A MIGRAÇÃO DO RÁDIO AM PARA FM EM MATO GROSSO DO SUL: um estudo comparado das Rádios Caçula e Difusora Pantanal

Abstract

The Brazilian radio is experiencing a transition phase with the migration of broadcasters in Amplitude Modulated (AM) to the FM spectrum authorized by the Federal Government in 2013. In addition to providing improvements in the sound quality of audio transmission, assumption that the adaptation to the FM would promote changes in the broadcasters' programming. In this dissertation, we carried out a cartographic study of AM stations in Mato Grosso do Sul that adhered to the migration process and tried to understand how the band shift resulted in new programming formats. With the support of the Case Study method, we selected as object the pioneers to migrate: Caçula Radio of Três Lagoas, the first one in Mato Grosso do Sul, and the Difusora Pantanal the first in the state capital, Campo Grande. Through the methodology of the Comparative Study, allied to the techniques of in-depth interview and direct observation, it was possible to identify that in both seasons, in AM, musical programming was preponderant and occupied more than half of the daily grid. By categorizing the programs by genres and formats from André Barbosa Filho's theoretical perspective, it was also possible to observe that, although in AM, broadcasters prioritized the genre of entertainment in musical format, programming was hybrid with space for focused programs in news, sports, police and religious. After the migration to the FM band, the research reveals that the Difusora Pantanal presented more significant programming changes than Caçula Radio. At the Difusora Pantanal Radio, we identified that traditional AM programs were taken from the air with a focus on sports and police, and the station opted for the musical format geared towards the sertanejo genre in order to reach a defined audience. The Caçula Radio preferred for the replication of most programs from the AM to FM band, and migration is an adaptation of technology.