SIC TV Portugal

In late 2007, we completed our contract with SIC TV,  Portugal’s biggest commercial broadcaster. With the help of our partner, Innovation Media Consulting, we re-launched the news for the broadcaster’s flagship channel.

Throughout 2007, a DMA Media team was based in Lisbon working on the editorial workflows, the studios and the on-air branding. Our aim was to position the channel for a digital multi-platform world. One of our key aims was to integrate SIC’s three platforms: a 24 hour cable news channel, scheduled terrestrial bulletins and an online news site. To achieve this, we implemented a central news intake function. Now, key staff from each platform work together at a central ‘superdesk’ and when news breaks, it is fed seamlessly to all of SIC’s outlets.

From the outset, it was clear that SIC’s television news had lost its initial drive. We set out to inject some dynamism into the programming. The combination of our advice and production techniques transformed the main evening news bulletin from a formulaic line-up of VT package reports into a world-class news programme.

SIC TV’s news programme was given a completely new, fresh look and feel but the changes were much more than skin-deep. The whole operation was re-designed from the ground up and the results were outstanding. Onthe first day, ratings jumped 6 percentage points putting SIC ahead of their main competitor

DMA’s CEO, Rob Beynon said: ‘…it was a pleasure to work with a team of great professionals, and to provide them with the best of what we’ve learnt from multimedia and new platforms all over the world.’