AbstractThis article reflects the strategies of communication business groups from the perspective of brand unification, as evidence of a pattern of news casting group brand formation. To that end, two hypotheses are raised: 1) the processes of convergence and the strategy of integrating newsrooms could forge a path to the configuration of groups that would provoke significant changes in the production and distribution of contents, 2) the convergence process,through integrated newsrooms, could generate a reduction in the autonomy of newscasts. The research used literature review, observation and monitoring of vehicles in the Rede Nordeste de Comunicação and the Sistema Jornal do Comércio de Comunicação, complemented by six interviews with professionals. As a relevant result, the possible emergence of group brand TV journalism and its potential restrictions to editorial autonomy create a need for further studies to identify obstacles inherent to the integration processes.
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