New York, NY (Top40 Charts / Radio 89FM) 89FM, one of Brazil's leading radio stations, has developed an innovative new approach to one of the world's oldest forms of electronic media. This innovation accompanies the release of a new interview format with proprietary dynamics and content: "Truth Detector," a series in which listeners can see on their radio dial if the person being interviewed is lying or telling the truth.
The program works like this: a list of guests has accepted the challenge of being interviewed while they are connected to a polygraph - equipment used by the police to find out whether people are telling the truth. With
Radio Data
System technology, the listener will see in real time the words 'true' or 'lie' on the radio dial.
Controversial personalities from a host of different backgrounds such as show business, fashion, health and music, among others, accepted the challenge of having their answers analyzed as true or false. On one of the programs, for example, Brazilian infectologist,
Leonardo Weissmann, spoke about the epidemic of the Zika virus in Brazil, clarifying the relationship between the disease and Microcephaly, and addressing concerns about the 2016 Rio Olympics. Another celebrity who went through the lie detector was Inri Cristo, a well-known and controversial figure in Brazil who believes that he is Jesus Christ.
"This is proprietary and highly innovative content for 89FM, giving our listeners a new kind of entertainment, and bringing them close to what interviewees are thinking," says Luiz Gustavo Vieira, da 89FM.
"The Truth Detector blends technology, entertainment and content, offering innovation to agency clients as well as to the end customer, the listener," says Aricio Fortes, Vice President for Creation at DM9DDB, the agency that created the project.
Adrian Ferguson, Vice President for Media, adds: "The 'Truth Detector' works with the most important aspect of a news program, which is credibility, at the same time that it makes use of characteristics of the radio, using the dial as media."
Following still another trend, the execution of the project took place on an integrated basis, breaking down barriers between departments, media, agencies and providers. In order for the 'Truth Detector' to be created, the producer of Spray Filmes joined the project, co-creating the content. "When DM9 sought us out, we were crazy about the idea from the get-go. So the three of us sat down and thought up a series of interesting and significant topics for 89FM listeners," says Fernando Andrade, director of Spray Filmes.
