Descrição
This article aims to analyze the advertising segment and their relationship with the development process of the digital television. We intent to observe the new perspectives of production and consumption of media. Among other things, that involves the issues of interactivity, the exhaustion of the traditional media models, and the relationship of the new media with the audience, considering the analysis of the tripod: digital television, advertising and audience. In Brazil, with the implementation of the Brazilian System of Digital Television (SBTVD), the problem takes bigger proportions, as a consequence of the possibility to issue and track down the digital content consumed. That happens as a consequence of the consumer ability to watch the program with or without the commercial break. At the current model of television, the public is the legitimizing factor: the broadcasters issues the public attention as an instrument to obtain pecuniary rewarding of the advertisers. That model constitutes itself as the main funding source of the channels and networks. On the one hand, digital television represents an advantage at the quality of picture and audio, multiplying the capacity to transmit television signals and to transport new features and services. On the other hand, it seems impossible to transform this industry without some reaction. The many interests involved constitute the main cause of that scenario: the agents interested in advertising are those concerned with the role of ideology, the support of capitalism and the industrial culture. Considering all these questions, it seems almost impossible to produce deep chances, contrary to the interests involved. ||A TV digital representa uma importante inovação, cujas vantagens variam, conforme as diversas modulações possíveis, e que podem ser resumidas na superior qualidade de imagem e áudio, multiplicação da capacidade de transmissão de sinais televisivos e transporte de novos serviços e recursos. Centrando a discussão em três abordagens - TV digital, audiência e publicidade - o presente artigo pretende analisar a abertura de novas possibilidades de comercialização na maior vitrine da publicidade, no que tende a ser uma transformação profunda na forma de abordar consumidores, e de planejar as ações de mídia. A própria possibilidade de interatividade, ao longo dos próximos anos, pode apresentar serviços que se tornarão parte do cotidiano dos telespectadores. Estes são temas cruciais num quadro de convergência, em que a radiodifusão e telecomunicação imbricam-se, ampliando ainda mais a oferta de produtos em uma mesma plataforma.
