La franquicia Caf de la Maana' de Spotify: un podcast original de noticias hecho especialmente para Amrica Latina
20/01/2021
Comenzamos el Caf da Manh en conjunto con Folha de S.Paulo en Brasil en enero de 2019. Seguimos con El Primer Caf , primero con La Naci n en Argentina (marzo de 2019) y luego con El Tiempo en Colombia (julio de 2019). En octubre de 2020, a adimos a la franquicia El Caf de la Ma ana con Reforma en M xico. Hasta el pasado 11 de enero, estos podcasts originales de noticias diarias de Spotify combinados han acumulado millones de oyentes y 32 millones de streams en toda Am rica Latina. Se transmiten en m s de 20 pa ses en todo el mundo, no solo en los cuatro donde se originaron.
Para celebrar nuestro reciente lanzamiento de El Caf de la Ma ana en M xico y el aniversario del primer Caf , nos sentamos con Javier Pi ol, jefe de Estudios de Spotify, Latam & US LatinX, para escuchar c mo surgi la idea de la franquicia y en lo que se ha convertido.
Cu l es la idea principal detr s de la franquicia de Caf ? Nos dimos cuenta de un espacio no atendido en el mercado latinoamericano cuando se trataba de programas de noticias diarios (de lunes a viernes). As que aprovechamos la oportunidad para crear un podcast de noticias presentado por las voces m s respetadas. Cre amos que pod amos hacerlo de una manera nica asoci ndonos con los medios de comunicaci n m s respetados de Brasil, M xico, Argentina y Colombia, y mostrando las voces de j venes periodistas que podr an ayudarnos a conectar con audiencias m s j venes.
Cu l es el elemento m s consistente de los cuatro podcasts y qu hace nico a cada uno? Para empezar, cada uno de los programas ha estado entre los diez podcasts m s transmitidos en sus respectivos mercados en alg n momento. Hay dos anfitriones j venes, un hombre y una mujer al mismo nivel que pertenecen al mismo medio, ambos con un ojo - y o do, para entrevistar y contar historias y la habilidad de hacer bromas para pasar un momento agradable. Cada uno de ellos entrega las noticias que necesitas saber para comenzar tu d a. Individualmente, cada programa atiende a sus oyentes. Por ejemplo, El Primer Caf en Colombia dura m s, con episodios que duran de 40 a 60 minutos, mientras que los episodios de El Caf de la Ma ana suelen durar menos de 20 minutos. Algunos se centran en un tema espec fico, mientras que otros son m s un resumen de noticias. Cada podcast se graba en la redacci n a del peri dico, lo que permite un acceso sin igual a voces expertas sobre cada tema noticioso.
C mo ha hecho su marca la franquicia en Latinoam rica? Estos shows-y por lo tanto Spotify-se han vuelto una referencia en la esfera del podcasting cuando se trata de noticias y formas de transmitir las historias m s importantes del d a. Al crear estos exitosos shows, hemos tra do grandes desarrollos a la industria del podcast en la regi n e incentivado a la producci n de podcasts de grandes compa as de medios en una industria anteriormente emergente. Finalmente, la serie ha introducido a nuevos j venes oyentes al podcasting y los ha invitado a crearse un h bito de escucha de podcasts.
Cu les son los beneficios de tener una franquicia de podcasts de noticias? Gracias a la retroalimentaci n de los medios de comunicaci n con quienes nos asociamos, hemos recibido muy buenos comentarios sobre el programa y hemos sido capaces de construir un canal de corresponsales que pueden ser aprovechados para futuras ideas de podcasts. Con estos podcasts individuales por mercado despegando, ahora tambi n contamos con la posibilidad de explorar historias de periodismo de investigaci n que abarcan a la regi n y no solo a un pa s.
Por qu es importante tener shows de noticias como estos? A qu crees que se deba la popularidad de la franquicia? La serie de Caf se populariz porque no hab a shows de noticias similares con el nivel de credibilidad y rigor que un medio de comunicaci n proporciona. Pero el formato es lo que mantuvo a la gente y la hizo regresar un d a tras otro. El formato est dise ado para el estilo de vida actual de la gente. Los usuarios pueden escuchar mientras comienzan su rutina y saben que estar n preparados para hablar de lo que est pasando en el mundo ese d a. Ellos quieren rigor, quieren empezar la ma ana aprendiendo y quieren continuar teniendo la posibilidad de acceder a noticias bajo demanda, en cualquier lugar y en cualquier momento.
Qu sigue para esta franquicia, o para los podcasts en Latinoam rica de manera general? Hemos empezado a compartir retroalimentaci n y procesos entre los shows con el fin de traer nuestra innovaci n entre territorios. Por ejemplo, ahora estamos implementando cosas que han funcionado bien en los shows de Brasil y M xico, as como en Colombia y Argentina. Tambi n proyectamos que tendremos m s shows de spin-off que podr an estar especializados en temas espec ficos, como los que ya hemos visto en Brasil, como Plant o Coronavirus durante la pandemia y Elei o na Chapa para las ltimas elecciones presidenciales en Brasil en 2018. Nos emociona poder traer tantos nuevos tipos de shows a tantos oyentes.
LINK: | https://newsroom.spotify.com/2021-01-19/franquicia-cafe-de-la-manana-d... |
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