Announced by journalist Flávio Ricco, Edu Guedes’ departure from Band to return to RedeTV! highlights the difficulty of the two broadcasters in consolidating the complex morning schedule.
As there is a low number of TV sets on, this time of day attracts fewer advertisers and forces channels to charge a lower amount for advertisements during breaks and merchandising activities.
On Band, Edu Guedes’ ‘Top Chef’ rarely gets 0.5 points in the Ibope ranking. Similar performance to Ronnie Von’s ‘Manhã do Ronnie’, which went off the air last week. The presenter must win a nighttime attraction.
With his recipes, Edu will take over the space left by his colleague. Despite the minimum audience score, it carries loyal advertisers and guarantees satisfactory revenue. At Band, management develops an attraction to replace the chef’s kitchen.
Meanwhile, on SBT, ‘Chega Mais’ – led by Regina Volpato, Michelle Barros and Paulo Mathias – struggles to attract more audiences in order to compete for second place. On air for 1 and a half months, the program continues in the adjustment phase while under heavy pressure from the press.
After decades of tradition with children’s programs and then popular television news, Silvio Santos’ broadcaster dares to face Record, established with ‘Hoje em Dia’, and Globo, leader in the ranking thanks to ‘Encontro com Patrícia Poeta’ and ‘ Mais Você’ by Ana Maria Braga.
There is a consensus that the morning programming should be aimed at women and the domestic universe, with a dash of journalism and the presence of famous guests.
It would be interesting to see less predictable or repetitive content, however, broadcasters prefer to invest in the format that has existed since television arrived in Brazil in 1950.
Edu Guedes, Regina Volpato and Ronnie Von: broadcasters use their stars to improve ratings and generate more advertising revenue
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