TV Santa Cruz
A TV Globo-affiliated broadcast station licensed to Itabuna, Bahia, serving southern Bahia through local news and network programming.
Last updated August 31, 2026
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Overview
TV Santa Cruz is a Brazilian television station based in Itabuna, in the state of Bahia. It operates on channel 4 and is affiliated with TV Globo, carrying Globo network programming alongside locally produced journalism and other regional content. The station is owned by Rede Bahia and forms part of Rede Bahia de Televisão, a statewide group comprising TV stations serving different areas of Bahia. The station was inaugurated on November 5, 1988. It was the second Rede Globo affiliate established in the interior of Bahia and the first station associated with Grupo TV Bahia, the corporate predecessor of the broader Rede Bahia structure. Its launch involved professionals from Salvador and other parts of the regional television industry, including João Aldemir Venceslau and Carlos Ribas. The station's facilities and transmitter are located on Montes Claros Street in the Fátima district of Itabuna. TV Santa Cruz has historically combined national programming supplied by TV Globo with a local news operation focused on the communities of southern Bahia. Among its locally originated programs was Somos Nós, a variety program that also had a version produced by TV Sudoeste in Vitória da Conquista. In 2001, the station replaced that program with Encontro Com, a Saturday journalistic program hosted by Renata Smith. Encontro Com remained on the schedule until June 2005, when it was replaced by Bahia Esporte, a sports-news program produced by TV Bahia. The station has also undergone changes in ownership structure, licensing, staffing, local production, and transmission technology. In 2008, a dispute connected to the inheritance of Antônio Carlos Magalhães and the control of Rede Bahia led shareholder César Mata Pires to withhold his signature from the renewal process for the station's license. The license was ultimately renewed. In 2012, Mata Pires sold his interest in Rede Bahia to Grupo EP, the owner of EPTV, another Globo-affiliated regional television group. TV Santa Cruz began testing digital transmission in November 2013 on UHF channel 30 and formally launched its digital signal in December of that year. A digital signal was also introduced through the station's Ilhéus translator on UHF channel 28. Its newscasts moved to high-definition production in June 2015. The station later expanded local production by launching a fully locally produced edition of Bahia Meio Dia on May 10, 2021, accompanied by changes to the studio set. Its current local news schedule includes regional editions of Bahia Meio Dia and BATV, together providing more than six hours of locally produced news each week. The station previously produced local editions of Bahia Agora and Jornal da Manhã, as well as a locally produced segment of the Sunday newsmagazine Rede Bahia Revista. As part of Brazil's nationwide digital television transition, TV Santa Cruz ended its analog VHF channel 4 transmission on June 30, 2025, following the applicable schedule established by ANATEL.
History
TV Santa Cruz was inaugurated in Itabuna, Bahia, on November 5, 1988. Its launch expanded TV Globo's reach into the interior of Bahia and established the second Globo-affiliated station in the state's interior. It was also the first station belonging to Grupo TV Bahia, the organization that later developed into Rede Bahia. The implementation team included professionals from Salvador and other regional stations, among them João Aldemir Venceslau and Carlos Ribas. The station's studios and transmitter were established on Montes Claros Street in Itabuna's Fátima district. From its early years, TV Santa Cruz combined Globo's national and network schedule with programming directed at viewers in southern Bahia. The station created Somos Nós, a local variety program that also received a version produced by TV Sudoeste in Vitória da Conquista. In 2001, Somos Nós was replaced by Encontro Com, a Saturday journalistic program hosted by Renata Smith. Each edition focused on a different subject. The program remained on air until June 25, 2005, when the following Saturday schedule was taken by Bahia Esporte, a sports-journalism program from TV Bahia. The station's corporate history became connected to a dispute over the ownership and succession of Rede Bahia. In March 2008, shareholder César Mata Pires refused to sign the renewal of TV Santa Cruz's broadcasting license amid a conflict arising from the inheritance of Antônio Carlos Magalhães and a contest