Itatiaia, Rádio Jornal, and Rádio Gaúcha: From AM to Dominating the FM Band

The information on audience figures, page visits, app usage, and other platforms was obtained from sources such as TudoRádio and the media kits of the stations themselves. The data extracted from these kits included references to sources like the research company Kantar.

My purpose here is not to play the role of a journalist or a Wikipedia entry by detailing what happened in internal Rádio Gaúcha meetings with Globo executives in 1990, nor to provide information derived from journalistic work. This post is not a news report. It is an analysis of the set of conditions that have been drawing attention to the significant audience of these stations, radios with the essence and identity of AM, now operating under the FM umbrella.

This is a post about the present, about the “here and now,” marked by impressive audience numbers. Naturally, some data inevitably engage with the historical context, which helps enrich understanding. However, the focus is on the reasons behind their current audience success, which is directly tied to what these radios are and the content they deliver.

This is not a filler piece; it is an effort to shed light, within the radio industry, on how alternatives to purely musical FM formats have been replicating success in different regions of the country.

Rádio Itatiaia

"Itatiaia moved to FM, but still keeps AM 610 as its ‘mistress’… It’s not exactly an ex!"

Rádio Itatiaia’s format strongly favors avoiding direct competition with Spotify and YouTube—or at least occupying a different and complementary space in audio consumption.

Here are the points that justify this statement:

1. Live and Real-Time Content

   • Differential: Spotify and YouTube are essentially on-demand platforms. Itatiaia, on the other hand, stands out for its live broadcasts of soccer matches (with passionate play-by-play commentary and immediate analysis), breaking news, heated debates, and coverage of unfolding events (such as elections or natural disasters). This “here and now” feeling is something streaming platforms cannot replicate with the same intensity.

   • Added Value: For soccer fans, listening to a live match—with the emotion and passion of local commentators—is a unique experience that Spotify (focused on music and pre-recorded podcasts) and YouTube (which offers livestreams but still cannot match the agility of radio for major sports events) simply cannot deliver in the same way.

2. Local and Regional Content

   • Differential: Itatiaia has a strong focus on journalism and sports from Minas Gerais. It covers local clubs (Atlético-MG, Cruzeiro, América-MG) with a depth and passion no global platform can scale. Local news, state politics, neighborhood issues, traffic updates—this hyperlocal content is the bread and butter of radio and is far outside Spotify’s and YouTube’s core scope.

   • Connection: This regionalization creates a strong bond with listeners, who feel part of the community and informed about what truly impacts their daily lives and local passions.

3. Interaction and Companionship

   • Differential: Radio remains a medium of companionship and interaction. Itatiaia’s talk shows often open space for listener participation (via phone, WhatsApp, or social media), creating a sense of community and real-time dialogue that is hard to replicate on streaming platforms designed for individualized content consumption.

   • Continuous Flow: Radio programming is a continuous stream of content, ideal for those driving, working, or doing other activities who want to stay informed and entertained without having to manually choose what to listen to.

4. Credibility and Tradition

   • Differential: Itatiaia has decades of tradition and credibility in journalism and sports. In a landscape flooded with information (and misinformation) online, traditional radio—with its teams of reporters and analysts—remains a trusted source for many.

   
   

Integration Instead of Direct Competition

It is important to note that, rather than completely “avoiding” the competition, Itatiaia has adopted an integration strategy. It uses YouTube to broadcast its live programming (with video) and operates its own news portal (competing with news websites), but the core of its experience remains the agility and immediacy of radio. This digital presence expands its reach and allows it to capture new listeners who might not otherwise use traditional radio.

In short, while Spotify and YouTube dominate on-demand music and podcast consumption, Itatiaia stands out by offering live, local, interactive, and highly time-sensitive content, particularly in journalism and sports. This creates a distinct value proposition that shields it from direct competition and keeps it relevant in today’s media landscape.

Similar Formats in Brazil

In Brazil, there are other radio stations that follow a formula similar to Rádio Itatiaia’s, combining strong journalism with intense sports coverage (especially soccer) and a strong regional identity. They become benchmarks in their respective states.

