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10px;width:30px;height:30px;background-image:url(data:image/svg+xml;base64,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);background-size:contain}.eb-dark{border:.5px 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.title-block{font:30px/normal UOLText,Georgia,serif}#cover .description{font-size:16px}.title-numeral .title{padding-bottom:13px}.title-numeral .title-block{font-size:69px;line-height:60px;font-weight:700}.title-numeral .text-right .text{padding-right:60px;margin-top:-16px}.title-numeral .text-left .text{padding-left:60px;margin-top:-16px}.title-numeral.shadow-middle{background-image:linear-gradient(to bottom,transparent,rgba(0,0,0,.8))}.title-numeral .titleShort{width:max-content;margin:0 auto}.title-numeral .text-left .titleShort .title,.title-numeral .text-right .titleShort .title{margin:initial;height:100%;display:inline-block}.title-numeral .text-left .titleShort .text{padding-left:58px;width:242px}.title-numeral .text-right .titleShort .text{padding-right:58px;width:242px}.notOrdered,.ordered{color:#fff;padding:0;counter-reset:listCounter;font-size:18px;line-height:28px}.notOrdered li:first-child,.ordered li:first-child{margin-top:0}.ordered li{list-style:none;margin:20px 0}.notOrdered li{list-style:none;margin:20px 0 20px 0}.text-center .ordered li::before{font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-right .ordered li::before{position:relative;top:0;height:100%;right:5px;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered li::before{position:fixed;top:0;height:100%;left:0;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered .text{padding-left:20px}.text-center .notOrdered li::before,.text-left .notOrdered li::before,.text-right .notOrdered li::before{content:"•";position:relative;top:4px;height:100%;font-size:30px;right:5px;left:0;margin-right:10px}.quote .grid-first.valign-top{padding-top:40px}.quote .grid-third.valign-bottom{padding-bottom:40px}.quote .quote-columns{display:grid;grid-template-columns:11% 89%}.quote .title{margin-top:2px;letter-spacing:.4px;font-size:20px;line-height:25px;font-weight:400;font-family:UOLTextItalic}.quote .quote-open:before{content:"\201C";font:normal 100px/87px UOLText,Georgia,serif}.quote .quote-open:after,.quote .title:after{width:inherit;height:inherit;content:none}.quote p{letter-spacing:0rem;font-size:.86rem;line-height:0rem}.quote .author{font-size:14px;line-height:20px;font-weight:700}.quote .author-description{font-size:14px;line-height:18px}.list-photo,amp-story-page[id^=page] ul{grid-gap:initial}.list-photo{grid-template-rows:33.33% 66.67%}.list-photo .grid-first{height:100%}.list-photo .grid-second{display:initial;height:100%;padding:1.467rem 1.8rem 0 1.8rem}.list-photo .grid-first amp-img{width:100%;height:100%}.list-photo .grid-first img{height:100%;object-fit:cover}.list-photo .title:after{background:#fff}.list-photo ol li:before,.list-photo ul li:before{color:#fff}.photo-two-thirds-bottom{color:#000}.photo-two-thirds-bottom{grid-template-rows:33.33% 66.67%}.photo-two-thirds-bottom .grid-second{height:100%}.photo-two-thirds-bottom .grid-first{padding:2.5rem 1.8rem 0 1.8rem}.photo-two-thirds-bottom .grid-second img{height:100%;object-fit:cover}.photo-two-thirds-top{color:#000}.photo-two-thirds-top{grid-template-rows:66.67% 33.33%}.photo-two-thirds-top .grid-first{height:100%}.photo-two-thirds-top .grid-second{padding:0 1.8rem}amp-story-page[id^=page] .layer-image div[class^=grid-]{height:100%}amp-story-page[id^=page] img{height:100%;object-fit:cover}amp-story-page[id^=page] .photo-two-thirds-top 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.title-block{font:30px/normal UOLText,Georgia,serif}#cover .description{font-size:16px}.title-numeral .title{padding-bottom:13px}.title-numeral .title-block{font-size:69px;line-height:60px;font-weight:700}.title-numeral .text-right .text{padding-right:60px;margin-top:-16px}.title-numeral .text-left .text{padding-left:60px;margin-top:-16px}.title-numeral.shadow-middle{background-image:linear-gradient(to bottom,transparent,rgba(0,0,0,.8))}.title-numeral.shadow-middle.text-dark{background-image:linear-gradient(to bottom,transparent,rgba(255,255,255,.8))}.title-numeral .titleShort{width:max-content;margin:0 auto}.title-numeral .text-left .titleShort .title,.title-numeral .text-right .titleShort .title{margin:initial;height:100%;display:inline-block}.title-numeral .text-left .titleShort .text{padding-left:58px;width:242px}.title-numeral .text-right .titleShort .text{padding-right:58px;width:242px}.notOrdered,.ordered{color:#fff;padding:0;counter-reset:listCounter;font-size:18px;line-height:28px}.notOrdered li:first-child,.ordered li:first-child{margin-top:0}.ordered li{list-style:none;margin:20px 0}.notOrdered li{list-style:none;margin:20px 0 20px 0}.text-center .ordered li::before{font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-right .ordered li::before{position:relative;top:0;height:100%;right:5px;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered li::before{position:fixed;top:0;height:100%;left:0;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered .text{padding-left:20px}.text-center .notOrdered li::before,.text-left .notOrdered li::before,.text-right .notOrdered li::before{content:"•";position:relative;top:4px;height:100%;font-size:30px;right:5px;left:0;margin-right:10px}.quote .grid-first.valign-top{padding-top:40px}.quote .grid-third.valign-bottom{padding-bottom:40px}.quote .quote-columns{display:grid;grid-template-columns:11% 89%}.quote .title{margin-top:2px;letter-spacing:.4px;font-size:20px;line-height:25px;font-weight:400;font-family:UOLTextItalic}.quote .quote-open:before{content:"\201C";font:normal 100px/87px UOLText,Georgia,serif}.quote .quote-open:after,.quote .title:after{width:inherit;height:inherit;content:none}.quote p{letter-spacing:0rem;font-size:.86rem;line-height:0rem}.quote .author{font-size:14px;line-height:20px;font-weight:700}.quote .author-description{font-size:14px;line-height:18px}.list-photo,amp-story-page[id^=page] ul{grid-gap:initial}.list-photo{grid-template-rows:33.33% 66.67%}.list-photo .grid-first{height:100%}.list-photo .grid-second{display:initial;height:100%;padding:1.467rem 1.8rem 0 1.8rem}.list-photo .grid-first amp-img{width:100%;height:100%}.list-photo .grid-first img{height:100%;object-fit:cover}.list-photo .title:after{background:#fff}.list-photo ol li:before,.list-photo ul li:before{color:#fff}.photo-two-thirds-bottom{background:#fff;color:#000}.photo-two-thirds-bottom{grid-template-rows:33.33% 66.67%}.photo-two-thirds-bottom .grid-second{height:100%}.photo-two-thirds-bottom .grid-first{padding:2.5rem 1.8rem 0 1.8rem}.photo-two-thirds-bottom .grid-second img{height:100%;object-fit:cover}.photo-two-thirds-top{background:#fff;color:#000}.photo-two-thirds-top{grid-template-rows:66.67% 33.33%}.photo-two-thirds-top .grid-first{height:100%}.photo-two-thirds-top .grid-second{padding:0 1.8rem}amp-story-page[id^=page] .layer-image div[class^=grid-]{height:100%}amp-story-page[id^=page] img{height:100%;object-fit:cover}amp-story-page[id^=page] .photo-two-thirds-top p{padding:0}.photo-two-thirds-top .grid-first img{height:100%;object-fit:cover}#credits{background:#fff}#credits .logo{display:grid;width:100%;justify-items:center}#credits .grid-first .logo{padding-top:40px;padding-bottom:1rem}#credits .grid-second .sponsors{padding-bottom:40px}#credits .published{display:block;line-height:2rem;padding-bottom:1rem}#credits .published span{display:block}#credits .published:after{content:''}/* !end-color-cp:amp-stories-story-editorial *//* !color-cp:youtube-embed */@-webkit-keyframes rotate-center{0%{-webkit-transform:rotate(0);transform:rotate(0)}100%{-webkit-transform:rotate(360deg);transform:rotate(360deg)}}@keyframes rotate-center{0%{-webkit-transform:rotate(0);transform:rotate(0)}100%{-webkit-transform:rotate(360deg);transform:rotate(360deg)}}.youtube-embed .loading path{fill:#42A64B}/* !end-color-cp:youtube-embed *//* !color-cp:wording-info */.wording-info .wording-info-box .wording-description 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Aquisição dos direitos da Champions pelo Facebook gera incerteza com relação a transmissão dos jogos
29/06/2018 16h24
Com o advento da tecnologia, as mudanças na maneira de como se transmitir a notícia são cada vez mais recorrentes. Na última quarta-feira o 'Facebook' adquiriu os direitos de transmissão da Champions League no Brasil e reforçou a ideia da internet e principalmente das redes sociais entrarem de vez no mercado da distribuição de informação e transmissões de grandes eventos.
Diante da conquista, a rede social desbancou a maior detentora de direitos televisivos do país, a Rede Globo. A emissora sequer participou do leilão dos direitos de transmissão torneio, que agora pertencem a empresa de Mark Zuckerberg e ao 'Esporte Interativo'. Com a saída da TV aberta divulgando o torneio, o LANCE! procurou especialistas em Marketing esportivo para saber mais sobre esse novo panorama que se apresenta para a próxima temporada.
