Loading (stylized loading•) is a Brazilian television channel headquartered in São Paulo, capital of the state of the same name, owned by Grupo Kalunga and Spring Comunicação. Its prelaunch took place on December 3, 2020, broadcasting via terrestrial TV, subscription TV and streaming, replacing Ideal TV, a network that has been operating since 2013 using the signals of the former MTV Brasil. Its official launch took place on December 7, 2020. Its programming is based on pop and geek culture, as well as Asian content such as anime and tokusatsu.
Why It Rocks
- Is the better and done right version of now-defunct channel PlayTV, who also aired anime, but unlike Loading, they did a poor job of airing anime on their channel, due to high money to acquire the rights to various anime (mainly anime distributed by Televix Entertainment), as well as the scandals of its owner company Gamecorp, that caused the channel to be defunct and replaced by TV Walter Abrahão. However Loading does a magnificent job of airing anime (mainly from Funimation and Crunchyroll) right, unlike other Brazilian networks (ex. SBT, Rede Brasil) tried in recent years.
- Speaking of anime, they also air doramas, tokusatsu, and cartoons like Transformers: Cyberverse, Extreme Ghostbusters and the 2000 series of Max Steel.
- As well, they're the new home of Power Rangers on Brazilian television, since the end of the cartoon's blocks at Globo and Band in the first half of 2010s.
- They have awesome programs that talk about pop, geek, nerd cultures, the world of comics, movies, anime, K-pop, as well as the world of E-sports, which is unprecedented in Brazilian TV.
- Also they have a good variety of hosts who previously worked in websites (like Omelete) and companies.
- Nice idents.
- In the channel's prelaunch, they acknowledged the recent situation of Brazilian channels and their programming has in the recent years, that Brazilian TV is suffering from boredom and it was missing a channel that the young audience needed.
- They also have a free streaming service to watch their programming on the internet.
- The channel helped bring back a large geek and otaku audience who had already given up watching TV after several years since many of the main TV channels in Brazil gave up even morning cartoons for kids.
- In less than a month, the channel reached more than 10 million audience, expanding in the country in January 2021.
- At dawn of the channel, they air two newscasts, one from Agence France-Presse and the other, Brasil em Dia from TV Brasil, that has nothing to do with the channel, however, they had to air these two telecasts, due of have to comply with a decree of Brazilian Telecommunications Code, which determines the exhibition of 72 minutes of journalistic content in the programming schedule.
- A few days after its launch, the channel suffered a massive layoff by the channel’s own e-sports team due to the channel’s censorship allegations in a story about the alleged thefts of streamer Sparda, who is a Kalunga contractor, who owns the channel.
- The channel broadcasts in the mornings some animes that are inappropriate for the time, many of them being over 12-14 years old or even over 16.
- Some of the anime and shows that the channel broadcasts have very exaggerated and inaccurated ratings like Beakman's World being rated over 10 and Cardcaptor Sakura being rated over 12 when in fact both are free shows for the entire audience.