1996 Olympics on Brazilian TV - Guidelines for programming strategies.

Ho Wai Man, Anco Marcio Saraiva and Lusia M.O. Perisse

As the live transmission of many events envolving Brazilian participation in the 1996 Olympics Games in Atlanta will coincide with its regular prime time programming, Globo TV Network decided to conduct a research project in order to evaluate the level of expectations of its prime time audience concerning that matter in two points: 1.What to broadcast in the case of a coincidence of programming? 2.How to evaluate the importance of a transmission of events/games involving Brazilian participation? The main findings of the study did help the Marketing Department to format its 1996 Olympics sales plan launched in 1995 and provided the programming staff with conclusive information to plan the Olympics transmission schedule for next year.

1996 Olympics on Brazilian TV - guidelines for programming strategies.

Lusia M. O.PerissQuest - Analyses for Marketing Planning, BrazilAnco Mrcio SaraivaandHo Wa Man Globo TV Network, Brazil

 

SCENARIO: SOME GLOBO TV NETWORK'S FIGURES

Under normal conditions Brazilian viewers prefer watching team sports. competitions. During prime time the transmission of a soccer match including the national team may reach 38% household audience with a share of 70% or 25 million of television homes.

Usually a volleyball or Basketball match only attracts half this number. However under exceptional circumstances e.g., an Olympic...

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