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Revista de Políticas Públicas E-ISSN: 2178-2865 [email protected] Universidade Federal do Maranhão Brasil

Moreira Rabêlo, Melissa S.; Garcia-Murillo, Martha; Almeida de Macedo Couto, Carlos Agostinho PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding and new technologies Revista de Políticas Públicas, vol. 21, núm. 1, 2017, pp. 469-494 Universidade Federal do Maranhão São Luís, Brasil

Available in: http://www.redalyc.org/articulo.oa?id=321152454024

How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative PUBLIC BROADCASTING SERVICES IN THE 70+6'&56#6'5#0&$4#<+.JKUVQT[HWPFKPI and new technologies

Melissa S. Moreira Rabêlo 1 Universidade Federal do Maranhão (UFMA) Martha Garcia-Murillo 2 Syracuse University Carlos Agostinho Almeida de Macedo Couto 3 Universidade Federal do Maranhão (UFMA) Resumo 2DUWLJRWUD]DSUREOHPiWLFDGRVLVWHPDS~SOLFRGHWHOHYLVmRQR%UDVLOH(VWD - GRVQRTXHVHUHIHUHDRVHXPRGHORGH¿QDQFLDPHQWRHSROtWLFDID]HQGRXPD relação com as novas tecnologias no setor e as mudanças de comportamento da população em relação ao meio televisão. 3DODYUDVFKDYH7HOHYLVmRS~EOLFDSROtWLFDQRYDVWHFQRORJLDV

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Artigo recebido em: 05/08/2016 Aprovado em: 05/04/2017 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

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470 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies Examining the contrast between two nations with similar HFRQRPLFSKLORVRSKLHVFDQKHOSXVXQGHUVWDQGWKHGL൵HUHQWZD\VLQ which the state and the private sector interact in the public broadcas- WLQJVSKHUHWKHPDQQHULQZKLFKWKH\DUHIXQGHGDQGKRZWKH\DUH D൵HFWHGE\QHZWHFKQRORJLHV 7KHQH[WVHFWLRQUHYLHZVWKHKLVWRU\RIWKHWZRV\VWHPV7KH WKLUGVHFWLRQFRQWUDVWVWKHLUEXVLQHVVPRGHOV6HFWLRQIRXUSURYLGHV DEULHIUHYLHZRIQHZWHFKQRORJLHVDQGWKHLULPSDFWRQSXEOLFEUR - DGFDVWLQJ7KH¿IWKVHFWLRQSUHVHQWVWKHUHVXOWVRIDVXUYH\RIFRQ - VXPHUVLQWKH8QLWHG6WDWHVDQG%UD]LOZKLFKZDVGHVLJQHGWRJHWD VHQVHRIWKHYLHZLQJKDELWVRIWKHSRSXODWLRQVRIWKHWZRFRXQWULHV %DVHGRQWKHVHUHVXOWVDQGRQWKHKLVWRU\DQGEXVLQHVVPRGHOVRIWKH SXEOLFVHUYLFHFRQWHQWRIWKHVHWZRFRXQWULHVZHWKHQSURYLGHSROLF\ recommendations. 2 A BRIEF HISTORY OF THE PUBLIC BROADCASTING SERVICE IN THE UNITED STATES AND BRAZIL The ways in which the U.S. and Brazilian public broadcasting VHUYLFHGHYHORSFRQWHQWDQG¿QDQFHWKHLURSHUDWLRQVGL൵HUVLJQL¿ - cantly. ,QWKH8QLWHG6WDWHVSXEOLFFKDQQHOVDUHDYDLODEOHLQDOOVWDWHV WKURXJKORFDOVWDWLRQV)XQGLQJFRPHVIURPWKHSXEOLFDQGWKHSULYD - WHVHFWRUVZLWKVPDOOVXSSRUWIURPWKHJRYHUQPHQW ,Q%UD]LOWKHSXEOLFFRPPXQLFDWLRQVHUYLFHLVOLFHQVHGDQG UHJXODWHGE\WKHJRYHUQPHQWWRWKHFRPPXQLWLHVOHJLVODWXUHVDQG XQLYHUVLWLHVWKDWUXQSXEOLF79VWDWLRQV)XQGLQJIRUERWKFRQWHQW DQGRSHUDWLRQVFRPHVHQWLUHO\IURPWKHVWDWHZKLFKSUHYHQWVORFDO VWDWLRQVIURPDWWUDFWLQJDGGLWLRQDOIXQGLQJIURPRWKHUVRXUFHV7KLV results in relatively unappealing content due to the limited resources provided by the state.

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DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 471 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

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472 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

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DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 473 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

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474 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies signals. More than 118 million Americans tune into PBS stations RQDPRQWKO\EDVLVDQGPLOOLRQOLVWHQWRSXEOLFUDGLRHDFKZHHN 7KHJRDORIWKHSXEOLFEURDGFDVWLQJVHUYLFHLQ8QLWHG6WDWHV LVWRGHYHORSFXOWXUDOO\GLYHUVHSURJUDPPLQJZLWKKLJKTXDOLW\HQ - WHUWDLQLQJLQIRUPDWLYHDQGHGXFDWLRQDOFRQWHQW Public broadcasting in the U.S. is controlled by local stations WKDW JHQHUDWH RU SXUFKDVH SURJUDPPLQJ IURP RWKHU ORFDO VWDWLRQV They have the autonomy and authority to select content and sche- GXOHSURJUDPV7KH&3%DOVRSURYLGHVSURJUDPPLQJDQGIXQGVWR producing entities and independent producers. )XUWKHUPRUHORFDOSXEOLFWHOHYLVLRQVWDWLRQVFDQREWDLQWKHLU SURJUDPPLQJIURPRWKHUVRXUFHVLQGHSHQGHQWRIWKH&3%$FFRU - GLQJWRWKH&3%ZHEVLWH3%6$PHULFDQ3XEOLF7HOHYLVLRQWKH,Q - dependent Television Service and the National Education Telecom- PXQLFDWLRQV$VVRFLDWLRQDUHVRPHRIWKHDOWHUQDWLYHVRXUFHVIURP which local stations can get programs in order to build their own SURJUDPPLQJDQGWKH\KDYHWKHRSWLRQWRSURGXFHWKHLURZQFRQWHQW RUDFFHVVWKDWRILQGHSHQGHQWSURGXFHUV 7KHVHRUJDQL]DWLRQVR൵HUWKRXVDQGVRIKRXUVRISULPHWLPH HGXFDWLRQDODQGFXOWXUDOFRQWHQWIRUFKLOGUHQZKLFKWKH\FDQDFFHVV via satellite stations nationwide or purchase on a title-by-title basis IURPRWKHUPHPEHUVWDWLRQV 7KHV\VWHPLVWKXVGLYHUVHZLWKOLWWOHIXQGLQJIURPWKHJRYHU - QPHQWDQGLWKDVEHHQDEOHWRDGDSWWRWKHQHHGVRIWKHSRSXODWLRQ

