TV Aratu

TV Aratu is a Brazilian broadcast television station headquartered in Salvador, the capital of Bahia. It operates on virtual channel 4.1 and digital UHF channel 25, and is affiliated with Sistema Brasileiro de Televisão (SBT). The station is part of Grupo Aratu, a privately controlled Bahian media group associated with businessman Silvio Roberto Coelho. The group’s media interests also include Rádio Cultura de Guanambi, the Aratu On digital news portal, and outdoor-advertising businesses identified in reference material as Ei!, Brasília and Chaves Outdoor. The station began broadcasting on March 15, 1969, becoming Bahia’s second television station after TV Itapoan, which had launched in 1960. Its original shareholder group included São Paulo-born businessman Alberto Maluf and Bahian figures Carlos Alberto Jesuíno dos Santos, Luís Viana Neto, Humberto Castro and Nilton Nunes Tavares. The broadcaster initially operated without a settled name, adopting TV Aratu in July 1969. The name refers to the aratu, a crab-like crustacean associated with the mangrove environments of the Recôncavo Baiano. Since its early years, the station has used a rooster as its emblem, drawing on the bird’s association with capoeira; this gave it the popular identity of the “chicken channel.” TV Aratu initially carried locally produced programming before entering an affiliation agreement with Rede Globo. During its Globo period, the station became a major local competitor and at times surpassed TV Itapoan in audience performance. It also became known for serving as a training ground for journalists and other television professionals who later pursued careers in Brazil’s southeastern media markets. In 1973, TV Aratu became the first television station in Bahia to broadcast in color, promoting the change with the slogan “A liderança colorida,” or “Leadership in color.” The station’s most consequential corporate and network transition came in the mid-1980s. During the NEC affair and the related dispute over Globo’s Bahian affiliation, Globo selected TV Bahia as its new affiliate. TV Aratu lost the Globo relationship in January 1987 after a period in which both stations carried Globo programming, and it subsequently joined Rede Manchete. The change sharply weakened the station’s commercial position and audience base. Reference material states that revenue fell by approximately 80 percent after the loss of Globo programming, limiting the broadcaster’s ability to renew equipment and contributing to a marked deterioration in signal quality. TV Aratu remained associated with Rede Manchete from 1987 until 1995. During that period, it hosted the launch of Manchete’s telenovela Pantanal at Salvador’s Solar do Unhão and became the first network station to provide live coverage of Salvador’s Carnival. In June 1995, the broadcaster moved to CNT during a two-year lease arrangement involving Organizações Martinez and temporarily adopted the trade name CNT Aratu. The change was accompanied by an improvement in local programming and signal quality. On June 16, 1997, TV Aratu left CNT and joined SBT. The transition coincided with TV Itapoan’s move to Rede Record, leaving SBT without a Bahian affiliate and creating the circumstances for TV Aratu’s current network relationship. Under SBT, the station expanded its local news and popular programming and competed for second place in Salvador-area television ratings, while also challenging TV Bahia for audience leadership at various points. In December 2000, it signed an agreement with Embratel to activate a satellite-distributed signal for retransmitters in the interior of Bahia, replacing older microwave links. By the end of 2001, reference material reported that the signal reached approximately 80 percent of Bahia and around 10 million potential viewers. TV Aratu remains an active regional broadcaster and operates within Grupo Aratu’s broader television, radio, digital publishing and outdoor-media portfolio.

TV Aratu was established in Salvador on March 15, 1969, as Bahia’s second television station. Its founding shareholder group included Alberto Maluf, Carlos Alberto Jesuíno dos Santos, Luís Viana Neto, Humberto Castro and Nilton Nunes Tavares. The station initially operated without a permanent name and adopted TV Aratu in July 1969. The name references the aratu crustacean found in the mangrove areas of the Recôncavo Baiano. A rooster became the station’s enduring symbol, reflecting its association with capoeira and producing the popular nickname “the chicken channel.” After a short initial period of independent local programming, TV Aratu affiliated with Rede Globo. The affiliation helped the station build a strong audience in Salvador and eventually overtake TV Itapoan in local ratings. The station also developed a reputation as a place where journalists beginning their careers could gain experience before moving to larger media markets in southeastern Brazil. In 1973, it became the first television station in Bahia to transmit in color and adopted the promotional slogan “A liderança colorida.” The station’s network position was destabilized in the 1980s. In the context of the NEC affair and a broader dispute involving Globo’s Bahian affiliation, Globo decided to transfer its affiliation to TV Bahia. For a short period in January 1987, TV Aratu and TV Bahia both carried Globo programming. Following a DENTEL order on January 26, TV Aratu stopped carrying Globo and joined Rede Manchete. A legal dispute continued until July 6, 1987, when an injunction favored Globo’s arrangement with TV Bahia; TV Bahia subsequently became the definitive Globo affiliate in Bahia. The loss of Globo content had substantial commercial consequences for TV Aratu. Reference material reports an approximately 80 percent fall in revenue, accompanied by difficulty financing equipment upgrades and a significant decline in signal quality. Despite these constraints, the Manchete period included important programming and production events. TV Aratu hosted the launch of the telenovela Pantanal at Solar do Unhão in Salvador and became the first network station to broadcast Salvador Carnival live. In June 1995, TV Aratu left Manchete and became affiliated with CNT during a two-year lease involving Organizações Martinez. The station temporarily used the name CNT Aratu. Its local programming and signal quality reportedly improved during this phase. When the lease was approaching its end, the station’s owners negotiated an affiliation with SBT. The change took effect at midnight on June 16, 1997, the same day TV Itapoan became a Rede Record owned-and-operated station. TV Aratu has remained affiliated with SBT since then. The SBT era brought further expansion of local news and popular programming. The station competed with TV Itapoan and TV Bahia for audience share in Salvador and the metropolitan region, at times seeking second place and challenging TV Bahia for leadership. On December 29, 2000, TV Aratu entered an agreement with Embratel to activate satellite distribution for its network of interior retransmitters. This replaced older microwave links, which were progressively deactivated during the following years. By the end of 2001, the station was reported to reach approximately 80 percent of Bahia and around 10 million viewers. Today, TV Aratu operates as a regional SBT affiliate within Grupo Aratu, alongside radio, digital publishing and outdoor-advertising businesses.

