil.
- 2012
Empresas Pioneiras acquired a one-third stake in Rede Bahia[1]
M&A
The São Paulo-based Empresas Pioneiras group acquired one-third of Rede Bahia, a stake previously held by César Mata Pires.
- 2012
TV Salvador sale was confirmed[1]
M&A
Rede Bahia confirmed the sale of TV Salvador to an evangelical business group, beginning the station’s exit from the group’s television portfolio.
Sources1 sources
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