Análise do grau de maturidade de inovação em TVs públicas educativas brasileiras: estudo de casos

Abstract

The present work aims to assess the level of innovation maturity in public educational TV stations in the national territory, where 3 companies agreed to participate in the assessment. Public educational TV broadcasters are organizations managed by the government, not having the purpose of generating profits. Consequently, their programming is not linked to the model of commercial broadcasters that use their audience ratings to obtain profits. While commercial TVs see their viewers as consumers, public educational TVs see them as citizens, aiming to transmit through their grid a program that brings education with ethics and environmental social responsibility. In this study, a questionnaire was used that was developed to estimate the degree of maturity in innovation of TV stations. The methodology adopted in this study is classified, mainly as to the purposes as exploratory, and as to the means as bibliographic, qualitative and supported by case studies, in order to allow the applied analysis of the expected results. After analyzing the data, it was observed that broadcaster A has 44% of level I, requiring 3 skills in the people management dimension for innovation, 2 skills in the strategic management dimension of technology to consolidate level I. fulfilled all the competences of level I of the proposed model, lacking a competence in the dimension of strategic intention to innovate to consolidate level II. Issuer C has only 33.3% of level I needing three people management skills for innovation, one competence in strategic technology management and two items in organicity of the organizational structure to consolidate level I. The methodology used enabled the evaluation the degree of maturity of innovation in educational public TV stations, presenting actions that managers must promote in their institutions in the search for the development of an innovative culture.