Jose Papa Neto, corporate strategy executive director for Estado ESPN, spoke Sunday about his company’s new coverage model that integrates the newsroom with journalists with diverse skills.

“We were, in fact, able to change the DNA of our organisations,” he said. “It was the first opportunity we got to make our journalists understand what truly multi-media consists of and how it works, and what it’s capable of … We ended up constructing a structure that has empowered our journalists’ team to really contribute and aggregate all of our platforms.”

His speech was the second in a stream of seven-minute “brainsnack” sessions to open the 82nd INMA World Congress in Los Angeles. Each speaker discussed his or her respective company’s model and how they adapted coverage to digital-first.

Group Estado, a privately owned group that owns Estado ESPN, has become one of the leading media companies in Brazil with revenues in excess of US$1 billion.

Estado ESPN was the first time Group Estado created a tangible media platform with ESPN.

It now has 20 affiliates and has won multiple awards in just one year of existence. Neto said the organisation realized a need for more sports coverage.

“We needed to understand that we had to evolve with a strong partner,” he said. “That’s why we brought on ESPN.”

Estado ESPN’s newsroom resembles something like a studio, Neto said, where news is produced at all times.

At the end of each day they do a conclusion that pulls highlights from various sporting events and put that on their Web site.

Now the next step, Neto said, is making the same adjustments on the marketing end to adapt to a new business model.

“The same way we had to change the mindset of our newsroom, we've had to change the mindset of our commercial team,” he said. “We urgently need to change the mindset of our commercial team.”