for control of Rede Bahia. The license issue was used as leverage in the wider ownership dispute and raised concerns about the station's continued authorization to broadcast. The renewal was eventually completed. In 2012, Mata Pires sold his interest in Rede Bahia to Grupo EP, the company behind EPTV, another regional broadcaster affiliated with TV Globo. TV Santa Cruz later made substantial changes to its workforce and regional operations. On August 1, 2017, nine employees were dismissed as part of broader layoffs affecting the network. In January 2018, further employee reductions accompanied the closure of the station's local office in Teixeira de Freitas. These changes reduced the station's physical presence outside its principal Itabuna base while its main broadcast operation continued. The transition from analog to digital broadcasting began with tests on November 24, 2013, using UHF channel 30. The official digital service began on December 11, 2013. A digital transmission was also inaugurated for the Ilhéus translator on UHF channel 28. On June 15, 2015, TV Santa Cruz's newscasts began to be produced in high definition, aligning its local journalism with the technical standards of the digital broadcasting era. Local journalism remained the station's principal distinctive output. TV Santa Cruz formerly produced local editions of Bahia Agora and Jornal da Manhã, and it also supplied a locally produced block for the Sunday program Rede Bahia Revista. On May 10, 2021, it introduced a fully locally produced edition of Bahia Meio Dia and updated its studio set. The station's described weekly local-news output totals six hours and five minutes, including weekday local editions of Bahia Meio Dia and BATV. TV Santa Cruz was scheduled to participate in Brazil's national analog-to-digital transition. Although an earlier shutdown date of December 31, 2023 was associated with the national schedule, the station ultimately ended its analog VHF channel 4 transmission on June 30, 2025, following the applicable ANATEL roadmap for most of Bahia. It continues as a TV Globo affiliate and as a component of Rede Bahia de Televisão.
- 2025
Analog broadcasting discontinued
[1]The station ended its analog VHF channel 4 service on June 30 under Brazil's digital transition program.
- 2021
Local Bahia Meio Dia edition introduced
[1]A fully locally produced midday newscast edition debuted with a revised studio set.
- 2018
Teixeira de Freitas office closed
[1]The station dismissed employees and shut its local office in Teixeira de Freitas.
- 2017
Staff reductions
[1]Nine employees were dismissed during network-wide layoffs.
- 2015
Newscasts converted to high definition
[1]Local news production began using high-definition technology on June 15.
- 2013
Digital service launched
[1]Following tests in November, the station formally began digital transmission on UHF channel 30 in December and added digital service at its Ilhéus translator.
- 2012
Rede Bahia stake transferred to Grupo EP
[1]César Mata Pires sold his interest in Rede Bahia to Grupo EP, owner of EPTV.
- 2008
Broadcast-license renewal dispute resolved
[1]A shareholder dispute over Rede Bahia control temporarily complicated renewal of the station's license, which was ultimately renewed.
- 2005
Encontro Com concluded
[1]The program ended on June 25 and was replaced by Bahia Esporte the following week.
- 2001
Encontro Com replaced Somos Nós
[1]The station introduced a Saturday journalistic program hosted by Renata Smith in place of its earlier variety program.
Products and positioning
A regional free-to-air television broadcaster combining TV Globo network content with locally produced journalism and programming for Itabuna, Ilhéus, and surrounding areas in southern Bahia.
Local television news · 2021
Bahia Meio Dia
A regional midday newscast carrying local reporting for the TV Santa Cruz coverage area. From May 10, 2021, the station broadcast a fully locally produced edition and introduced a redesigned studio presentation.
Local television news
BATV
An evening local news service produced for viewers in the station's southern Bahia market. It is one of the station's principal recurring local-news outputs alongside Bahia Meio Dia.
Variety programming · 1988
Somos Nós
An earlier locally originated variety program created by TV Santa Cruz. The format also had a version produced by TV Sudoeste in Vitória da Conquista before TV Santa Cruz replaced it with Encontro Com in 2001.
Journalistic programming · 2001
Encontro Com
A Saturday journalistic program hosted by Renata Smith. Each edition addressed a different theme. It remained on the station's schedule from 2001 until June 25, 2005.
