Daniel Oliveira, 41, SIC’s director of entertainment and fiction, reveals that TVI’s very powerful counterattack between January and April from several editions of the Big Brother reality show and broadcasts of important football matches left those responsible for the channel founded by Francisco Pinto Balseman on the verge of a nervous breakdown.
The only attack that bothered the SIC team was another and the fault of some pirates who were not led by the opponent Cristina Ferreira. “At the beginning of the year, we had a huge problem with a computer attack that occurred on January 2 and changed a number of procedures and methods of work. At a certain time in the TV market with strong bets from our competitor, we had to react in almost the same way,” says Daniel Oliveira after a desperate moment for the station, but successfully overcome.
“At the beginning of the year, we had a huge problem with a computer attack that occurred on January 2nd, which changed a number of procedures and ways of working”
“WE DIDN’T CHANGE THE COURSE DUE TO THE CIRCUMSTANCES, AND IT HAPPENED”
The director of entertainment admits the times were tough, but his crew managed to keep the boat from tipping over. “I’m extending these first six months with a focus on April which had very strong football matches, plus a strong draw budget, you can see that had a clear goal to SIC,” admits, showing how he didn’t panic and began to change mesh to compete with competing TVI: “What we did was keep looking at our strategy without changing it. I think it was fundamental not to change the course that we set depending on the circumstances, on the results that may affect some changes. Competition and a competitive market force all market agents to reconsider procedures. And, where appropriate, be more attentive to certain sectors and separate sections of competing networks in which other investments are made, and we must look at this with different eyes,” he assures.
Daniel assures that “information has played an important role in this strategy. But we at SIC don’t look at information and programs. We only have one SIC. works and we don’t look at sic’s in multiple sic’s. JIC only one! The information and program strategy is general, general and permanent. How it all relates to us is the most important thing, without any division,” he concludes.
“At SIC, we don’t look at information and programs. We only have one SIC. We do not have such a division. We are completely united.”
AUDIENCE WAR EXPLAINED BY DANIEL OLIVEIRA
Another issue that worries Daniel Oliveira is metrics. And, as with everything in life, there are those who win by a tenth and remain in the memory of the history of statistics. And he gives an example to explain how some audience readings are sometimes biased. “Many times we look at a program that is not getting leads, and those 600 or 700 thousand people who saw the program, even if they were not in the lead, in the analysis carried out, as if they do not exist, no matter how these 700 thousand people do not contribute to the overall result of the station. Obviously, they contribute and contribute a lot. There are 700 thousand of them, even if on the other hand there may be 701 thousand. And what is said that program X lost, and program Y won by a thousand, but 700 thousand people X are very relevant ‘, he recalls.
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They continue to talk about the violation of the TV presenter’s contract.
To be more visible to the majority of his audience, Daniel Oliveira chose a specific example of a football result. “When you make a story about who won the day, the month or the year, whoever is in the story was the one who won. And for the last 41 months, the winner is, of course, SIC. When a football team wins 1-0, gives the same points at the end as if they had won 5-0.”
NOT FEARING BIG BROTHER, CHRISTINA AND POSTS
Regarding TVI’s attacks with releases on top of “BB” releases to fight SIC hegemony on Sunday evening, the director explains that he was calm: “’Big Brother’ didn’t force us to rethink strategies, we kept the strategy we had. We have kept the programs we predicted, we have kept the soap operas planned.”
But he didn’t watch a rival channel steal his revenue. So what did you do to repel the assault on the fort? “We’ve made adjustments from time to time due to our circumstances. The universal TV market is fighting not only among themselves, but with everything else. On Saturday we had some great fun that we bet big on that hasn’t been around for a long time and we wanted to keep that bet on Saturday. We didn’t want to change what was our main focus in the approach we took this year.”
IT IS IMPORTANT TO LEAD … AND DO NOT RESPOND TO PROVOCATIONS
“The position of the leader is important for us, as we want to be with as many viewers as possible, and this is important. Reports for us are compiled by year and month. a context in which there is almost a derby every day and that feeds the sites. I understand this whole context, whoever wants to play this game plays,” he says.
“Big Brother didn’t force us to rethink strategies, we kept the strategy we had”
He declares and does not miss the opportunity to throw a few bold barbs at rival Cristina Ferreira and her TVI: “I hold monthly hearings because I think they should be held. The daily aspect of this holiday does not have. In mid-April, our main competitor marked the month on its official pages. Written. There is nothing wrong with Christina and TVI. When one doesn’t want to, two don’t play,” he concludes.
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In the midst of the turmoil of war numbers that thrill viewers, Daniel Oliveira reacts by wanting to show an image of thoughtfulness and common sense. “It is important that there is objective and clear information about the results, often with the official figures themselves and with graphs, because this is important to give credibility to the message. It is important for us to continue to diversify our antenna and reach out to the audience. That’s why we’re making these bets here this summer.”
“Our main competitor celebrated the month on its official pages in mid-April. It is written. No problem with Cristina or TVI.”
And he adds: “When we look at a product, I know that the most obvious is always the overall result of the universe. We are looking at a different type of metric, we are looking at the previous result, we are looking at the daily average. , we do not look at the product in isolation. , we are looking at the full mesh. Given the bets we want to make and the investments we want to make at certain times of the year, what has guided our choices since January – and what allows us to make new bets today – is what has allowed us to continue to manage our grid, assuming that we will continue to focus on innovation and stakes.”
DANIEL’S FUTURE? IT’S FULL OF CHALLENGES…
The director replies without hesitation: “I am ready for another four years. I am ready for all challenges, and challenges do not end with universal channels, everyone has challenges ahead. They are gone, we and they, we are facing the TV market like a pie.”