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DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 475 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

DWHDQHWZRUNIRUSXEOLFFRPPXQLFDWLRQVLQWKHFRXQWU\LQWHQGHG WRFUHDWHDIUHHVSDFHIRUWKHSDUWLFLSDWLRQRIYDULRXVRUJDQL]DWLRQV IRXQGDWLRQVFRPPXQLW\FHQWHUVXQLYHUVLWLHVDQGQRWIRUSUR¿WLQV - WLWXWLRQV DQGVRFLHW\LQJHQHUDO,WRSHQHGDIRUXPIRUSXEOLFFRQ - tent in a sector dominated by commercial enterprises. The network RISXEOLFEURDGFDVWHUVLQ%UD]LOLVWKXVFRPSRVHGRIDKHWHURJHQHRXV JURXS RI VWDWLRQV ZLWK GL൵HUHQW SXUSRVHV DQG FKDUDFWHULVWLFV 7KH SXUSRVHRIWKLVVHUYLFHLV >L@QGHSHQGHQFHIURPSROLWLFDOLQWHUYHQWLRQLQWKHGHYHORSPHQWRI SURJUDPPLQJ DQG FRQWHQW DV ZHOO DV LQGHSHQGHQFH IURP HFRQR - mic interest exerted through advertising. It gives society control RIWKHSURJUDPPLQJDQGJXLGHOLQHVLWLQWHQGVWREHDQDJHQF\RI UHSUHVHQWDWLRQZLWKDFWXDOSRZHUWRKDYHXQLTXHSURJUDPPLQJIRU DUWLVWLF FXOWXUDO LQIRUPDWLYH DQG VFLHQWL¿F SXUSRVHV VHHNLQJ WR VWUHQJWKHQFLWL]HQVKLSDQGQDWLRQDOLGHQWLW\WRKDYHDOLJKWÀH[L - EOHSURGXFWLRQVWUXFWXUHZLWKORZSURGXFWLRQFRVWVE\DEVRUELQJ UHJLRQDODQGLQGHSHQGHQWSURGXFWLRQV %5$6,/ $UWLFOHRIWKH)HGHUDO&RQVWLWXWLRQRI%UD]LOPDNHV LWFOHDUWKDWLWLVWKHWDVNRIWKHH[HFXWLYHSRZHUWRJUDQWDQGUHQHZ FRQFHVVLRQVSHUPLVVLRQVDQGDXWKRUL]DWLRQVIRUWKHEURDGFDVWLQJRI VRXQGVDQGLPDJHVDVORQJDVWKH\UHVSHFWFRPSOHPHQWDULW\DPRQJ SULYDWHSXEOLFDQGVWDWHVHUYLFHV +RZHYHU WKHUH DUH VFKRODUV LQ %UD]LO ZKR DUJXH WKDW WKH Constitution intends to create a balance in broadcasting between the communications media managed by commercial enterprise and WKHSXEOLFRUQRQFRPPHUFLDOVHFWRU³7KXVFRPSOHPHQWDULW\VXJ - JHVWVDFKDQJHLQLQIUDVWUXFWXUHZKLFKFRXOGKDUPWKHLQWHUHVWRI WKHKHJHPRQLFJURXSVLQFRPPXQLFDWLRQV´ /23(6S ,Q RWKHUZRUGVWKLVGLYLVLRQLQWRGL൵HUHQWFDWHJRULHVRIFRPPXQLFDWLRQ would prevent domination by commercial interests. The Brazilian Constitution divides the communication services into three spheres that complement each other: SULYDWHZKLFKFRQVLVWVRIFRPPHUFLDOVWDWLRQVIXQGHGE\ DGYHUWLVLQJ SXEOLFZKLFKLVFRPSRVHGRIFRPPXQLW\DQGXQLYHUVLW\ - OHGVWDWLRQV QRQFRPPHUFLDOZKLFKFRQVLVWVRIVWDWLRQVIXQGHGE\WKH VWDWHRUIRXQGDWLRQV

476 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies The Constitution also dictates which stations are to show SURJUDPPLQJIURPJRYHUQPHQWHQWLWLHVOLNHWKHOHJLVODWXUHDQGWKH FRXUWVDQGHVWDEOLVKHVWKDWIXQGLQJVKDOOFRPHIURPWKHIHGHUDOJR - YHUQPHQWVWDWHVRUFLWLHV 7KHSXEOLFFRPPXQLFDWLRQVVHUYLFHWKXVFRQVLVWVRIFKDQQHOV EDFNHGE\JRYHUQPHQWLQYHVWPHQWWRJHWKHUWKH\IRUPDJURXSRI HGXFDWLRQDO OHJLVODWLYH FRPPXQLW\ DQG XQLYHUVLW\ FKDQQHOV WKDW DUH SROLWLFDOO\ DQG FRQFHSWXDOO\ LQGHSHQGHQW ZLWKRXW JRYHUQPHQW RUSULYDWHVHFWRULQWHUYHQWLRQLQHGLWRULDOGHFLVLRQV+RZHYHUWKH\ do not attract the same audience interest as the commercial stations. 7KHSXEOLFFKDQQHOVDUHPRUHFRQVWUDLQHGLQWKHLURSHUDWLRQVDVWKH\ have to comply with laws and regulations that put limits on adverti- VLQJDQGIXQGLQJ ,Q%UD]LOWKHVSHFWUXPLVFRQVLGHUHGDSXEOLFUHVRXUFHZKLFK obliges commercial stations to comply with public service obliga- tions. This has led researchers such as Valerio Brittos and Murilo &pVDU5DPRV DSXG/23(6 WRDUJXHLQIDYRURIWKHGLYLVLRQ RIWKHFRPPXQLFDWLRQVHUYLFHLQWRWKUHHVSKHUHV±VWDWHSULYDWHDQG public – which would allow commercial stations to ignore the pro- GXFWLRQDQGGLVWULEXWLRQRISXEOLFVHUYLFHSURJUDPPLQJ7KLVORR - SKROH5DPRVDQG%ULWWRV DSXG/23(6 EHOHLYHZLOOUHVXOW LQFRPPHUFLDOVWDWLRQV¶IDLOLQJWRSURGXFHHGXFDWLRQDODQGFXOWXUDO FRQWHQW7RWKHPWKHFRPPHUFLDOVHFWRUH[LVWVEHFDXVHRIWKHFRQ - FHVVLRQWKDWZDVJUDQWHGWRWKHPE\WKHVWDWHDXWKRUL]LQJWKHPWR H[SORLWWKHVSHFWUXP)RUWKHVHVFKRODUVWKH&RQVWLWXWLRQDODU - WLFOHDOVRVXJJHVWVWKHFUHDWLRQRIDVWDWHFDWHJRU\GL൵HUHQWIURPWKH public category. ,WVKRXOGEHVWUHVVHGWKDW$UWLFOHRIWKH3URYLVRU\0HD - VXUHRIWKHSXEOLF79ODZSURSRVHVIRVWHULQJ³>«@WKHGHYHORSPHQW RIFLWL]HQVKLSWKHFRQVROLGDWLRQRIGHPRFUDF\DQGSDUWLFLSDWLRQLQ VRFLHW\HQVXULQJFLWL]HQV¶ULJKWWRLQIRUPDWLRQ´ %5$6,/ ,WUHTXLUHVWKDWPDVVPHGLDEHLWSXEOLFRUSULYDWHSURYLGHDSX - blic service to society. It mandates that public service broadcasting VKRXOGDELGHE\WKUHHUXOHV D FRQWLQXRXVVHUYLFH E ÀH[LELOLW\ UHTXLULQJWKHFRQWLQXRXVLPSURYHPHQWRIVHUYLFHEDVHGRQWKHDV - VHVVPHQWRIQHHGVDQGWHFKQRORJLFDOSURJUHVVDQG F HTXDODFFHVV WRDOOFLWL]HQV -$0%(,52 7KHFXUUHQWVWDWXVRISXEOLFWHOHYLVLRQLQ%UD]LOYLRODWHVWKH WKLUGDUWLFOHRIWKHFRXQWU\¶V&RQVWLWXWLRQZKLFKVD\VWKDWFLWL]HQV