Here are some of the most prominent examples:

1. Rádio Jornal (Recife – PE):

   • Similarity: Already mentioned earlier, it is the most direct example. It has a very strong focus on local, regional, and national journalism, alongside passionate and detailed sports coverage of Pernambuco’s clubs (Sport, Santa Cruz, Náutico). It offers extensive sports broadcasts and talk shows. It is the audience leader in Pernambuco and has a strong digital presence.

2. Rádio Gaúcha (Porto Alegre – RS):

   • Similarity: One of the largest and most traditional stations in southern Brazil. An “all news” station with one of the strongest sports coverages in the country, especially for Grêmio and Internacional. It boasts a team of renowned journalists and sportscasters, hosts political and sports debate shows, and is part of a major media group (Grupo RBS) with a strong multiplatform presence.

Programming Comparison – Rádio Itatiaia vs. Rádio Jornal

Both Rádio Itatiaia (from Minas Gerais) and Rádio Jornal (from Pernambuco) have a very strong focus on soccer and journalism, serving as reference points in their respective regions and reaching audiences across Brazil through their digital platforms.

Rádio Itatiaia (Belo Horizonte – MG)

• Main Focus: Rádio Itatiaia is one of the most recognized names in Brazilian radio, with programming heavily centered on journalism and especially sports, focusing on Minas Gerais soccer (Atlético-MG, Cruzeiro, and América-MG). Its sports coverage is extensive, with live match broadcasts, debate shows, daily news bulletins, and behind-the-scenes coverage of the clubs.

How the Programming Works (Soccer Focus):

• Sports Broadcasts: Itatiaia is famous for its long, detailed live broadcasts of Minas Gerais teams in the Brazilian Championship, Copa do Brasil, Libertadores, South American Cup, and more. The broadcasts are marked by the passion and engagement of its narrators and commentators.

• Daily Sports Shows:

  • Tiro de Meta (Morning): Starts the day with the first sports news, focusing on Minas Gerais clubs and updates from the Brazilian Football Confederation (CBF).

  • Rádio Esportes (Lunchtime): Brings timely updates and in-depth debate about Minas Gerais teams.

  • Turma do Bate Bola (Late Afternoon): Complete coverage of Minas Gerais teams and specialized sports, with participation from the entire sports staff.

  • Post-Match Programs and Debates: After games, programming is dominated by analysis, debates, interviews, and fan reactions.

• Integrated Journalism: Despite its strong sports focus, journalism is a solid pillar for the station, with news bulletins (Jornal da Itatiaia – 1st Edition and Jornal da Itatiaia Noite) covering local, national, and international news, often with a sports angle.

A Closer Look at Rádio Jornal (Recife – PE)

Main Focus: Rádio Jornal, part of the Sistema Jornal do Comércio de Comunicação, is one of the largest and most traditional radio stations in Pernambuco. Like Itatiaia, its main focus is on all-news programming and, very prominently, soccer—covering Pernambuco’s clubs (Sport, Santa Cruz, and Náutico) in depth, as well as national and international competitions.

How the Programming Works (Soccer Focus):

• “Show de Futebol” and Sports Broadcasts: Rádio Jornal is known for its extensive sports broadcasts, covering matches from the Pernambuco State Championship, the Brazilian Championship (Series A, B, and C—with special emphasis on local teams), Copa do Brasil, Copa Libertadores, and Copa Sudamericana. The broadcasts are energetic and highly detailed.

• Daily Sports Shows:

  • Includes programs like O Assunto é Futebol and Fórum Esportivo (every Monday night), which foster major debates with club officials, players, and fans, maintaining credibility as a central value.

  • Coverage includes real-time news about Pernambuco soccer, national competitions, and European football.

• Multiplatform Reach: The station stands out for its “live” coverage—"Live here on Rádio Jornal for all of Pernambuco and for the entire world through our livestream on Rádio Jornal’s YouTube channel"—showcasing its strong digital presence beyond the FM dial.

• Regional Presence: Operates on multiple frequencies across the state, including 90.3 FM in Recife, 91.3 FM in Caruaru, 107.5 FM in Garanhuns, 99.5 FM in Limoeiro, 90.9 FM in Pesqueira, and 90.5 FM in Petrolina, in addition to the extended band at 76.1 FM.

Both Rádio Itatiaia and Rádio Jornal are examples of how traditional Brazilian radio has adapted to the digital era, maintaining relevance and a strong connection with audiences—especially through soccer. Both invest heavily in:

• Exciting Sports Broadcasts: With engaged narrators and commentators.

