“You can keep saying that nothing will happen in this bid”, warned the narrator Silvio Luiz while Ponte Preta sought a counterattack against Palmeiras, on Wednesday (26). “Didn’t I?”
Then, in the second half of the match, when the alviverde team managed the three-goal advantage they had built in the initial stage, a voice similar to that of Casagrande, a TV commentator, was heard during the broadcast on the R7 portal, from Record. Globe.
“Yeah, Corinthians equalized in the debut, they only have one point added, and Palmeiras already has six. making Silvio Luiz laugh.
The Palmeiras performance, as well as the Campeonato Paulista itself, was just the backdrop for the trio to present spectators with a less traditional way of broadcasting a match, exploring humor.
The irreverent proposal, full of jokes and imitations, is Record’s bet to win over the internet audience, especially the younger ones, during its coverage of the State. The broadcaster won the competition from Globo, SBT and Band and bought the rights to air the tournament until 2025. In the first year, 16 matches will have two simultaneous broadcasts, on open TV and on R7.
“Our idea is to play and make fun of everyone”, explains Bola to leaf, excited about the project. “Nobody’s going to get mad because we’re going to make a big joke out of everybody.”
At 87, Silvio is part of a select group of narrators with unforgettable voices on radio and television, such as Galvão Bueno, Luciano do Valle (1947-2014), Fiori Gigliotti (1928-2006), Osmar Santos, among others. The internet, however, is a new field for him, although it is linked to the transformations of the digital world.
“Whoever can’t live with social networks is not in the world”, he says, before lamenting the only restriction he will have on R7 broadcasts. “You can’t swear. If you could, you’d win over young people much faster,” says the narrator, famous for catchphrases like “eye on the move!” and “rocked the grass at the back of the goal”.
In Rio de Janeiro, the quest to rejuvenate the audience that follows the Estado led Ferj (Federation of Football of the State of Rio de Janeiro) to negotiate the broadcasting rights of the tournament with streamers Casimiro and Gaules and with channels Ronaldo TV and Flow Sport Club, all on Twitch.
On Wednesday, at the same time as the game between Palmeiras and Ponte Preta, Flamengo and Portuguesa opened the first round of the competition, with the match shown by the four content producers.
The broadcaster and comedian Paulo Bonfá was responsible for commanding the exhibition of the match on Ronaldo TV, in a transmission shared with Gaules. Despite being also a narrator, he did not play a role during the match, in which he spent much of the time talking to the streamer and remembering the jokes he used to play when he presented Rockgol, a program from the former MTV Brasil.
The chat while the sporting event takes place is precisely the format that Gaules began to explore in 2021, when he acquired the NBA broadcasting rights and showed the sprint race of the São Paulo F1 GP. The idea, as he said in a recent interview with leaf, is to create a “virtual grandstand” instead of having a more classic display.
“I understand that people identify more when they feel part of the broadcast. ‘I’m not going to watch Paulo Bonfá, I’m going to watch it with Paulo Bonfá'”, says the narrator, who has worked on SporTV and Fox Sports. For him, the current generation of young people has specific habits of content consumption.
“There are a lot of young people who have not acquired, throughout their lives, the habit of following a broadcast in traditional media, on television or on the radio, something that is very common for other generations”, he says. “There is still the possibility that technology has brought to interact in different ways and present sports content with an entertainment bias”, he adds.
Only Flow Sport Club showed Flamengo’s game with a format closer to what could be called a traditional broadcast, commanded by Octavio Neto. Even so, the characteristic of a relaxed conversation, a hallmark of the studio famous for producing podcasts, was present.
“I’ve always sought a younger, more extroverted language, a language that contemplates this newest sports fan. If people don’t like Carioca or football so much, they can be captivated by a more irreverent transmission, with a more current language”, says Neto.
It was precisely for this style that he was chosen by Flow. “Octavio will narrate, but it will basically be a conversation between friends because that’s how we do everything at Flow”, says Davy Jones, presenter and host of Flow Sport Club.
The search is for formats that can attract new audiences. There is a movement towards expanding the space for sporting events on streaming platforms such as Twitch.
“This slightly corrects the loss of impact that football had by not keeping up with the new forms of distribution. When we reach the fullness of these formats, we will return to the stage where there were more people watching and consuming football”, says Bruno Maia , specialist innovation and new business in the sports industry.
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