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 477 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

KDYHDULJKWWRIUHHSXEOLF79YLDDOOW\SHVRIHOHFWURQLFPDVVPHGLD This is because the main public television channels owned by the VWDWHGRQRWUHDFKWKHHQWLUHFRXQWU\ZLWKDIUHHVLJQDO%UD]LOKDV VWDWHVDQGFLWLHVEXWRQO\LQDIHZFLWLHVLQ¿YHVWDWHVDQG WKHFRXQWU\¶VFDSLWDOGRHVWKHSRSXODWLRQKDYHDFFHVVWRDGLUHFWDQG IUHHSXEOLF79VLJQDO7RGD\SXEOLFVWDWLRQVXVHWKHLQIUDVWUXFWXUH GHYHORSHGGXULQJWKH¿UVW\HDUVRIWHOHYLVLRQEURDGFDVWLQJLQ%UD]LO ZKLFKLVQRZREVROHWHDQGLQFRPSOHWH,QVHYHQWHHQVWDWHVWUDQVPLV - sion is conducted by state and municipal education television sta- WLRQVYLDDGLUHFWDQGIUHH79VLJQDOEXWWKHVHGRQRWDOZD\VR൵HUWKH IXOOPHQXRISURJUDPVR൵HUHGE\WKHIHGHUDOVHUYLFHEHFDXVHWKHVH stations have their own local programming. Access to the complete UDQJHRISXEOLF79SURJUDPPLQJLVSRVVLEOHWKURXJKSULYDWHFDEOH RUVDWHOOLWHVHUYLFHVEXWDFFRUGLQJWR$QDWHO WKH%UD]LOLDQ7HOHFRP - PXQLFDWLRQ$JHQF\ RQO\SHUFHQWRIWKHSRSXODWLRQLQKDG access to cable TV. This means that in most states citizens have to SD\IRUWKLVSXEOLFVHUYLFH7KLVLVSUREOHPDWLFEHFDXVHLQ%UD]LOWKH PDMRULW\RIWKHSRSXODWLRQFDQQRWD൵RUGWRSD\IRU79VHUYLFHVWKH - UHIRUHWKHUHLVURRPIRUWKH%UD]LOLDQVWDWHWRH[SDQGDFFHVVWRIUHH SXEOLFFKDQQHOVWKURXJKLQYHVWPHQWV7KLVFRXOGDGYDQFHHGXFDWLRQ culture and democracy through a widely accessible communications service. 3 BUSINESS MODELS FOR PUBLIC BROADCASTING IN THE US AND BRAZIL

)XQGLQJRISXEOLFEURDGFDVWLQJLQWKH86 7KHIXQGLQJPRGHOIRUSXEOLFEURDGFDVWLQJLQWKH8QLWHG6WD - tes that prevails today emerged at a time when the universities ope- UDWLQJ HGXFDWLRQDO UDGLR VWDWLRQV SURYLGHG IXQGV IRU SURJUDPPLQJ and operations through their own budgets and through grants that WKH\REWDLQHGIURPHQWLWLHVVXFKDVWKH5RFNHIHOOHU)RXQGDWLRQDQG ZKHQ6WXGHEDNHUZDVDEOHWRVHFXUHIXQGVIURPHQWLWLHVVXFKDVWKH &DUQHJLH&RUSRUDWLRQ 6+(33(5' )XQGLQJIURPWKHJR - YHUQPHQW EHJDQ ZKHQ 3UHVLGHQW 5RRVHYHOW VXSSRUWHG WKH IXQGLQJ RI WKUHH HGXFDWLRQDO UDGLR SURJUDPV IURP WKH (GXFDWLRQDO 5DGLR 3URMHFWZKLFKWRHYHU\RQH¶VVXUSULVHUHFHLYHGOHWWHUVRI VXSSRUWIURPWKHSXEOLF 6+(33(5'

