Audience drop and television programming: An analysis of changes in Globo Network’s schedule

Authors

  • Daniel Gambaro Anhembi Morumbi University University of São Paulo
  • Valdecir Becker Federal University of Paraíba

DOI:

https://doi.org/10.4013/fem.2016.183.10

Abstract

The audience of Brazilian free-to-air TV is falling, requiring networks to review their commercial strategies, especially the programming schedule. The current scenario shows strong audience migration towards internet and pay TV, which has accentuated since 2006. Historically consolidated shows, such as newscast and telenovela, are amid the most affected. Both shows are the pillars for Globo Network’s schedule, thus, the broadcaster is the most impacted in this scenario. This paper compares Globo’s programming since 1975, in periods of five years, going through the history of a schedule on what was based the station’s “quality standards”. These data are used to comprehend the current strategies to fight the loss of viewers. Finally, the viability of maintaining today a rigid schedule programming is questioned.

Keywords: Globo Network, TV schedule, digital media.

Author Biographies

Daniel Gambaro, Anhembi Morumbi University University of São Paulo

Professor at the Communication School of Anhembi Morumbi University. PhD student at the Art & Communication School of University of São Paulo (ECA-USP), Medium and Audiovisual Processes post-graduation program.

Valdecir Becker, Federal University of Paraíba

Professor at the post-graduation program of Jounalism, of Federal University of Paraíba - UFPB. PhD in Sciences, Politechnic School of University of São Paulo - USP.

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Published

2016-10-04

Issue

Vol. 18 No. 3 (2016): September/December

Section

Articles

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