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Estruturas E Dinâmicas Do Mercado Brasileiro De Tv Por Assinatura No Processo De Reprodução Do Capital

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Estruturas E Dinâmicas Do Mercado Brasileiro De Tv Por Assinatura No Processo De Reprodução Do Capital UNIVERSIDADE FEDERAL DO RIO DE JANEIRO ESCOLA DE COMUNICAÇÃO - ECO DOUTORADO EM COMUNICAÇÃO E CULTURA ESTUDOS DE MÍDIA E MEDIAÇÕES SOCIOCULTURAIS Denise Maria Moura da Silva Lopes ESTRUTURAS E DINÂMICAS DO MERCADO BRASILEIRO DE TV POR ASSINATURA NO PROCESSO DE REPRODUÇÃO DO CAPITAL Rio de Janeiro (RJ) 2017 Denise Maria Moura da Silva Lopes Estruturas e dinâmicas do mercado brasileiro de TV por assinatura no processo de reprodução do capital Tese apresentada ao Programa de Pós-Graduação em Comunicação e Cultura, Escola de Comunicação, Universidade Federal do Rio de Janeiro, Linha de pesquisa Mídia e Mediações Socioculturais, como parte dos requisitos necessários à obtenção do título de Doutor em Comunicação e Cultura Orientador: Prof. Dr. Marcos Dantas Loureiro Rio de Janeiro, RJ Maio de 2017 BANCA EXAMINADORA _________________________________________________________ Prof. Dr. Marcos Dantas Loureiro - UFRJ Orientador _________________________________________________________ Profa. Dra. Jacqueline Lima Dourado - UFPI Examinadora _________________________________________________________ Profa. Dra. Suzy dos Santos - UFRJ Examinadora _________________________________________________________ Prof. Dr. Murilo César de Oliveira Ramos - UNB Examinador _________________________________________________________ Prof. Dr. Adílson Vaz Cabral Filho - UFF Examinador _______________________________________________________ Profa. Dra. Chalini Torquato Gonçalves de Barros - UFRJ Suplente _________________________________________________________ Prof. Dr. Eduardo Granja Coutinho - UFRJ Suplente Ao grande amor e parceiro que a vida me deu, Luiz Felippe, e à minha família, meu aconchego, suporte e força. AGRADECIMENTOS Ao meu orientador, Prof. Dr. Marcos Dantas Loureiro, exímio pesquisador, de olhar aguçado e conhecimento apurado. Obrigada pelas orientações, trocas e partilhas intelectuais. Aos meus professores da Escola de Comunicação da Universidade Federal do Rio de Janeiro e professores convidados do Programa pelos ensinamentos e abertura de novos horizontes. À Profa. Dra. Suzy dos Santos e ao Prof. Dr. Adílson Cabral pelas contribuições feitas na qualificação e pelos ensinamentos dentro e fora das salas de aula. À Professora Dra. Jacqueline Lima Dourado, grande incentivadora e apoiadora desde a concepção do projeto de doutorado. Amizade sincera, irmandade no trabalho e na vida. Obrigada pela confiança depositada e por me acolher no nosso COMUM. Ao Prof. Dr. Murilo César Ramos da Universidade de Brasília que partilhou comigo suas experiências sobre a construção normativa do mercado de TV paga no Brasil e facilitou minha aproximação com agentes desse mercado. Ao Samuel Possebon, Diretor Editorial na Converge Comunicações, testemunha ocular da história da TV por Assinatura no Brasil. Obrigada por seu testemunho, pela disponibilização do acesso ao acervo da Revista Pay-TV e pelo credenciamento no Seminário Internacional da Associação Brasileira de Direito da Tecnologia da Informação e das Comunicações – ABDTIC 2015. Ao Gustavo Gindre, especialista em regulação da atividade cinematográfica e audiovisual da Ancine, conhecedor e crítico do setor que disponibilizou seu tempo e saber para esclarecer minhas dúvidas e mostrar nuances por vezes despercebidas sobre o funcionamento do audiovisual brasileiro. Ao Mauro Garcia, presidente da Brasil Audiovisual Independente – BRAVI, antiga Associação Brasileira de Produtoras Independentes de Televisão, pela entrevista esclarecedora acerca da Produção Independente no Brasil. Ao Fernando Magalhães, Diretor de Programação da Net/Claro, por permitir a essa pesquisadora conhecer melhor o ponto de vista de agentes do mercado, por vezes tão díspares do olhar acadêmico. À Maria Clara Estrela, monitora, discípula e amiga, por todo suporte e ajuda ao longo da elaboração desta tese, especialmente pelo cuidado com a transcrição de 10 horas (!) de entrevistas e pelos ouvidos emprestados. À Universidade Federal do Piauí pelo espaço disponibilizado para a escrita de parte da pesquisa. À Philip Robinson Library da Newcastle University pela disponibilização do seu acervo para consulta e desenvolvimento desta pesquisa. À Secretaria de Pós-Graduação da ECO/UFRJ pelo suporte durante o curso. Aos amigos e colegas de jornada da UFRJ que tanto me ajudaram para que eu pudesse chegar até aqui, especialmente Janaine Aires, Camila Escudero, Tatiana Figueiredo, Jhessica Reia e Vinícius Ferreira. Muito obrigada por tudo! Aos parceiros do COMUM, que com alegria, companheirismo e comprometimento ajudam a expandir o conhecimento científico e consolidar a pesquisa em Economia Política da Comunicação. À