478 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

,QIDFWVWDWHIXQGVIRUHGXFDWLRQDOSURJUDPPLQJGLGQRWVWDUW XQWLOZKHQ7LWOH9,,RIWKH1DWLRQDO'HIHQVH(GXFDWLRQ$FW 1'($ SURYLGHGWRPLOOLRQD\HDUIRUUHVHDUFKDQGH[SH - ULPHQWDWLRQ RQ WKH HGXFDWLRQDO XVHV RI ¿OP DQG EURDGFDVW PHGLD %/$.(/< ,Q WKH $OO&KDQQHO 5HFHLYHU $FW UHTXLUHG WHOHYLVLRQ VHWVWRKDYH9+)8+)UHFHSWLRQFDSDFLWLHVZKLOHWKH(GXFDWLRQDO 7HOHYLVLRQ)DFLOLWLHV$FW (7)$ SURYLGHGPDWFKLQJIXQGVDYDLODEOH IRUWKHFRQVWUXFWLRQRIQHZVWDWLRQV7KHVHDFWLRQVZHUHPDGHSRVVL - EOHWKDQNVWR3UHVLGHQW.HQQHG\¶VDWWHQWLRQWRWKHSXEOLFLQWHUHVWRI QRQFRPPHUFLDOPHGLD7KURXJKRXWWKHVJRYHUQPHQWIXQGLQJ IRUWKHVHQRQFRPPHUFLDOHGXFDWLRQDOVWDWLRQVFDPHSULPDULO\IURP VWDWHDQGORFDOJRYHUQPHQWVEXWIXQGLQJIURPIRXQGDWLRQVZDVVWLOO DQLPSRUWDQWVRXUFHRIUHYHQXHIRUWKHP 52:/$1' Something that has always prevailed in the United States public broadcasting service is a minimalist policy towards public ser- YLFHEURDGFDVWLQJZKLFKSRVHVDFRQVWDQWWKUHDWRILWVEHLQJDEDQ - GRQHGLQIDYRURIDPDUNHWEDVHGVHUYLFH 52:/$1' ,Q IRUH[DPSOHWKH&3%ORVWSHUFHQWRILWVIHGHUDOIXQGLQJ,Q WKHUHZHUHH൵RUWVWRDOORZIRUWKHXVHRIDGYHUWLVLQJWRIXQG SXEOLFUDGLRDQGWHOHYLVLRQ 52:/$1' Even though the Carnegie Commission recommended the DOORFDWLRQRISHUPDQHQWIXQGVIRUSXEOLFOLFHQVHVWKLVZDVQRWDF - WXDOO\ UHDOL]HG 6WDWLRQV EHFDPH PRUH H൶FLHQW E\ LPSOHPHQWLQJ national interconnections and programming agencies that improved WKHWHFKQLFDOGH¿FLHQFLHVRISURJUDPGLVWULEXWLRQDQGHQDEOHGWKH VLPXOWDQHRXVDLULQJRISURJUDPV $VLQ%UD]LOSXEOLFEURDGFDVWLQJKDVQHYHUEHHQDSULRULW\ LQ WKH 8QLWHG 6WDWHV FRPPXQLFDWLRQ SROLF\ 52:/$1' 7KXVWKHSXEOLFFRPPXQLFDWLRQVVHUYLFHLQWKH8QLWHG6WDWHVLVVX - SSRUWHGZLWKIXQGVIURPZKDWDUHNQRZQDVXQGHUZULWHUVZKLFKDUH SURPRWLRQVRIFRPPHUFLDOHQWLWLHV 7KH3XEOLF%URDGFDVWLQJ6HUYLFHLVDSULYDWHQRQSUR¿WPH - GLDHQWHUSULVHRZQHGDQGRSHUDWHGE\PHPEHUVWDWLRQVLWGLVWULEXWHV programming to 348 public television stations across the country DQGLVIXQGHGE\WKH&3%DQGPHPEHUVWDWLRQV135LVDQRWIRU - SUR¿WUDGLRHQWHUSULVHWKDWSURGXFHVDQGGLVWULEXWHVSURJUDPV,WLV IXQGHGE\PHPEHUVWDWLRQV

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 479 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

7KH&3%ZKLFKGRHVQRWWUDQVPLWSURGXFHRUGLVWULEXWHFRQ - WHQWLVDQLQGHSHQGHQWHQWLW\FUHDWHGE\WKHIHGHUDOJRYHUQPHQWLQ UHVSRQVLEOHIRUUHFHLYLQJ¿QDQFLDOUHVRXUFHVIURPWKHJRYHU - QPHQWWREHWUDQVIHUUHGWRORFDOEURDGFDVWLQJVWDWLRQV$FFRUGLQJWR WKH&3%¶VZHEVLWH SHUFHQW RIWKHVWDWLRQVDUHFRQVLGH - UHGUXUDORIWKHVHDUHSXEOLFWHOHYLVLRQDQGDUHSXEOLFUDGLR *5,))(1 5XUDOVWDWLRQVUHO\PRUHRQ&3%IXQGLQJWKDQ urban ones. 7KHFLUFXPVWDQFHVRISXEOLFEURDGFDVWLQJLQWKH86GL൵HU VLJQL¿FDQWO\IURPWKRVHRIRWKHUVHUYLFHVLQWKHZRUOG7KH86JR - YHUQPHQWGLGQRWSDUWLFLSDWHRVWHQVLEO\LQIRUPLQJWKHV\VWHPLWDF - WHGEDVLFDOO\DVDUHJXODWRUPHGLDWLQJLQWHUHVWVDQGFRQÀLFWV *Ui¿FRSUHVHQWVWKHDPRXQWRIIXQGLQJWKDWWKHJRYHUQPHQW has provided to public broadcasting over the last 42 years. It shows VRPHLQFUHDVHVLQLWVHDUO\KLVWRU\EXWIXQGLQJKDVUHPDLQHGVWDEOH IRUWKHODVW\HDUV Gráco 1 - PBS funding from the state

600 400 200 0 1969 1971 1973 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Fiscal Years

Million Dollars

Source: CORPORATION FOR PUBLIC BROADCASTING. Annual Report 2014. Washington, D.C., 2014. Disponível em:. Acesso em: 14 jan. 2014. *Ui¿FRVKRZVWKHVRXUFHVRIUHYHQXHIRUSXEOLFEURDGFDV - WLQJLQWKH8QLWHG6WDWHV$VFDQEHVHHQWKHPDMRULW\RIIXQGLQJ FRPHVIURPQRQJRYHUQPHQWVRXUFHV7KHSULYDWHVHFWRU¶VFRQWULEX - tions include both individual donors and corporations.

