{"id":28000,"date":"2021-08-25T13:25:31","date_gmt":"2021-08-25T18:25:31","guid":{"rendered":"https:\/\/latamjournalismreview.org\/?p=28000"},"modified":"2021-08-25T13:27:51","modified_gmt":"2021-08-25T18:27:51","slug":"veiculos-digitais-lancam-solucao-para-distribuir-e-monetizar-informacao-sobre-a-periferia-de-sao-paulo","status":"publish","type":"post","link":"https:\/\/latamjournalismreview.org\/pt-br\/articles\/veiculos-digitais-lancam-solucao-para-distribuir-e-monetizar-informacao-sobre-a-periferia-de-sao-paulo\/","title":{"rendered":"Ve\u00edculos digitais lan\u00e7am solu\u00e7\u00e3o para distribuir e monetizar not\u00edcias sobre a periferia de S\u00e3o Paulo"},"content":{"rendered":"

Quatro iniciativas jornal\u00edsticas com foco editorial em \u00e1reas perif\u00e9ricas e favelas do Brasil lan\u00e7aram na ter\u00e7a-feira, 24 de agosto, uma solu\u00e7\u00e3o para distribui\u00e7\u00e3o e monetiza\u00e7\u00e3o das suas not\u00edcias. A plataforma Territ\u00f3rio da Not\u00edcias (TN)<\/a> conta com 25 telas instaladas em estabelecimentos comerciais nas periferias e favelas da cidade de S\u00e3o Paulo. Al\u00e9m de mostrar not\u00edcias, as telas mostram tamb\u00e9m an\u00fancios.<\/p>\n

\"Tela

Tela da TN instalada em mercado na zona sul de S\u00e3o Paulo. Ao todo, ser\u00e3o 25 telas, com audi\u00eancia estimada entre 500 e 800 mil pessoas por m\u00eas. Foto: Patr\u00edcia Santos<\/p><\/div>\n

\u201cCada tela significa um alcance de p\u00fablico que as redes sociais n\u00e3o possibilitam e tamb\u00e9m gera\u00e7\u00e3o de renda que vai monetizar a audi\u00eancia. N\u00e3o \u00e9 s\u00f3 exibir o conte\u00fado e sim transformar essa estrat\u00e9gia em gera\u00e7\u00e3o de renda,\u201d disse \u00e0 LatAm Journalism Review (LJR)<\/strong> Ronaldo Matos, gerente comercial do TN, jornalista e co-fundador do site de not\u00edcias Desenrola e N\u00e3o Me Enrola<\/a>.<\/p>\n

Al\u00e9m da Desenrola, a TN conta ainda com os coletivos jornal\u00edsticos Alma Preta<\/a>, Embarque Nodireito e Periferia em Movimento<\/a>. O conte\u00fado de cada uma mostrado nas telas pode ser acessado via um QR code.<\/p>\n

\u201cA gente tem um debate muito forte sobre os desertos de not\u00edcias, mas muitas vezes a not\u00edcia que a gente produz ela n\u00e3o chega at\u00e9 quem precisa porque tem um gargalo de distribui\u00e7\u00e3o,\u201d disse \u00e0 LJR<\/strong> Simone Freire, gerente de marketing da TN.<\/p>\n

A compara\u00e7\u00e3o das dificuldades enfrentadas pelo jornalismo local em periferias e favelas com os desertos de not\u00edcias \u00e9 pertinente. De acordo com a edi\u00e7\u00e3o mais recente do Atlas da Not\u00edcia<\/a>, 17,9% dos munic\u00edpios brasileiros n\u00e3o t\u00eam nenhum ve\u00edculo jornal\u00edstico em atividade. Em geral, s\u00e3o munic\u00edpios pequenos, com popula\u00e7\u00e3o mediana de 7.100 habitantes.<\/p>\n

\"Simone

Simone Freire, gerente de marketing da TN: \u2018mapeamos estabelecimento comerciais parceiros pensando na audi\u00eancia e juntamos com a grande produ\u00e7\u00e3o jornal\u00edstica que j\u00e1 vem desses coletivos\u2019<\/p><\/div>\n

