Monday, March 1, 2021

Supersalary, advertising and influence: How does Faustão’s departure impact Globo?

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The highest salary of Brazilian television, Fausto Silva is in his last year as a Globo contractor. Starting in January 2022, the broadcaster will have a hole in the grid on Sundays for the first time in 32 years. How to replace a program and a presenter who are in history and represent an era of successful advertising and influence?

THE TV News talked to Pedro Curi, coordinator of Cinema and Audiovisual at ESPM and PhD in Communication at Universidade Federal Fluminense. The professor points out that Faustão has an increasingly rare style.

“Faustão is a type of presenter that we hardly see on television anymore, that makes a type of program that is one of the oldest formats, inspired by radio, and opens space for a very large audience. It is a program for all the family, on Sunday afternoon. It comes a lot from a television source for the whole family. In fact, it ended up calling a lot of advertisers, “he explains.

Sunday is still the day of the TV audience programs. SBT has Silvio Santos, Eliana and Celso Portiolli; Record, Rodrigo Faro; and Fausto Silva is the one who maintains this tradition at Globo. The Domingão commander has always built a good relationship with advertisers, which has helped make his program a success not only in terms of audience, but also commercial.

Confirming that he would not renew the contract that ends at the end of this year, Fausto Silva spoke to the TV News that “Globo made a lot of money” with him, which is true. In addition to merchandising actions, the presenter was also the face of campaigns by large banks and retail chains for being considered an “influencer of the old ones”.

Only the public and advertising have been changing in recent years. For Pedro Curi, Faustão’s departure represents a loss for Globo, but the Communication doctor argues that the broadcaster has the chance to bring different audiences and advertisers to family time on TV.

“It is possible to think of a variety program, perhaps anchored by more than one person, and bet on presenters who have a great penetration in digital, with followers on social networks and a presence in other media. Faustão has that audience that belongs to Open TV and is not renewing much, so it is the opportunity to renew the audience “, says the coordinator of ESPM.

Currently, Domingão do Faustão occupies the range from 6 pm to 8 pm on Sunday – lost an hour last year, after the studios closed due to the pandemic, and has not recovered that time. In 2022, the schedule can be occupied even by traditional paintings of the attraction of Fausto Silva, such as the Dance of the Famous, but in the format of seasons.

“One solution would be to give more autonomy to these staff, with sponsorship [pacote comercial próprio] and bet on different presenters, who bring a greater diversity. Faustão is a tremendous presenter and as few people can handle such a program, but instead of having a program for the whole family with a presenter for the whole family, who represents the ‘head of the family’, you will have different possibilities, families and people from Brazil represented in the niches “, suggests Curi.

End of superstars

In recent years, one of Globo’s brands, which made a process of unifying all the companies in the group, was the wiping of the payroll, which affected contracts for actors, authors and executives who had been with the station for years – in addition to the layoffs .

The Domingão presenter always “paid for himself” and never represented a financial problem for the audience leader. On the contrary. Fausto Silva is estimated to receive R $ 5 million per month, a figure that represents an era when TVs made high investments to maintain their talents or take artists from other stations. But the reality of television is no longer this.

In the 1990s, for example, Silvio Santos paid a fine of R $ 43 million to get Ratinho out of the Record. In 2009, Edir Macedo’s broadcaster offered a salary of R $ 3.5 million to make Gugu Liberato (1959-2019) agree to leave SBT – then he started to negotiate the contract for the season and received “only” R $ 250 thousand salary, in addition to merchans.

“Today, one thinks of a logic not only of merchandising, which is a little like Faustão’s logic at Globo. In addition to the high fixed salary, he also has this composition with merchandising”, begins Pedro Curi.

“The tendency is to have not only the merchandising of the program itself, but the idea of ​​showing certain talents and artists that, by being present and having the opportunity to show themselves at a time like Sunday, they will have the chance to on their networks and on other platforms to associate with the brands and earn money from it too “, highlights the professor.

In other words, the broadcasters understand that it is no longer necessary to pay such a high salary to maintain a talent, but rather to offer a possibility of “partnership” that includes showing the artist that he has a chance to increase earnings with his own social networks. is on the air on television.

“You keep paying the person to do the program, but they understand that they will also gain from that. It is the logic of synergy. I am going to bring here something that is successful and everyone wins more than if I were the ‘ owner of that talent ‘, having to’ arrest him ‘and pay for him. The broadcasters started to notice that they are giving space to that person too “, says Pedro Curi.

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Supersalary, advertising and influence: How does Faustão's departure impact Globo?