480 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

Grá#co 2 - Public broadcasting revenue by major source

Source: CORPORATION FOR PUBLIC BROADCASTING. Public Broadcasting Revenue Fiscal Year 2013. Washington, D.C., 2013. ,Q ¿VFDO \HDU WKH &3% SURYLGHG PRUH WKDQ PLOOLRQZKLFKUHSUHVHQWHGRYHUSHUFHQWRIWRWDODSSURSULDWLRQV PLOOLRQFDPHIURPQRQIHGHUDOIXQGVLQFOXGLQJPLOOLRQ LQVWDWHIXQGLQJPLOOLRQFDPHIURPFROOHJHVDQGXQLYHUVLWLHV PLOOLRQIURPIRXQGDWLRQVPLOOLRQIURPORFDOEXVLQHVVHV DQGPLOOLRQIURPLQGLYLGXDOGRQRUV 7RGD\WKH$PHULFDQSXEOLFFRPPXQLFDWLRQVVHUYLFHLVFRP - SRVHGRIQRQFRPPHUFLDOORFDOUDGLRDQGWHOHYLVLRQVWDWLRQV which are supported by the CPB and others sources. They work WRJHWKHU DQG ZLWK KXQGUHGV RI QDWLRQDO DQG ORFDO SURGXFHUV DQG FRPPXQLW\SDUWQHUVWRHQVXUHWKDW$PHULFDQVKDYHXQLYHUVDOKLJK - GH¿QLWLRQDFFHVVWRQRQFRPPHUFLDOSURJUDPPLQJIRFXVLQJRQWKH QHHGVRIWKHDXGLHQFHLQFOXGLQJFKLOGUHQPLQRULWLHVDQGORZLQFR - PHFLWL]HQV7KHVWDWLRQVDUHORFDOO\PDQDJHGDQGSURJUDPPHGDQG LQVRPHUXUDODUHDVWKH\DUHWKHRQO\VRXUFHRIORFDOQDWLRQDODQG LQWHUQDWLRQDOQHZVDQGGLVFXVVLRQVRISROLWLFDODQGFXOWXUDOWRSLFV 8QOLNH WKH VLWXDWLRQ IRU RWKHU SXEOLF FRPPXQLFDWLRQV VHUYLFHV LQ WKHZRUOGWKHJRYHUQPHQWLVQRWWKHPDLQVRXUFHRIIXQGLQJ2Q DYHUDJHWKHIHGHUDOUHVRXUFHVFRUUHVSRQGWROHVVWKDQSHUFHQWRI WKHEURDGFDVWHUV¶EXGJHWDQGWKHUHVWDERXWSHUFHQWFRPHVIURP local sources.

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DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 481 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

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482 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

7KH,QWHUQHWLVFKDQJLQJSHRSOH¶VEHKDYLRUUHJDUGLQJPHGLD everyone can create and distribute content. They can also go to the ZHEVLWHVRIHVWDEOLVKHGQHZVSDSHUVDQGWHOHYLVLRQDQGUDGLRVWDWLRQV DVZHOODVWRQHZRXWOHWVVXFK1HWÀL[+XOX9LPHRDQG

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 483 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

DQRWKHUQHZPHGLDRXWOHWLVQRZGHYHORSLQJWHOHYLVLRQVHULHVDYDL - ODEOHWRFRQVXPHUVZKRDUHFKDUJHGDPRQWKO\IHH7KHFRQVXPHU can instantly watch unlimited movies and television episodes stre- DPHGRYHUWKH,QWHUQHW$FFRUGLQJWRLWVZHEVLWH1HWÀL[KDVDSSUR - [LPDWHO\PLOOLRQVXEVFULEHUVLQWKH86DQGSHUFHQWRIWKH data circulation on the American Internet tracks through this outlet. 67$7,67$ &HUWDLQO\WKLVQHZVHUYLFHFDQQHJDWLYHO\LP - SDFWDWUDGLWLRQDOFDEOHWHOHYLVLRQFRPSDQ\EHFDXVHZLWKWKLVQHZ WHFKQRORJ\DFRQVXPHUFDQJHWDQ\PRYLH IRUWKHPRVWSDUW DQ\ time they want. $QRWKHUH[DPSOHLV+XOXFUHDWHGE\1%&DQG)R[ZLWKWKH JRDORIPDNLQJPRYLHVDQGVHULHVDYDLODEOHRQWKH,QWHUQHW2QWKLV ZHEVLWHDOORIWKHFRQWHQWRIERWKFRPSDQLHVFDQEHZDWFKHGDQ\ WLPHDQGDQ\ZKHUHVRPHWLPHVUHTXLULQJWKHXVHUWRSD\DIHH ,Q WKH 86 5RNX &KURPHFDVW DQG $PD]RQ¶V )LUH79 DUH options that enable viewers to watch Internet videos on their tele- YLVLRQV:LWKDVPDOODPRXQWRIHTXLSPHQWFRQQHFWHGWRWKHXVHU¶V WHOHYLVLRQFRQVXPHUVKDYHDFFHVVWRQXPHURXV,QWHUQHWYLGHRFKDQ - QHOV7KH\FDQDOVREX\RUUHQWPRYLHVDQG79VHULHVIURPPXOWLSOH FRQWHQWVLWHVIURPWUDGLWLRQDODVZHOODVQHZSURGXFHUDQGGLVWUL - EXWRUVRIFRQWHQWLQFOXGLQJXVHUV7KHXVHUVQHHGRQO\WREX\WKH equipment and subscribe to the content they want. )RUSXEOLFEURDGFDVWHUVWRVXUYLYHWKHGLJLWDOUHYROXWLRQWKH\ ZLOOQHHGWRDGDSWE\LQYHVWLQJLQWKHWHFKQRORJLHVWKDWVXLWWKHLU audiences. 5 TECHNOLOGY AND VIEWING HABITS OF THE U.S. AND BRAZILIAN POPULATION ,QWKLVVHFWLRQZHSUHVHQWWKHUHVXOWVRIDVXUYH\RIXVHUVWKDW ZDVFRQGXFWHGLQERWK%UD]LODQGWKH8QLWHG6WDWHV7KHREMHFWLYH was to determine the extent to which users in both countries have DGRSWHGWHFKQRORJLHVWKDWGHOLYHUYLGHRFRQWHQW7KHFRQVWUXFWLRQRI the survey was based on well-known technology adoption theories. ,WVKRXOGEHQRWHGQRQHWKHOHVVWKDWWKHREMHFWLYHRIWKHVXUYH\ZDV QRWWRWHVWWKHYDOLGLW\RIWKHWKHRULHVEXWWRJHWDVHQVHRIZKHUHWKH SRSXODWLRQVRIERWKWKH86DQG%UD]LOVWRRGZLWKUHVSHFWWRWKHLU DELOLW\DQGGHVLUHWRWUDQVLWLRQWRDQRQOLQHYHQXHIRUSXEOLFWHOHYLRQ 7KHIROORZLQJGLVFXVVLRQEULHÀ\GHVFULEHVHDFKRIWKHWKHRULHVDQG WKHUHVXOWVRIWKHVXUYH\IRUERWKFRXQWULHV