• Debate Programs: Allowing for listener participation and in-depth analysis.

• 360° Coverage: Leveraging FM/AM, news portals, YouTube, and social media to deliver content in text, audio, and video.

• Strong Regional Identity: Both are benchmarks for soccer fans in their respective states, covering local teams closely.

This combination of robust journalism with the passion of sports coverage—particularly soccer—is the key to the success and longevity of these stations.

Back to the Numbers – Rádio Itatiaia

Audience and Reach:

• Audience Leadership: Rádio Itatiaia consistently leads the audience rankings in Minas Gerais. IBOPE surveys from April/May 2025 show Itatiaia in first place in Greater Belo Horizonte, reaching between 1.3 million and 1.7 million unique listeners (depending on the survey and time period).

• Growing Digital Audience: The portal www.itatiaia.com.br recorded the highest traffic in its history in October 2024, with over 72 million pageviews. The integration of radio (dial), video (YouTube—with over 500,000 subscribers), and text (portal) strengthens the brand’s impact.

• Election Coverage Peaks: During specific events such as elections, the Itatiaia portal reached peaks of 20 million pageviews in a single day (first round, October 2024).

Isolated Leadership in Belo Horizonte (FM Dial + Web):

• Consistent Leadership: Itatiaia has remained in first place in audience rankings in Belo Horizonte and its metropolitan area for multiple consecutive periods. Recent Kantar IBOPE Media surveys (March–May 2025, February–April 2025, and November 2024–January 2025) consistently place Itatiaia at the top.

• Impressive Reach: The station frequently reaches between 1.3 million and 1.7 million unique listeners in Greater Belo Horizonte, with some peaks reaching up to 1.98 million via FM dial (January 2022).

• Growth on the Dial: Recent measurements (February–April 2025 vs. March–May 2025) show a 1.13% audience increase, further consolidating its leadership. In May 2024, there was an 8.62% growth in the 5:00 a.m.–midnight time slot (FM + Web, all days and locations), strengthening its dominance.

Digital Expansion and Success:

• Digital Leadership: Itatiaia is not only a leader in traditional radio but also has impressive numbers in digital platforms. In October 2024, its portal logged 72,685,874 pageviews, cementing it as one of Brazil’s largest news websites.

• Media Integration: The station’s success is attributed to its multiplatform strategy—integrating radio (dial), video (YouTube—with over 1.5 million subscribers across two channels and more than 70 million views), and text (portal).

• Event Peaks: In high-interest events, such as elections, Itatiaia’s portal draws huge audiences—20 million pageviews in one day in October 2024.

National Recognition (Peak in 2022):

• In January 2022, Kantar IBOPE Media named Rádio Itatiaia the most listened-to station in Brazil, combining 1.98 million dial listeners with 1.14 million digital listeners for a total of 3.12 million—widely celebrated as a milestone.

Impact of IBOPE Methodology Changes:

• As of January 2025, Kantar IBOPE Media introduced technical and methodological changes, including updated population estimates (based on the 2022 IBGE Census and PNADC 2024), age group adjustments (removing ages 10–14 due to data protection laws), and expanding the online sample to represent 40% of interviews.

• These changes make direct comparisons with previous years less straightforward, but even under the new methodology, Itatiaia maintains an isolated lead in Belo Horizonte, demonstrating the solidity of its audience.

Summary: Rádio Itatiaia has a long history of audience leadership in Minas Gerais and a highly successful digital expansion, projecting it as one of the largest radio audiences in Brazil—especially during peak events.

Back to RECIFE – Rádio Jornal’s Numbers and Reach

• Pernambuco Leadership: Rádio Jornal positions itself as the leading news and sports radio station in Pernambuco, claiming to have “the largest radio audience in Pernambuco.”

• Digital Audience: Its website ranks among the top five news portals in Brazil, and its YouTube channel (Rádio Jornal Pernambuco) has over 250,000 subscribers, streaming and archiving programs and sports broadcasts.

• Daily Listeners: In 2012, a report mentioned over 162,000 daily listeners, peaking at 37,000 at noon. While this figure may be outdated, it reflects the station’s historical relevance and ability to attract large listener volumes.

