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A Fórmula 1 No Brasil: Uma Análise Sobre a Transmissão Televisiva No País

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A Fórmula 1 No Brasil: Uma Análise Sobre a Transmissão Televisiva No País FACULDADE CÁSPER LÍBERO Rebeca Pinheiro Rodrigues Alves A Fórmula 1 no Brasil: Uma análise sobre a transmissão televisiva no país São Paulo 2020 REBECA PINHEIRO RODRIGUES ALVES A Fórmula 1 no Brasil: Uma análise sobre a transmissão televisiva no país Trabalho de conclusão de curso apresentado à Faculdade Cásper Líbero como requisito parcial para a obtenção do grau de bacharel em Rádio, TV e Internet. Orientador: Prof. Dr. Renato Tavares Júnior. São Paulo 2020 1 Dados Internacionais de Catalogação na Publicação (CIP) Biblioteca Prof. José Geraldo Vieira Alves, Rebeca Pinheiro Rodrigues A formula 1 no Brasil: uma análise sobre a transmissão televisiva no país / Rebeca Pinheiro Rodrigues Alves. -- São Paulo, 2020. 217 f. : il. ; 30 cm. Trabalho de Conclusão de Curso (Bacharelado em Rádio, TV e Internet) – Faculdade Cásper Líbero, 2020. Orientador: Prof. Me. Renato Tavares Júnior Bibliotecária responsável: Ligia Cristina dos Santos Nunes - CRB 8/6923 1. Automobilismo. 2. Fórmula 1. 3. Televisão. 4. Transmissão. 5. Rede Globo. I. Tavares Júnior, Renato. II. Título. CDD 384.55 2 REBECA PINHEIRO RODRIGUES ALVES A Fórmula 1 no Brasil: Uma análise sobre a transmissão televisiva no país Trabalho de conclusão de curso apresentado à Faculdade Cásper Líbero como requisito parcial para a obtenção do grau de bacharel em Rádio, TV e Internet. Orientador: Prof. Dr. Renato Tavares Júnior. ____________ Data da aprovação Banca examinadora: ________________________ Prof. Dr. Renato Tavares Júnior Faculdade Cásper Líbero ________________________ Prof. Dr. João Alexandre Peschanski Faculdade Cásper Líbero ________________________ Gabriel Gavinelli Editor-chefe do F1Mania São Paulo 2020 3 A todos os fãs de Fórmula 1 que saibam apreciar o esporte de maneira saudável. 4 AGRADECIMENTOS Primeiramente a Deus, por me acompanhar em cada momento e permitir que tudo fosse possível. A toda a minha família, em especial meus pais, irmãos, avós, tios e primos pelo apoio e confiança. Ao corpo docente da Faculdade Cásper Líbero, em especial meu orientador Prof. Dr. Renato Tavares Júnior, o Prof. Dr. Marcelo Santos de Moraes pela indicação de livros para a bibliografia, o coordenador do curso de Rádio, TV e Internet Prof. Dr. Marco Antônio Pereira do Vale, e o Prof. Dr. João Alexandre Peschanski por aceitar fazer parte da banca. Ao jornalista e editor-chefe do F1Mania Gabriel Gavinelli por aceitar o convite de integrar a banca. À minha amiga holandesa Kim, por me enviar fontes para a bibliografia. Aos especialistas Danilo Cardoso, Felippe Santos e Sergio Quintanilha por me concederem entrevistas que agregaram informações importantes ao TCC. Aos torcedores Adriana Perantoni, Anderson de Oliveira, Bruna Andrade, Cleisson Guterres, Elizete Alves, Fernando Meyer, Helena Silva e João Baptista Rossetto por compartilharem suas opiniões nas entrevistas que permitiram a elaboração de uma análise qualitativa no TCC. À equipe do The Racing Track: Alison Guilherme, provedor, Adriana e Ricardo, colunistas. 5 “Os pensamentos são como flechas, uma vez lançadas alcançam o seu alvo. Seja cauteloso ou poderá um dia ser sua própria vítima.” (Provérbio Navajo) 6 RESUMO A monografia discorre sobre a transmissão da Fórmula 1 no Brasil a partir de uma contextualização histórica e de análise do uso de recursos tecnológicos e audiovisuais da atual transmissão da modalidade, destacando os aspectos comerciais relacionados à grade de programação, aos aplicativos das emissoras, aos formatos publicitários, ao investimento financeiro e ao retorno de audiência. O presente TCC analisa os conteúdos relacionados à narração e aos aspectos visuais de peças autopromocionais (chamadas) e de transmissões de Fórmula 1 a partir de um recorte de quatro corridas de 2019 exibidas em canais brasileiros de televisão. Palavras-chave: Automobilismo. Fórmula 1. Televisão. Transmissão. Rede Globo. 7 ABSTRACT The monograph discusses the transmission of Formula One in Brazil from a historical context and analysis of the use of technological and audiovisual resources of the current broadcasting of the modality, highlighting the commercial aspects related to the programming grid, the applications of the broadcasters, the formats of advertising, financial investment and audience return. This undergraduate thesis analyzes the contents related to the narration and visual aspects of self-promotional pieces (trailers) and Formula One broadcasts from a section of four 2019 races shown on Brazilian television channels. Keywords: Car racing. Formula One. Television. Broadcasting. Rede Globo. 