Sports journalism · 2005
Bahia Esporte
A sports-journalism program from TV Bahia that replaced Encontro Com in the station's Saturday schedule in 2005.
Broadcast transmission · 2013
Digital terrestrial television service
TV Santa Cruz's digital broadcast service, launched on UHF channel 30 after testing began in November 2013. Digital transmission was also introduced through the station's Ilhéus translator on UHF channel 28.
Brand decisions
2025
Analog signal shutdownGeneration changeBackground
The station was included in Brazil's federally coordinated transition from analog to digital television.
Action taken
TV Santa Cruz ended its analog VHF channel 4 transmission on June 30, 2025.
Aftermath
The station continued operating through its digital television service.
2021
Expansion of local midday news productionProduct launchBackground
The station sought to strengthen its regional news output within the Rede Bahia and TV Globo affiliate structure.
Action taken
TV Santa Cruz launched a fully locally produced edition of Bahia Meio Dia and refreshed its studio set.
Aftermath
The program became part of the station's recurring local-news schedule alongside BATV.
2013
Digital broadcasting rolloutProduct launchBackground
Brazil was transitioning terrestrial television from analog to digital transmission.
Action taken
TV Santa Cruz tested a digital signal on UHF channel 30 and formally launched it in December, while also adding digital service at its Ilhéus translator.
Aftermath
The station later moved its local newscasts to high-definition production and eventually discontinued analog transmission.
2008
License-renewal decision during Rede Bahia ownership disputeOtherBackground
César Mata Pires, then a shareholder connected to TV Santa Cruz, declined to sign the station's license renewal amid a dispute over control of Rede Bahia and the inheritance of Antônio Carlos Magalhães.
Action taken
The license renewal was ultimately completed, allowing the station to continue operating.
Aftermath
The broader ownership dispute continued until Mata Pires sold his Rede Bahia interest to Grupo EP in 2012.
Recent events
- 2025
Analog transmission ended on channel 4[1]
Regulation · Product generation
TV Santa Cruz shut down its analog VHF channel 4 signal on June 30 as part of Brazil's federally coordinated transition to digital television.
- 2021
Fully local Bahia Meio Dia edition launched[1]
Product launch · Campaign
On May 10, TV Santa Cruz began broadcasting a fully locally produced edition of the midday newscast Bahia Meio Dia and introduced changes to its studio set.
- 2018
TV Santa Cruz closed its Teixeira de Freitas office[1]
Other
The station reduced its local footprint in January by dismissing employees and closing its office in Teixeira de Freitas.
- 2017
Network-wide layoffs affected TV Santa Cruz[1]
Leadership change · Other
The station dismissed nine employees on August 1 as part of layoffs across the network.
- 2015
Local newscasts moved to high definition[1]
Product generation
TV Santa Cruz began producing its newscasts in high definition on June 15.
- 2013
TV Santa Cruz launched digital transmission[1]
Product launch · Other
After testing began on November 24, the station formally launched digital broadcasting on December 11 using UHF channel 30, with a digital signal also introduced at its Ilhéus translator.
- 2012
César Mata Pires sold his Rede Bahia interest to Grupo EP[1]
M&A
César Mata Pires transferred his stake in Rede Bahia to Grupo EP, the owner of EPTV, another TV Globo-affiliated regional television group.
- 2008
Rede Bahia license-renewal dispute[1]
Regulation · Other
During a dispute over control of Rede Bahia and the inheritance of Antônio Carlos Magalhães, shareholder César Mata Pires initially declined to sign the renewal of TV Santa Cruz's license. The license was subsequently renewed.
- 2001
TV Santa Cruz introduced Encontro Com[1]
Product launch
The station replaced the locally originated variety program Somos Nós with Encontro Com, a Saturday journalistic program hosted by Renata Smith.
- 1988
TV Santa Cruz inaugurated in Itabuna[1]
Other
The station began operations on November 5, becoming the second TV Globo affiliate in the interior of Bahia and the first station associated with Grupo TV Bahia.
Sources2 sources
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