Brief Overview of the Standouts

1. Rádio Itatiaia – Belo Horizonte (MG)

• Founded: 1952

• Group: Grupo Diários Associados (currently with Rede Record holding a stake)

• Dial: 95.7 FM / 610 AM

• Profile:

  • Absolute leader in Belo Horizonte and much of Minas Gerais.

  • Programming is almost entirely talk-based: news, sports, opinion, and public service.

  • Heavy focus on sports coverage, especially Minas Gerais soccer.

  • Strong local identity, with charismatic hosts and popular language.

• Highlights:

  • Shows like Rádio Vivo (news and public service) and Turma do Bate-Bola (sports).

  • High listener loyalty despite competition from music FMs and the internet.

  • Strong journalism structure with street reporters.

2. Rádio Jornal – Recife (PE)

• Founded: 1948

• Group: Sistema Jornal do Commercio de Comunicação

• Dial: 90.3 FM / 780 AM

• Profile:

  • One of the few FMs in the Northeast with a 100% talk format.

  • Local journalism, debates, sports, and shows with opinionated hosts.

  • Advocates for regional interests and offers critical analysis of local politics.

• Highlights:

  • Shows like Passando a Limpo, Consultório do Rádio Livre, and Rádio Livre.

  • Strong presence in Pernambuco soccer, with full coverage of local clubs.

  • Balances hard news with popular, everyday topics.

I have to talk about this radio station too

• Founded: 1927

• Group: Grupo RBS

• Dial: 93.7 FM / 600 AM

• Profile:

  • The largest talk radio station in southern Brazil.

  • Mix of journalism, opinion, and sports with a more sophisticated tone.

  • Content aimed at all social classes, with a focus on the middle class and opinion leaders.

• Highlights:

  • Shows like Gaúcha Atualidade, Timeline, and Jornada Esportiva.

  • Nationally recognized journalists such as Kelly Matos and the late David Coimbra.

  • 100% talk format on FM since 2021, with huge audience success.

Programming:The station’s lineup blends news bulletins, debate shows, and intense sports coverage, especially focusing on Rio Grande do Sul soccer. Notable programs include:

• Gaúcha Hoje: Morning news and interview program.

• Gaúcha Atualidade: In-depth analysis of the day’s events.

• Timeline: News with a pop culture twist.

• Sala de Redação: Iconic sports debate show—especially about Grêmio and Internacional—with renowned journalists such as Pedro Ernesto Denardin.

• Esportes ao Meio-Dia, Hoje nos Esportes, Show dos Esportes, Esporte e Cia: Various sports programs with news, analysis, interviews, and match previews.

• Jornada Esportiva (Futebol da Gaúcha): Live soccer broadcasts with play-by-play, commentary, and on-location reporting.

• Gaúcha Mais: Deeper dives into current issues, interacting with listeners.

• Estúdio Gaúcha: Evening interviews and debates.

• Madrugada Gaúcha: Overnight programming.

Audience & Numbers:

• Uninterrupted Leadership: Ten consecutive years as audience leader in Greater Porto Alegre (5:00 a.m.–midnight, FM+Web, all days/locations), a milestone reached in March 2025.

• Continuous Growth: Recent Kantar IBOPE Media data (Jan–Mar 2025) showed a 4.79% audience increase.

• Reach: Close to 1 million unique listeners in Greater Porto Alegre—the highest figure for any station in southern Brazil.

• Digital Presence: GZH’s YouTube channel (which includes Rádio Gaúcha) has 645k subscribers and 9 million monthly views. Since 2022, the Jornada Esportiva is also offered in digital video format.

• Trust: According to Inside Audio 2024, 50% of consumers consider radio content trustworthy, and 77% value its speed as a source of news.

• Coverage: Available not only in Porto Alegre (FM 93.7) but also in Santa Maria (FM 105.7), Caxias do Sul (FM 102.7), and southern RS (FM 102.1), plus streaming at gzh.com.br and the GZH app.

Hearing Them in Action

I’ve had the pleasure of listening to Rádio Jornal in my car radio—on FM—multiple times along the stretch between Parnamirim and São José de Mipibu.

I’ve also picked up Rádio Itatiaia on AM, if I recall correctly, last year or the year before, also at night and on the same route.

