With daily programming that has several programs, Rafa Dias tells how the idea of launching a station on YouTube came up
Dia Estdio launched a daily schedule on its YouTube channel, called DiaTV, this Wednesday (3). The programs will be broadcast in the same model as TV channels, with 24-hour content, with both live and recorded programs.
The premiere took place with a video-manifesto, published on the company’s own channel led by Rafael Dias Machado, popularly known as Rafa Dias. The 37-year-old businessman told PROPMARK in an exclusive interview that taking a television grid to the internet has always been a dream.
“I already thought about doing this since my childhood. I had the dream of having a TV channel. When I was a kid, while my cousins were playing ball, I was in my room using my window frame as a screen television and put my whole family on the other side to see it”, said Rafa.
From dream to fact
Throughout his professional career and with the launch of Dia Estdio in 2013, Rafa had to put his childhood dream in a drawer to become a businessman, owner of a company with 100 employees, with numerous successes and expressive numbers in the audiovisual market. .
But it was now, on the verge of completing a decade of endeavor, that the will to bloom again and even made him think about giving up. “I didn’t want to be a businessman anymore. That’s not what I studied for, that’s not my vocation. I even thought about giving up everything, but the partners came in, questioned me about what I would do if, in fact, came and they said I could use the company’s money to make this dream come true”, he explained.
Between that conversation, which took place in 2022, and the decision to transform the YouTube channel into a multiplatform television programming grid, a month passed. According to Rafa, there were days of reflection to understand what Dia would become and, it was at that moment that the broadcaster’s dream would begin the path to become concrete.
The programs on the grid will be presented by 15 of the 41 creators who are managed by Dia and, in addition to being broadcast on Dia Estdio’s own channel, the productions will also be broadcast simultaneously on the channels of the presenters, namely Ana Paula Xongani, Blogueirinha, Christian Figueiredo, Eduardo Camargo and Fih Oliveira (from the Diva Depresso channel), Elay Oliv, Foquinha, Gabie Fernandes, Jess Bonfioli, Lorelay Fox, Ntaly Neri, Phelipe Cruz and Paulo Corra (from the Papel Pop channel), Thalita Meneghim and Vtor DiCastro.
The TV will have an average of six hours a day of live, unpublished programs and other productions already known by Dia Estdio, such as the DiaCast videocast. After the end of the transmission, the contents will be available in VOD format on the same channels.
Relationship with advertisers
According to Rafa Dias, DiaTV has several packages for advertisers who want to run their campaigns on the programming grid, from quotas that include insertion in all programs to others that include only the programs chosen by the customer.
“We have all the possibilities, but what we like and always say is that, according to the concept of DiaTV, at least one of the presenters has to be in one of the actions. We are not going to take a commercial that has already been developed and put it in the middle from the grid, not having any kind of adherence with the spectators. Dia can produce the campaign or not, but one of the creators has to be in it”, explained Rafael.
The businessman did not reveal which and how many brands will be present on the programming grid, but according to him, conversations are taking place.
“We’re still closing, but as we don’t have anything signed yet, I can’t tell. We’re talking to several brands and the agencies have been looking for us a lot”, said the owner of Dia Estdio.
Despite this, Dias guaranteed that each presenter would have the autonomy to choose what would be shown on his program, based on the personal and moral values of each one. “It’s very clear among them that you can have a program with four quotas sold and another with none. That’s why we made an investment from the company to produce everything”.
DiaTV’s challenges
Every novelty in the market is accompanied by challenges and, in the case of Dia Estúdio with DiaTV, it would be no different. Among all the possible obstacles along the way, Rafael highlighted one: technical engineering.
“We are doing something that doesn’t exist and, if it doesn’t exist, there is no equipment ready to connect the cables and make it work. This is a new format and that will bring together all the channels in the same signal for 24 hours, 30 days in the future.” ms. Even when we talk about professionals to work here, there is no one who left another company like ours. So, the challenge lies in the place of innovation”, said Rafa.
The legacy Rafa wants to leave
In November, Dia Estdio will complete its first decade and carries in its history several moments that represented a change in the scenario, such as the first Live of the LBGTQIAP+ Parade in So Paulo, on Youtube.
With a diverse casting, content with millions of views and a passionate audience, which accompanies and celebrates each new step taken, Rafa wants to be able to one day look back and see that the dream of that child born in Santa Catarina came true and that, together, he made thousands of people feel present for the same dream.
“When I started on the internet, I was very ashamed of people commenting on videos that I was gay. My family didn’t know. But now, seeing that there is a TV with diverse people, being who they are, is priceless to me. With the creation of DiaTV, I received thousands of messages from people thanking me, saying ‘thank you so much for making us see ourselves on television’. I think that’s what I want to leave. DiaTV changed that. I’ve heard a lot of linear television channels that X creator can’t enter because the public is not used to him, but when will the public get used to him if he is not placed there? So this is the legacy I want to leave with DiaTV”, concluded Rafa Dias.
