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Loading (TV channel)

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TypeBroadcast television network
Country
Brazil
First air date
3 December 2020
(pre-launch)
7 December 2020
(official launch)
AvailabilityNationwide, via free-to-air television and direct-to-home services.
HeadquartersAv. Prof. Alfonso Bovero, 52 – Perdizes, São Paulo
OwnerKalunga and Spring Radiodifusão
Launch date
1 October 2007 (as a pay TV channel)
1 October 2013 (relaunch, replacing MTV Brasil)
Former names
Ideal TV
Picture format
1080i (16:9 HDTV)
Channel 11
Channel 227 (DTH)
Channel 19/27 (cable)
Channel 20/31
Channel 16
BluTV
Channel 244
Official website
loading.com.br
LanguageBrazilian Portuguese

Loading (stylized loading•) is a Brazilian television channel headquartered in São Paulo, capital of the state of the same name. Its prelaunch took place on December 3, 2020, broadcasting via terrestrial TV, subscription TV and streaming, replacing Ideal TV, a network that has been operating since 2013 using the signals of the former MTV Brasil.[1] Its official launch took place on December 7, 2020. Its programming is based on pop and geek culture, as well as Asian content such as anime and tokusatsu.[2]

History

The channel is the brainchild of a group of entrepreneurs led by José Roberto Garcia and Paulo Sérgio Garcia, owners of Kalunga, and José Roberto Maluf, owner of Spring Comunicação and current president of TV Cultura. The Loading project was first announced in October 2020 as a channel with content aimed at pop, geek and Asian cultures, among others.[3] Its licenses and physical structure were inherited from MTV Brasil, whose broadcasts ended in 2013, being replaced by Ideal TV and subsequently acquired in a public auction after a long process of officializing the sale, completed in 2014. Its physical structure consists of a building located in the Sumaré neighborhood (São Paulo), which were the headquarters of the defunct TV Tupi in the 1970s.[4]

In an interview, Loading CEO Thiago Garcia said the channel would be an entertainment solution for a portion of the Brazilian population that does not have access to content via streaming.

"That is why Loading being on terrestrial TV is a way to democratize access to content that today, mostly, is only possible to be consumed on the internet. It's giving the sense of belonging to people. Belonging to fan communities. The financial condition doesn't matter. Loading will exist for everyone. Without anyone having to pay for it. Free content for everyone."[5]

At 6 p.m. on December 1, 2020, the website of the channel appeared, at the end of a mysterious countdown, a video in which a character simulating a hacker, under the pseudonym "Mr. 52X", announces that the channel will open on December 7 at 8:30 p.m.[6]

On December 2, the channel announced a partnership with Sony Pictures Entertainment to allow the showing of more than 100 titles, including films, television series and anime.[7] On the same day, it was announced – after an agreement with the Valdomiro Santiago's Rede Mundial – that Ideal TV's signal would continue through the analog signals from the Star One C2 and SES-6 satellites.

On December 3 at 6 p.m., a live video of the channel is posted on its website for the public to follow the start of its operations over the internet. At the same time, a list of cities with the network's digital terrestrial signal was made available, as well as the channel numbers on pay-TV. At 7:59 p.m. on the same day, Ideal TV's terrestrial and subscription TV signals were interrupted and just over a minute later, the character "Mr.52x" appears directly from the station's switcher, speaking to viewers against the recent directions of entertainment on Brazilian terrestrial TV and the control of social media algorithms over the public, followed by the screening of the first episode of the anime Saint Seiya: The Lost Canvas, with a countdown to the launch of the station in the upper right hand corner. After showing the episode, a "static" sign, inspired by the old Indian-head test pattern, with the message "Please stand by" and the Japanese word "invasion" (侵略, shinryaku) in the center of the screen, alternating randomly for scenes of a few seconds starring the "hacker".

On December 4, the channel signed a deal with Crunchyroll for the exclusive broadcast of animes in prime time, comprising slots between 6 p.m. and 1 a.m.[8]

On December 7 at 8:30 p.m., the channel has officially begun it's launch nationwide after it's pre-launch phase in some areas.

Programming

The channel will focus on pop culture, with films, series and eSports, as well as East Asian content, such as anime, tokusatsu, K-pop etc. The channel will also produce its own content, but still without wide dissemination.[9]

Original programming

  • Desafio Gamer (Gamer Challenge): Program focused on gameplays and interactivity with the public.
  • Gameshark: Program about video games in general. It will unravel one game a day, bringing curiosities, gameplays, special reports, memes and much more.
  • Liga Loading de eSports (Loading eSports League): eSports championships produced by the channel.
  • Multiverso (Multiverse): It will tackle the great names of Western pop culture, addressing themes and passing on relevant information about heroes, comics, films, series and cartoons that are very loved by the public.
  • Mais Geek (More Geek): Focused on Asian pop culture, the program will bring discussions about anime, tokusatsu, otaku subculture and games, in addition to bringing series during its exhibition. This program, as well has having a YouTube channel in the past, was also part of PlayTV and Rede Brasil.
  • MetaGaming: Program where fans will be able to follow the idols and eSports teams closely, watch interviews, in-depth analysis of the games and plays of the week etc.

