Radio evolution - ICS - Universidade do Minho

Antonio Adamipublished in February 28, 2011 on the “Mercado” (Market) section of the newspaper Folha de S. Paulo, written byMariana Barbosa, the Brazilian marketing sector has, in 2010, made transactions worth R$ 35,96 billion Reais (€15,6 billions of Euros) and radio has made a profit of R$ 1,51 billion Reais (€ 655 million Euros), 4,2% of the totalprofit. In 2011, this amount tends to grow, especially in view of the new businesses possible in the digital era andalso based on the investments being made in Brazil, now more present in the international scene. This last piece ofinformation is part of the project “intermeios” (intermedium), a partnership between the group Meio e Mensagem(Medium and Message) and the consultancy firm PriceWaterhouseCoopers. Such numbers and also the evolutionof this medium are owned to the pioneers of radio marketing in Brazil, particularly Radio Bandeirantes de SãoPaulo, the first one to think of defining specific times for commercials and to think of the whole commercialproduction the way we know today. The new businesses and the new business models within digital radio, shouldconsider such history in order not to become “one-legged”.Below, we will present some of the main radio broadcasters in São Paulo, where the great masters ofcomedy, radio soap operas and radio journalism have performed, helping to build this immense amusement parkof entertainment and information that radio represents. When highlighting these radio broadcasters, our intentionis to briefly analyze, through their history, some of the Brazilian culture produced in the 1920´s, 1930´s, 1940´s and1950´s, years of the launch and consolidation of this medium in Brazil. Today, we live the era of digital radio, asonosfera (soundsphere), as quoted by the Catalan Professor Armand Balsebre (2009), but we have in the historyof this medium and the history of the countries, this medium as an ally in many different struggles fordemocratization and the rule of law, as the example of Brazil and Spain.The Brazilian Culture through the Radio waves of São Paulo1923 - São PauloPRA-6 SOCIEDADE RÁDIO EDUCADORA PAULISTAThe first decade of the paulista radio broadcasting starts in November 30, 1923, when SQIG – SociedadeRadio Educadora Paulista was founded. According to the Anuário Estatístico do Brasil, Radio-difusão Cultural 1937(attached) 6 , the official year of the setting of SQIG by Leonardo Jones Jr., Otávio Ferraz Sampaio, George Corbisier,Luiz Ferraz de Mesquita and the businessman Luiz do Amaral César is considered to be 1925. The transmissionsstart only in February 1924 and in March 6, 1924, the first complete musical hearing with a programming of greatartistic value executing Chopin, Haydn, amongst other classics, is broadcast. Many artists, technical professionalsand others which would later become part of the history of radio in São Paulo, were “born” then. Nicolau Tuma,the “machine-gun speaker”, was one of them, and defined a unique way of broadcasting football games move-bymove.Also the broadcaster (later producer) Raul Duarte, the comedian Zé Fidelis, Cornélio Pires (the “king ofcaipiras 7 ”), Oduvaldo Vianna, the minstrel singer Paraguassú, Walter Forster, the Baron Wilson Fittipaldi, Pilé, RaulTorres (notorious singer and country music composer, in particular “Cavalo zaino”), the maestros and pioneerbroadcasters Erlon Chaves and Gabriel Migliori, the samba singer Sindô, the celebrated and pioneer author ofradio soap operas, and later also television soap operas, Ivani Ribeiro, a singer for children´s program at the time.1923 - São PauloPRF-3 RÁDIO CLUB DE SÃO PAULO / RÁDIO SÃO PAULO6 Official directory which has helped in this research with information; the term “radiodifusão” (radio broadcasting), in Brazilian Portuguese, used tobe written “radio-difusão” in those times.7 Caipira is the term used to define the cultural heritage of the countryside, its music, folklore, food, etc. The equivalent to música caipira (caipiramusic) in English is “country music”.ECREA: ‘Radio Evolution: technology, content, audiences – conference 2011 | 509