World Media Economics and Management Conference 2016

This article proposes a business model for the operation of a value-added service based on cultural and educational products for sale by University television stations in Brazil. Our hypothesis is that such service enables the generation of additional revenues to public funding for the sector, with a view to commercial exploitation of digital resources of interactivity through first and second screen t-commerce applications, considering the educational and cultural vocation of the University TVs. The model is described and shown visually as the elements of the BMG-Canvas. In order to test the technical feasibility of its implementation, the model was also used in the development of a first screen application, implemented in partnership with the station's staff and programmed in Ginga NCLua, the standard of the Brazilian Digital Television System. For its validation, the proposal has been subjected to a critical examination by TV UNESP’s staff, via a qualitative research with the team. The results suggest the existence of alternatives for University TV managers to plan a price proposal for their services, aiming for the sustainability of these stations through a possible combination of their current funding sources with new business.