Paulo Tonet Camargo was elected to preside over the entity at the end of last year
Elected in December 2023 to preside over the International Broadcasting Association (AIR), an entity that brings together 17 thousand commercial radio and TV stations in the three Americas, for two years, executive Paulo Tonet Camargo has the challenge of seeking remuneration from digital platforms to the ecosystem.
He, who has already presided over Abert (Brazilian Association of Radio and Television Broadcasters), which has 3.2 thousand affiliates, began his career in 1992 as a lawyer and until 2011 worked at the RBS group, where he left to take on the position of vice-president. president of institutional relations at Grupo Globo. Connected TV, artificial intelligence, regulation and copyright are on the agenda.
In the case of AI, projections presented by experts during the NAB Show in New York, last October, indicate that, in 2027, it will collaborate in production processes.
What are the challenges of the broadcasting trade right now?
Technological evolution takes television and radio to new levels and we have to follow this development very quickly. Global broadcasting will face many challenges in the coming years, and AIR, as always, must be at the forefront of these discussions. AIR is the environment where American broadcasting will discuss such innovations in the search for the best solutions that serve the different countries of the continent. Internet-connected TV is emerging as a new business opportunity and technology committees will work to exchange information and experiences between individual and institutional partners to seek the best opportunities for our broadcasters. We cannot forget the disruption that new media players, true global giants, bring to the market every day. Currently, perhaps the biggest problem is the regulatory asymmetry in relation to broadcasting. It is not possible to live with the total lack of responsibility of digital platforms, which distribute content, monetizing this activity without assuming the consequences of the damage they may cause, whether directly to people and companies, or diffused throughout society. Today, all this is worsened by the development of artificial intelligence, which threatens our content and demands that our countries become aware of the risk it contains. Platforms already undermine the professional press by capturing their content and the advertising market. Now, there is a risk of creating artificially trained content based on the work we do, without observing any ethical criteria, journalistic investigation or editorial responsibility. This is a central theme for AIR. There is still an incessant task for our institution, which is the uncompromising defense of freedom of expression.
What are your plans for your management?
The task is not easy, but AIR can expect the best from me in defending broadcasting issues. The priority will be, on the one hand, the unconditional defense of freedom of expression, information, creation and the free press. This has always been our flag and will continue to be, especially at a time when we see so many anti-democratic movements in Latin America. On the other hand, we cannot abandon one of the most important issues: ensuring that the content produced is remunerated by internet platforms. The actions of these players, who take advantage of the advertising market with the absence of editorial control, make healthy competition with media companies unfeasible. The technical groups are working on a document, which should be finalized soon. After this stage, I intend to call an extraordinary meeting, which will be held in the United States and hosted by NAB, when we intend to approve a basic suggestion for the legislation of digital platforms in the Americas. It will be a reference document that will be based on principles such as responsibility and transparency in the matter of advertising. We cannot let internet platforms carry paid advertising about anti-democratic acts, as happened on January 8th, for example. Internet companies do not submit to the self-regulation model that communication groups use in Brazil. Here, a Conar decision was immediately accepted by any of us, but not by big techs. It can’t be like that, there need to be clear principles.
Do free-to-air TVs continue to play a leading role for brands to advertise?
In the context of the three Americas, this protagonism is undeniable. Unlike other markets, such as Europe, for example, no vehicle has the transmission capacity and capillarity like radio broadcasting, freely and free of charge reaching the entire population of the different countries on the continent. We cannot forget that digital content depends on payment. Without a support network, and it is costly, there is no access to content.
Do they concentrate the largest volume of advertisers’ resources?
Yes. Free-to-air TV continues to be extremely relevant because it demonstrates to advertisers the greatest benefits in conveying the message about both the brand and the product. And this is audited, independently and, therefore, credible.
How have TVs adapted to digital from a business point of view?
