Investments in innovation are big, according to the commercial manager, because the plans are ambitious for online and OnAir
Katia Zaratin Santacroce, Antena 1’s commercial manager, sums up in one sentence the broadcaster’s plan in terms of innovation: Antena 1 has always been a pioneer in technology.
And he justifies his statement by remembering that the company was the first online radio in Brazil, one of the first Alexa skills in the country and has a constant and important investment in cutting-edge equipment, not only online, but also on OnAir.
We are bringing the Paulista studio (avenue in So Paulo) to our wonderful headquarters in the Cidade Jardim region (also in So Paulo) to visually present the Antena 1 universe to the public, maintaining the musical essence, but proving to the market that it exists. an incredible synergy to reach the listener, which is our main asset, and obviously also a priority for this client.
She also says that the company’s commercial strategies and expectations for this year revolve around growth in all spheres, both in audience and in scope with new stations integrating the network (currently it has 27 radios, reaching more than 700 municipalities), as well as billing.
New products and platforms that are emerging, but which for us are already old acquaintances, such as streaming, are at a high level compared to any player and that is what we are taking to the market, both through the commercial teams and through campaigns for the trade that endorse this discourse and present not only numbers, but consistency in operationalizing them. For her, audio today is an extremely effective way of being present with people.
Our audible memory is incredible. Important sounds are never forgotten, and anyone can prove this by doing this exercise, whether it’s a special song, a childhood sound or a characteristic theme. Many iconic brands have discovered this and don’t give up using their sound. The radio is everywhere, at any time, in different ways: it excites, keeps company, informs in real time, encourages a conversation and brings a soundtrack to any environment. Democratic radio decrees.
Katia also comments on the profile of the listener and the challenges that the change provoked in the media in general and in electronics in particular.
She says she understands that radio is the easiest way to be consumed, as it is everywhere. In a continental country like Brazil, and I speak from personal experience, as I have been to virtually every square in the country, and the audience is growing, everyone listens to the radio. Everyone has their preferences, but consumes the environment. The big challenge is to keep this medium so assertive and passionate in campaigns. The main objective is to delight the customer with innovative possibilities, and the market has been open to receiving these innovations for some time, analyzes the commercial manager.
For her, the future of radio will be the consumption of audio streamings, something that comes very strongly and Antena 1 is the absolute leader in radio streaming in Brazil, with more than twice the audience of the second place. The future of digital radio. And on Antena 1 the future is now.
Katia has been working in communication vehicles since 2000. It has been through print, online and radio media. She claims that she has always had a passion for advertising and discovered in radio a charm that is quite common in people in that field, that sting of the radio bug. And it was on Antena 1, in 2005.
Then I worked for the newspaper Lance!, for the Liberal do Par Group, for many years, I had the incredible experience of participating for more than two years in a daily football round table via telephone, on the radio, of course, and in 2019 I returned to Antena 1, where I have been leading the commercial team in So Paulo for a year now, at a very promising moment for the company, both in terms of growth in the market and in management initiatives and investments seeking even greater visibility and evolution, he evaluates.
