Strategic Consulting · CTV · Streaming · Monetization

Attention has become revenue.

TV IS NO
LONGER MEDIA.
IT HAS BECOME A
BUSINESS ECOSYSTEM.

We help media, retail and technology companies find their position in the connected TV ecosystem and build revenue from it.

Let's talk → The two sides of MADMIX →

Experience at Samsung · LG · Soul TV · 197 countries · Opera · Vewd

86M

Streaming users
in Brazil

3°

Largest FAST market
by 2029

+40

Combined years
of experience

The three pillars of MADMIX

Retail · Commerce

Data, retail media and convergence between consumption and screen

Tech · Tecnologia

Platforms, distribution and Smart TV ecosystems

Content · Conteúdo

Creative strategy, FAST channels and monetization

The moment

The largest media and data ecosystem inside screens is being built right now.

Brazil already has 86 million streaming users and is projected to become one of the world's largest FAST markets by 2029. TV 3.0 (Brazil's implementation of the ATSC 3.0 standard, known as NextGen TV in the U.S., enabling interactive broadcasting, 4K and IP-based delivery), connected DOOH and content across multiple screens (SmartTV, smartphone, tablet and PC) are creating new channels for audience, advertising and revenue.

While most of the market still treats TV as media, those who understand TV as a business platform are building competitive advantage right now.

In digital ecosystems, leadership positions are taken early and hard to reverse afterwards.

Inventory is not yet saturated. Positions are still open.

While most of the market still treats TV as media, those who understand TV as a business platform are building competitive advantage right now.

But the market won't wait. Those who build strategy now gain real competitive advantage. Those who test without direction learn too late and pay a high price for it.

86M

Brazilians watching streaming. Consumption has arrived. Monetization and structure are still taking shape.

3°

Brazil's projected position in the global FAST channel ranking by 2029. A market still taking shape.

↑ CPM

Limited inventory + growing demand. Those who arrive with strategy capture margin before saturation.

What we do

Three pillars. One ecosystem.

We don't do generic diagnostics. We work on the fronts that drive results in CTV, structured around the same three elements that make up a screen: Retail, Tech and Content.

Retail & Commerce Data · Commerce · Performance

Retail Media on Screen

From consumer attention to purchase decision, all within the screen.

The convergence of consumption data, purchase intent and connected television. From attention to decision, within the home environment. A performance channel that retail is still learning to use.

Monetization and New Models

The right revenue model for your content and your audience.

AVOD, FAST and SVOD: each model requires different decisions on distribution, content and revenue. We help you choose and execute the right model for your business, not the trending one.

Tech & Tecnologia Platforms · Distribution · Ecosystems

Smart TV Distribution

Your app on the right TVs, with the visibility it deserves.

Manufacturer relationships, app positioning and visibility strategy in the connected TV ecosystem. CTV distribution is not neutral: it depends on relationships and correct positioning.

TV 3.0 & Interactivity (ATSC 3.0 / NextGen TV)

Turn the arrival of the new broadcast standard into competitive advantage before your competitors do.

TV 3.0 is Brazil's new over-the-air television system. Based on the ATSC 3.0 standard (NextGen TV in the U.S.), it brings a fundamental transformation to broadcast TV: 4K image quality, regionally and locally segmented advertising, and a hybrid model combining antenna signal with internet connectivity. For media, advertising and retail, it opens a performance channel inside free-to-air TV that did not previously exist.

Turning this transition into a concrete business opportunity, not just a technical project. New revenue formats, engagement and audience relationship.

Content & Criatividade Strategy · FAST · Advertising

CTV and Streaming Strategy

Clear positioning and a defined business model to enter or grow in the ecosystem.

Positioning, business model and roadmap to enter or grow in the screen content ecosystem.

FAST Channels and AVOD

Monetize your audience without depending on subscriptions.

Structuring, distribution and monetization of FAST channels. The correct order, distribution before content, changes the game.

Advertising on Connected TV

New formats, better segmentation and stronger margins on CTV inventory.

New activation formats, programmatic segmentation and inventory monetization in CTV and multiplatform.

The two sides of MADMIX

Operators who have seen the market from the inside.
Now helping those who want to enter.

Over 40 combined years of experience on both sides of the CTV market: from hardware to software, from distribution to monetization.

Founders Marcelo Natali
& Ricardo Godoy

Marcelo Natali

Smart TVs · Distribution · OTT Ecosystems

16+anos

Pioneer in Brazil's CTV ecosystem. With experience at Philips and Samsung on the hardware side, and across the world's leading Smart TV operating systems (Opera, Vewd, Metrological and Titan) on the software side, he brings a complete and spherical view of the market that few professionals possess. He helps companies establish themselves in the Brazilian connected TV market by converting technical language into business strategy that everyone understands.

16 years in CTV in Brazil Philips & Samsung Opera · Vewd · Metrological · Titan Pioneer in the Brazilian ecosystem

View LinkedIn profile

Ricardo Godoy

Streaming · Monetization · Retail Media

20+anos

Founder and CEO of Soul TV, a streaming platform present in 197 countries, with direct agreements with Samsung and LG, the world's two largest Smart TV manufacturers. Pioneer in the development of native T-Commerce for Smart TVs in Brazil: the first integrated commerce solution on the Soul TV platform, creating a smoother and more intuitive shopping journey directly on screen, without friction for the user. Expert in monetization models, retail media and interactivity applied to connected TV. He helps companies build revenue, not just audience.

Soul TV · 197 countries T-Commerce Samsung & LG Pioneer interactive TV · 2011

View LinkedIn profile

"It is exactly this combination, hardware, software, distribution and monetization, that defines how MADMIX works. Two sides of the same market, at the same table."

Let's talk →

How we work

Straight to the point. No projects that go nowhere.

We work with companies that have already decided connected TV is strategic and need a partner who knows the ecosystem from the inside.

Focused Diagnosis

We understand the context, objectives and real bottlenecks of your CTV business. No generic questionnaires: direct conversation with decision-makers.

Strategy with Direction

We deliver a concrete plan: what to do, in what order, with which model. Ready for execution, not for filing.

Ongoing Support

For those who need support during implementation, we are available as execution partners, not just advisors.

TV IS NOLONGER MEDIA.IT HAS BECOME ABUSINESS ECOSYSTEM.