The open TV audience cannon became strategic for Globo’s most recent bet in the universe of podcasts: the broadcaster started to publish 64 titles, ranging from general interest newsletters to specific programs about sports clubs around the country. To celebrate the new moment, the company held the AudioDay event last Monday (28) in São Paulo.
The number of downloads and executions of the group’s podcasts grew 57% between August and September, according to consolidated data. The interest is such that in all 24 hours of the day, at all times, there is always someone listening to the podcasts Globo and CBN – radio station that broadcasts the framework CBN Tecnologia da Informação in a partnership with dnetc.
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Camila Olivo (CBN), Cléber Machado (Esporte Globo), Renata Lo Prete (Jornalismo Globo) and Fernando Luna (Grupo Globo) participate in an event dedicated to audio in São Paulo – Photo: Publicity / Globo / Maurício Fidalgo
Globo’s director of Integrated Business, Eduardo Schaeffer, believes that the new audio fever brings more convenience to those seeking information. And technology is allied at this time: «There is no major bottleneck because, by nature, the podcast episode consumes little bandwidth and results in a small file.» So small that you can download both over 4G and Wi-Fi, for those who want to save on the data franchise.
The executive bets heavily on the format: «I believe that soon the phone packages will also have unlimited podcast consumption». Nowadays it is common to find offers with free access to WhatsApp, Facebook, some social networks and maps and urban mobility applications.
Today, about 21 million Brazilians claim to have the habit of listening to audio programs, according to a survey by Ibope commissioned by Globo.
Globo’s journalistic podcasts can be heard for free on Android and iPhone (iOS) – Photo: Reproduction / Rodrigo Fernandes
Among the successful titles is O Subject, under the command of journalist Renata Lo Prete, also head of Jornal da Globo and GloboNews Painel. The presenter explains the endeavor to create a broad spectrum podcast – not a niche one. “Our goal is to delve into a relevant topic in the news every day. We take into account the usefulness that it can have for people. ” As a result, there are discussions about the return of Peronism in Argentina or the retirement situation with the new Social Security.
In an exclusive chat, she hinted at a topic that has not yet been produced, but that could become the target of O Subject at any time. «Next year’s election,» he says amid laughter.
According to Globo, podcast listeners usually enter a virtuous circle of monitoring the news. They access twice as many web pages (per session) and spend three times as much time on news 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: Disclosure / Globo / Maurício Fidalgo
In addition to the recent announcements of editorial productions focused on 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 programs and recorded soap operas, can be mixed with content on demand. Each viewer would be a unique individual at the base of the company and could see attractions and advertising messages that are most relevant to their profile.
When should this happen? The Director of Integrated Business does not place the files on a specific date, but points out that there will be a “complete change of dynamics”.
The internet with speeds up to 20 times higher than the current 4G should undergo auction of frequencies in 2020. The procedure is delayed in relation to the schedule designed by the National Telecommunications Agency.