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As activists and political leaders in Brazil call for increasing rights, recognition, and redress to address the multiple forms of marginalization that Afro-Brazilians have endured, media has become an increasingly important sphere through which different constituencies mobilize to advance a project of racial equality. Among these groups enlisting available media resources was a group composed predominately of Afro-Brazilian media professionals who joined together to launch the TV da Gente (Our TV) television network, Brazil’s first television station with the mission to produce racially diverse programming directed toward a Black viewing audience.