Análise de demonstrações financeiras de empresas prestadoras de serviços de radiodifusão sonora onda média: motivação para migração

Abstract

The concessionaires of the medium-wave sound broadcasting service are Going through a process that can make them more competitive in the radio market. O Decree No. 8,339, of November 7, 2013, has enabled the service providers in Could adjust their services to that of frequency Modulated, known as FM. In order to analyze the feasibility of this adaptation, however, Made it necessary to verify the accounting profile of these companies, by means of indicators of Performance, and standard indexes, to state whether this decision to perform the migration is Coherent and assertive with the profile presented by the wave broadcasting sector itself Local and regional average. This work has as general objective to build a framework of Indicators (Structure, Liquidity, Profitability) for Medium wave radio and to verify if there is coherence in the decision to carry out the Adaptation of the service of Average Wave (OM) to Frequency Modulated (FM). As the option Migrating to the FM service generates the possibility of offering a better quality of service and Market share, the research focused on verifying the financial conditions of the Companies in the sector. The methodology used consisted of the calculations of the indices: Capital, liquidity and profitability of 34 of the 46 companies in the sector, which are registered in the MC. The results show that half of the companies have financial conditions So that it is not clear if they would be better off after migration; a bedroom Of them do not have the financial conditions to remain in the current exploration model and, Therefore, would have the greatest interest in migrating to the FM service and a fourth Financial situation, which does not exclude the possibility of opting for Migration, should the new scenario prove advantageous.