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Address and contact details
Paula Taborda dos Guaranys
Rua Santa Alexandrina 336
3o andar - Rio Comprido - Rio de Janeiro
Phone: +55 21 3232 8800
Fax: +55 21 3232 8026
Fundação Itaú Social
Vale do Rio Doce
Instituto Ayrton Senna
Canal Futura is a project of Roberto
Marinho Foundation launched in Sep´97 and broadcast
to 68 million Brazilians. It is the first television
channel totally aimed at educational affairs, showing programs 24
hours a day. Futura reaches an audience of 14 million people, through satellite
dishes, cable, mini satellite dishes and lately its signal has
been opened to local educational network; the first one was TV
Canal Futura is sponsored by a group of companies,
foundations and institutes that believe in an educational
project that sees the TV network as the main instrument
to reduce the serious educational problems in Brazil.
Its schedule is directed to children, young people, worker,
housewives and teachers; it also supports public and private Elementary
High School curriculums and provide services and information that
to the day-to-day life of Brazilians. In programs elaborated with
the help of teachers, scientists and educators, the
channel uses simple and clear language in order to
speak with its audience.
More than just television to be watched,
Futura is TV to be used. For this reason, the knowledge
channel has formed a network of Directed Audiences
that is today integrated by more than 9.200 thousand Brazilian
institutions, among them schools, crèches, libraries, trades
churches, hospitals, penitentiaries and community associations.
is controlled by specially trained and skilled agents that organize
the audience to receive and use the channel schedule
in educational projects developed to fulfill the specific
needs of those entities. With community mobilization,
Brazilians, who have the TV as an instrument of information
and leisure, start to use it as an educational tool.
Aims and objectives
Futura has been created to bring to the entire
Brazilian population, especially to the children and working
class, knowledge that can be applied on their daily lives, therefore,
generating changes in attitude
behavior, which in turn will ensure a better chance to enter
the job market and deal with family life, school life, and social
giving them a superior quality of life.
These objectives have been based on the results of a research
aimed at identifying the needs and wants of the
target audience. However, being aimed at more than just entertainment,
Futura's goals go beyond those of TV in general and
public television channels in particular.
Therefore, Futura is commited
Brazil: the country is our origin and our source
of inspiration and must be present
in the language of our programs, in the faces and accents
of our hosts. We believe
Brazilian culture has a unique contribution
to the world, and we want to be a vehicle of its expression.
and educational pluralism: the cultural diversity
of our people, our land, our arts in general, our costumes,
our way of being, acting, working,
teaching, and learning is a blessing in itself. Our pledge
is to transmit the notion that Brazilian culture is not
but additory and inclusive.
and diversity: we value diversity and
interdependence as basic conditions for a good relationship
between people, organizations
and communities. Mutual respect and the development of
positive relations are essential components of our identity.
relations with public and private sectors.
Public welfare is always the priority. We are committed to
responsibility towards society.
initiatives born from the gathering of a
community in search of solutions for their educational
and social problems receive
Enterprising spirit: creative ideas, the
individual desire to own a business,
responsibility when looking for advance-ment and improvement
in education, professional life and the development of the
are highly regarded.
Quality and innovation:
we look for quality in everything we
do. We want our public to see our products as the best and
most creative products
that attend to their needs and surpass their
we are committed to aesthetics. We believe
beauty educates, and the search for it must
be part of everyone's life.
Optimism: we are optimists in our
attitude and objectives.
We invest in a better
future and we are committed to it, doing today everything
we feel necessary to build it. Our commitment
is to always illuminate
solutions - no matter if they relate to
or the presentation of our programming
to the public.
Social communications: social
communications entice us in every
dimension: in the work place, in the relation with
the public, in the promotion
of citizenship. It must be used as a
vehicle to promote values, actions,
and projects geared towards the construction
of a better Brazil.
Society: our work must
create value to all who develop
a relationship with
us - audience, partners, collaborators,
investors and the
society in general - and it must be perceived
Journalists, educators, consultants
and specialists in different areas such as social sciences, biology, chemistry and
Its directed to children, young people, worker,
housewives and teachers, mostly the low-income population.
Children and people involved with children's education
and children's rights.
Involvement of children
Canal Futura believe that it's really
important to learn about the community where it
is installed. It enables Futura to conduct social activities
made effective by its employees, location of funds, donation
of services or products. That is the main reason why Futura's projects
to actively take part in our programming grid suggesting us new
perspectives, approaches and themes to be discussed on TV.
