Transition is not only an opportunity to reinvent yourself, but also a challenge that requires investment in new technologies.
Television is one of the most enduring and influential mass media in Brazil. In 2022, 94.9% of the 75.3 million permanent private households in Brazil, equivalent to 71.4 million homes, had a television, according to data from the survey ‘Continuous PNAD: Access to the internet and television and possession of a cell phone’, published by the Brazilian Institute of Geography and Statistics.
Next year, the media industry is set to undergo one of the biggest revolutions in its history with the arrival of TV 3.0. In Brazil, a country known for its strong television culture, this change represents not only a technological transformation in viewers’ homes, but a transformation in the way this audience interacts with content and in the way broadcasters position themselves in an increasingly digitalized and competitive market.
For broadcasters, this transition is not only an opportunity to reinvent themselves, but also a challenge that requires investment in new technologies, team training and a deep understanding of changes in consumer behavior.
Looking to the future, major Brazilian broadcasters such as Globo, SBT, Band and Record are intensely preparing to lead this new era. Each of them, with its own particularities and strategies, is investing in technologies that promise to transform the way we watch television, offering the public not only quality audio and image, but also a new way of interacting with the content, in a more personalized way and connected to their preferences.
Furthermore, the adoption of new technologies and the development of interactive and personalized content require broadcasters to rethink their business models and create new ways to engage audiences and attract advertisers. On the other hand, there is the challenge of ensuring that this new technology is accessible to everyone, especially in a country with continental dimensions and regional inequalities like Brazil.
Thinking about it, the propmark spoke with representatives from Globo, SBT, Band, Record and CNBC, who revealed their plans, concerns and what the public can expect from this new phase of Brazilian television.
Read the full report in the print edition of August 19.
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