The first of the pools, formed by Grupo Bandeirantes, TV Cultura, UOL and Folha de S.Paulo, will take place next Sunday (28), at 9 pm
For the first time after 33 years, the 2022 elections will have the press pool for the presidential debates. In total, the public will be able to attend five meetings between the candidates, four of which in pool format. The debate that would be held by the press consortium was cancelled.
Formed by Grupo Bandeirantes, TV Cultura, UOL and Folha de S.Paulo, the first of the pools will take place next Sunday (28), at 9 pm. Google, also part of the partnership between the vehicles that form the pool, will provide data of interest to search, panels and analysis during the clash between the presidential candidates.
The vehicle pool model for debates between candidates, common in the US and Brazilian presidential elections, has precedent. In the 1989 presidential election, for example, there were two debates in the second round, held by a pool formed by Rede Globo, SBT, Rede Manchete and Rede Bandeirantes.
In 2018, seven debates were held, each on a different broadcaster that held the right of advertisers who were interested in placing their campaigns in commercial breaks. For this year, the initial idea was to keep what was already done, but some statements by candidates for the position caused the media to change their minds.
“The beginning of the pool talks came from a provocation made by some of the parties, who said they had a very busy agenda and that they could not participate in all the debates. The acronyms suggested that companies get together, in pools, to facilitate”, explained Rodolfo Schneider, national content director at Band.
Marcos José Zablonsky, professor of public relations, journalism, advertising and propaganda at the School of Fine Arts of the Pontifical Catholic University of Paraná (PUC-PR), sees the pool as an effective and democratic action.
“[o pool] It will allow more vehicles and platforms the opportunity to distribute content to their viewers and avoid a dispute between broadcasters to close the agenda with candidates”, explained the educator.
Marcelo Vitorino, professor of Political Marketing at ESPM, explains that this year’s pools have an important differential for advertisers: the opportunity to place their brand in different formats and media, since the vehicles that came together are part of TV, radio, print and online media.
“Advertisers will adapt to doing multimedia advertising, now in the real nature of the term. You will have a TV commercial, a radio spot, a banner on the event coverage pages… Advertisers will have to come to understand that they can have a greater diversification of formats. It is a very good chance for them to have an increase in the number of impact”, said the professor.
Debates, part II
The second pool of debates is scheduled to take place on September 24, and will bring together six vehicles: CNN Brasil, SBT, O Estado de S. Paulo, Veja, the Terra portal and NovaBrasilFM radio.
Manoela Pereira, head of content at Terra, says that the vehicle will have the provision of services as one of the focuses of coverage of the 2022 Elections, in a multiplatform strategy.
“With the start of free election time, this Friday (26), we will use our pool of partners specialized in checking news to debut a new product, this time with a focus on social platforms,” he said. “We will also have the ‘Campaign Observatory’, a kind of ‘magnifying glass’ on top of the candidates’ promises, produced exclusively for social networks,” he added.