484 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

Technology and digital divide issues (TDD) 5HVHDUFKLQWKLVDUHDIRFXVHVSULPDULO\RQDFFHVVWRLQIUDV - WUXFWXUHDQGXVHUV¶DELOLW\WRXVHLW :LWKWKHLQFUHDVLQJXVHRIWKH,QWHUQHWIRUVRFLDOHFRQRPLF HGXFDWLRQDODQGJRYHUQPHQWVHUYLFHVLWKDVEHFRPHDSULRULW\IRU JRYHUQPHQWVWRH[SDQGDFFHVV+RZHYHUVRPHJRYHUQPHQWVKDYH EHHQPRUHVXFFHVVIXOWKDQRWKHUV)RUWKHSXUSRVHRIWKLVSDSHUZH IRFXVRQWZRW\SHVRIYLGHRDFFHVVEURDGEDQGDQGPRELOH %URDGEDQGDFFHVVLQ%UD]LOUHDFKHVSHUFHQWRIWKHSRSX - ODWLRQWKURXJKD¿[HGQHWZRUN,QWKH8QLWHG6WDWHVEURDGEDQG DFFHVV UHDFKHV DSSUR[LPDWHO\ D WKLUG RI WKH SRSXODWLRQ ,17(5 - 1$7,21$/7(/(&20081,&$7,2181,21 %HFDXVHD ZLUHGEURDGEDQGLQIUDVWUXFWXUHLVPXFKPRUHH[SHQVLYHWRFRQVWUXFW PDQ\GHYHORSLQJFRXQWULHVUHO\PXFKPRUHRQWKHLUPRELOHLQIUDV - WUXFWXUH,Q%UD]LOSHRSOHW\SLFDOO\KDYHPRUHWKDQRQHSKRQHDQG penetration has reached 135 percent because some people have more than one sim card. (INTERNATIONAL TELECOMMUNICATION 81,21 'HYHORSHGQDWLRQVKDYHDOVRHPEUDFHGFHOOXODUWH - FKQRORJLHVLQWKH8QLWHG6WDWHVSHQHWUDWLRQLVSHUFHQW +RZHYHUKDYLQJDFFHVVGRHVQRWPHDQWKDWSHRSOHNQRZKRZ to use a technology. This is particularly important because there are VSHFL¿FDSSOLFDWLRQVDQGVLWHVWKDWSHRSOHQHHGWREHDZDUHRIWREH DEOHWRZDWFKYLGHRRQWKHLUFRPSXWHUVRUPRELOHGHYLFHV*Ui¿FR VKRZVWKHUHVXOWVRIRXUVXUYH\UHJDUGLQJDFFHVVDQGGLJLWDOOLWHUDF\ ZKLFKZHEHOLHYHDUHERWKQHFHVVDU\LISHRSOHDUHWRIHHOFRPIRUWD - ble watching programs online. $QVZHUVWRWKHVXUYH\VZHUHEDVHGRQD¿YHSRLQW/LNHUWVFD - OHIURPVWURQJO\DJUHH 6$ WRVWURQJO\GLVDJUHH 6' $VFDQ EHQRWLFHGIURPWKHTXHVWLRQVZHGHYHORSHGZHZLVKHGWRGHWHUPL - QHZKHWKHUXVHUVQRWRQO\KDYHDFFHVVEXWDOVRKDYHWKHDELOLW\WR ¿QGFRQWHQW$VFDQEHVHHQIURPWKHUHVXOWVZHIRXQGWKDWWKHPD - MRULW\RIWKHUHVSRQGHQWVLQWKH8QLWHG6WDWHVRZQHGDFRPSXWHU SHUFHQWDJUHHGRUVWURQJO\DJUHHG ,Q%UD]LOHYHQZLWKWKHVLJQL¿ - FDQWO\ORZHUSHQHWUDWLRQDJUHDWSHUFHQWDJHRIWKHUHVSRQGHQWVLQGL - cated that they also owned a computer (88 percent agreed or strongly DJUHHG 7KLVVKRZVWRDFHUWDLQH[WHQWWKDWFRPSXWHUVDUHUHDFKLQJ FRPPRGLW\VWDWXVLQ%UD]LODWUHQGWKDWLVOLNHO\WRFRQWLQXH

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 485 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

+RZHYHUKDYLQJDFRPSXWHULVQRWHQRXJKIRUSHRSOHWRZD - WFKYLGHRFRQWHQW)RUSXEOLFFKDQQHOVWREHH൵HFWLYHDWUHDFKLQJ DXGLHQFHVRQOLQHSHRSOHQHHGDFFHVVWRWKH,QWHUQHWDWKRPH,QRXU VXUYH\WKHPDMRULW\RIUHVSRQGHQWVLQWKH86LQGLFDWHGWKDWWKH\ KDGDFFHVVWRWKH,QWHUQHWDWKRPH SHUFHQW WKHQXPEHULVQRW PXFKGL൵HUHQWLQ%UD]LOZKHUHSHUFHQWRIWKHUHVSRQGHQWVLQGL - cated that they had access at home. There is another important component to consider regarding RQOLQH WHOHYLVLRQ DQG WKDW LV XVHUV¶NQRZLQJ KRZ WR GR LW ,Q RXU VXUYH\WZRLWHPVWULHGWRFDSWXUHWKLVQRWLRQ ,NQRZKRZWR¿QG 79QHZVRQWKH,QWHUQHWDQG ,NQRZKRZWR¿QGHGXFDWLRQDO programs on the Internet. Please note the emphasis on educational SURJUDPPLQJ DQG QHZV DV ZH DVVXPHG WKDW SXEOLF WHOHYLVLRQ LQ - YROYHVDSXEOLFEHQH¿WFRPSRQHQW,QWKH8QLWHG6WDWHVDOORIWKH respondentes strongly agreed or agreed with those two statements. ,Q%UD]LOZHDOVRIRXQGHYLGHQFHRIJRRGGLJLWDOOLWHUDF\ZLWK SHUFHQWVWURQJO\DJUHHLQJRUDJUHHLQJZLWKWKH¿UVWVWDWHPHQWDQG SHUFHQWRIWKHUHVSRQGHQWVVWURQJO\DJUHHLQJRUDJUHHLQJZLWKWKH second statement. Grá#co 3 - TDD model question and results

Source: Prepared by the authors.

