Curta! means “enjoy!” in Brazil (besides short duration or short distance). Canal Curta! is one of the few new Brazilian Pay TV channels created by the chance of the new Pay TV quotas regulatory environment and was launched on Nov 1st 2012. Canal Curta! is obliged to run at least 12 hours a day of Brazilian independent productions. Despite the initial regulatory motivation, the channel found quite fast its relevant niche audience: among 26-64 years old, interested on hi-end sophisticated cultural subjects.