On the decline of the Globo network.
Over the past 12 years, TV Globo has lost dozens (perhaps as many as 100) capable professionals. They are cutting-edge professionals and promising talents who were never given a chance to shine and who now have that chance at other broadcasters in the role of strays .
Many of you will say that this is the natural order of things. There is nothing natural about it. The establishment of an oligarchy has concentrated and driven into the “underground” all those who do not accept or cannot adapt to the ruling doctrine.
Let us consider this coincidence. The collapse in the market share of Globo’s principal news show, the Jornal Nacional, coincides with the ascent of Ali Kamel to power. The Botanical Gardens have everything riding on Kamel.
The Botanical Gardens is a metonymy for Globo.
The response has come from the public and from the streets. People are sick and tired of frivolous journalism which for years has set the agenda for the national scene. What is saddest about this to us, colleagues and competent journalists, is the silence imposed on dozens of uswho continue to believe that leadership will eventually change and everything will return to normal.
According to numbers published by Paulo Nogueira, former boss of the Globo publishing arm:
“Since 2000, when it yielded 39.2 points per year on average the “JN” has lost at least 33% of its audience. That is, one in three Brazilians have given up watching Globo’s primetime news show. The curve traced by Ibope in recent years shows that this decline has accelerated in the past two years.”
In 2011, the “JN” pulled in 32 points on average, which fell to 28.2 points last year and thus far in 2013 is averaging 26.3 points, lowest in its history.
What is odd is that the total number of viewers has not suffered signficant variations since 2000. That is, this proves that the audience has not turned off their TVs, but that they are look for other attractions, such as “Jornal da Record” or the soap operas on SBT; it may be turning to pay TV or playing games or even leaving the TV on another channel while it connects through the social networks.
… For those not familiar with the panel displayed [above], let me help you. IA means audience. SH means “share,” that is, the percentage of switched on TVs tuned to a specific channel. The higher the share, the higher the participation during that time slot. An example: A share of 56% during prime time, when more TVs are turned on, is better than a 90% share in the morning or afternoon, when the number of TVs switched on falls by half, at the very least..
An important afterthought: The variability of share, though small, is highly significant and has primarily to do with the change of habits in the target audience. Many of those who are changing their habits are pulling away from Globo. Brazil thanks them.
Filed under: Brazil |