Banca de DEFESA: RAFAEL LEANDRO DE SOUZA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : RAFAEL LEANDRO DE SOUZA
DATE: 13/09/2022
TIME: 10:00
LOCAL: Via Videoconferência Google Meet (Pandemia Covid19)
TITLE:

HAS THE FUTURE STARTED?:television, streaming and the strategies of Globo to aim a new audience with platform Globoplay

KEY WORDS:

Communication; Television; TV Globo; Globoplay; Netflix; Streaming.

PAGES: 128
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

The huge success of streaming platforms in terms of audience and profit, especially Netflix, has changed the entire entertainment business and continues to transform the industry, putting the traditional television to the test. In Brazil, Globo Network is the channel that has fastest and aggressive commer ial strategy to maintain its prestige and achieve a new type of audience. This research focus on Globoplay, an on-demand service launched by Globo in 2015, which has received substantial investments to create many dynamics in partnership with broadcast TV (and later with cable channels). The main goal of this work is to understand how the strategies applied by Globo are consolidating its streaming platform and their relationship with the traditional broadcast TV. A categorization system was created to perceive how the largest media group in the country is trying to maintain its power while international companies grow in the Brazilian market. In this document it is proposed a systematization of each stage in the boosting process for Globoplay, divided by historical phases, in addition to understanding how these strategies connect broadcast television to Video On Demand (VOD). The research explores the hegemonic history of Globo Network understanding television as a cultural form beyond technology, as endorsed by Raymond Williams, and how this phenomenon influenced the implementation and consolidation of Globoplay in a new reality where the company now presents itself as a mediatech group.

BANKING MEMBERS:
Presidente - 1304560 - ALFREDO EURICO VIZEU PEREIRA JUNIOR
Externo à Instituição - CARLOS HENRIQUE SABINO CALDAS
Interno - 2247848 - RODRIGO DO ESPIRITO SANTO DA CUNHA