As referências comerciais nos conteúdos de entretenimento portugueses

: caso Você na TV!

Abstract

With the democratization of the digital age, television is undergoing a crisis that has given
place to new practices influenced by its need for advertising funding.
The main purpose of this investigation is to understand the way advertising dependence
influences the internal structure of television content, based on TVI's day-time program
"Você na TV!". For this purpose, a bibliographic research was done; a structural analysis
of the program "Você na TV!"; direct participant observation; complemented by two
interviews with the editor of the program and with one of the responsibles for
Commercial Department of TVI.
It was possible to conclude that television integrates brands into its content that are not
considered "product placement" but "trade without payment" or "non-commercial trade."
This agreement is highly profitable for both brands and television, representing a
production of low-cost content that could be a model of the future.

Date of Award	17 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Eduardo Cintra Torres (Supervisor)