Inside Rdio study, by Kantar Ibope Media, shows that broadcasters seek omnichannel innovation in smartTVs, podcasts and streaming
The first radio transmission in Brazil took place on September 7, 1922, during the celebrations of the first centenary of the country’s independence. Roquete-Pinto was the pioneer of technology, with his Radio Sociedade do Rio de Janeiro, the first to make a broadcast, precisely for the anniversary of independence. In 1936, he donated the brand to the Getlio Vargas government, which transformed it into Rdio MEC.
It’s 101 years of a medium that became part of Brazilian popular culture due to its diversification of content – from music to news – identification with professionals and the instantaneity in the dissemination of important news, often even faster than the television channels. Internet.
From valve models, to battery models and now in the palm of your hand, through smartphones, the medium is reinvented to guarantee entertainment for multiple audiences, such as sports broadcasts, marked by the habit of fans following games in stadiums with narration of names. iconic artists such as Fiore Gigliotti, Osmar Santos and Jorge Cury, for example.
Exploring the listener’s curiosity, as explained by the Association of Radio and Television Broadcasters of the State of São Paulo (Aesp), is the way to present new forms of connection and dialogue, especially for young audiences. For this reason, the entity launched the O rdio campaign to give the public a mental trigger to understand what it is about, attracting listeners and advertisers to one of the most popular communication vehicles, explains Aesp. The action is being broadcast free of charge on radio, social networks, television stations, cinema circuits, print media and OOH.
This centuries-old trajectory is made up of several moments. Radio was once the predominant medium and large brands produced customized content in programming schedules and adopted naming rights to associate this type of offer with the market scope.
With the arrival of TV in 1950, radio’s protagonism took a backseat, but many metrics implemented in its commercial schedules were absorbed by TVs. A benchmark that brought vigor to the new vehicle that added image to the programming. With the advancement of technology, decades later, the radio can also broadcast video such as YouTube, on its own streaming channels and videocasts such as W/Cast, from advertiser Washington Olivetto, shown on platforms such as Globoplay.
The radio’s almost automatic connection makes it possible to broadcast advertising using resources such as anchor testimonials, which do not require elaborate production, messages about offers from local retailers, and also more elaborate jingles. In addition to the campaigns produced in large specialized studios such as Jamute, Raw, A Voz do Brasil, Nova Onda, S de Samba, Audiola, Blend, Loud+, Hefty, Carbono, Hitmaker, Lucha Libre, Sonido and Canja, audio and Culture, for example.
historical
With a sophisticated touch, known as the broadcaster of classical music, Rádio MEC in Rio de Janeiro carried out a special project last September 7th to celebrate its centenary on air. There were 10 hours straight with themed attractions and testimonials from artists such as Fernanda Montenegro, who highlighted some of the programs on cinema and literature that she presented on the station.
Helena Theodoro and Marlene Blois spoke about the educational vocation when highlighting the work of the Minerva Project. Children’s programming and literature took a historic journey through the airwaves in the voices of Tim Rescala, Adriana Ribeiro, Ruy Castro and Katy Navarro, explains the statement distributed by the state broadcaster.
We celebrate the resistance of a broadcaster that went through various moments in our society, knew how to adapt, never strayed from its audience and never lost its objective: to communicate to educate, says Thiago Regotto, executive radio manager at EBC (Brazilian Communications Company). ).
Read the full story in the September 18, 2023 edition
(Credit: Jonathan Velasquez on Unsplash)
