Danilo Fuin, executive director of Novabrasil, also talks about the station’s plans, the creation of other channels, among others
Under the slogan “Brazil straight from the source”, Novabrasil wants to reinforce that its territory is Brazil, thus positioning itself as a platform on the topic – based on the production of content, activations and events that value and disseminate , on different channels, the origin and originality of the country.
Executive director of Novabrasil, Danilo Fuin said that the main purpose is to create experiences for those who consume radio and other platforms. “In our road shows at agencies, I usually say that, if you need to say that your product is Brazilian, you will have to go through Novabrasil, whether on the dial, at our events or digitally”, he stated.
Acquired by Grupo Thathi in October 2020, Novabrasil recorded a 25% increase in audience in different time slots – with emphasis on journalism which, for six months, was the only one in the segment that consecutively grew in audience between 7am and 9am , according to research Easymedia4 / Kantar Ibope.
Brazilian culture as a focus
We have been working on the concept of Brasilidade, in fact, since the radio was opened in 2000. It was a bet by the pioneering partners, to segment the Brazilian popular music station. But, a few years ago, we started to work on Brazilianness as a larger umbrella for Novabrasil. Now, in the recent past, and with new media, we started to establish Novabrasil as a platform for Brazilianness, where I distribute and produce content on the topic for FM, at events, with our activations, and digitally, with the redesign of the website.
Brazilianity and the market
Our concept of Brazilianness has been very well received in the market. In our road shows at agencies, I usually say that, if you need to say that your product is Brazilian, you will have to go through Novabrasil, whether on the dial, at our events or digitally. The certification that this product has some connection with Brazil must be with us.
Digital
Recently, we made a change in our digital approach, and this change started to include a lot of editorial content, from the aspect of Brazilianness. The editorials we have been working on on our website involve gastronomy, tourism, music, which is our flagship, the idea is to produce news content about Brazil, with news. Our journalism is lighter, more relaxed, without shouting, with some opinion, with the idea that the listener can form their own opinion.
Court hearing
We have had very good growth since the implementation of our journalism three years ago. The radio audience is an audience that takes time to demonstrate, largely due to the recall methodology, but we have incredible numbers, super competitive with other news broadcasters, who have been doing journalism for many years. The audience curve for radio, in the music segment, tends to start from nine in the morning and peaks between 11 and two in the afternoon and then starts to fall, which is completely different from the audience curve for journalism, which It happens early in the morning and at the end of the day.
Programmatic media
We are very connected when it comes to programmatic media, we make transactions via DV360. We are fully involved in all DSPs and SSPs, so I can make transactions via DV360 on our portal, independently. This is an internal movement, both in traditional and streaming media. We have an advanced pitch that is gaining more and more space.
Future
We work hard to make Novabrasil become a major producer and defender of Brazilian content. Make the Novabrasil brand known worldwide, adding more and more distribution channels, perhaps a TV. The main objective is to ensure that Novabrasil is in contact with the population on all channels.
