"International broadcasting services are typically designed to serve public diplomacy and soft power objectives. Traditionally, Western powers have explored and benefited from this state-sponsored media category. However, countries in the Global South, like Brazil, have endeavoured to establish cross-border television services to bolster their international presence. This paper scrutinizes TV Brasil Internacional as a case study, examining its designated functions, management, and funding models. The research illuminates through document surveys and semi-structured interviews that while the channel initially reflected Brazil’s external policies and public service ideals, structural alterations enabling increased governmental intervention alongside budget cuts rendered the international service dormant." (Abstract)