JUE 28 DE MARZO DE 2024 - 06:53hs.
Band has its app almost ready

TV networks in Brazil already invest heavily in sweepstakes to increase revenue

In his weekly column on UOL's website, journalist Ricardo Feltrin brings the information that open TV networks in Brazil are looking for new sources to increase revenue, and electronic sweepstakes “are already treated as real lifeguard boards and source of revenue.” The first to launch an app in which the viewer pays R$5 (US$0.90) per week to compete for prizes, while networks Band and Record prepare their own. For now the only broadcaster that is completely silent on the subject is media giant Globo.

Released by the government at the beginning of the year, electronic sweepstakes were already treated as a possible panacea for the economic crisis that, even before the pandemic, already affected open TV networks. With the coronavirus and the drop in revenue, they are now treated as a lifeguard boards and a new source of revenue.

RedeTV took the lead and is already reaping the first fruits. Even it's not "exploding" in revenue, it's true, it's already much better than without the draws.

Now, according to journalist Ricardo Feltrin’s column, more open stations will invest in the format.

Band already has its application almost ready, according to Feltrin.

Record network should also debut its app still this year. SBT does not have its ready yet, but it is already in the process of making it feasible.

For now the only broadcaster that is completely silent on the subject is Globo. And, knowing the media giant, this may be a sign that it will also enter the sector with both feet. Know-how is not lacking.

All draw services for open TVs are paid.

In the case of Redetvplus, after downloading the app, the viewer must pay R$5 (US$0.90) per week to be eligible to compete for various prizes. But, not only that, he needs to watch the programming, photograph QRCodes that appear on the screen, etc.

As the target audience for this type of attraction are classes C, D and E, the excess of procedures and, mainly, the weekly fee, scare off a large part of a potential audience. Still, it is profitable.

In terms of Ibope (rating), something different could not be expected: it has not even reached 1 point in Greater São Paulo, according to data obtained by Feltrin’s column. Each point in the region is worth 75,000 households, according to Kantar Ibope Media, which makes the measurement.

Competition

The big problem with these sweepstakes, in addition to the lack of practicality already mentioned above, is that there are too many draws not only on open TV, but mainly on social networks.

In Instagram, for example, they are becoming a real "plague". In addition there is also the release of regional bingos (charity) by the government, and they end up competing for the draws of TVs.

Not to mention Tele Sena and other federal lotteries that rage in the Brazilian daily life.

Finally, the most important problem: the economic crisis and unemployment in the post-coronavirus country, where up to R$ 1 is already lacking in the family budget.

Source: GMB / tvefamosos.uol.com.br – Ricardo Feltrin Column