Rádio Gaúcha, on the other hand, I can only catch online—but that’s no real obstacle today, as with just a few taps you can follow them anywhere.

What’s remarkable about these stations is that they have a different pulse from other formats. They offer a warmth in communication and a closeness to the listener that—without much mystery—is one of the secrets behind their impressive audience numbers.

Station Comparison Table

Characteristic	Itatiaia (BH)	Jornal (Recife)	Gaúcha (POA)
Founded	1952	1948	1927
Current Main Dial	95.7 FM	90.3 FM	93.7 FM
Group	Record / Diários Associados	Jornal do Commercio	Grupo RBS
Format	Talk (news + sports)	Talk (news + debate)	Talk (journalism + opinion)
Main Focus	Sports & local news	Political & everyday debate	Journalism & current affairs
Sports Coverage	Very strong (Minas soccer)	Strong (local soccer)	Strong (Grêmio & Inter)
Local Audience Rank	Leader	Leader	Leader
Style of Language	Popular, direct	Critical and informative	Sophisticated, credible

• Itatiaia: Greatest emphasis on soccer, with “fan” commentators and popular language.

• Jornal: Balances hard news with regional political debates.

• Gaúcha: Focuses more on analytical journalism and anchor credibility, closest to the “all news” model.

• All Three:

  • Preserve the soul of AM but modernize FM delivery with podcasts, streaming, and social media.

  • Prove that spoken-word content still attracts loyal audiences, especially when aligned with regional identity.

  • Serve as models for stations seeking to stand out from the musical “more of the same.”

Three Models of Successful AM-to-FM Migration

These stations are clear examples of a successful shift from AM to spoken-word FM, focusing on local journalism, opinion, sports, and public service—areas that many commercial FMs abandoned in favor of music and light entertainment.

• Itatiaia: Won its audience with popular sports coverage and public service.

• Rádio Jornal: An active, critical voice in the Northeast, with an opinionated, community-oriented profile.

• Gaúcha: Invested in more sophisticated journalism and became a national benchmark for quality and leadership in spoken-word FM.

Honorable Mention – Jovem Pan São Paulo

In São Paulo, Jovem Pan implemented a notable and, in my view, winning programming adjustment. Unlike the rest of the country, where FM (music/entertainment) and News (journalism) are separate, in the São Paulo capital, the 100.9 FM frequency blends the best of both, functioning as a single station.

This strategy has proven successful, placing Jovem Pan ahead of stations like CBN and BandNews, which maintain a more “neutral” and “reserved” style. Paradoxically, while Jovem Pan is often perceived as having a strong ideological leaning, compared with CBN, I notice it promotes daily debates with analysts who openly disagree. This contrasts with what I see as a more aligned and “gentlemanly” debate style at CBN.

In my perception, excessive “gentlemanliness” in journalism debates often seems like a preference for analysts who share the same line of thinking—while dissenting voices may not get the same space.

Audience & Numbers – Jovem Pan São Paulo:

• Leadership in the “All News” Segment: Jovem Pan News frequently competes for or holds the lead in the news/journalism segment in São Paulo and nationwide, often surpassing other “all news” stations in specific periods.

• Opinion/Journalism Peaks: Shows like Os Pingos nos Is and Jornal da Manhã attract huge audiences, especially during moments of intense political debate or major events.

• Strength of Jovem Pan FM: A leader in the youth/music segment, with one of the highest FM audiences in São Paulo and a national network that extends its reach. The success of Pânico significantly boosts its numbers.

• Explosive Digital Reach:

  • YouTube channels (Jovem Pan News and Cortes Jovem Pan) have millions of subscribers and views, streaming many news and debate programs live in video format.

  • Its app and website also see heavy traffic, offering audio, video, and text content anytime, anywhere. This multiplatform presence is key to its reach.

• Challenge for Traditional IBOPE Metrics: With much of its journalism programming now on FM and strong digital investment, traditional audience metrics (dial only) may not reflect Jovem Pan’s real total reach, which includes a large online audience.

In summary: Jovem Pan São Paulo has a strong presence in two markets—journalism/debate (with high-profile, often polarizing programs) and youth/music entertainment. Its investment in technology and digital expansion (YouTube, apps, social media) is essential to maintaining its relevance and influence in Brazilian media.