Goucha e Júlia

: uma relação entre as estratégias de alinhamento e a audimetria

Abstract

Television is a medium with a high aggregation capacity regarding the public, with the generalist stations continuing to bring together a more diverse offer, from informative, educational and entertainment content. Although the latter are often considered to be inferior given their light tone, they are also the ones with the best results in terms of audience ratings.Talk shows, one of the most famous entertainment formats, occupy a prominent role in the grid of generalist television stations, such as TVI and SIC, appealing to a mostly female population group.This study allows to understand the relation between the alignment of the talk shows Goucha (TVI) and Júlia (SIC) and the audience index, being part of the famous battle for the leadership that we have been assisting all over the years between the two private stations.The theoretical framework elucidates us about the evolution of television, the specificities of the talk shows and the role of the host responsible for its conduct. The subsequent empirical study explores the different factors that can influence the success of the talk shows.The study shows us that the success of a talk show is a multifactorial equation for which different factors weight. In the ten programs analyzed, the Goucha format won all the emissions. The observations allowed us to conclude that this type of format seems to benefit from a certain uniformity and consistency.

Date of Award	31 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)