TV OMNICHANNEL: a repercepção da experiência televisiva

Abstract

The panorama of digital culture and post-modernity made possible the convergence and digitization of the media, which led to a redesign of old media formats, based on structural transformations that encompass their intrinsic aspects and new forms of consumption by their users. This is the case of Brazilian TV, which, since the beginning of its digitization process, in 2007, has been able to experience a new era, called post-television, encompassed by multiple platforms and functionalities. That said, the purpose of this dissertation was investigating the consumption trends of this “new '' Brazilian TV, comprising four television formats: broadcast TV, connected TV, pay TV and hypertelevision. These demonstrate how much television goes beyond the walls of its set device and stations, deconstructing and reconstructing an unprecedented story, which proposes a dialogue between traditional television products and audiovisual products resulting from the internet and, until then, not identified as TV. Certainly, Brazilian television runs through several different models and without great integration, but with enormous possibility of offering a unique experience, based on its market reality and on the vision of the future guided by the major research institutes and bureax in the area. This research aimed to point out a path for the reperception of the concept of television in Brazil, in view of its transformations, suggesting a design of its future, hereby entitled Omnichannel TV, which advocates the viewer's power of choice, giving him the possibility to move between different formats and platforms, as well as choosing what, how, where and when to watch its contents, transforming the television experience into a unique immersive experience for the user.