Globo takes interactive TV to Brazil's football stadiums

DetailsJuan Fernandez Gonzalez | 27 July 2015

Grupo Globo is to launch Estádio TV to supply content and interactive services to football fans in Brazil's stadiums.

The project covers production and programme management for the big screens, as well as media trading, sponsored content and direct interaction with fans.

A Grupo Globo initiative, Estádio TV holds the licensing rights for Globo, SporTV and Premiered FC content. The project aims to increase audience numbers, loyalty and engagement through enriched content.

Estádio TV has been designed to make fans' experience at the stadiums fun and interesting at all times, whether a game is in play or not, by developing flexible and creative formats, adapting to each stadium's infrastructure. Over three hours of programming will be generated per match and this will be divided into blocks: warm-up, pre-match, first half, break, second half and post-match.

The project has been through a pilot stage, with tests conducted in dozens of matches and it's already operating in eight stadiums: Allians Parque and Arena Corinthians (Sao Paulo); Mineirao (state of Minas Gerais); Arena da Baixada (Parana); Beira-Rio and Arena Gremio (Rio Grande do Sul); and Maracană and Sao Januario (Rio de Janeiro).

"Operations carried out in the post-World Cup period allowed us to refine the Estádio TV project, which has as its main goal to improve fans' experience," said Leandro Valentim, president of the project. "Estádio TV programming includes moments of fun – with music and interactive cameras on supporters – and moments to prepare the audience for the match... Finally, we cover the match from several angles, including close-ups and highlights, so supporters will not miss a thing."