Brazil has a new esports, gaming, and geek culture TV broadcast channel, with the launch of Loading. 

Owned by retailer Grupo Kalunga, and headed by CEO Thiago Garcia, the new channel is aiming to bring online-type content to broadcast television, and has enlisted local esports journalists Bárbara Gutierrez (from IGN Brasil), and Chandy Teixeira (from Globo’s GE). 

Grupo Kalunga is no stranger to esports, being main sponsor and naming rights partner to Red Canid Kalunga, owner of a Brazilian League of Legends Championship (CBLoL) franchise. 

In addition to esports, the channel will also feature music like K-Pop, anime and other nerd culture subjects in an attempt to attract Brazil’s younger generations. 

The launch of Loaded follow’s Grupo Kalunga’s acquisition of the broadcasting concession of the former MTV Brasil channel. In addition to airing on broadcast TV, Loaded will also be available via pay-TV, on-demand channels, live streaming, and social media. 

AYO.NEWS says:

While this is great news for the development of esports and wider video game culture in Brazil, the commercial viability of any broadcast TV channel as we enter the second decade of the 21st century must be doubtful. Will Loading manage to revitalise broadcast television, or will it quickly evolve into an online only channel? Time will tell. 

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