Launched just over a year ago, BandPlay is Grupo Bandeirantes‘ AVOD platform, bringing together the FTA network entire catalogue, combining its linear programming, as well as live content specially developed for the service.
Launched at the beginning of 2021 in response to a digitalization strategy undertaken by the Brazilian group, the Vibra Digital unit was in charge of giving life and shape to the company’s AVOD, BandPlay, which is part of the transformation that the company undertook with the in order to become relevant in the digital business.
Interviewedby Prensario, Rafael Ariais Bezerra, acquisition coordinator, Vibra Digital / BandPlay, described the vision for the service and its content strategies: ‘It was just during the pandemic that we decided to promote a unit with a total focus on digital, this was going to include a streaming platform, and a strategy that would also include web and digital radio. This is how Vibra Digital was born. And the truth is that the result has been more than we expected’.
The digital unit has been training journalism, radio and TV teams, in order to continue promoting the AVOD. ‘BandPlay has had improvements, and today we are having very good audience numbers in informative broadcasts. Our catalog is made up of the contents of BandFTA networkdistributed throughout the country, including original fiction, documentary and drama. The focus is on keeping Brazil informed, which is why BandPlay productions are more agile’,remarked Ariais Bezerra.
Regarding the future of the service, he further commented that he is focused on continuing to strengthen the platform’s catalog, which is why they are attending the main audiovisual markets in the world, in search of partners and content providers in the documentary genre, children and content for the whole family.
‘We recently launched a new visual identity, in charge of the Dark Kitchen Creatives agency, and reformulated the platform through Accedo, which developed the best video apps in the world (CNN, NBCUniversal, Deutsche Telekom). We also continued to set achievements in content: we got the digital rights for the broadcast of the last season of Masterchef in Brazil’.
Likewise, programs such as Faustão Na Band, which last January had more than 1.2 million views during its premiere; or the broadcast of the final of the FIFA Club World Cuplast February, as well as the presidential debate last August triggered the digital indexes of Band as a whole, reaching the figure of 700,000 registered users on the platform.