• 2000

  Satellite signal distribution is activated

  [1]TV Aratuen.wikipedia.org

  An Embratel agreement enables satellite distribution to retransmitters serving the interior of Bahia.

• 1997

  SBT affiliation begins

  [1]TV Aratuen.wikipedia.org

  TV Aratu joins SBT on June 16 and retains the affiliation thereafter.

• 1995

  CNT affiliation begins

  [1]TV Aratuen.wikipedia.org

  The station leaves Rede Manchete, joins CNT and temporarily adopts the CNT Aratu name.

• 1987

  Globo affiliation ends

  [1]TV Aratuen.wikipedia.org

  Following the affiliation dispute, TV Aratu leaves Globo and joins Rede Manchete.

• 1973

  Color broadcasting begins

  [1]TV Aratuen.wikipedia.org

  TV Aratu becomes the first Bahian station to broadcast in color.

• 1969

  Station launches in Salvador

  [1]TV Aratuen.wikipedia.org

  TV Aratu begins broadcasting on March 15 as Bahia’s second television station.

• 1969

  The TV Aratu name is adopted

  [1]TV Aratuen.wikipedia.org

  After several months of operation without a settled name, the station adopts TV Aratu in July.

A regional free-to-air television broadcaster focused on Salvador and Bahia, combining SBT network content with locally produced news, popular programming and event coverage. Its identity is rooted in Bahian culture and its long history as the state’s second television station.

• Broadcast television · 1969

  Free-to-air television service

  TV Aratu’s core offering is an over-the-air television service based in Salvador. It broadcasts on virtual channel 4.1 using digital UHF channel 25 and distributes programming to viewers in Salvador, the metropolitan region and other parts of Bahia through retransmission infrastructure.

• Television programming

  Local news and popular programming

  The station produces local news and popular programming aimed at Bahian audiences. These programs complement SBT network content and provide coverage of regional issues, public affairs, culture and events in Salvador and the wider state.

• Live television coverage

  Regional event coverage

  TV Aratu has been associated with live coverage of Salvador Carnival and other culturally significant Bahian events. Its Carnival broadcasts were particularly notable during the station’s Rede Manchete period, when it was described as the first network station to carry Salvador Carnival live.

• Network-affiliated programming · 1997

  SBT network programming

  Since June 1997, TV Aratu has carried programming supplied by SBT while maintaining a local schedule for the Bahian market. The affiliation gives the station a national entertainment and news offering alongside its regional output.

• 1973A liderança colorida

  Bahia

  Promotional positioning introduced when TV Aratu became Bahia’s first television station to broadcast in color.

  Outcome. The slogan became associated with the station’s technical transition to color broadcasting.

  Source

• 2000

  Satellite distribution agreement with EmbratelStrategy

  Background

  Older microwave links limited distribution to retransmitters in the interior of Bahia.

  Action taken

  TV Aratu contracted with Embratel to activate a satellite signal for interior retransmission.

  Aftermath

  By the end of 2001, the station was reported to be available across approximately 80 percent of Bahia.

  Source

• 1997

  Move to SBTStrategy

  Background

  The CNT lease was nearing its end, while SBT needed a Bahian affiliate after TV Itapoan moved to Rede Record.

  Action taken

  TV Aratu ended its CNT affiliation and joined SBT on June 16, 1997.

  Aftermath

  The station expanded local news and popular programming and has remained an SBT affiliate.

  Source

• 1995

  Move to CNTStrategy

  Background

  The station left Rede Manchete in June 1995 during a lease arrangement involving Organizações Martinez.

  Action taken

  TV Aratu became a CNT affiliate and temporarily operated under the CNT Aratu trade name.

  Aftermath

  Reference material reports improved local programming and signal quality during the CNT period.

  Source

• 1987

  Switch from Globo to Rede MancheteStrategy

  Background

  Globo selected TV Bahia as its new Bahian affiliate during the NEC-related affiliation dispute.

  Action taken

  TV Aratu ended its Globo relationship and began carrying Rede Manchete programming after a short period of conflicting network carriage.

  Aftermath

  The loss of Globo programming was followed by a severe decline in commercial revenue and difficulty updating broadcast equipment.

  Reported revenue decline. Approximately 80% lower than before the affiliation change (Following the 1987 loss of Globo affiliation)

  Source

1. 1TV Aratuen.wikipedia.org
2. 2Aratu Onaratuon.com.br