486 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

The Technology Acceptance Model (TAM) 7KH7HFKQRORJ\$FFHSWDQFH0RGHOKDVDORQJKLVWRU\DQG many scholars have used it to determine whether or not a technology ZLOOEHVXFFHVVIXODQGKRZSRSXODULWZLOOEH7KHWKHRU\RULJLQD - WHGZLWK '$9,6%$*2==,:$56+$: ,WLQFOXGHGWZR PDLQFRPSRQHQWVSHUFHLYHGXVHIXOQHVVDQGSHUFHLYHGHDVHRIXVH ,QRXUFDVHZHZDQWHGWRGHWHUPLQHWKHH൵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¶DELOLW\ WRRSHUDWHWKHLUFRPSXWHUVDQGPRELOHGHYLFHVZHIRXQGWKDWLQWKH 86PRVWUHVSRQGHQWVDJUHHGWKDWLWZDVHDV\WRZDWFK79RQWKHLU FRPSXWHUV SHUFHQW DQGPRUHWKDQKDOI SHUFHQW DJUHHGWKDW LW ZDV HDV\ RQ WKHLU PRELOH GHYLFHV )URP WKHVH UHVSRQVHV LI ZH DVVXPHWKDWERWKDUHHDV\WKHUHVSRQGHQWVVHHPWRSUHIHUWKHODUJHU VFUHHQ,Q%UD]LOWKHUHVXOWVUHÀHFWWKHPDQQHULQZKLFKWKHSRSX - ODWLRQDFFHVVHVWKH,QWHUQHW7KHPDMRULW\RIUHVSRQGHQWVLQGLFDWHG (42 percent strongly agreed and 15 percent agreed) that it was easy WRZDWFK79RQWKHLUPRELOHGHYLFHV7KHRSSRVLWHZDVWKHFDVHIRU FRPSXWHUVZKHUHWKHPDMRULW\GLVDJUHHG SHUFHQWVWURQJO\GLVD - greed and 18 percent disagreed) that it was easy to watch TV on their computers. It is possible that this is because the population has more access to mobile networks than to broadband. 5HJDUGLQJWKHKHOSIXOQHVVRIWKHDELOLW\WRZDWFK79RQWKHLU FRPSXWHUVRUPRELOHGHYLFHVWKHYDVWPDMRULW\RIUHVSRQGHQWVLQWKH U.S. strongly agreed or agreed (17 percent and 69 percent respec- WLYHO\ ,Q%UD]LOZHVWLOOIRXQGWKDWWKHUHVSRQGHQWVGLGQRW¿QGLW KHOSIXOWRZDWFKSURJUDPVRQWKHLUPRELOHV SHUFHQWVWURQJO\GL - sagree and 18 percent disagree) or their computers (47 percent stron- JO\GLVDJUHHDQGSHUFHQWGLVDJUHH 7KLVFRXOGEHDUHÀHFWLRQRI WKHIDFWWKDWFRQWHQWLQ%UD]LOKDVQRW\HWUHDFKHGDFULWLFDOPDVVRQ WKH,QWHUQHW+RZHYHUWKLVPD\FKDQJHDVFRPSDQLHVOLNH1HWÀL[ launch their services worldwide.

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 487 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

$QRWKHU IDFWRU LQ WKH (QKDQFHG 7HFKQRORJ\ $FFHSWDQFH 0RGHO 7$0( LV WKH LQÀXHQFH RI IULHQGV RQ D SHUVRQ¶V GHFLVLRQ WRDGRSWDFHUWDLQWHFKQRORJ\RUQRW VHH*Ui¿FR ,QWKH8QLWHG 6WDWHVPRVWSHRSOHKDYHIDPLO\RUIULHQGVZKRZDWFK79RQWKHLU FRPSXWHUVRUPRELOHGHYLFHV,Q%UD]LOWKHRSSRVLWHLVWKHFDVH7KH YDVWPDMRULW\VWURQJO\GLVDJUHHGRUGLVDJUHHGZLWKWKHVWDWHPHQWWKDW IULHQGVRUIDPLO\ZDWFK79RQWKHLUFRPSXWHUV SHUFHQWDQG SHUFHQWUHVSHFWLYHO\ RURQWKHLUPRELOHGHYLFHV SHUFHQWVWURQ - gly disagreed and 21 percent disagreed). Given that there is high SHQHWUDWLRQRIERWKPRELOHDQGEURDGEDQGQHWZRUNVLQWKH86LW is not surprising that more respondents there know people who use FRPSXWHUVDQGSKRQHVWRZDWFK79,Q%UD]LOZKLOHPRELOHSHQHWUD - WLRQLVKLJKWKLVLVQRW\HWWKHQRUP Grá#co 4 - TAM model questions and results

Source: Prepared by the authors.

488 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

7KH,QQRYDWLRQ'L൵XVLRQ7KHRU\ ,'7 8SWRWKLVSRLQWZHKDYHGHVFULEHGWZRIDFWRUVWKDWFDQD൵HFW D SHUVRQ¶V ZLOOLQJQHVV WR DGRSW D WHFKQRORJ\ DFFHVV 7'' DQG HOHPHQWVRIWKHWHFKQRORJ\WKDWFDQPDNHLWXVHIXODQGHDV\WRXVH 7$0 8VLQJWKH,QQRYDWLRQ'L൵XVLRQ7KHRU\DVDIUDPHZRUNZH ZLVKHGWRGHWHUPLQHXVHUV¶SUHIHUHQFHVIRUWKHIXWXUH,QWKLVFDVH WKLVWKHRU\WULHVWRFDSWXUHWKHSUHIHUHQFHVRIDSHRSOHDQGWKHLUGHVL - UHWRXVHDWHFKQRORJ\7KLVLVLPSRUWDQWIRUXVEHFDXVHRXUXOWLPDWH REMHFWLYHLVWRSUHVHQWSROLF\UHFRPPHQGDWLRQVRQWKHEDVLVRIWKH KLVWRU\RISXEOLFEURDGFDVWLQJLQWKHVHWZRFRXQWULHVZKLOHWDNLQJ LQWRFRQVLGHUDWLRQIXWXUHWUHQGV +HUH WKH PRVW VLJQL¿FDQW IDFWRU LV QRW ZKHWKHU SHRSOH DUH ZDWFKLQJ WHOHYLVLRQ RQ WKHLU PRELOH GHYLFHV DQG FRPSXWHUV EXW ZKHWKHUWKH\SUHIHUZDWFKLQJWKHPZLWKWKHVHWHFKQRORJLHVUDWKHU WKDQRQWUDGLWLRQDOWHOHYLVLRQ,WLVWKLVSUHIHUHQFHWKDWZLOOGHWHUPLQH whether the digital world prevails. 7KHGDWDZHFROOHFWHGIURPWKHVXUYH\ VHH*Ui¿FR LQGLFD - tes that most US respondents liked watching TV on their computer (77 percent strongly agreed or agreed) and their mobile phone (70 SHUFHQWVWURQJO\DJUHHGRUDJUHHG DQGSUHIHUUHGZDWFKLQJ79RQ their computer (54 percent strongly agreed or agreed) and mobile phone (53 percent strongly agreed or agreed) compared to watching on conventional television sets. 3UHIHUHQFHVDQGGHVLUHVKRZHYHUGL൵HUHGLQ%UD]LO:KLOH most respondents still did not like watching TV on their computer (66 percent strongly disagreed or disagreed) and mobile phone (57 SHUFHQWVWURQJO\GLVDJUHHGRUGLVDJUHHG DQGGLGQRWSUHIHUZDWFKLQJ TV on their computer (90 percent strongly disagreed or disagreed) RUPRELOHSKRQH SHUFHQWVWURQJO\GLVDJUHHGRUGLVDJUHHG WKH WUHQGPD\EHFKDQJLQJEHFDXVHWKHUHZDVDOVRDJRRGQXPEHURI respondents who indicated that they would like to watch TV on their computer (34 percent strongly agreed or agreed) or mobile phone SHUFHQWVWURQJO\DJUHHGRUDJUHHG RUZKRZRXOGSUHIHUWRZDWFK TV on their computer (10 percent strongly agreed or agreed) or mobile phone (71 percent strongly agreed or agreed). This shows that WKHUHLVDWOHDVWDGHVLUHIRUUHVSRQGHQWVLQ%UD]LOWRZDWFK79RQ their mobile devices.