Embora periferias e favelas de grandes cidades n\u00e3o sejam consideradas desertos de not\u00edcias, pois em geral fazem parte de cidades maiores onde h\u00e1 ve\u00edculos de jornalismo, essas popula\u00e7\u00f5es t\u00eam necessidades de informa\u00e7\u00e3o espec\u00edficas. Mesmo quando existem ve\u00edculos locais produzindo conte\u00fado, a distribui\u00e7\u00e3o \u00e9 uma barreira adicional.<\/p>\n

Uma pesquisa do F\u00f3rum Comunica\u00e7\u00e3o e Territ\u00f3rios identificou 97 iniciativas de jornalismo local<\/a> ativas em 2019 na cidade de S\u00e3o Paulo, a maior do Brasil com 12 milh\u00f5es de habitantes. A TN estima que as suas 25 telas iniciais v\u00e3o atingir entre 500 a 800 mil pessoas por m\u00eas.<\/p>\n

A inspira\u00e7\u00e3o da TN vem de displays publicit\u00e1rios que existem em elevadores de pr\u00e9dios corporativos, em pontos de \u00f4nibus e esta\u00e7\u00f5es de trem e metr\u00f4. Muitos deles, al\u00e9m dos an\u00fancios, tamb\u00e9m mostram manchetes do notici\u00e1rio como forma de atrair a aten\u00e7\u00e3o dos transeuntes.<\/p>\n

\u201cMapeamos estabelecimento comerciais parceiros pensando na audi\u00eancia. Precisavam ter grande fluxo de clientes e juntamos com a grande produ\u00e7\u00e3o jornal\u00edstica que j\u00e1 vem desses coletivos,\u201d explicou Freire.<\/p>\n

A TN surgiu a partir de um projeto selecionado pelo Desafio de Inova\u00e7\u00e3o Google News Initiative na Am\u00e9rica Latina em 2019. Com o dinheiro, a equipe desenvolveu a solu\u00e7\u00e3o tecnol\u00f3gica pr\u00f3pria que interliga as telas com o sistema de publica\u00e7\u00e3o de not\u00edcias e an\u00fancios. Ele \u00e9 mantido por uma equipe de 20 pessoas, entre jornalistas e t\u00e9cnicos, com apoio de equipes de vendas, financeira e de marketing.<\/p>\n

\"Ronaldo

Ronaldo Matos, gerente comercial da TN: \u2018o deserto n\u00e3o \u00e9 s\u00f3 de produ\u00e7\u00e3o de not\u00edcias, mas tamb\u00e9m de distribui\u00e7\u00e3o\u2019. Foto: cortesia<\/p><\/div>\n

\u201cUm dos nossos grandes desafios \u00e9 conseguir investidores para a nossa opera\u00e7\u00e3o. Temos tecnologia pr\u00f3pria, equipe pr\u00f3pria. Al\u00e9m disso, o plano e m\u00e9todo de venda de an\u00fancios \u00e9 nosso. O produto adaptado \u00e0 desigualdade estruturante do acesso \u00e0 internet no Brasil, onde o celular \u00e9 a principal ferramenta de conex\u00e3o,\u201d disse Matos.<\/p>\n

E investimentos ser\u00e3o necess\u00e1rios para, uma vez consolidada, a TN amplie a sua abrang\u00eancia na cidade de S\u00e3o Paulo, inclua novas iniciativas jornal\u00edsticas. Tamb\u00e9m est\u00e1 nos planos entrar em novas cidades, como o Rio de Janeiro, que, assim como S\u00e3o Paulo, conta com uma cena importante de jornalismo produzido nas favelas.<\/p>\n

