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After more than a year and a half of planning, studies and hard work, we at Warnermedia launched, this Sunday, 🔑 the new regional sports brand: TNT Sports.
From now on, Argentina, Brazil and Chile, countries with sports content from the company, 🔑 share the same identity and the same concept: Passion without limits.
And other countries are expected to join the group soon.
However, 🔑 it is worth mentioning that the soul and history of Esporte Interativo and CDF are still alive in this new 🔑 brand.
This is immortal! As an 80s song that I like a lot says, "Things change their names, but they remain 🔑 what they always will be".
To continue interacting with the largest engaging media group, both in Brazil and in the world, 🔑 the sports fan in Brazil has a new address.
With the new change, all the media and digital platforms that Esporte 🔑 Interativo is present will have a new name: tntsportsbr.
Chile fans will follow tntsportsch.
The language, the quality of the content produced 🔑 and the interaction with the fan are still present in everyday life and begin to break the borders of countries.
Another 🔑 change for fans in Brazil is the OTT EI Plus platform.
Now integrated with other company brands, the product that transmits 🔑 all the brand's competitions in Brazil, such as Brasileirão, Champions League and 9 games per round of the Italian Championship, 🔑 is now called TNT Sports Stadium.
In Chile, where OTT was already called Estadio CDF, it has now changed only to 🔑 Estadio TNT Sports.
The changes and integrations between the sports content of the three countries are supported by five pillars of 🔑 communication: 1: Direct relationships with the fan.
2: quality delivery.
3: a positive and modern approach to sport.
4: Multiplatform content.
5: global perception.
All 🔑 of this to be close to the passion of the fan throughout Latin America and to materialize in the objective 🔑 of being the most important and relevant brand for the passionate about sport in Latin America.
Much of this strategic reformulation 🔑 process was based on a survey of fans in the region that showed several important and fundamental aspects for the 🔑 daily consumption of sports content (1,200 people were heard in the 3 countries).
From the proposal of the new visual identity 🔑 of TNT Sports, which plays with the heartbeat concept of the sports enthusiast, to the language and type of production 🔑 format in the sports coverage.
Other fundamental attributes for the change, which appeared in the study and that will be present 🔑 in the daily production are: credibility, positive vision, originality, engagement with the fan.
All of them will be present in the 🔑 daily life of the group's digital platforms, which together reach a reach of more than 100 million people per month, 🔑 42 million followers.
These will also be key concepts and pieces in one of the new brand new features: "Match Day".
All 🔑 coverage of the broadcasts of the main games of TNT Sports will be within this proposal that will be multiplatform.
Infecting 🔑 passion, credibility, pride and inspiring football fans.
An example of something that had already started in Chile and reminds us a 🔑 little of the late "Ball Fever" from Esporte Interativo channels, but now multiplatform and throughout the region.
In Brazil, TNT Sports 🔑 will continue to broadcast the matches of the Brasileirão, the Champions League, the UEFA Nations League, the Italian Championship and 🔑 the European Qualifiers for the World Cup, in addition to all the sports coverage of the programs, such as Last 🔑 Bid, Best of the League and Keeping an eye on the League.
The transmissions, in the Superstation concept, created in 2018, 🔑 follow both on TNT and Space, in addition to the OTT "Estadio TNT Sports" and, in many cases, on the 🔑 brand's digital platforms.
In Argentina and Chile, TNT Sports also has the broadcast of the Argentine and Chilean championship, respectively, and 🔑 other soccer rights that fit the premium concept, such as games of the Chilean national team and the Argentine women's 🔑 football league.
And why is the brand change happening right now?
Over the past three years, Turner has been acquiring the rights 🔑 of football in the region, and this integration process of WarnerMedia Latin America, unifying the existing sports brands in Argentina, 🔑 Brazil and Chile, creating a sports vertical to assume a regional leadership position .
Given the 2020 scenario, the most appropriate 🔑 was to launch TNT Sports in 2021, a brand that is born under the umbrella of WarnerMedia Latin America present 🔑 and operating in the region.
There is a shared view that this is the best way for us to grow, to 🔑 be able to be close to the fans in all markets, to also help the growth of regional football, futsal 🔑 and women's football.
This is something that has always been part of our essence.
Does WarnerMedia, a company that owns TNT Sports, 🔑 plan to incorporate TV rights into new content, skills and disciplines?
Our intention is to become the most important brand in 🔑 sports content in the region.
To do this, we are constantly analyzing rights issues for the different screens.
We are always attentive 🔑 and, mainly, analyzing the contents are more relevant to the fan.
The most recent in this regard was the acquisition for 🔑 Chile of all the participation of your team in the qualifiers, something that we are also doing in Brazil, but 🔑 in this case, through game packages.
Do you intend to enter new markets besides Brazil, Argentina and Chile? Which ones are 🔑 they studying?
We are analyzing several markets and evaluating how the rights of third parties are maturing in relation to the 🔑 soccer championships in Latin America.
The work we do in terms of analysis and studies of new markets is permanent, is 🔑 part of our expansion strategy in the region.
How important are digital platforms in your business plan?
We know that consumer behavior 🔑 is changing very fast and that digital is the future.
Given this, it is essential that we go deeper into this 🔑 field.
Fortunately, WarnerMedia is the world leader in digital engagement with Bleachers Report in the USA and Esporte Interativo in Brazil.
And 🔑 that aspect will continue to be strategic for us.
We will seek to improve it now that we have a regional 🔑 brand.
What is the main objective in terms of establishing a regional brand, lowering costs, for example?
It is through a regional 🔑 brand that we can aspire to the leadership we seek in sports.
Of course, the question of costs is a variable, 🔑 but it is not the most important one at all.
The main objective of this implementation is to promote synergy between 🔑 countries, optimize structures and give our Sport vertical a unique identity with the same editorial line, elements that will allow 🔑 us to maintain a close relationship with the fans in each market and provide it with a expanded experience, according 🔑 to our statement "Passion without limits".
How will the content interaction between the three countries work?
Let's go deeper into what we 🔑 are already doing.
The idea is to promote formats and programs with regional potential, taking advantage of available resources and the 🔑 cross-market structure.
An example in this sense is the concept of "Match Day" with which we already work in Chile.
We will 🔑 also strengthen international coverage through our correspondents in Europe and the United States, in order to always provide the most 🔑 relevant information to our local audiences.
Now we have the opportunity, for example, to extend what worked very well in a 🔑 given market to other countries, to test new formulas, to increase the exchange of ideas and talents.
Will the talents be 🔑 added? Do those who are now continue?
Probably 2021 will bring something new on the subject, but it is not fundamental 🔑 for us at the moment.
To develop the potential of a regional brand, today we already have a talented and distinguished 🔑 journalistic team in the three countries where we are present.
Certainly, in the short term, we will play with cross references 🔑 appearances in different markets; it will be something dynamic, which will evolve on different screens.
For example, Bichi Borghi, world champion 🔑 for Argentina, who besides being a channel talent in Chile is also a big name in Argentina, or Juan Pablo 🔑 Varsky, who with his rise across the continent works perfectly in Chile.
And we are also open to receive special guests 🔑 who will accompany us at specific moments and initiatives, as we already did with Julio César in Brazil for the 🔑 UEFA Champions League.WOW ...
this is a little bit of all the work that has been done and everything that we 🔑 have to do ahead of us.
The passion and DNA of Esporte Interativo and CDF now go beyond the boundaries that 🔑 bound us.
Passion has no limits now!
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