A TV híbrida como oportunidade de negócios para as emissoras regionais de televisão aberta no Brasil
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Data
2017-05-24
Autores
Silva, Peterson de Santis [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O presente estudo visa analisar e apontar a TV híbrida como oportunidade de negócios para as emissoras regionais de televisão aberta no Brasil. O advento da TV Digital e das SmartTVs, entre outras, que permitem o acesso de conteúdos broadband (sinal por IP – internet protocol), em conjunto com a tradicional transmissão broadcast (sinal por ar) apresentam uma tendência de convergência tecnológica e comportamental que une o broadcast e o broadband, a que pode-se denominar “TV híbrida”. A TV híbrida surge não apenas como uma possível convergência natural da cultura da sociedade atual, mas também como oportunidade para uma nova maneira de fazer e ver televisão. Este estudo, por meio de uma metodologia que combina a pesquisa exploratória e o modelo de reconhecimento de oportunidade, identificou a TV híbrida como uma oportunidade de negócios para emissoras regionais de televisão aberta no Brasil, e encontrou no uso da segunda tela oportunidades de negócios para mensuração da audiência, publicidade estratégica, conteúdos extras, ensino à distância (EaD) e edutretenimento, e relacionamento e fidelização da audiência.
The present study aims to analyze and point out the Hybrid TV as a business opportunity for regional broadcasters in Brazil. The advent of Digital TV and SmartTVs, among others, which allow the access of broadband content (using a signal enabled by IP - internet protocol), together with the traditional broadcast transmission (signal enabled by air) present a trend of technological and behavioral convergence that unites the broadcast and the broadband, which can be called "Hybrid TV". This said Hybrid TV arises not only as a possible natural convergence of the culture in today's society, but also as an opportunity for a new way of making and watching television. This study, using a methodology that combines exploratory research and the opportunity recognition model, has identified hybrid TV as a business opportunity for regional open television broadcasters in Brazil, and found in the use of the second screen business opportunities for Audience measurement, strategic advertising, extra content, distance learning (EaD) and edutainment, but also to enhance audience relationship and loyalty.
The present study aims to analyze and point out the Hybrid TV as a business opportunity for regional broadcasters in Brazil. The advent of Digital TV and SmartTVs, among others, which allow the access of broadband content (using a signal enabled by IP - internet protocol), together with the traditional broadcast transmission (signal enabled by air) present a trend of technological and behavioral convergence that unites the broadcast and the broadband, which can be called "Hybrid TV". This said Hybrid TV arises not only as a possible natural convergence of the culture in today's society, but also as an opportunity for a new way of making and watching television. This study, using a methodology that combines exploratory research and the opportunity recognition model, has identified hybrid TV as a business opportunity for regional open television broadcasters in Brazil, and found in the use of the second screen business opportunities for Audience measurement, strategic advertising, extra content, distance learning (EaD) and edutainment, but also to enhance audience relationship and loyalty.
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Palavras-chave
TV híbrida, Televisão regional aberta, Convergência, Oportunidades de negócios, Segunda tela, Hybrid TV, Open regional television, Convergence, Business opportunities, Second screen