Juliana Fernandes Teixeira, um anjo carioca que Deus mandou para o Piauí, sempre disposta a ouvir e ajudar. Aos meus novos e velhos amigos, sempre na torcida pelo sucesso da realização deste trabalho. Ao apoio incondicional recebido dos meus pais, dos meus irmãos e familiares, inclusive me dando abrigo nas andanças pelo Brasil para a realização das entrevistas, participação em seminários, congressos, etc. Tia Carmem, tia Almira, muito obrigada! Ao Luiz Felippe, minha metade que me acompanha diariamente, me ouvindo, me incentivando, dividindo comigo as alegrias e angústias da construção dessa tese. Sem você, a trajetória teria sido bem mais difícil. Obrigada por sua paciência, amor e companheirismo. De tudo ficam três coisas: A certeza de que estamos sempre começando... A certeza de que precisamos continuar... A certeza de que seremos interrompidos antes de terminar... Portanto, devemos: Fazer da interrupção um caminho novo... Da queda, um passo de dança... Do medo, uma escada... Do sonho, uma ponte... Da procura, um encontro... Fernando Pessoa RESUMO A pesquisa aqui desenvolvida trata das estruturas e dinâmicas do mercado de televisão por acesso condicionado brasileiro inserido no processo de acumulação capitalista. Discorre sobre como os agentes econômicos, políticos, regulatórios e sociais têm se posicionado diante das transformações nesse setor que materializa uma nova forma de acumulação baseada na informação em sua forma sígnica. A tese é desenvolvida tendo como referencial teórico os estudos em Economia Política da Comunicação. Nesse sentido, discute os movimentos e contexto que levaram a economia capitalista de sua forma fordista ao capitalismo informacional fundamentado na sociedade espetacular para então localizar as transformações nas indústrias culturais no novo modo de acumulação capitalista. Enquanto parte das indústrias culturais que reúne diversos elos da cadeia produtiva do espetáculo, funcionando como agente do capital e mediador simbólico, a TV por assinatura é analisada a partir do modo como disputa as rendas informacionais, baseada nos direitos de propriedade intelectual e nos jardins murados. Numa perspectiva histórica, são analisadas as transformações econômicas, políticas, regulatórias e tecnológicas pela qual passou o setor de TV por assinatura para se chegar ao momento atual do setor no processo de acumulação capitalista. As análises empíricas dos agentes que atuam na programação e na distribuição e de suas estratégias de negócios permitiram a visualização das estruturas do mercado, enquanto as análises dos agentes regulatórios e das diferentes disputas no interior do Estado deram a tônica das dinâmicas do setor. As análises desenvolvidas nos levam à conclusão de que apesar do poder dos grandes conglomerados sobre o mercado brasileiro, o Estado tem conseguido avançar na regulação do setor e no fortalecimento da produção nacional, embora ainda precise aprimorar mecanismos para o fortalecimento de agentes nacionais na operação e na programação. ABSTRACT The research here developed analyses the structures and dynamics of the Brazilian pay TV market in the context of the process of capitalist accumulation. We discuss how economic, political, regulatory and social agents had been positioning themselves in face of the transformations of this sector which materialize as a new form of accumulation based on information in its sign form. This thesis is based on the theoretical frame of reference of the Political Economy of Communication. In this sense, we discuss the movements and context which brought the capitalist economy from a fordist form to the present informational capitalism, based on the spectacle society. We identify the transformations occurring in the cultural industries produced by this new way of capitalist accumulation. As a part of the cultural industries which includes various links of the spectacle production chain and as a symbolic mediator and agent of the capital, the pay TV is analysed from the way it disputes informational revenues based on the intellectual property rights and on the so-called walled gardens. From a historical perspective, we analyse the economic, political, regulatory and technological transformations by which the TV industry has passed to arrive at the present moment of the sector. The empirical analysis of the agents which act in programming and in distribution, and of their business strategies allowed us to understand the market structures. Likewise, the analysis of the regulatory agents and of the different disputes within the State revealed the dynamics of the sector. These analyses allowed us to conclude that, despite the power of big media conglomerates over the Brazilian market, the State had been able to advance in the regulation of the sector and in the strengthening of the Brazilian production, although there is still the need of better mechanisms for the strengthening
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