Openmedia: Plano de Aplicação de Plataforma para Valorização da Mídia Local

Abstract

This Technical-Scientific Report proposes a tool to reduce a present gap of the advertising market, which is the difficulty of understanding the real effectiveness of local communication vehicles that are, in most cases, small companies compared to the large media conglomerates. After surveying the number of radio and television stations of a specific geographic cut, it was possible to understand a pattern of direct relationship between the number of broadcasters and city dwellers. In parallel, the theoretical review carried out demonstrates the importance and relevance of local media for individuals who are impacted by it. With this initial data, it is justified the development of a theoretical application plan of the tool that will be a website that will act as a platform for local vehicles to be found and contracted by large advertisers. These vehicles will be classified by geographic range of action and by their local effectiveness, measured by a portion of the local population, which would be the users of the platform (stimulated by prizes, gamification and other elements). As expected results, it was found that the platform could be a tool to stimulate the advertising budgets of large companies to be distributed also to small media companies, thus providing a means for the economic development and appreciation of the local culture.