The new study is incorporated into the scope of the UNESCO concerns, related to the development of media systems in which a robust public broadcasting plays a key role, together with quality and independence from governments and political parties. Strategies for the qualification of the professionals who make the daily public broadcasting should take an outstanding place within this kind of media, according to the study conclusions.

Among the various possibilities to give sustainability, efficiency and professional training to the media in Brazil, should be the creation of a Corporate University for Public Communication, similar to the BBC College of Journalism.

Conducted by the consultant Marcelo Borges between February and June 2009, the study presents the results of a survey of needs and requirements related to qualification of two public broadcasting organizations in Brazil: the Padre Anchieta Foundation, connected to the government of São Paulo State, which keeps Radio and TV Cultura, and the Brazil Communications Company, connected to the federal government and responsible for TV Brazil.

Generally speaking, the mapped needs can be grouped into four major areas:


Results suggest that, beyond the particular area of training, the two organizations must be strengthened in order to address larger institutional challenges, for instance, the difficulty to perform their duties, taking into account an out-of-date law and its resulting practices.

The managers of the studied companies do understand that training programmes need to be connected to broader policies of people management, and that transition to digital TV requires an additional concentrated effort. Finally, the managers of the two organizations agree that professional communication education remains deficient in Brazil, which implies the need for re-qualification. According to them, qualification should be done using different and parallel strategies, such as in-house initiatives, partnerships with educational institutions and school programmes.

The new study is available online in Portuguese (PDF): click here.

The Police blogosphere in Brazil: from shooting to twitter is another title in the series CI Debates. It is available in English and Portuguese: click here.