Imported programming

This list shows all imported programs being broadcasted on the channel, but they are all dubbed into Brazilian Portuguese.

Anime series

Western animated series

K-dramas

Tokusatsu

Live action series

Music

News

The channel also broadcasts two news programs, a news summary from Agence France-Presse and Brasil em Dia (produced by TV Brasil), both of them inherited from TV Brasil, in order to comply with Brazilian regulations where terrestrial TV channels are forced to carry a minimum 72 minutes a day of news and current affairs content.[27]

References

  1. ^ Guimarães, Anderson (17 November 2020). "TV aberta e por assinatura terá novo canal de entretenimento" [FTA and pay-per-view TV will have a new entertainment channel]. Minha Operadora [My Provider] (in Portuguese). Minha Comunicação Eireli ME. Retrieved 4 December 2020.
  2. ^ Larc (26 October 2020). "Loading: novo canal focado em cultura pop estreia em dezembro no Brasil" [Loading: new channel focused on pop culture starts in December in Brazil]. JBox (in Portuguese). Retrieved 4 December 2020.
  3. ^ "Loading: Estreia em dezembro nova emissora de cultura pop" [Loading: New pop culture broadcast station starts in December]. Correio Braziliense [Braziliense Mail] (in Portuguese). Diários Associados. 27 October 2020. Retrieved 4 December 2020.
  4. ^ Ricco, Flávio (26 June 2014). "Donos da Kalunga são sócios da ex-MTV" [Kalunga owners are partners of the former MTV]. UOL TV e Famosos [UOL TV and Celebrities] (in Portuguese). Retrieved 4 December 2020.
  5. ^ "Exclusivo: Entrevista com Thiago Garcia, CEO do canal Loading" [Exclusive: Interview with Thiago Garcia, CEO of the Loading channel]. JBox (in Portuguese). 10 November 2020. Retrieved 4 December 2020.
  6. ^ Monts, Mari (1 December 2020). "Canal Loading, que substitui MTV, estreia dia 7 de dezembro; saiba mais" [The channel Loading, which replaces MTV, begins on 7 December; know more]. Splash (in Portuguese). UOL. Retrieved 4 December 2020.
  7. ^ Oliveira, Fernando (2 December 2020). "Canal Loading estreia dia 7 com 'Sakura', 'Cavaleiros' e acordo com a Sony" [The channel Loading debuts on the 7th with 'Sakura', 'Saint Seiya' and deal with Sony]. Splash (in Portuguese). UOL. Retrieved 4 December 2020.
  8. ^ Lucas, Naian; Vaquer, Gabriel (4 December 2020). "Loading fecha parceria com a Crunchyroll e terá mais de 50 títulos de animes; saiba quais" [Loading forms a partnership with Crunchyroll and will have more than 50 anime titles; know which ones]. NaTelinha (in Portuguese). Retrieved 4 December 2020.
  9. ^ TheTwero (28 October 2020). "Loading, canal dos donos da antiga MTV Brasil, chegará em dezembro e contará com animes e tokusatsu em sua programação" [Loading, channel of the owners of the former MTV Brasil, will arrive in December and will feature anime and tokusatsu in its schedule]. Crunchyroll (in Portuguese). Retrieved 4 December 2020.
  10. ^ "91 Days - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  11. ^ "Attack on Titan - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  12. ^ "Berserk - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  13. ^ "Cardcaptor Sakura - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  14. ^ "Given - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  15. ^ "Goblin Slayer - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  16. ^ gasseruto (5 December 2020). "Loading anuncia 'Gundam 00' dublado na programação" [Loading announces 'Gundam 00' dubbed on [its] schedule]. JBox (in Portuguese). Retrieved 9 December 2020.
  17. ^ "Ranma 1/2 - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  18. ^ "Saint Seiya The Lost Canvas - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  19. ^ "The God of High School - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  20. ^ "Tower of God - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  21. ^ "Dinossaucers - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  22. ^ "Desenhos animados clássicos invadem a programação da Loading" [Classic cartoons invade Loading's schedule]. Animation Info (in Portuguese). 9 December 2020. Retrieved 9 December 2020.
  23. ^ "Extreme Ghostbusters - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  24. ^ "Godzilla: The Series - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  25. ^ "Karate Kid - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  26. ^ "O Mundo de Beakman - Loading". loading (in Portuguese). Retrieved 9 December 2020.
  27. ^ "Decreto nº 52.795, de 31 de outubro de 1963" [Decree no. 52,795, of 31 October 1963]. Agência Nacional de Telecomunicações [National Telecommunications Agency] (in Portuguese). 9 April 2020. Retrieved 9 December 2020.
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