Besides the partners mentioned above, Canal
Futura would also like to thank the American Consulate in Rio de
Janeiro, the Youth
Department of São Paulo State, Sports and Leisure
through the State Foundation for the Well-Being of Minors, Febem/SP.
PLAY IT TO LIFE
Based on Brazilian children folk songs, the project "Play
it to Life" has been created to stimulate and
support young participants who belongs to a social
institution that works with juvenile rehabilitation. Some of the
kids from FEBEM were involved in an art project that intends to
support young musicians to show their talent and creation. Besides
the workshops, the project generated a CD recorded
by these young people. Some of the songs were incorporated
by the Futura Channel as the soundtrack of its children
programming. Besides it, six music videos were produced to be broadcast
on the channel's daily lineup.
The project was developed in partnership with the Youth Department
of São Paulo State, Sports and Leisure ?through
the State Foundation for the Well-Being of Minors,
Febem/SP and Canal Futura. It incorporates music and television
in an educational project among a group of teenagers who live in a
social educational center in São Paulo.
Our aim is to give the teenagers an opportunity to work with musical education
and rescue, through a playful activity, in order to achieve values
from childhood and treasures from Brazilian culture. The project also
offers a forum for these young boys and girls to act and be recognized,
which contributes to social insertion and self-esteem. Being minors,
their faces cannot be shown to preserve their identities. The boys use
special make-up to conceal their faces.
To celebrate the release of the CD and the project, a concert
was held in São Paulo during the celebration
of Futura five years anniversary. A musical group
formed by seven art-educators from the institution accompanied
the young people during the concert.
After the successful initiative of PLAY IT TO LIFE, Futura produced another
project using music as an education and social inclusion element. PLAY
BAHIA is a result of a partnership among the Consulate General
of the United States of America / Rio de Janeiro,
Group and Canal Futura. It demonstrates how music
and television can become an educational action that
goes beyond the limits of Alagados, where the young artists live,
and reach other communities. In a country that lives on samba and
swing like Brazil, not many people can resist the
pulsing rhythm of the batuque. One might start by tapping fingers,
shaking a matchbox, and, like magic, incorporating innumerous elements
that, together, unleash a wave that pulses to the rhythm of the heart.
And, when the sound comes from handmade instruments, that art shines with
a very special glow. There are cans, steel barrels, plastic toilet flushes,
and pieces of wood, among so many other discarded objects, which, in
the hands of creative and talented young people are transformed
into percussion instruments. These people are the
ones who dictate the rhythm, and change for the better
the life of an entire community. The authors of this musical art
are members of the Cultural Group
Bagunçaço; a social project launched in 1991, at
the Alagados community, one of the poorest neighborhoods
in Salvador, Bahia State. The goal of Bagunçaço
Group is to promote the rights of children, adolescents and young adults
through artistic, social and cultural activities, such as rehearsals,
seminars, theater groups, workshops on art, the manufacture of musical
instruments and computers, halfway houses, sports and education.
a result, Futura produced another CD, a 23 minutes documentary,
video clips and interstitials. For both projects Futura
organized a show for the community, kids´s families and educators who took part of
This show uses graphic design resources to animate famous Brazilian children´s
books, from popular Brazilian authors. Kids interview the authors during this program.
FUTURA ANIMATES KIDS DRAW
Futura Channel organized a national contest inspired by Livros
Animados show. Kids from all over the country sent
their draw to be animated and aired on Futura. We got more than 3,000 letters.
We see the acquisition of knowledge as the direct
result of a process built by the dialogue among different
areas of knowledge and interlocutors. Canal Futura,
its generators and broadcasters, and the team involved
in Community Mobilization are established as some of these interlocutors.
Our function is to inform, generate questions, and establish relationships,
in an interactive process. We will not dictate rules, norms or take the stand of sole keepers of knowledge, whether in our
in our actions. We intend to invoke the community participation
on the production process in order to encourage them to achieve the knowledge.
Strength of the project
Every project mentioned previously emphasizes
Futura's aim of being more than just a television
station to be watched, but also a vehicle to be used
by our viewers.
There are more TV sets than refrigerators in Brazil. Therefore,
Futura believes that the television is more than an instrument
of information and leisure, and should also be used as an educational
tool. Canal Futura intends to introduce a new way
of production which includes the community and our viewers on the project of knowledge.
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