A natureza da tv corporativa a partir da experiência televisiva do Banco do Brasil

Abstract

This research aimed to evaluate the distinctive characteristics of corporate TV setting applied by the Bank of Brazil from the end of the 80s, with respect to the concept open generalist TV seen as pioneering media experience and turned this massive reference medium. The fact is that the call setup Corporate TV brought up a problem about the nature and distinctive feature of which would be these "alternative" TV channels. It was then possible to answer these questions, which would effectively call setup Corporate TV? What role media plays in this alternative medium range offering television content in this audiovisual distribution technologies scenario? What is your operative and discursive dynamics as a means of communication? We also evaluate the originality of the concept of corporate TV as a new form of production and distribution of television content, from the analysis of the structure of the TV channel installed in Bank of Brazil. We analyze the strategy, the application of television genres by TV Channel BB, its promises, grid structure programming, programs and TV production structure.