Broadcast TV viewing has become strategic for Globo's latest bet on podcasting: The broadcaster has gone on to publish 64 titles, ranging from general interest newsletters to specific programs about the country's scattered sports clubs. To celebrate the new moment, the company held the AudioDay event last Monday (28) in So Paulo.
The group's podcast downloads and downloads grew 57% between August and September, according to consolidated data. The interest is that 24 hours a day, at all times, there is always someone listening to the Globo and CBN radio station podcasts that air the CBN Information Technology framework in partnership with dnetc.
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Camila Olivo (CBN), Clber Machado (Esporte Globo), Renata Lo Prete (Jornalismo Globo) and Fernando Luna (Grupo Globo) participate in the event dedicated to audio in So Paulo Photo: Divulgao / Globo / Maurcio Fidalgo
Globo's Director of Integrated Business, Eduardo Schaeffer, believes that the new audio fever brings more convenience to those seeking information. And the allied technology at this time: There is no big bottleneck because, by nature, the podcast episode consumes little bandwidth and results in a small file. It's so small that you can download both 4G and Wi-Fi for those who want to save on data deductibles.
The executive bets high on the format: I believe that soon the telephony packages will have unlimited podcast consumption as well. Nowadays it is common to find offers with free access to WhatsApp, Facebook, some social networks and maps and urban mobility applications.
Today, around 21 million Brazilians claim to have the habit of listening to audio programs, according to an Ibope survey commissioned by Globo.
Globo journal podcasts can be heard for free on Android and iPhone (iOS) Photo: Reproduction / Rodrigo Fernandes
Among the titles of success is The Subject, under the command of journalist Renata Lo Prete, also owner of the Jornal da Globo and GloboNews Panel. The host explains the venture to create a broad spectrum and niche podcast. Our goal is to delve into a relevant news topic every day. We take into account the usefulness it can have for people. The result is discussions about the return of Peronism in Argentina or the retirement situation with the new Social Security.
In an exclusive chat, she hinted at the theme that has not yet been produced, but may become The Subject at any time. Election next year, he says amid laughter.
According to Globo, podcast listeners often enter a virtuous circle of news follow-up. They access twice as many web pages (per session) and spend three times as much time on journalistic pages. The rate of return to sound content is also higher.
Grupo Globo executives presented data during AudioDay: Eduardo Schaeffer, Director of Integrated Business, and Renata Fernandes, Head of Digital Media Photo: Divulgao / Globo / Maurcio Fidalgo
In addition to recent announcements of editorial productions aimed at audio, Grupo Globo is already studying the possibilities of 5G. Schaeffer says that the fifth generation network will allow to implement in the future what Globo calls TV 3.0.
Linear programming, with live shows and recorded soap operas, can merge with content on demand. Each viewer would be a unique individual at the bottom of the company and could see attractions and advertising messages of greater relevance to their profile.
When should this happen? The director of Integrated Business does not put the chips on a specific date, but points out that there is a complete change in dynamics.
The Internet with speeds up to 20 times higher than the current 4G should go through auctioning frequencies by 2020. The broadcast is behind the schedule drawn by the National Telecommunications Agency.