Silvio Santos’ broadcaster innovation walk has Games, TV Zyn, SBT Sports and SBT News
The Covid-19 pandemic caused a 7% drop in the global advertising market in 2020. In Brazil, the drop was 10.5%. The recovery came in the following year, with growth of 22.6% in the world and 13.8% in Brazil. A Global Entertainment and Media Survey 2022-2026from consultancy PwC Brasil, projects a worldwide expansion of 6.6% until 2026, when the sector should reach US$ 1 trillion in revenue.
In the domestic market, the expectation is to reach a rate of 5% in the same period. In 2022, the advance reported by Cenp-Meios was 7.6% compared to the previous year, which corresponds to an average turnover of around R$ 21.2 billion.
But even before the health outbreak, the media market was already experiencing a crisis. Technological advances and the change in media consumption habits have forced traditional groups around the world to review their strategies and business models, moving the market into an era of transition.
Mergers and acquisitions can allow companies and brands to grow, and add favorable changes to the nature of their business, believes Fred Mller, who took over SBT’s business and marketing area in 2019, after 20 years at Globosat.
The broadcaster founded by Silvio Santos turned 40 in 2021, and continues to be acclaimed by the Brazilian people. For any professional, without a doubt, a unique experience. Today, the challenge is linked to managing people with inclusion and diversity. From the business point of view, the change in video consumption habits, whether for creators or managers in the area, will be increasingly accelerated, confirms Mller.
According to the executive, the main factors that contextualize this scenario are market strategy, the need to obtain synergy from a sum of efforts and efficiency gains from obtaining resources, in addition to more opportunities and deliveries. Of course, for this whole process there is a business plan defining metrics, strategies, goals and objectives that must be followed, maintains SBT’s business and marketing director.
The transformations experienced in recent years have boosted the media industry, TV and digital experiences, spaces that signal the most promising opportunities for market growth. SBT uses content, technology, digital platforms and digital innovation in order to find more robust distribution solutions and growth in linear and non-linear content production, explains Mller.
Certain that the consolidation of a data culture is essential for the sustainability and perpetuity of the business, the broadcaster observes movements and trends. We are always establishing the best partnerships to enhance deliveries to our customers and the results obtained, says Mller.
According to the executive, SBT has a strategic investment in the path of innovation. One of the examples is the bet on the digital medium, with work guided by the frequency of publications, structured narrative, relevant hashtags and the correct understanding of the language of each platform. SBT Games, TV Zyn, SBT Sports and SBT News are some of the initiatives that grow organically and consistently, assures Mller.
SBT’s most viewed channel on YouTube, TV Zyn has around five million subscribers and more than 2.1 billion views. Based on egalitarian and fun content, the vertical is also present on Facebook (about 1 million followers), Instagram (1.9 million), Twitter (1 million) and TikTok (3.3 million).
The vertical SBT Games, in January, made its first post developed with the help of artificial intelligence. Chat GPT was used to write the text, while MidJourney supported the creation of the images. The play combines the characters from the games Super Mario World e Street Fighter.
SBT’s business and marketing director also mentions the hiring of Roberto Grosman for the position of chief transformation officer (CTO), in November 2022. Grosman leads the SBT Lab. The challenge is to seek new innovation strategies, uniting the essence of free-to-air TV with the needs and advances in new business models with a digital bias and a focus on the experience of customers and advertisers.