- Ainda é cedo para mensurar o impacto dessa nova transmissão, mas em termos de consumo, o fato da Rede Globo ter deixado a concorrência é imediato, se tratando do alcance da própria Liga. Historicamente, a TV aberta foi fundamental para popularizar a competição, visto que a TV 'fechada' ainda não tem o mesmo alcance, até devido aos pacotes oferecidos que muitas vezes não contemplam os canais que transmitem a Liga. - comentou Eduardo Esteves, dono do portal 'mktesportivo.com', um dos mais visitados do país sobre o assunto.
Streaming e novos métodos de transmissões:
Desde as pequenas, com imagem em preto e branco, até as mais modernas, com diversas funções multimídia, a televisão foi a maior fornecedora de informação e transmissão de grandes eventos mundo à fora. Perguntado se as redes sociais podem, à longo prazo, substituir os televisores, Eduardo manteve enalteceu o serviço de Streaming mas disse que apesar dos novos métodos de propagação, a TV continuará com hegemonia:
?
- A mudança com o Streaming é total, é uma nova forma de consumo, que abre possibilidade das plataformas interagirem muito mais com os usuários, darem destaque nas transmissões, realizar enquetes interativas e ter um relacionamento muito mais próximo. Além desse fato, o novo modo de assistir vai detalhar quem consome a transmissão, qual o perfil do público, qual esporte mais gosta, qual a média de idade, por qual aparelho consumiu, dentre outras informações. - disse o analista de Marketing.
- A TV ainda segue como protagonista dos eventos esportivos, são sempre as emissoras que desembolsam boladas para distribuir os conteúdos. O consumo do Streaming, nesse meio digital ainda é complementar, de nicho. Fazendo um comparativo, a TV é uma pessoa de 70 anos, que já atingiu sua maturidade e ápice, e o digital ainda é um adolescente no mercado, ainda tem um horizonte de crescimento muito grande. Portanto, a forma do consumo tem mudado, mas ainda não é uma quebra total de paradigmas. - complementou.
Comparativo com o Atletiba no Youtube:
?No início de 2017, Atlético Paranaense e Coritiba surpreenderam a todos e realizaram a final do campeonato estadual local com transmissão através do Youtube. Dada as devidas proporções dos eventos, Eduardo explicou que são situações na maioria das partes distintas, mas que tem um ponto em comum:
- A questão do Atletiba foi uma retaliação à Rede Globo por parte da presidência do Atlético-PR. É difícil fazer um paralelo, porque a ideia não deu muita audiência, no Youtube, se a pessoa fica três segundos no vídeo, a plataforma já conta como visualização, então muitas vezes se é um ibope mentiroso. São modelos completamente diferentes, até mesmo por questões políticas, mas se têm alguma semelhança, é a ideia de embarcar nessa nova ideia de consumo por Streaming. - explicou o administrador de 31 anos.
Monopólio da Globo e crescimento das redes sociais:
?Antes de chegar ao Brasil, a transmissão de grandes eventos esportivos, via Facebook, já era dada na maioria dos países da América do Sul, e a demora para o início do processo no país pode ser explicado pelo poder da Rede Globo sobre os direitos televisivos no país. O especialista em marketing esportivo salientou a inserção das redes nessa nova configuração, mas disse que a emissora ainda tem presença forte nesse aspecto:
- Todas essas mudanças estão aumentando e crescendo lentamente nos últimos anos, no entanto, a força da Globo no mercado faz com que esse processo seja um pouco mais demorado. A emissora fecha contratos longos com clubes e ligas; e aqueles que fecham com outros canais, como o 'EI', entram numa plataforma de streaming da emissora, como o 'EI Plus', até pela falta de estrutura e logística para fazer suas próprias transmissões. Em resumo, as marcas querem aparecer, os clubes precisam de dinheiro e a Globo entrega essa visibilidade. - disse Eduardo.
Lucros e publicidade com a nova configuração:
?Os contratos de publicidade com as emissoras de televisão para eventos do porte da Champions League são estratosféricos e de acordo com o criador do site 'mktesportivo.com', essa migração da TV para as redes sociais podem no início não render os esperado e tanto a Liga, quanto o Facebook tem um grande desafio pela frente:
- Fazendo um comparativo da internet com televisão, as partes envolvidas lucrariam menos num primeiro momento, por questões de adaptação. O Facebook entregaria menos pessoas assistindo, logo a publicidade cairia, e menos dinheiro entra em caixa. Tomando como exemplo a Premier League; já existia um ganho muito grande com a TV, a Liga desenvolveu agora um pacote complementar destinado apenas a internet, que serve como uma receita à mais; - comentou o especialista, que acrescentou:
- O acordo é recente, foi fechado ontem, será um desafio para a Liga e para o Facebook, continuar atingindo grandes massas. A rede social já tinha parcerias com emissoras como a 'Fox Sports' dos Estados Unidos e transmitia partidas da NBA pra índia. A política deles era sempre de parcerias, sem aquisição de direitos, mas surgiram Twitter, Amazon, NBC dentre outras empresas criando suas próprias plataformas, que era apenas questão de tempo para e empresa de Mark Zuckerberg entrar no negócio - finalizou Eduardo.
*Sob supervisão de Eduardo Mansell.
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