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La franquicia Caf de la Maana' de Spotify: un podcast original de noticias hecho especialmente para Amrica Latina

20/01/2021

A quienes les gusta comenzar su d a con podcasts de noticias, buscan historias interesantes y precisas desarrolladas por periodistas reconocidos. As que hace dos a os Spotify comenz a asociarse con algunos de los medios de comunicaci n m s respetados de Am rica Latina y as poder crear podcasts de noticias y an lisis para cada pa s. Desde entonces, nuestros podcasts Caf de la Ma ana se han convertido en una franquicia que ofrece cuatro podcasts diferentes en cuatro pa ses, con oyentes en toda la regi n escuchando de lunes a viernes, posiblemente acompa ados de una taza de caf .

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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