He says that the strategy will be on a larger number of screens and within everyone’s reach; idea is also to show the possibilities for advertisers
José Roberto Maluf, president of TV Cultura, is another professional vehicle that makes up this Special. With a degree in law from USP and a postgraduate degree from PUC, where he was also a professor of civil law for ten years, Maluf is also a journalist and headed several entities, such as the Union of Broadcasting Companies of the State of So Paulo, and editor of several publications. The position of president of Fundao Padre Anchieta, which manages TV Cultura, Rdios Cultura Brasil and FM, TV R Tim Bum, Univesp TV and TV Educao, in addition to Brasil Jazz Sinfnica and Museu da Casa Brasileira, he took over in 2019 for a term of three years, but was reappointed to the function in a unanimous vote by the Board of Trustees of the FPA for a new management until June 2025.
He says that since he took over the management, the objective has been for TV Cultura to be available on as many screens as possible, within everyone’s reach. We invested in modern equipment, launched a multitude of programs and advanced throughout Brazil. Today, our programming reaches 213 million Brazilians in 26 states and the Federal District, of which 5,570 municipalities, through open TV,
Pay TV and satellites. We currently have 60 generating affiliates and 340 retransmitters throughout Brazil. Recently, TV Cultura also arrived in the United States, through BraziTV. And, soon, we will launch a Culture application, in which it will be possible to see the station’s programming and
have access to exclusive content, he says.
He claims to understand that the word innovation cannot be dissociated from the idea of a people’s culture, as well as education, tourism and independent journalism. All of this results in the concept of the creative economy, an idea that is so much in vogue today, he comments. According to him, the team innovates daily at Fundao Padre Anchieta, of course within the broadcaster’s limits. As I said, we are on all the screens, we have the Brasil Jazz Sinfnica orchestra; two highly respected radio stations, Cultura FM and Cultura Brasil; we are cultural equipment open to the public with the property on Avenida Brigadeiro Faria Lima; Solar Fbio Prado, which currently houses the Museu da Casa Brasileira and is now a meeting point for São Paulo residents on weekends; and we are also a generator
of important content. Whether in the sense of aesthetic investigation, as was the series Independencias, or in the sense of bringing innovation themes that today are not about the future, but of the present, such as the Exponencial series and many other actions in our programming, both on free-to-air TV and in the our digital channels.
About the commercial strategies and the company’s expectations for this year, Maluf says that the main one is to present to the advertising market the purpose of TV Cultura and the station’s important causes, which are linked to quality content and diversity of the schedule. We seek to develop projects with brands that have the same principles as Culture, contributing to the critical formation of the public with editorial content that is not just aimed at the audience.
In his opinion, TV continues to guide all screens, due to its structure, professionalism, credibility and coverage. For him, the most used device remains the TV. For 2023, advertising investments should be moderate, most companies are focused on immediate results and online sales, he believes, adding: With the accessibility of producing quality products with technology, the consumer’s choice does not necessarily go through the brand and media dispersion, mainly digital, brings consumers closer to smaller brands. Therefore, the construction and loyalty of brands with consumers becomes increasingly important. He also says that within the commercial sphere, one of the solutions that accompany the growth of TV is merchandising. Where the media ceases to be an interruption and becomes part of the context. The difference is in the way it is applied, using storytelling, and this is the challenge, he confesses. He believes that the biggest challenge is to make quality and true content, which is plural, which discusses contemporary issues and helps the viewer to form opinions.
The future of open TV, for the executive, is linked to a segmented model, in which the interaction between content generators and broadcasters and viewers will be the focus. And, therefore, it is already necessary to think about the phenomenon of content personalization. Also going through innovation with regard to multiplatform content delivery, with the idea of on demand. For him, it is very important to understand, when thinking about the future of free-to-air TV in Brazil, the continental dimensions of the country. Many regions still are and will be served for a long time by the open signal. In capitals and more populous cities, the multiscreen concept is certainly increasingly present. However, there are places in this country, and I would say there are many, where the democratization of access to information will still take place for a long time through open TV, he assesses. In his opinion, more important than discussing the future of broadcast television would be debating a sustainable business model for it over the next three to four decades.
