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Bruno Lofreta BRUNO LOFRETA NEW PLAYERS IN THE FIELD: SPORTS WEB RADIO IN BRAZIL University of Tampere School of Communication, Media and Theatre Master’s Thesis Media Management August 2017 Abstract University of Tampere School of Communication, Media and Theatre Department of Journalism and Mass Communication Lofreta, Bruno: New Players in the Field: Sports Web Radio in Brazil Master's Thesis, 108 pages August 2017 This objective of this master's thesis is to investigate the business models adopted by two sports web radio exclusively dedicated to football clubs from São Paulo, Brazil. The emergence of new and cheaper production and delivery technologies allows amateurs and enthusiasts to create, repurpose and distribute content that attracts increasing attention from the audience. As a result, small media companies start facing threats and limitations posed by long- established firms and regulatory bodies that seek to put a lid on their participation. The operations of the case study companies selected for this thesis are addressed through a framework built around the participatory culture theory advanced by Henry Jenkins, studies focused on the economics of Internet radio and researches focused on football fandom. The analysis of the managerial practices of Rádio São Paulo Digital and Web Rádio Coringão are performed with the use of the Business Model Canvas, a hermeneutical tool developed by Alexander Osterwalder and Yves Pigneur. Thus, this research aims at developing a better understanding of how sports web radio are changing the dynamics and interactions between football fandom and sports coverage in Brazil, and how these new media firms apply different business models, create revenue streams and provide innovative value propositions to specific customer segments. The results of this qualitative research indicates that while new platforms like Internet radio offer opportunities for greater user participation and enable the flow of alternative content, they still fall behind traditional media companies in terms of developing stronger business models that provide them with more stable revenue streams and better conditions to take advantage of their various partners, two essential conditions for achieving self-sustainability. Key Words: media convergence, media management, business models, participatory culture, football fandom, radio, web radio, internet radio, Brazil, fan culture Acknowledgements I would like to thank my thesis supervisor Prof. Gregory Ferrell Lowe for the support demonstrated throughout the research process and also during my studies at the University of Tampere. Without his guidance and encouragement, this project could not have been successfully concluded. I would also like to thank Prof. Marko Ala-Fossi for his insightful comments and advices. I am especially grateful to Rádio São Paulo Digitial and Web Rádio Coringão managers for their willingness to provide me with the valuable information and data that were essential for the completion of this research. This thesis is dedicated to Kati, Erja and Piipo. It is also dedicated to José Mario and to the memory of Yone Lofreta. "É que a bola corre mais que os homens..." TABLE OF CONTENTS 1 INTRODUCTION ............................................................................................................... 1 1.1 Purpose of the Study ........................................................................................................... 1 1.2 Structure of the Research ................................................................................................. 4 2. RADIO: AN EVOLVING TECHNOLOGY ..................................................................... 6 2.1 The Multiple Facets of Radio Broadcast ....................................................................... 6 2.2 Web Radio: In Search of a Definition ............................................................................ 8 2.3 Web Radio: Technical Innovation and Content Production ............................... 10 2.4 Web Radio Audiences ...................................................................................................... 13 2.5 Web Radio as a ConVergent Media Platform ........................................................... 15 3 PARTICIPATORY CULTURE ...................................................................................... 18 3.1 From PassiVe Audiences to CreatiVe Networks ...................................................... 19 3.2 Restrictions and Shortfalls to Participatory Action .............................................. 21 4 FAN CULTURE ............................................................................................................... 24 4.1 The Rise of Fandoms ........................................................................................................ 25 4.2 Fans as Specialist Consumers ....................................................................................... 27 4.3 New Media and Football Fandom ................................................................................ 29 4.4 Football Fans and the Commodification of the Game ........................................... 33 5. METHODS ...................................................................................................................... 35 5.1 Philosophical Paradigms ............................................................................................... 35 5.2 The Logic of the Study ..................................................................................................... 37 5.3 The Case Study Approach ............................................................................................... 38 5.4 Data Collection and Analysis ......................................................................................... 40 5.5 The Business Model Canvas as an Analytical Tool ................................................ 43 6. CASES AND FINDING .................................................................................................. 46 6.1 Football in Brazil: History and Particularities ........................................................ 47 6.2 Characteristics of the Radio Market in Brazil ......................................................... 50 6.3 Brazilian Media and Football Broadcasting ............................................................ 52 6.4 First Case Company: Web Rádio Coringão ............................................................... 55 6.4.1 Overview of Sport Club Corinthians Paulista ................................................................. 55 6.4.2 Web Rádio Coringão: History and Operations .............................................................. 56 6.4.3 Web Rádio Coringão Partnerships ..................................................................................... 60 6.4.4 Web Rádio Coringão: Audience Segmentation .............................................................. 62 6.4.5 Web Rádio Coringão: Economic Performance ............................................................... 65 6.5 Second Case Study: Rádio São Paulo Digital ............................................................ 66 6.5.1 Overview of São Paulo Futebol Clube ................................................................................ 66 6.5.2 Rádio São Paulo Digital: History and Operations ......................................................... 68 6.5.3 Rádio São Paulo Digital Partnerships ................................................................................ 71 6.5.4 Rádio São Paulo Digital: Audience Segmentation ........................................................ 72 6.5.5 Rádio São Paulo Digital: Economic Performance ........................................................ 74 6.6 Discussions ......................................................................................................................... 76 6.6.1 Value Propositions ..................................................................................................................... 76 6.6.2 Key Activities ............................................................................................................................... 78 6.6.3 Key Resources ............................................................................................................................. 79 6.6.4 Key Partnerships ........................................................................................................................ 81 6.6.5 Cost Structures ............................................................................................................................ 82 6.6.6 Customer Segments .................................................................................................................. 83 6.6.7 Customer Relationships .......................................................................................................... 84 6.6.8 Channels ......................................................................................................................................... 85 6.6.9 Revenue Streams ........................................................................................................................ 86 6.7 Conclusions ......................................................................................................................... 87 6.7.1 Sports Web Radio: The Limits to Participation ............................................................. 87 6.7.2 Threats and Opportunities for Sports Web Radio Value Propositions
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