Apresentação do projeto A Cor da Cultura, por Lúcia Araújo, Diretora do Canal Futura.

1. DECONSTRUCTING
INVISIBILITY THROUGH TV AND
EDUCATION IN BRAZIL: THE
COLOUR OF CULTURE
”
”

2. MAKE TELEVISION,
MAINLY MAKE A
DIFFERENCE
FUTURA

3. WHAT IS FUTURA?
• A SOCIAL PROJECT OF COMMUNICATION, PUBLIC
ORIENTED, BUILT BY PARTNERS OF THE PRIVATE INITIATIVE
AND THE NON PROFIT SECTOR
• A TV NETWORK THAT WORKS WITH SOCIAL NETWORKS,
MOBILIZING COMMUNITIES AND INSTITUTIONS
• AN ATTRACTIVE FORMAT WITH A LANGUAGE BASED ON
EXPRESSIONS AND VALUES OF THE BRAZILIAN CULTURAL
DIVERSITY

4. 24-HOUR CHANNEL
WITH COVERAGE THAT REACHES
73 MILLION BRAZILIANS
44.6 MILLION PEOPLE
WITH THE HABIT OF WATCHING
37.6 million people over 16 years old
7 million children
NATIONAL RESEARCH
DATAFOLHA, INSTITUTE
DEC./08 and MAR./08

5. Viewers’ profile
Nature of the city: 61% countryside; 39% metropolitan region
75% were born to mothers who went only to elementary school
27% study (10 million)
37,6 MILLION PEOPLE
40%
30%30%
50%
33%
17%
46%
36%
18%
25 to 40
16 to 24
41 or over
C
D/E
A/B
High school
Higher education
Elementary
School
AGE SOCIAL CLASS EDUCATION
Source: NATIONAL RESEARCH
DATAFOLHA, INSTITUTE
DEC./08

6.  2 MILLION EDUCATORS, WORKING AS TEACHERS OR PEDAGOGICAL ADVISORS
 EDUCATIONAL PROGRAMMING HIGHLIGHTS
 Campaings
 Globo Education
 Perfect 10 (teachers training)
Sources: NATIONAL RESEARCH DATAFOLHA INSTITUTE – DEC/10
HOW MANY EDUCATORS
WATCH FUTURA?

7. community
outreach
Network
relationstelevision
Co-productions
SOCIAL MOBILIZATION
2.000.000 PEOPLE USE OUR
PROGRAMMING IN THE SOCIAL
INSTITUTIONS CONNECTED TO
FUTURA
425.000 EDUCATORS TRAINED IN
SEVERAL REGIONS OF THE
COUNTRY
TECHNOLOGY FOR THE DISTRIBUTION
AND USAGE BEYOND THE TV SCREEN

9. A Cor da Cultura (The Color of
Culture)
SOCIAL PROJECT TO VALUE THE AFRO-BRAZILIAN CULTURAL HERITAGE AND
TO ACKNOWLEDGE THE HISTORY AND CONTRIBUTION OF THE BLACK
POPULATION TO THE BRAZILIAN SOCIETY.
WHAT IS THE PROJECT?

10. • Affirmative action to value and
preserve black culture as the
fundamental element of our society.
• Contribution to the effectiveness of
Law no. 10.639 that guarantees the
inclusion of “African-Brazilian History
and Culture” in school curricula. This
project will contribute through the
production and distribution of unique
quality audiovisual educational material.
The Color of
Culture

12. The Color of Culture
PRODUCTION AND DISTRIBUTION OF EDUCATIONAL KIT
. 96 TV PROGRAMS
. 5 PEDAGOGICAL NOTEBOOKS (TEXTS, METHODOLOGY AND ACTIVITIES)
. EDUCATIONAL GAME – HERÓIS DE TODO MUNDO
. GONGUÊ MUSICAL CD (AFRO-BRAZILIAN RHYTHM AND INSTRUMENTS)
. MINIGLOSSARY - MEMÓRIA DAS PALAVRAS
. AND MAPS OF AFRICA, AFRICAN DIASPORA AND AFRO-BRAZILIAN CIVILIZING VALUES
PRODUCTION AND BROADCASTING OF 96 TV PROGRAMS

13. WWW.ACORDACULTURA.ORG.BR
TRAINING OF EDUCATORS IN 16 STATES, 65 CITIES
TV PROGRAMS ,
NOTEBOOKS, ARTICLES,
GAMES, BIOGRAPHIES AND
LEGISLATION DOWNLOADS

14. PROJECT´S RESULTS
• OVER 6.000 EDUCATORS DIRECTLY QUALIFIED
• 5.000 PUBLIC AND COMMUNITY-BASED SCHOOLS; 115 NGOs/REFERENCE ENTITIES, 20
UNIVERSITIES
• 36 SPECIALISTS, 199 PARTNERS AND CONSULTANTS
• 540.000 STUDENTS REACHED (A CONSERVATIVE ESTIMATE)
• 1.000 INSTITUTIONS OF FUTURA NETWORK
• 23 MILLION TELEVIEWERS (19 MILLION OF FUTURA ONLY - DATAFOLHA INSTITUTE,
2005)
• AN AVERAGE OF 3.43 MILLION TELEVIEWERS PER MINUTE WATCHED “AÇÃO” (TV
PROGRAM) ON TV GLOBO (IBOPE- TELEREPORT - PNT - MARCH/2005)

15. MINISTRY OF EDUCATION:
• INSERTION OF THE “COR DA CULTURA” PROJECT IN THE ARTICULATED ACTIONS
PLAN (PLANO DE AÇÕES ARTICULADAS – PAR / MEC) AND IN THE EDUCATIONAL
TECHNOLOGIES GUIDE;
• DISTRIBUTION OF 20.000 KITS FOR SCHOOLS;
• DISTRIBUTION OF 75,000 DVDs FOR SCHOOLS;
PROJECT´S RESULTS

16. GEOGRAPHIC DISTRIBUTION

17. “
“
Sages are born, not made.
Ditado do povo Akan (Golfo da Guiné) que
se refere ao fato de que os sábios já nascem
sábios, não se tornam sábios.

18. PARTNERS
www.acordacultura.org.br