\u201cQuem se formar na faculdade daqui a cinco anos, vai poder criar um portal de jornalismo no seu bairro com a rede de longo alcance da TN,\u201d prev\u00ea Matos. \u201cVai ser tamb\u00e9m capaz de monetizar o seu conte\u00fado, numa alternativa \u00e0s redes sociais, atendendo a princ\u00edpios \u00e9ticos e editoriais de qualidade jornal\u00edstica\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Projeto inovador de quatro ve\u00edculos de jornalismo amplia a distribui\u00e7\u00e3o de conte\u00fado nas periferias e favelas enquanto contribui para ampliar as receitas para as reda\u00e7\u00f5es. Lan\u00e7ado inicialmente em S\u00e3o Paulo, a iniciativa conta com 25 telas instaladas em estabelecimentos comerciais por onde passam at\u00e9 800 mil pessoas por m\u00eas.<\/p>\n","protected":false},"author":5,"featured_media":27990,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1210],"tags":[1593],"coauthors":[],"class_list":["post-28000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-modelo-de-negocio-pt-br","tag-jornalismo-online-pt-br"],"acf":[],"yoast_head":"\nVe\u00edculos digitais lan\u00e7am solu\u00e7\u00e3o para distribuir e monetizar not\u00edcias sobre a periferia de S\u00e3o Paulo - LatAm Journalism Review by the Knight Center<\/title>\n<meta name=\"description\" content=\"Ve\u00edculos digitais lan\u00e7am solu\u00e7\u00e3o para distribuir e monetizar not\u00edcias sobre a periferia de S\u00e3o Paulo Modelo de neg\u00f3cio. Latin American Journalism Review by The Knight Center at The University of Texas at Austin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/latamjournalismreview.org\/pt-br\/articles\/veiculos-digitais-lancam-solucao-para-distribuir-e-monetizar-informacao-sobre-a-periferia-de-sao-paulo\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ve\u00edculos digitais lan\u00e7am solu\u00e7\u00e3o para distribuir e monetizar not\u00edcias sobre a periferia de S\u00e3o Paulo\" \/>\n<meta property=\"og:description\" content=\"Ve\u00edculos digitais lan\u00e7am solu\u00e7\u00e3o para distribuir e monetizar not\u00edcias sobre a periferia de S\u00e3o Paulo Modelo de neg\u00f3cio. 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He began his career on the local desk at Jornal do Brasil, in 2003. He was a reporter, assignment editor and managing editor at R\u00e1dio CBN. He has a Master\u2019s degree in media and communication from the London School of Economics (LSE), with a scholarship from the Journalists of Vision program. He is a professor of journalism at PUC-Rio. He won the Imprensa Embratel award in 2007, the Alexandre Adler award in 2008, and is a two-time winner of the Tim Lopes Award for Investigative Journalism, in 2009 and 2014. J\u00falio Lubianco estudi\u00f3 periodismo en la Universidad Federal Fluminense (UFF). Comenz\u00f3 la carrera en 2003, en el diario Jornal do Brasil. Fue reportero, editor y editor ejecutivo en R\u00e1dio CBN. Hizo su maestr\u00eda en medios de comunicaci\u00f3n en London School of Economics (LSE), becado por el programa Jornalistas de Vis\u00e3o. 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Es profesor del curso de periodismo de PUC-Rio y es presentador del podcast de BRIO, que trata sobre periodismo, carrera, mercado y tecnolog\u00eda. Gan\u00f3 los premios Imprensa Embratel (2007), Alexandre Adler (2008), y en dos oportunidades el Tim Lopes de Periodismo Investigativo (2009 y 2014). J\u00falio Lubianco estudou jornalismo na Universidade Federal Fluminense (UFF). Come\u00e7ou a carreira em 2003, no caderno Cidade do Jornal do Brasil. Foi rep\u00f3rter, chefe de reportagem e gerente de jornalismo na R\u00e1dio CBN. Fez mestrado em m\u00eddia e comunica\u00e7\u00e3o na London School of Economics (LSE), com bolsa do programa Jornalistas de Vis\u00e3o. \u00c9 professor do curso de jornalismo da PUC-Rio e apresenta o podcast do BRIO, que discute jornalismo, carreira, mercado e tecnologia. 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