Resumen

SANTOS NETO, Valdemir. The Hypertelevision in the Brazilian Mediatic Scenario: An Analysis of Strategies Adopted by the Streaming Platform Globoplay. Comunicação e Sociedade [online]. 2024, vol.45, e024006.  Epub 30-Jun-2024. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.45(2024).4812.

This article endeavours to examine how Brazilian television has responded to technological trends in the context of media convergence within the realm of Brazilian television, with a specific focus on the streaming platform of Globo Group, the largest media conglomerate in Latin America, known as Globoplay. The central argument of this paper revolves around the various forms of engagement employed by the organisation as it seeks to adapt to the changing landscape of media. Using the case study method (Yin, 2015), this research correlates the theoretical framework with three central points aimed at discussing engagement in the era of media convergence as a foundation for television’s relationships with its advertisers, the creation of audiovisual products and projects, and, most importantly, its relationship with the contemporary audience. The analysis underscores the use of techniques such as artificial intelligence and machine learning, which aid the platform in reshaping its strategies and decision-making processes. In light of the findings and subsequent discussion, it can be inferred that the primary goal of these initiatives is to foster engagement among both its audience and advertisers.

Palabras clave : Brazilian television; hypertelevision; Globoplay; streaming; TV Globo.

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