TV is not antagonistic to digital technology. On the contrary. If we consider technological developments, historically the sector has been at the forefront. Therefore, the new technology is an evolution towards new opportunities for the entire market. Today we are all focusing on the next generation of television, TV 3.0. It will undoubtedly be, in addition to a new experience for the consumer, also a great opportunity for new businesses, increasing TV’s ability to offer solutions to advertisers, reaching the audience in a never before seen way, including targeted.
And what are the most pressing institutional demands for trade?
Every year it becomes clearer that broadcasting is not only current, but necessary. The disinformation events that dominated the world in electoral processes and during the global health crisis only reinforced our position of commitment and relevance. That said, it is clear that the future of the sector involves actions that seek regulatory simplification, reduction of asymmetries, as we have already observed, and a competitive balance that allows broadcasters to continue investing in content and technology.
How are the transformations affecting the TV medium as a whole?
TVs are always aligned with changes in society and technology, seeking to bring attractive information and entertainment to consumers. Our hearings, in fact the only ones actually audited, demonstrate this. TV itself or its digital offshoots are a reliable environment for brands and advertisers. We use transformations to benefit the market and consumers.
What are the positive implications and precautions with artificial intelligence?
Radio and television have closely followed all the technological evolution of our times and have adapted very well to the changes and new developments that emerge every day. A highly regulated sector, broadcasting is responsible for all content produced. The popularization of artificial intelligence (AI) requires countries to be aware of the risk that its misuse can cause. After the countless transformations that radio and TV have undergone over the last few decades, the media must prepare for this new era of change, perhaps the biggest of all. Projections presented by experts during the NAB Show in New York, in October, indicate that, in 2027, AI will be able to collaborate in local programming production processes, with personalized and dynamic multiplatform content, in addition to audience and advertising investment tools. The biggest concern is the unregulated advancement of AI, especially because of the need to protect broadcasters’ copyrights. The keyword responsibility. This will be one of AIR’s focuses of attention.
Is technological advancement being beneficial to the TV medium?
Only the migration from analogue to digital TV, for example, increased the medium’s reach capacity significantly. TV 3.0, which presents itself as a new technological level, will undoubtedly provide new business possibilities for the entire trade.
As? In content generation?
Without a doubt. The new generation of television associated with generative artificial intelligence tools will contribute to innovative, interactive, immersive and accessible content.
And what about commercial possibilities?
In addition to the convergence between broadband and broadcast allowing commercial offers that are currently limited, new technological solutions will be made available to advertisers, promoting a targeted media market, as well as sales of products and services to the audience.
And in range?
Whatever the user wants, that is, on the big or small screen. With TV 2.0 we leave the rooms and reach the vehicles and some mobile terminals. We are now available on streaming platforms. The future that our reach is not just on the air, but online and on all cell phones guaranteeing an open and free signal wherever the viewer is.
E na segmentao?
Broadcasting reaches all social classes, every day and there is no indication that this will change. The new generation will greatly enhance segmentation by allowing flexibility for broadcasters, advertisers and users. TV 3.0 will even allow you to geographically segment content and advertising, making communication more effective.
And the relationship with platforms?
Several countries have already addressed this topic and some have even legislated with great success. On the issue of remuneration for journalistic content, which leads to agreements between platforms and producers, perhaps the best paradigm is that of Australia, which influenced Canada and debates in other countries such as Brazil. To give you an idea, there was not even a need to activate any arbitration device because a good outcome was always reached. In terms of competition, Europe showed the way. It recently approved a series of measures through the Digital Markets Law, which deals with large digital platforms, the so-called gatekeepers, with specific rules according to their market power. As for responsibility, it seems to me to be a more obvious concept. There is no business sector that profits from an economic activity without responsibility for the product or service it offers to the consumer. In this case it is no different. The platforms offer information and entertainment content distribution services. To support the model, they sell space to the advertising market. Identical to what we do. It is reasonable that they have responsibility for the distributed content with which they monetize. And do not invoke the false premise that this would harm freedom of expression because freedom and responsibility are two sides of the same coin. This is how our Constitution was shaped, following what any civilized nation conceived. We, broadcasters, are responsible for the entertainment and information content we distribute. Reducing this regulatory gap is a task that we must focus on.