Alarico Naves commented, among other things, on the arrival of the Brasileirão on the broadcaster in 2025
“I have dedicated 26 years to the communications industry.” This is the expression of Alarico Naves, multiplatform commercial superintendent at Record. Naves joined Grupo Record in 2021, after working for agencies and advertisers.
“Today, with a more consultative and technical commercial structure, all eight directors and more than 150 professionals who make up the group’s commercial and marketing area are aligned with the company’s objectives, serving the market in an individualized manner and contributing to the efficiency of multiplatform projects”, says the executive, who works with a network with 108 affiliates and a presence in 150 countries, in addition to the PlayPlus streaming service.
Naves is excited about the arrival of the Brasileirão in 2025. “Football opens doors for the expansion of the sporting genre,” he says.
What is Record’s moment?
We have sought to increase the offer of differentiated actions, through multiplatform products, creating innovative solutions together with our advertisers, which has contributed to a favorable year in 2024, but with the expectation that 2025 will be even better.
How does the broadcaster’s content discourse help attract more advertisers?
When Record broadcasts a certain type of content, we are also passing on all of our curation and credibility, which has contributed to the construction of a well-positioned narrative for brands.
What are the main formats offered?
In addition to the traditional spaces already known to the market, the content gains new personalized formats, which are based on the strategy of each advertiser, reaching diverse channels, which go beyond Open TV.
How does merchandising fit into the strategy? What about branded content?
Today, with an area dedicated to the integration of brands and content at Record, merchandising, as well as branded content, has gained more relevance in the mix of brands’ strategies. This is because narratives are more open to being built together, making actions increasingly immersive within a safe and constructive context.
Does the broadcaster have a studio for customized content?
Record has the ability to customize any of the broadcaster’s studios for commercial deliveries. We can create a customized set, customize the program’s setting or create something from scratch for the client, it all depends on the demand we have. Both for TV and digital.
What are the highlights of the program?
In this final stretch of 2024, Record premiered the most anticipated reality show of the second half of the year: ‘A Fazenda’, with Adriane Galisteu in charge, Lucas Selfie and Marcia Fu in digital content. In addition, full coverage of the municipal elections with debates, interviews and vote counting. The US elections will also be featured on our newscasts. On ‘Hoje em Dia’, the debut of the ‘Duelo Fashion’ segment, with Ana Hickmann and Ticiane Pinheiro. At the end of the year, major attractions and traditional specials on Record. In early 2025, the ball will roll again with the Paulistão, which we recently renewed the rights to until 2029, exclusively on open TV. And there will be much more football next year with the broadcast of the Brasileirão.
Are major biblical productions a differentiator for Record? What is the agenda for productions based on Scripture?
In the first half of 2025, we will have the 12th season of the series ‘Kings’ airing. Entitled ‘The Ambush’, the plot will be marked by intense disputes between kingdoms and brothers, with great battles and palace intrigues. We will also have the launch of ‘Nehemiah’, a spin-off of the series ‘Queen of Persia’, which tells the story of the important ruler in the Old Testament of the Bible, known mainly for his role in rebuilding the walls of Jerusalem in 52 days, after the Babylonian exile. A plot with lessons on leadership, faith and perseverance.
Read the full interview in the edition of propmark of September 23, 2024
