Queda de audiência e programação televisiva: uma análise das mudanças na grade da Rede Globo.

The audience of Brazilian free-to-air TV is falling, requiring networks to review their commercial strategies, especially the programming schedule. The current scenario shows strong audience migration towards internet and pay TV, which has accentuated since 2006. Historically consolidated shows, such as newscast and telenovela, are amid the most affected. Both shows are the pillars for Globo Network's schedule, thus, the broadcaster is the most impacted in this scenario. This paper compares Globo's programming since 1975, in periods of five years, going through the history of a schedule on what was based the station's "quality standards". These data are used to comprehend the current strategies to fight the loss of viewers. Finally, the viability of maintaining today a rigid schedule programming is questioned. [ABSTRACT FROM AUTHOR]