8 LISTA DE ILUSTRAÇÕES Figura 1 - Simulação de instalação de placas de propriedades de arena para o Autódromo de Interlagos Figura 2 - Tabela de média de audiência e share das temporadas de Fórmula 1 de 2002 a 2020 (até o dia 16 de agosto) Figura 3 - Matéria no site da Fórmula 1 que reconhece o primeiro pódio de Lance Stroll como histórico 9 LISTA DE SIGLAS F1 Fórmula 1 FIA Federação Internacional de Automobilismo FOCA Associação dos Construtores da Fórmula 1 FOM Formula One Management GP Grande Prêmio 10 SUMÁRIO INTRODUÇÃO 13 OBJETIVOS 15 JUSTIFICATIVA 16 METODOLOGIA 18 1 HISTÓRIA E EVOLUÇÃO TECNOLÓGICA DA TRANSMISSÃO DE FÓRMULA 1 NO BRASIL 26 1.1 Histórico de transmissão da Fórmula 1 no Brasil 26 1.2 Narradores e comentaristas das transmissões televisivas da Fórmula 1 no Brasil 30 1.3 A evolução tecnológica das transmissões televisivas no Brasil 32 2 PROGRAMAÇÃO E COMERCIALIZAÇÃO DA FÓRMULA 1 36 2.1 Direitos de transmissão e grade programação 37 2.2 Formatos publicitários na transmissão de Fórmula 1 no Brasil 39 2.2.1 Plano comercial da Rede Globo 42 2.3 Audiência da Fórmula 1 no Brasil nas décadas de 2000 e 2010 48 3 LINGUAGEM CONTEMPORÂNEA DA DIVULGAÇÃO E DA TRANSMISSÃO TELEVISIVA DA FÓRMULA 1 NO BRASIL 53 3.1 Análise das peças autopromocionais (chamadas) da transmissão de Fórmula 1 da Rede Globo em 2019 54 3.1.1 Chamada do Grande Prêmio de Mônaco de 2019 54 3.1.2 Chamada do Grande Prêmio da França de 2019 57 3.1.3 Chamada do Grande Prêmio do Japão de 2019 61 11 3.1.4 Chamada do Grande Prêmio do Brasil de 2019 66 3.2 Análise das transmissões de Fórmula 1 da Rede Globo em 2019 71 3.2.1 Transmissão do Grande Prêmio de Mônaco de 2019 73 3.2.2 Transmissão do Grande Prêmio da França de 2019 79 3.2.3 Transmissão do Grande Prêmio do Japão de 2019 86 3.2.4 Transmissão do Grande Prêmio do Brasil de 2019 95 4 A NARRAÇÃO DE FÓRMULA 1 NO BRASIL E O RESPEITO ÀS ORIGENS ÉTNICO-RACIAIS 106 CONCLUSÃO 124 REFERÊNCIAS BIBLIOGRÁFICAS 125 REFERÊNCIAS AUDIOVISUAIS 166 ANEXOS 168 12 INTRODUÇÃO A Fórmula 1 é uma das modalidades esportivas mais populares que existem. Iniciada em 1950, a “categoria máxima do automobilismo mundial” vem atraindo milhões de torcedores pelo mundo. O Brasil já teve três campeões mundiais (Emerson Fittipaldi, Nelson Piquet e Ayrton Senna) e desde 1972, de forma ininterrupta, transmite ao vivo corridas de Fórmula 1 em emissoras de TV. O país também é o terceiro maior conquistador de títulos da categoria (com oito campeonatos vencidos), atrás apenas da Inglaterra e da Alemanha (VASCONCELLOS, 2013, p. 208)1. A pergunta central deste trabalho é: “As técnicas narrativas da Fórmula 1 no Brasil acompanharam (ou não) a evolução tecnológica e comercial da categoria?”. Esta hipótese foi levantada a partir de observações da autora em sites esportivos e redes sociais e da constatação que os narradores de 2019 não atendiam às demandas dos torcedores. O primeiro capítulo contextualiza a evolução histórica da transmissão televisiva da Fórmula 1 no Brasil a partir das características técnicas e do uso dos recursos audiovisuais. Dessa maneira, é revelada a qualidade da exibição das corridas no país e como foi o processo de interação entre o público brasileiro e a Fórmula 1 desde o começo de sua transmissão. O segundo capítulo aborda o impacto comercial da categoria na grade de programação. Alguns aspectos analisados são as cotas de patrocínio, os formatos publicitários e a audiência, especificamente das quatro corridas utilizadas como recorte. Logo, serão demonstradas as vantagens econômicas da transmissão da Fórmula 1 para as emissoras e patrocinadores. O terceiro capítulo analisa os aspectos linguísticos e narrativos das peças autopromocionais (chamadas) e do conteúdo verbalizado por narradores e comentaristas durante as corridas. Observa-se se os eventos são descritos corretamente e se o trabalho dos apresentadores atende às expectativas do público. 1 Os dados fornecidos pela edição consultada se referem até a temporada de 2011. No entanto, os títulos vencidos após aquele ano até a época de realização do TCC foram conquistados pelos alemães Sebastian Vettel (2012 e 2013) e Nico Rosberg (2016), e pelo inglês Lewis Hamilton (2014, 2015, 2017, 2018 e 2019), mantendo inalterada a posição do Brasil no ranking (FEDERAÇÃO INTERNACIONAL DE AUTOMOBILISMO, 2012, 2013, 2014, 2015, 2016, 2017b, 2018, 2019a). 13 O quarto capítulo traz um estudo de caso sobre como os pilotos membros de minorias étnicas, principalmente os da temporada de 2019, são tratados pelos narradores e comentaristas durante as transmissões. Analisa-se, portanto, o compromisso da emissora com a ética (do ponto de vista moral e jornalístico) e qual o desdobramento dessa abordagem na percepção do público sobre esses atletas e a própria emissora. Por fim, são feitas as conclusões do trabalho a fim de apresentar um diagnóstico sobre o modelo de transmissão da Fórmula 1 adotado pela Rede Globo no Brasil em seus aspectos tecnológicos, comerciais, linguísticos e sociológicos. Busca-se, assim,
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