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 489 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

Grá#co 5 - IDT model questions and results

Source: Prepared by the authors. The trend that we observe in the data matches the trend on 1HWÀL[LQ%UD]LOZKLFKKDVJURZQVLQFHLWVLQWURGXFWLRQLQDWD UDWHRIPRUHWKDQSHUFHQW VHH*Ui¿FR Grá#co 6 - Net$ix subscribers in Brazil

Source: STATISTA. Number of Net$ix paying streaming subscribers in Brazil from 2011 to 2020. New York, 2015 Disponível em:< http://www.statista.com/statistics/324073/brazil-net$ix- -subscribers/>. Acesso em: 3 feb. 2016.

490 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies 6 IMPLICATIONS FOR POLICY MAKING ,QWKH8QLWHG6WDWHVLWLVFOHDUWKDWWKHSRSXODWLRQLVDOUHDG\ experiencing changes in behavior regarding their viewing habits. $FFHVVWREURDGEDQGDQGWKHDELOLW\WRRSHUDWH,&7PDNHLWHDVLHUIRU WKHPWRZDWFKWHOHYLVLRQIURPWKH,QWHUQHW,Q%UD]LOWKHPDLQSUR - EOHPLVDFFHVVDQGHYHQWKRXJKWKHPDMRULW\RISHRSOHLQWHUYLHZHG ZHUHVWLOOQRWXVHGWRWKHLGHDRIZDWFKLQJ79RQWKHLUFRPSXWHURU SKRQHWKHUHDUHVRPHVLJQVRIFKDQJH *LYHQ WKHVH UHVXOWV LW ZRXOG EH GHVLUDEOH IRU JRYHUQPHQWV and entities that operate public television and radio stations to invest QRWRQO\LQEURDGEDQGDFFHVVEXWDOVRLQWKHFUHDWLRQRIVRFLDOVHUYL - ce content that can be distributed and viewed through mobile phones or computers. 7KH SROLF\ QRQHWKHOHVV VKRXOG EH VOLJKWO\ GL൵HUHQW LQ WKH 8QLWHG6WDWHVDQG%UD]LO,QWKH8QLWHG6WDWHVWKHJRYHUQPHQWQHHGV WRWKLQNDERXWWKHYDOXHRINHHSLQJ79EURDGFDVWLQJDVSHRSOHDUH EHJLQWRZDWFKSURJUDPVRQGHPDQGIURPWKH,QWHUQHW7KHELJJHVW FRQFHUQIRUUHJXODWRUVLVPDNLQJVXUHWKDWSHRSOHKDYHD൵RUGDEOH and high-quality access to broadband. ,Q%UD]LOWKHJRYHUQPHQWZLOOQHHGWRLQYHVWPXFKPRUHLQ EURDGEDQGEXWJLYHQWKHIDFWWKDW%UD]LOVWLOOKDVOLPLWHGSXEOLFEUR - DGFDVWLQJDVZHOODVOLPLWHGZLUHGEURDGEDQGLWPD\QHHGDWUDQVL - tion technology that will give the population access to public TV WKURXJKRWKHUPHDQVWDNLQJLQWRFRQVLGHUDWLRQWKHIDFWWKDWLWZLOOEH DIHZ\HDUVEHIRUHWKHSRSXODWLRQKDVDFFHVVWREURDGEDQGDQGIHHOV FRPIRUWDEOHZDWFKLQJWHOHYLVLRQRQWKRVHGHYLFHV,WPLJKWZDQWWR experiment above and beyond traditional media and allocate some RIWKHEURDGFDVWLQJVSHFWUXPWR,QWHUQHWDFFHVVDQGLQWKDWZD\DF - celerate access to the Internet. 7 CONCLUSION 7KH8QLWHG6WDWHVDQG%UD]LOKDYHWDNHQFRPSOHWHO\GL൵HUHQW approaches to access to public content. The United States govern- PHQWIDLWKIXOWRLWVUHOLDQFHRQPDUNHWVSURYLGHVOLWWOHVXSSRUWIRU SXEOLFWHOHYLVLRQZKLFKKDVIRUFHGVWDWLRQVDURXQGWKHFRXQWU\WR UHO\RQRWKHUVRXUFHVRIIXQGLQJVXFKDVIRXQGDWLRQVXQGHUZULWHUV DQGPHPEHUVRIWKHSXEOLF7KH86JRYHUQPHQWQRQHWKHOHVVZLOO KDYHWRPDNHVXUHWKDWEURDGEDQGDFFHVVLVD൵RUGDEOHDQGUHOLDEOH

DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 491 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

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492 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 PUBLIC BROADCASTING SERVICES IN THE UNITED STATES AND BRAZIL: history, funding an new technologies

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DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494 493 Melissa S. Moreira Rabelo | Martha Garcia-Murillo | Carlos Agostinho Couto

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494 DOI: http://dx.doi.org/10.18764/2178-2865.v21n1p469-494