"For decades we've been portrayed as domestics, labourers, thieves and illiterate nobodies who only have their lives reported on when there is an outbreak of violence, drug-related shootings, a tragedy or a protest."
According to Pinheiro, the station will depict "the humour, the drama, the difficulties we face and our aspirations". The station has partnered with Sim TV, a relatively new cable television, broadband and telephone operator in Brazil, to stream its shows through the internet into thousands of shanty homes. The Sim platform will allow ETV to brand and supply a multi-channel service with up to 70 different stations including ETV programming, the World Cup, films, soap operas and news.
The new community channel relies on about 50 actors, producers, journalists and enthusiasts, the majority born and bred in Rocinha, to volunteer their skills between day jobs. (Pinheiro normally works as a waiter.) The plan is eventually to pay staff, who have worked 12-hour days for the past two months, from revenue generated through advertising and programme sponsorship.
Tiago Sorragi, who runs a small video production company, has donated his cameras and editing equipment.
Luciano Viana, who owns an internet installation business, is providing the technical skills needed to run the 24-hour channel that goes live at the end of June.
There are already a number of pilot episodes ready for air. One of them, Morra de Rir (Die Laughing), is a half-hour weekly comedy. Dione Prada, a producer, said: "These are stories we've seen before but they've not been told from our point of view."
Valquiria Santana, ETV's executive director, is producing a daily magazine chat show with music. "What really matters is empowering our people, allowing them to get involved, giving them a chance to take charge of their own image and to tell their own stories," she said.
ETV organisers say they were driven to find an alternative to the established satellite providers in Rio because of what they described as a continued reluctance to install dishes and receivers in thousands of homes built on the city's mountain sides because they are in "high-risk" areas.
ETV is planning to supply 35 favelas with a 30 per cent cheaper deal for television. Critics are concerned the service will be unreliable but ETV technicians say they are confident the installations will work.
The Rocinha shows will be promoted as a blueprint for other favelas.
"Satellite companies are missing out on a potentially lucrative market but their disinterest has inspired us with a new vision," said Viana.
"People in Rocinha are excited about the arrival of ETV. We still have a degree of unpredictable violence here but we no longer have drug gangs dictating how we operate and demanding a cut of our profits."
- Independent
