Record TV is the oldest broadcaster in activity in Brazil
What can we say about a broadcaster that has accumulated 70 years of innovation? Capito 7 introduced the saga of the series, while O Fino da Bossa redefined Brazilian popular music from 1960 onwards. Propmark listened to Luiz Claudio Costa, president of Grupo Record, and commercial and multiplatform superintendent Alarico Naves to analyze the evolution of the brand on Brazilian TV and the next steps towards the future.
Resilincia
Luiz Claudio Costa: The channel has spent seven decades facing the most diverse challenges, and reaches 70 years as one of the most important in the country, with national and international recognition. Throughout this period, Record had different managers, from founder Paulo Machado de Carvalho and Silvio Santos, until its acquisition, in 1989, by Edir Macedo. It faced technological changes and diverse political scenarios, witnessed transformations in society and overcame crises, from large-scale fires to a pandemic with a global impact. In this context, I think it is interesting to highlight that there were several crucial moments. Perhaps the secret to our longevity is the ability to face any challenge, emerging from them stronger and with a past full of great stories, with a great role for journalism and the country’s culture and entertainment.
Pioneering
LCC: These are classics such as Capito 7, the first series with a national superhero, and the great programs dedicated to music, such as Jovem Guarda and O Fino da Bossa – the great festivals of the 1960s -, in addition to investments in sport, since the first broadcast of a match, on the opening day, to the most recent coverage of the Winter Games, Pan American Games, Olympics and football championships, such as Paulisto and Carioco, which we broadcast this year. Without forgetting the recognition we achieved with our realities, such as A Fazenda, Canta comme and Power couple Brasil, and with our television drama, which collects successes in Brazil and around the world, such as Escrava Isaura, Prova de amor, The ten commandments and the series Reis, which is currently in its ninth season. I also highlight that our journalism is a reference for viewers, with more than one hundred hours live per week.
Stars
LCC: Great professionals helped build our history, both in front of and behind the cameras. We had Hebe Camargo, J Soares, Ronald Golias, Marcelo Costa, Raul Gil and, more recently, Gugu Liberato and Xuxa. This year, Domingo Spectacular interviewed some of these personalities, as part of Record 70 Years A Spectacular History. One of them was Fausto. We also remember important moments from Ana Maria Braga, Rodrigo Faro, Eliana, Claudete Troiano, Ana Hickmann, Celso Freitas, Milton Neves and Roberto Cabrini. There are many names that are still building the history of Brazilian TV today.
Legacy
LCC: it is always important to remember that Record TV is the oldest broadcaster in activity in Brazil. Since its opening night, on September 23, 1953, when television was still taking its first steps, until this moment, when it is now possible to watch our programming on various platforms, Record TV has never gone off the air, following all the changes in the country and the world. In these 70 years, we have followed technological changes and transformations in society together. Record’s longevity is the result of constant updating work. Today, we are a multiplatform group, which includes a news channel, Record News, the first of its kind on open TV; the R7.com portal; and the streaming service, PlayPlus. We are ready for the future.
The strategy
Alarico Naves: We live in a new moment in the media in Brazil, in which
Today’s consumption is different from what we had 70 years ago. Record has been constantly innovating and getting closer to the viewer through our various multiplatform channels, which,
in an integrated way, they offer a more complete experience to our audience.
Read the full article in the October 16, 2023 edition
