Leaving no one behind

Lessons of success from the implementation of the digital TV signal in Brazil



CASE STUDY ABOUT
SEJA DIGITAL
This case study is authored by Delivery Associates

This is a success story

analyzed by Delivery Associates.

Founded in the UK, Delivery Associates is a global public sector advisory firm that supports governments around the world in delivering tangible results for their citizens. Delivery Associates has analyzed the work performed by Seja Digital. The result of this analysis was documented and became a case study describing the lessons of success from transitioning the analog TV signal to digital in Brazil.

 

Created per Anatel’s determination, EAD (TV and RTV Channel Digitization Management Organization) is a non-profit, non-governmental organization. It was responsible for operationalizing the transition to Digital TV broadcasting in Brazil, which allowed the release of the 700 MHz spectrum for activation of the 4th generation (4G) data transmission technology nationwide. In order to manage all communications regarding the analog signal switch off, EAD used the brand named Seja Digital.

From 2015 to 2019, the analog television signal was switched off in 1,379 Brazilian cities. Millions of people started to watch open television channels using a 100% digital signal, and the 4G signal coverage in the 700 MHz spectrum was expanded throughout the country.

TOP FIGURES

128

Millions

of people benefited with digital TV

44

Millions

households reached

1379

Municipalities

with digital signal

12.4

Millions

conversion kits distributed

This is the result of the implementation of two public policies defined by the Federal Government and managed by GIRED, a group under the direction of Anatel that determined guidelines and supervised the transition of the analog signal to digital. The transition itself was performed by Seja Digital, a non-profit, non-governmental entity created in 2015 per Anatel's determination.

Project Governance

Guidelines Committee

    GIRED (Group for the Implementation of the Redistribution and Digitization of TV and RTV Channels)

  • National Telecommunications Agency (ANATEL)
  • The Ministry of Science, Technology, Innovation and Communications (MCTIC)
  • Telecommunications companies: ALGAR, CLARO, TIM and VIVO
  • Representatives of broadcasters

Operational Arm

    SEJA DIGITAL

    Strategic Partners

    • Municipal governments
    • Community leaders
    • Local Non-governmental Organization – NGOs
    • Local retailers

RESPONSIBILITIES OF SEJA DIGITAL

Provide the population with technical support so they could perform the necessary tasks to convert their TV signal from analog to digital

Relocate television channels

Develop communication campaigns

Distribute free antenna-and-converter kits to low-income families

Ensure the coexistence of TV broadcasting and 4G services

Measure the adoption of the digital signal in all eligible regions

Over a period of four years, Seja Digital fulfilled its duties according to the predefined schedule, with resource savings, and, one of the most important points, placing the citizen at the epicenter of the project, leaving no one behind.

EVOLUTION -YEAR BY YEAR

2016

The analog signal is switched off on the first regional units, Rio Verde (GO) and Federal District, reaching 4 million people.

2017

The analog signal is switched off at the largest metropolitan areas, reaching 68 million people.

2018

The focus of the analog signal switch off project turns to the South, Midwest and Northern regions of the country, as well as the countryside of several states, reaching 56 million people.

The case study was also transformed into a video that briefly presents the five success lessons of Seja Digital.

HOW THE SEJA DIGITAL CASE

WAS ANALYZED

This case study analyzed Seja Digital’s implementation journey in light of components and elements of Delivery Associates’ Delivery framework.

Deliverology® is a methodology created by Delivery Associates to help governments deliver meaningful results to citizens. It is based on the routine of setting targets and using data, technology, planning, monitoring and problem-solving to achieve results.

The framework consists of five components:

1

DEVELOP A FOUNDATION FOR DELIVERY

2

UNDERSTAND THE DELIVERY CHALLENGE

3

PLAN FOR DELIVERY

4

DRIVE DELIVERY

5

CREATE AN IRREVERSIBLE DELIVERY CULTURE

After analyzing the Seja Digital case, Delivery Associates identified five lessons of success.

LESSON 1 PURPOSE

LESSON 2 MAPPING

LESSON 3 PLANNING

LESSON 4 LEARNING

LESSON 5 CREDIBILITY

LESSON 1 PURPOSE

The first lesson refers to the purpose of the project and to how Seja Digital developed its delivery fundamentals. They had a strong purpose to leave no one behind, an organizational framework focused on delivering results, a coalition leadership and a commitment to serving the population, made by all parties involved.

The elements of this lesson were:

  • A. Define your purpose
  • B. Review the current delivery status
  • C. Build the delivery unit
  • D. Establish a coalition

“If we delivered on the promise of leaving no one behind, we would then achieve the project goals from both the technological and social points of view.”

Antonio Carlos Martelletto,
President, Seja Digital

LESSON 2 MAPPING

The second lesson is about mapping, which means understanding the challenges of delivery. Seja Digital implemented a systematic data analysis process to get to know the users in each region. Before defining their mobilization strategy, the regional teams had access to socioeconomic information, percentages of digitization and the priority cities in each group. This enabled Seja Digital to define where to invest their resources and energy.

The elements of this lesson were:

  • A. Evaluate past and current performance
  • B. Understand the performance drivers

“We made sure everyone would always have the necessary information at hand.”

Valéria Tassari,
Research Manager, Seja Digital

LESSON 3 PLANNING

The main characteristics of the planning activities performed by Seja Digital were creativity and flexibility. The processes and actions were tailored to the local realities, ensuring an efficient management of resources and that the particular characteristics of each regional unit were taken into account in the effort to reach all citizens.

The elements of this lesson were:

  • A. Define your delivery strategy
  • B. Design the delivery chain
  • C. Define goals and establish trajectories

“Our strategy has always been dynamic, adaptable to the conditions and responses of the population in each of the regional units where we operate.”

Bernardo Ferraz, PMO Manager, Seja Digital

LESSON 4 LEARNING

Seja Digital created an environment open to experimentation, with tests on a smaller scale to validate models, always using indicators to monitor and solve problems with a sense of urgency. There was an ongoing improvement of the delivery culture based on the experiences and lessons learned, which were shared and incorporated for the following regions.

The elements of this lesson were:

  • A. Establish routines to monitor the performance
  • B. Solve problems early and rigorously
  • C. Sustain and continually build momentum

“Our greatest risk would be not to take chances. We had to experiment and learn quickly.”

Carlos Saldanha, CFO, Seja Digital

LESSON 5 CREDIBILITY

Aware of the Brazilian culture of distrusting whatever is new or unknown, Seja Digital’s performance at all times was focused on delivering on its promises. The project credibility increased at each goal that was met. This way, a results-based culture was created, which strengthened partnerships, led to a higher level of engagement and increased credibility at each new step accomplished.

The elements of this lesson were:

  • A. Invest in people development
  • B. Communicate the delivery message
  • C. Nurture strategic relationships

“Credibility has attracted formal and informal sponsors, such as volunteers, community leaders and public entities.”

Patricia Abreu, Director of Communications, Seja Digital

THE RESULT: A MANAGERIAL MODEL AND CULTURE TO BE USED AS SOURCE OF INSPIRATION

When analyzing the work done by Seja Digital, Delivery Associates found a performance model oriented towards delivering results and value to the population. The implementation of the digital TV signal in Brazil followed a unique approach in the national landscape, as it involved a public policy being implemented by a private organization. Seja Digital understood and assumed that, in addition to fulfilling all the requirements of the bid document, they should also serve the interests of the community. This way, the project was completed ahead of schedule, with efficient management of the resources and, most importantly, with the entire population being treated with dignity.

To learn more, please download the full Case Study.

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