Televisão digital interativa e modelos de negócios : a busca da sustentabilidade para transmissão aberta e gratuita

Abstract

The Brazilian System of Digital Television (SBTVD) comes at a time of profound changes in the television market. The decline in audience rates of the great broadcasters, the growth in the subscriber base of cable TV, the increased competition expanded by the use of mobile devices are indications of extensive changes in present and future scenario. Whereas the current television business model is based on the commercial break, priced according to audience measurement, and that this audience is now increasingly fragmented, it is necessary to investigate trends of new business models that support the interactive digital system television, open and free. To understand how the broadcasters and the new players in this market are evolving, we heard TV Globo and TV Record, Totvs and Lavid, representing the University in this research. Thus, we expected to get an approximate view of reality that awaits SBTVD in the coming years.