The worldwide computer network emerged in the Cold War with the military purpose of maintaining communications in case of enemy attacks. In the 1970s and 1980s, it expanded to the academic milieu. And it was only in 1990 that it began to reach the world population with the creation of the World Wide Web that allowed the use of a more interactive graphical interface. From then on it only grew and evolved more and more.
The researcher Castells says that the network society is a fruit of this group of transformations that comprises all the social layers and all the regions of the planet.
Faced with this reality, the need for adaptation is increasing. Following the routine of its viewers, conventional means of communication, especially television, seek new, more interactive and practical forms. Convergence with the Internet allows the viewer to communicate, buy products and use the pay-per-view system that enables the selection of scenes to watch later.
An example of this can be seen in two stations in the Vale do Paraíba region in the state of São Paulo, Brazil, Rede Vanguarda and TV Aparecida, which incorporated social networks and various applications of social interaction to their day to day. To understand this reality a little better, we visited the headquarters of the Vanguarda Network for a chat with Camila Carvalho, who is part of the marketing team and takes care of the social media of the station and Nicole Melhado of the commercial area in the portal G1. To complement the results, an interview was also made with Aline Chagas who is a marketing analyst at TV Aparecida.
TV Aparecida is the 7th largest open broadcast station in the country with the largest audience, according to Ibope data. Every 100 connected TVs, 56 are tuned to Rede Vanguarda (considering the access area of the station), according to data from Kantar Ibope Media. Two large and important broadcasters in the region have aligned themselves with the new types of platforms available on the internet to improve their communications with the public as 49% of Internet users access it to inform themselves.
The Vanguarda Network has 51 thousand pages viewed per month (Google Analytics – July to December / 16) and TV Aparecida adds more than 2 million fans only on Facebook (Aline Chagas). According to the interviewees of both broadcasters, the internet only brought benefits because it increased the disclosure, brought an improvement in more direct communication with its audience, more immediate feedback and even suggestions of agenda and content that arrives through its followers and carriers of the application Vanguarda Reporter.
According to journalist Aline Chagas: “Social networks help us a lot. Most of our Facebook followers interact with us through inbox and comments. There are many requests for prayer, music, doubts about cooking and cooking classes, thanks and praise, and sometimes some complaints, because it can not be perfect all the time too. On Twitter, now with the release of the novel “The Patroness”, we are trying to work with lightness, and to be more dynamic, because it is a platform that we like very much. We’ve reached trend topics a few times, but we want even more. ”
In addition, professionals should be prepared to know what types of information to post in each social network, as each reaches a type of audience, a varied number of people and each of the networks has its own language. Not everything that goes to the TV goes to the internet and has news that become so controversial that they end up spreading in all the platforms. In those broadcasters where the staff of the area was interviewed, Facebook gets more information for news, Twitter as a form of conversation and dissemination and Instagram to show more behind the scenes and entertain. In TV Aparecida they use Youtube to post the videos already transmitted on TV and, according to Aline Chagas, the reach there is very great even by the people who have already watched live, because they want to review to pick up some tip that they let pass.
“Each platform receives the contents of the TV differently. The TV marketing team consists of 13 people, we have an analyst responsible for Facebook, a copywriter responsible for the site and an analyst responsible for Youtube, but the whole team discusses the planning and strategies for disseminating content to social networks. Instagram, for example, allows a lot of rack content, and we bet a lot on that”, says Aline Chagas.
The official news page of Vanguarda is the G1 Portal that today is the largest producer of Portuguese-language news in the world. According to Nicole Melhado: “There are journalists producing content for the internet from Manaus to Rio Grande do Sul and this is a much faster way of transmitting the information and the regional news started to have a national relevance in a much faster way as well. The G1 anticipates this a bit, so that the news from the interior creates a much more immediate and national importance and scope. ”
For both broadcasters the team increased to meet the arrival of the new platforms, professionals were assigned to take care of only that part and more were contracted to ascertain content sent by the viewers. And that was just one more emphasis to conclude that the internet will not replace television.
“The media need to adapt to the current moment, that regardless if it is radio, TV or internet. It has news portals closing, but that does not mean that the media is more important and yes that the content has become more important than the media. ” (Camila Carvalho, Rede Vanguarda).
Journalism and the content of television in general are being introduced in the conglomerates of communication to deal with the new forms of production based on diverse types of media. With a giant reach that affects cultures, the most conventional means seek to establish new directions in languages, writing structures and presentation and distribution models of the contents to facilitate diffusion by different media. (BARBOSA, 2013)
The G1 information portal is a platform that has an average of five million views a month (this average is done through google analytics and comscore). Through the app created by the television station TV Vanguarda, the public has the possibility to send content directly to the same, they are the so-called “street reporters” (ordinary people, usually without training, who see reports holes during the course of their day, on your mobile and share through the app), streamlining part of the news capture process. All content brought by the application falls directly into the system of reporters who manually select one by one seeing which issues are relevant and are currently up. This new content does not burden anyone because all the station’s employees have access, so they split up, if a subject has already been reviewed by one of them, it does not have to be checked again and all the time this is being reviewed.
With the arrival of the application, the obvious thought would be the reduction / cut of employees due to the free labor, streamlining and facilitating the arrival of the information to its target audience, which surprisingly is a mistake, because according to our interviewees TV Vanguarda Camila Carvalho (marketing and social networks) and Nicole Melhado (G1 commercial) there was a significant increase in the team, creating a new core of information for Internet only, due to the investigation of all the material received daily.
The internet just brought agility to the work of reporters, optimized it and created an additional responsibility for the public wanting more quantity and speed of information.
Not only the application, but all the social networks in general that contribute to the transmission of information by the broadcasters. Nowadays, everyone is looking for something that is more immediate and practical, so the smartphone has become one of the best places to get information, so it’s important that television adapts to this new era so as not to lose its strength. The audience varies, but it’s just knowing how to use the new platforms and researching new formats to produce content so that the TV remains the massive media that it is.
According to data from the Vanguarda Network itself, much was said about the decline of television in front of digital media, a tendency that has not been confirmed. We can already say that the two are much more allied than fierce competitors. The benefits that digital has brought to TV are evident, such as the possibility of distribution of its signals and content, as well as the exponential gain of technical quality. In addition, the two have experienced in recent years an extraordinary dependence and mutual leverage, as both are almost ubiquitous in each other. There has never been so much television content, it can be seen all the time and anywhere, as well as in the digital age. In other words, TV has never been as strong as it is now.
TV stations are growing. They are different platforms that allow diversified uses that reach all types of audience. The use of social networks brings viewers closer and makes them want to watch programs and interact, as well as takes more instant information to those who can not sit in front of the device for a few hours. It is a mutual benefit since many contents are tips and files that ordinary people send over the internet.
Another important issue and concern was whether the internet could make it so much easier to work on a TV that professionals would be less and less needed. But the research done and presented show exactly the opposite. It is necessary professionals who understand this new media to take care of them and choose what will be posted in each type of social network and platform, as well as to ascertain the information received by them.
No media becomes substitutable when another appears, but each one must fit the time in which one lives and what society demands. When they work together, there is improvement for all parties involved, as well as information received by the public. Increasingly TV can separate information from rumors since on the Internet not everyone is qualified or have real sources when transmitting news, just as the new platform has different content that would not have a format that would fit the oldest.