When Duda Melzer heard that Brazil was hosting the Summer Olympics, he immediately went to work. He notified all the TV and radio stations in the RBS Group to start covering pre-Olympic stories, so Brazilians would be tuned into his stations before the games got underway. Melzer sent out the same directive when Dilma Rousseff was accused of manipulating funds to hide the real information about the health of the economy. Rousseff has been on Melzer’s radar for months, and now that the trial is in progress and coming to a close, he is looking at the media ratings and smiling. The RBS Group has profited from Brazil’s new found fame, and Melzer is smiling all the way to the bank. That’s not easy to do in Brazil these days, but Duda thinks things will change after the trial.
Duda Melzer is a member of the Sirotsky family. The Sirotsky family started the RBS Group in the 1950s in the city of Porto Alegre. Duda’s grandfather, Mauricio Sirotsky Sobrinho actually founded the company, but it was Duda’s uncle, Nelson Pacheco Sirotsky that expanded the reach of the company by buying TV and radio stations in the South of Brazil. While his uncle was running the RBS Group, Melzer was busy getting a Harvard Masters degree. He also went to work for an American media group in New York. Duda learned how the American media business operates, and he brought that knowledge back to Brazil. He joined the family business, and he worked his way through the company, and eventually took over as president and CEO.
Melzer is considered a versatile executive. He is constantly asked to speak about the media industry, and he travels extensively to promote good news reporting. Duda is involved with several charitable organizations, and he is a well-respected for his marketing and financial knowledge.