A televisão aberta, e não o programa A, B ou C, é que está diante do desafio de reinventar-se.
Autor: Revista Literária | Publicado: 2012-03-11T01:21:00-08:00

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 <![endif]-->  TELEANÁLISE
A QUEDA DO FANTÁSTICO É DA TELEVISÃO ABERTA
Malu FontesAo completar duas mil edições no ar no último domingo, o Fantástico apareceu em praticamente todos os veículos de imprensa, incluindo o cordão infindável de sites, blogs e portais na Internet não pelo aniversário e pelo fôlego longo, mas por sua perda de audiência. A notícia era a de que a principal revista eletrônica da televisão brasileira havia perdido 38% de sua audiência em pouco mais de uma década. Se no ano 2000 o programa tinha uma audiência média de 34,3 pontos, ao longo de 2011 a média foi de 21 pontos. Os dados são do Ibope e cada ponto equivale a 58 mil domicílios na Grande São Paulo.
O que chama atenção, no entanto, é que o tom das notícias publicadas sobre a queda do Fantástico tem sempre um quê de comemorativo e parece querer ignorar completamente as mudanças ocorridas no cenário da audiência da televisão aberta no Brasil nas duas últimas décadas. O programa perdeu audiência? Sim, é absolutamente verdade. Mas, as duas outras perguntas a serem feitas simultaneamente são: sim, mas quem não perdeu? Sim, mas quem ganhou? Só assim, verifica-se que o Fantástico e sua derrocada de telespectadores, comemorada sem disfarce pela concorrência, é tão somente um sinônimo não apenas para a queda de audiência da televisão brasileira, mas para a mudança de comportamento da população, da sociedade.
GENÉRICO - O fato é que se o Fantástico perdeu quase 40% da audiência em quase duas décadas, nenhum dos seus concorrentes conquistou esse público perdido. Ele foi para outro lugar. Para a Internet, para o vídeo game, para a TV por assinatura, para o DVD, para o Blu Ray, para os tablets, para os smartphones e não para a tela das emissoras que dariam um doce para abocanhar esse público que escapuliu das noites globais de domingo. Só a título de ilustração, o Domingo Espetacular, uma espécie de genérico criado pela Record para competir com o Fantástico, nunca sai da metade da audiência do seu modelo. E não é verdade que os dois não se esforcem para se aproximarem um do outro e ambos da audiência, o que parece não estar funcionando.
Enquanto o Domingo Espetacular patina na metade da audiência do concorrente apelando para reportagens modorrentas que parecem durar uma eternidade e que só convidam o telespectador a dormir ou fugir via controle remoto em busca de algum dinamismo, o Fantástico parece cada vez mais com uma central de realities shows populares, disposta a tudo e mais alguma coisa para seduzir, abduzir e hipnotizar a nova classe C. A cada edição aparece algo mais esdrúxulo, como briga de parentes, bafafás em condomínios, apresentadores perdendo quilos, gente subindo num palanquete no meio da rua para mandar recado com um megafone para o diabo e o papagaio e agora filhos nunca reconhecidos pelos pais reivindicando seus nomes nos registros civis e, claro, produzindo lágrimas na audiência.
SUICIDA - Nesse cenário, com não apenas o queridinho para ser chamado de abandonado pela audiência, no caso, o Fantástico, mas todas as emissoras, na média, perdendo público para outras mídias, como se seus funis estivessem furados, deveria ser obrigação dos profissionais de imprensa que noticiam as quedas de audiência sempre prestar, ao leitor ou ao telespectador a quem se dirigem para informar, um servicinho jornalístico a mais e contextualizar o fenômeno.
A televisão aberta, e não o programa A, B ou C, é que está diante do desafio de reinventar-se. Não é o meio televisual que está em crise, mas o modo de produção de televisão comercial, na esteira das transformações provocadas nos últimos anos pelas novas tecnologias. Não se trata de risco de morte ou colapso, mas da alteração de cenários que jamais voltarão a ser os mesmos. A porca torce o rabo, no entanto, é quando se vê que, diante da fuga do público para formatos que este considera mais interessantes, o que prevalece é uma solução suicida dos canais abertos: produzir coisas cada vez menos interessantes aos olhos desse novo telespectador em processo de migração.
Malu Fontes é jornalista, doutora em Comunicação e Cultura e professora da Facom-UFBA. Texto publicado originalmente no jornal A Tarde, Salvador/BA