Woohoo, present since 2006 in the biggest pay TV operators in Brazil, evolves to a new position, updating its themes and audiences, but without losing the essence of always being connected with its fans and followers. After its reformulation, the channel now has the gamer and geek universe as the main inspiration for its content, being the only one on Brazilian television with this exclusive bias and following the evolution of behavior and preferences of the young audience.
With the change, Woohoo embraces the gamer community and pop culture not only in its programming, but also in a wide multimedia platform of relationship with this public – involving from social networks and digital channels to events and other activations. As of this month of April, a series of new programs, presenters and themes will occupy the programming grid, bringing together a diverse and plural team with great engagement with the audience.
Enrique Umhof, CEO of Woohoo and responsible for leading the project, highlights:
“Woohoo has always been a representative channel for young people – not only in terms of age, but also in terms of spirit. This new moment is just a continuation of that essence, which started as the first extreme sports channel in Latin America, being a space for surfing and skateboarding, and is now reborn with the same spirit focused on geek and gamer content on Brazilian TV. . Just as we support the popularization and professionalization of various sports, we want to repeat the formula with games, adding and bringing new opportunities to this community.”
To enter this new phase, the holding company Brickto Games S/A acquired 100% of the operation of Canal Woohoo and will invest BRL 50 million by the end of 2023. Among other partnerships already confirmed are some of the biggest names and companies in the geek segment and gamer, like the singer, creator and professional player of FreeFire Maellen; the CEO of Liga Brasileira de eFootball Blackwill; by Letícia Marques, Warnerplay and Playstation ambassador in Brazil.
new attractions
Among the programs already confirmed on the new Woohoo schedule are “Abre o Jogo”, with Ana Xisdê, Blenda Olivieri and Uma Noob; “FlowGames”, “FlowGames News”, “Flow.gg” and “MD3”, from the FlowGames group; “More eSports”, with coverage, analysis and compilations about electronic sports, commented by presenter and gamer Eric Teixeira; “DNA“, bringing minidocs with eSports personalities like DJoko, Yungher and other big names; and “Goodnoise”, with former Guns’n’Roses drummer Matt Sorum bringing drops and trivia from the music world.
The channel will also focus on broadcasting major e-sports events and tournaments. Among those confirmed for this first moment are Fifa Clubs, Brasileirão Ultimate (Free Fire) and Apex Legends, in official partnership with EA Sports. Umhof reinforces:
“Gaming is the new pop. Today we have more than 101 million gamers in Brazil – from casual players, who play on smartphones, to hardcore players, who spend hours a day also on PCs and consoles. Even so, we are going to have content far beyond games: just as MTV was not just music, Woohoo will also deal with themes such as lifestyle, information and entertainment that speak to this audience.”
Structure and partnerships
To adapt to the new scenario, Woohoo carried out a series of hirings and reinforcements in the structure. The channel now has its own studios and offices in São Paulo and Campinas (SP), Rio de Janeiro (RJ) and Curitiba (PR). Among its leaders, in addition to CEO Enrique Umhof, the project now has Suzana Lobo (ex-Animaking, Estúdios Quanta, Omelete and Gaules) as CCO (Chief Content Officer) and Loic Gosselin (Media Mundi) leading distribution.
Suzana Lobo points out:
“Our goal is to be a spokesperson that truly represents young audiences, which we haven’t found in traditional linear channels. We will be a creative, innovative, plural hub that is attentive to the interests of this audience and its transformations.”
The business model ranges from distribution to subscribers, with exclusive content, to traditional media sales in the most diverse formats, including branded content, events, activations and special projects developed to measure and co-created with clients and agencies. Another great differential is the commitment to projects that guarantee space and monetization opportunities for independent content creators (creators) and even for the community itself. Among the channel’s first partner brands, at this new moment, are Carrefour, Warnerplay, Riachuelo and John John.
Legacy
Despite the new focus and priority, fans of Woohoo’s original content will not be left orphaned. The schedule will keep at least 20% of its programming contemplating some of the most classic attractions of the channel, such as “Resenha Woohoo”, “Papo Reto”, “Custom” and “Pop Up”. In addition, the channel will soon gain an application with more than 500 hours of VOD streaming of the now called Woohoo Action, which brings features such as “Wave Map”, so that surf lovers can follow the waves of their favorite spots on a daily basis. ; “Map of skate parks”; and an interactive news feed from the world of action sports.
For this universe, Woohoo also announces new attractions and partnerships, such as the arrival of 3S Skaters, the largest skateboarding channel in Brazil on YouTube, which will produce original and exclusive content for the channel. Continuing as a reference in surfing, the Woohoo Action team keeps traveling the planet to cover the World Tour, accompanying talents such as Gabriel Medina, Filipe Toledo and Italo Ferreira in Hawaii (Aloha Project), in Portugal (Sardinha Project) and in Australia ( Project Ozzie), in addition to maintaining its exclusive social network for the theme: @canalwoohoo.
Antônio Ricardo, one of the creators of Woohoo, who remains an executive in the operation to lead the Action Sports front, emphasizes:
“Action and adventure sports are what brought Woohoo here, talking to those of a young spirit – and its legacy will never be forgotten. In addition to ensuring presence on the channel in this new moment, digital platforms will allow us to continue to talk, interact and offer quality content to the audience that has always followed us.”
Woohoo can be followed on the main pay-TV operators in Brazil, such as Claro (565), Sky (191), Vivo (576) and Oi (165), in addition to a proprietary streaming service launched in April, initially for operators telecommunications and internet providers.
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