Fatores críticos de sucesso no lançamento de radiodifusão sonora digital no Brasil

Abstract

The technologies used in the process of radio broadcasting always changed slowly, from the design of this segment in the market, in the first decade of the twentieth century. The digital radio, name as it is popularly called the technology for digital transmission of radio signals, began in 1995 in the United Kingdom. This new technology is beginning to be tested by broadcasters in Brazil since 2005, and is seen as a hope to revitalize the AM and also promises to add several values FM. Parallel to the launch of digital radio broadcasting, several other midias are released, and ultimately compete in the same segment, they are: MP3 players, iPod, cell with WI-FI and digital TV. This research is intended to validate the critical success factors for the digital radio in Brazil start-up. Those critical success factors have been identified through Porter s prognostics for new product launching and/or through studies from Daniel and Rockart. The theoretical referential used in this research were Rockart s critical success factors and Porter s life cycle model. Having the existing literature about the subject and prognostic deductions as start points for this study, five critical success factors have been identified and validated through research and a questionnaire applied to various representatives of the segment of radio broadcasting. This study aims to determine the factors critical to success in the launch of digital radio in Brazil, and thereby help the broadcasters, manufacturers and retailers, the segment, they succeed in launching this product in the market.