From a young television director working behind the scenes to a communications entrepreneur, founder of Boost Press Relations and ON TV, Flademir Pereira has built an unconventional career defined by early leadership, relationships with major figures in Brazilian television, and the ability to turn admiration into influence
Some professional careers follow a familiar sequence: education, entry-level positions, gradual advancement and, eventually, the launch of a business. Flademir Pereira’s path has been markedly different. His relationship with television began at 14, when he was still a teenager observing one of Brazil’s most competitive and influential communications industries from the inside. What could have remained a youthful passion became a career spanning television direction, journalism, entrepreneurship and executive leadership.
Entering television at such an early age gave Pereira an opportunity to understand the industry from within. Before assuming positions of authority, he experienced the production environment, learned how television projects operate and observed professionals who helped shape Brazilian broadcasting. Those early experiences did more than fuel his ambition. They laid the foundation for a professional perspective that would eventually extend from content production to the management of communications businesses.
By the age of 18, Pereira was already working as a television director, directing Lucimara Parisi, an experienced and well-established figure in the industry. The significance of that milestone offers a glimpse into the pace of his development. In an industry where experience is often essential to earning trust and responsibility, a young professional who had entered television only four years earlier was already helping lead the work of established industry figures.
His relationship with Parisi, however, would acquire an even greater significance over time. As a teenager, Pereira admired her as one of the professionals who represented the world he hoped to join. Years later, after establishing his own television network, he achieved something that would once have seemed almost unimaginable to that young admirer: Lucimara Parisi became the host of a programme on ON TV, the broadcaster he founded.
The story carries a symbolic significance that extends beyond personal achievement. The young man who once looked up to a television personality eventually became the executive responsible for giving her a new platform on television. Their relationship evolved from that of an aspiring professional and an admired figure into a working partnership within a broadcasting operation that Pereira himself had conceived and built.
It is a reversal of roles that captures an essential part of his journey: from fan to executive, from a young professional behind the scenes to the head of a television network, and from someone hoping to belong to the industry to someone capable of creating opportunities for the people who helped shape his own understanding of television.
That evolution, however, was not confined to broadcasting. Before founding ON TV, Pereira had already established a significant business presence in communications through Boost Press Relations. Under his leadership, the agency developed into one of Brazil’s leading communications and press relations operations, working on reputation, authority and editorial visibility for entrepreneurs, professionals, brands and public figures.
His work at Boost broadened his understanding of communications as a strategic business function. Pereira was no longer focused solely on producing and directing content. He was also helping shape public perception, manage relationships with the press and develop strategies connecting reputation, visibility and business objectives. This combination of editorial experience and commercial perspective became a defining element of his professional identity.
Before building a television network, he was already helping other people and businesses establish their place in the public conversation. He learned how to turn personal stories into compelling narratives, professional achievements into positioning, and media exposure into a strategic asset. The creation of ON TV would later represent a natural extension of that approach: rather than working exclusively to build visibility for others, Pereira would also lead a communications platform of his own.
His work in journalism further complements that experience. As a journalist, columnist, editor-in-chief of A Fonte Magazine and television presenter, Pereira developed a direct relationship with the production and circulation of information. His range of responsibilities — from television direction to press relations, journalism and business management — helped shape a profile that moves across several areas of the communications industry.
The idea for ON TV began taking shape when Pereira was approximately 19. The network, however, would not be founded until he was 29. Between the initial concept and its launch came a decade of professional development, relationship-building, industry experience and business preparation.
ON TV, therefore, was not the beginning of Pereira’s career. It was the outcome of a journey that had already taken him through television production, direction, journalism and press relations. When the time came to establish his own operation, he was not simply pursuing a long-held dream. He was bringing together different professional experiences in a communications venture with its own identity.
The presence of experienced television personalities in his professional circle also helps explain the development of his career. His relationships with figures such as Nani Venâncio and Lucimara Parisi reveal an important aspect of his approach: the ability to build professional connections that endure across different stages of a career and can eventually lead to new projects.
His relationship with Nani Venâncio gained visibility through an interview in which Pereira discussed the behind-the-scenes realities of his career, the challenges he had faced and the creation of ON TV. The conversation also reflected the connection between someone who grew up watching television and professionals who helped shape its history.
Mara Rodrigues Alves’s position as vice-president of ON TV reinforces this relationship between experience and renewal. Rather than treating different generations as competing forces, Pereira appears to favour bringing them together around shared projects. Established professionals contribute experience, credibility and production knowledge, while emerging talent can introduce new perspectives, creative approaches and ways of connecting with audiences.
That combination is central to ON TV’s proposition. The network seeks to bring together familiar television personalities, independent productions and new talent within an operation designed to engage with changes in the audiovisual market. The underlying premise is practical: television’s history remains relevant, but its future depends on the ability to discover new ways of producing, distributing and connecting content with audiences.
Pereira belongs to a generation that grew up under the influence of traditional television but built its career during a period of profound change in content distribution. That position between two eras of the industry gives him a perspective on both the professionals, formats and production practices that built television and the need to explore new ways of reaching and engaging viewers.
His early leadership is one of the most unusual aspects of his story. He entered the industry at 14, was directing experienced professionals by 18, began developing the concept for his own broadcaster at approximately 19, and turned that vision into an operating network at 29. The sequence represents more than a series of age-related milestones. It reflects a willingness to assume responsibility and build something of his own at a stage when many professionals are still searching for their first lasting foothold.
In 2018, Pereira’s name also appeared in a record connected with the audiovisual project Sai da Toca!, in which he was identified as the proponent of an initiative authorised to raise funds. The project forms part of a career that extends beyond television broadcasting alone and reflects his involvement in different formats and opportunities within audiovisual production.
Now, Pereira’s career appears poised to enter another chapter. A major project involving one of the biggest names in Brazilian television is approaching its announcement. Production is already scheduled to begin recording on November 3, although the personality’s identity and the details of the initiative remain confidential.
For now, the decision is to reveal only that a new production is in development. Keeping the details under wraps preserves the impact of the eventual announcement while building anticipation around a project that once again connects Pereira’s personal history with some of the most influential figures in Brazilian television.
There is a particular consistency to this next step. The teenager who entered television at 14 to get closer to the industry he admired has spent his career building the foundations to establish his own platform and develop professional relationships with figures who helped define that same industry. His experience in television, journalism and Boost Press Relations helped shape the entrepreneur who now leads ON TV.
Flademir Pereira’s story cannot be reduced to the age at which he began, the personalities with whom he has worked or the broadcaster he founded. Its most compelling element is the way those chapters connect: first, the opportunity to enter the industry; then, the responsibility of directing; next, the development of a communications business; and finally, the creation of a platform of his own, bringing together professionals, content and new projects.
He did not wait for the traditional broadcasting establishment to determine the course of his career. He learned the industry from within, developed a business in communications before launching his network, and turned professional relationships into opportunities for production. The result is a career that combines behind-the-scenes knowledge, business vision and entrepreneurial initiative.
The boy who entered television at 14 is no longer simply watching the action from behind the scenes. Today, he is among those helping determine what reaches the screen — and who gets the opportunity to appear on it.
