


	WAN-IFRA XMA Cross Media Awards 2010





	Company: RBS-Brazil Zero Hora Editora Jornalistica SA
	Project name: Hyperlocal Websites





	General information about the publication

	Grupo RBS is a multimedia communications company, operating in Rio Grande do Sul and Santa Catarina states (Brazil). Currently, it has over 5.7 thousand personnel, with multimedia branches and offices in Parana, São Paulo, Rio de Janeiro, and the Federal District. Grupo RBS's Multimedia Platform: 18 broadcast TV stations 2 community TV stations 1 Rural channel 26 radio stations 8 newspapers 5 Internet portals 1 events company 1 mobile marketing business 1 young audience business 1 ticketing and e-commerce business 1 publishing house 1 recording studio 1 logistics company 1 philantropic institution

	Entry description

	Grupo RBS Hyperlocal Websites is a strategy that started in December 2009. Until June 2010 we have created five hyperlocal websites in two states where Grupo RBS owns TV stations, newspapers, radios and websites. We intend to launch at least 10 more hyperlocal websites until December 2010. These hyperlocal websites gather all the content produced by the media channels of Grupo RBS about specific communities, in order to reach different audience's profiles.

	The basic idea of your cross-media local project

	The basic ideas of our cross media local project are (1) to gather the content produced by all local media and regional channels (TV, radio, newspaper and websites) that has a specific interest for that community and (2) to improve user-generated content. Our target is the public of medium cities in Rio Grande do Sul and Santa Catarina states (up to 300.000 people). We intend to reach tiny hidden audiences and capture first-time advertisers.

	Used media channels


	Newspaper		TV

	Event(s)		Online

	Radio

The implementation

We started the project in December 2009.
All media channels are involved in this project, specially because our newsrooms are multimedia - so cross-media is stimulated.
In order to link those channels, we have a journalist (curator) on each site - who is responsible for highlighting some news, for identifying local partners (other websites, blogs and radio stations) and for encouraging users to send local information (photos, videos, texts etc). We also have an automatic way to publish all the content produced by TV, radio and newspaper websites related to a specific community.

Image(s)

clicrbscamaqua.jpg (825 KB)

clicrbscanguçu.jpg (1248 KB)

clicrbsitajai.jpg (1250 KB)

clicrbslivramento.jpg (1490 KB)

clicrbspelotas.jpg (1550 KB)

camaqua_cangucu_clic.pdf (3931 KB)

clicrbslivramentozh.pdf (1537 KB)

pelotasclic.pdf (2574 KB)

clicrbsitajai.pdf (233 KB)

GRUPORBS_RGB_POS copy.jpg (26 KB)

LOGO-PELOTAS-MAIS-com-voce.jpg (46 KB)

Links

http://wp.clicrbs.com.br/pelotas/
http://wp.clicrbs.com.br/itajai/
http://wp.clicrbs.com.br/livramento/
http://wp.clicrbs.com.br/maiscamaqua/
http://wp.clicrbs.com.br/maiscangucu/

Results of the local project implementation

We have a recent example of cross-media success during a popular party called "Fenadoce" in Pelotas (RS), a city with 300.000 inhabitants, where we have one of these hyperlocal websites: clicRBS Pelotas. The site published - to Pelotas customers - all the content produced by Zero Hora (a newspaper that published two special supplements about it) and broadcasted live TV programs by RBS TV and Atlântida Radio in this Fenadoce place. On clicRBS Pelotas we also had a special blog, produced by Journalism students from Pelotas, with the supervision of our curator.
Page views/May 2010
clicRBS Pelotas: 73.189
clicRBS Itajaí: 72.676
clicRBS Camaquã: 13.512
clicRBS Canguçú: 5.910
clicRBS Livramento: 4.774 (June 10 to June 13 - Website released in June 10)