Executive talks about the station’s projects, which showed an increase of almost 60% in the first quarter of 2022
Executive Director of Novabrasil FM, Danilo Fuin sees a long life for the radio, but believes that the radio set’s days are numbered. “I’m where this audience that consumes audiovisual is, and I’m not talking about radio,” he says. “Radio, as a brand, is getting stronger and more complete,” he adds.
The broadcaster, which was acquired at the end of 2020 by the Thathi Group, completed 22 years on the air last day 1st, a transformation that was happening little by little. Currently, the radio sees itself as a content platform, which unfolds in products ranging from an immersive experience to the Novabrasil Festival, which returns after the gap imposed by the pandemic with two days of programming.
The formula, however – depending on the results so far – is going very well, thank you. According to the executive, in the first quarter of 2022, the broadcaster had a 57% increase in revenue compared to the same period in 2021.
Grupo Thathi
The radio recently turned 22, and has always been owned by the Quércia family of Solpanmby, and the Thathi Group acquired a conglomerate of communication business units in late 2020, mid-October. The first move we made, which was already a trend in relation to content production, was the implementation of journalism in the communication grid. So, today, we have strong journalism, between six and eight o’clock in the national morning, with more than 20 columnists. ‘Nova Manhã’ is currently led by Michelle Trombelli and Mauro Tagliaferri, the two anchors of the newspaper. From eight in the morning, we started to have a local newspaper in the areas where we operate. In São Paulo, the leader is Herodoto Barbeiro, who speaks to the capital, providing services.
Audiovisual
In parallel, we started to monetize with audiovisual production. So, since I have a Herodoto Barbeiro, a Gabriel Chalita on the schedule, I’m going to do this simultaneous live broadcast on YouTube. So, in all our squares, we installed cameras, repositioned the microphone, acquired a new exhibition platform.
inclusive journalism
The radio has to be the protagonist of Brazilian Popular Music. Our main umbrella is Brazilianness. We seek to build, every day, journalism with more inclusion, to make people who do not consume radio journalism understand what is happening in the world, in the country, in the state and in their city.
There is no shouting in our journalism, there is no partisanship, our line of communication for the anchors is accessible, with easy words, fewer numbers. This is the purpose that unites us with the concept of Brasilidade.
Brazilianness
We received a consultant specializing in the inclusion of Brazilianness in brands, and she is working on a super Brazilian product. At a meeting, she once commented on this job, which she had been with him for two years, and commented that Novabrasil FM has been talking about Brazilianness for over 20 years. In other words, we already had this footprint, we just weren’t so exposed. So, our ‘Se Liga na Brasilidade’ campaign is current, but we’ve been working on this motto for at least four years. With this concept, in fact, we opened the range a little more. Radio was extremely musical, it still is and will be with that aspect, but I can move very well in the cultural aspects of the country, in the cities where I work, I get into theater, on exhibition. Brasilidade is about showing what Brazil has to offer.
publicist
When our positioning is very explicit, the commercial speech becomes much easier and more engaged with some brands. When we segment and position ourselves, we want to have a purpose. I’m not just a radio, Novabrasil is bigger than the radio. We had and still have great results from this, as I can unfold this concept into a product. I am able to have an immersive experience at the MPB house, for example. I can do the main Brazilian music festival in the country, I have the credibility to do it. I can create an exhibition about the history of a certain artist. So we have a long-tail discourse than simply being a radio that plays MPB.
Festival Novabrasil FM
It is the main project of the radio. It is a moment of approximation with the artistic, physical contact with the public and a relevant advertising revenue. We have a range of activation options, ranging from gastronomy, sensory. The idea is to make a festival as a life experience.
Invoicing
We grew a lot in revenue from 2016 onwards. Just to give you an idea, from 2021 to 2022, first quarter, the increase was 57% in revenue. It’s a giant indicator, even though there’s still plenty of time to finish the year. But the start was good. And this happens a lot because of our positioning, which unfolds in products.
Long live the radio!
Radio will have a long life, that is undeniable, but we have a new generation that consumes other platforms. The radio, the radio set, will end, but radio, as a brand, is getting stronger and more complete. I produce a podcast, I’m on Spotify, I’m where this audience that consumes audio is, and I’m not talking about radio.
