After almost 70 years on the air, the Eldorado Radio will close its doors, according to a statement sent this Wednesday (22) to the company’s shareholders and employees, who will be fired.
The station will leave the 107.3 FM frequency on May 14th. The following day, it will be occupied by Grupo Bandeirantes de Comunicação, which will start operating on the dial after direct negotiation with the owner foundation. The dial is the station frequency, which allows the listener to tune in to the radio — FM 107.3 was rented by Eldorado.
Wanted, the State groupowner of the station, confirmed the closure of activities through a note. “In recent years, especially after the pandemic, we have observed profound changes in audio consumption habits. The accelerated growth of music streaming platforms and the transformation in the use of linear media have structurally impacted the role of traditional FM radio stations”, he says.
In the note, the group also states that the decision takes place “due to the end of the partnership with Fundação Brasil 2000, owner of the 107.3 FM frequency”. “This decision is part of a broader movement to strategically reposition Estadão, which has been consistently expanding its digital presence. In the last two years, the company has intensified its audiovisual production, for example, with the hiring of 14 columnists with multiplatform operations, responsible for text and video content.”
The first signs of change came in January, when radio employees read a publication from Portal Tudo Rádio, informing that the band could take over the dial. Until then, the team had not been officially communicated.
Internal confirmation only came later, in a meeting called after rumors. According to sources heard by Sheetdirectors had been following the discussions involving attendance for months, but had not informed the team’s employees.
According to reports, at the end of last year, the Estado group was warned that it should vacate the channel in May this year, after the proposal presented by Band was accepted by the dial’s owner.
Despite the deadline of a few months and proposals to migrate to other frequencies, the company chose to close the radio’s operations. The justification presented to employees was financial — keeping the station on another dial would increase costs and would not guarantee a compatible return.
Eldorado operated on a frequency classified as educational, which imposed commercial restrictions, but also made the operating cost lower. Switching to a commercial dial would imply a significant increase in expenses.
The employees interviewed by the report also state that Estadão did not look for common alternatives in the sector, such as the sale of “naming rights” or partnerships with brands and investors to support the project.
They also say that Eldorado did not have its own team specialized in selling audio advertising. Marketing was the responsibility of the Estadão team, focused mainly on the print media market, which would limit the radio’s revenue potential.
The decision contrasts with recent brand perception results. A qualitative survey commissioned by the group indicated that Eldorado had a more positive image than Estadão itself among listeners and subscribers.
The study highlighted attributes such as musical curation, editorial identity and differentiation on the dial — characteristics frequently associated with the station throughout its history.
Founded 68 years ago, the radio has built a reputation as a space for selected musical programming and journalism cultural. Over the decades, it featured the participation of names such as Jo SoaresFernanda Young and Rita Lobo.
The announcement of the closure, this Wednesday, took place in a meeting with 22 of the approximately 60 professionals linked to the radio — including permanent employees, technicians, producers and collaborators. According to the report, everyone will be fired, including management.
The Estado group, however, states that it is still carrying out studies to reuse part of the team in other areas of the company. Also in the statement, it says that the Eldorado brand will continue to exist through special projects and events.
“Some of its main programs, including initiatives such as Som a Pino and Clube do Livro, will be redesigned and adapted to new formats, with an emphasis on video and digital distribution. This transition will allow Estadão to offer its commercial partners more segmented, measurable formats that adhere to new content consumption habits.”
Read the Estado group’s position in full:
For decades, Rádio Eldorado has occupied a unique place in the cultural life of São Paulo.
A reference in musical curation, journalism and quality programming, it has become an emotional and intellectual heritage for generations of listeners, contributing decisively to the formation of repertoire, the dissemination of artists and the strengthening of the city’s cultural scene.
In recent years, especially after the pandemic, however, we have observed profound changes in audio consumption habits. The accelerated growth of music streaming platforms and the transformation in the use of linear media have structurally impacted the role of traditional FM radio stations.
Aware of these trends, Estadão has been reviewing its strategy in the audio segment. Due to the end of the partnership with Fundação Brasil 2000, owner of the 107.3 FM frequency, Eldorado’s broadcasting operation will be closed on May 15th.
This decision is part of a broader movement to strategically reposition Estadão, which has been consistently expanding its digital presence. In the last two years, the company has intensified its audiovisual production, for example, by hiring 14 columnists with multiplatform work, responsible for text and video content. This effort made it possible to significantly expand Estadão’s presence on its own platforms — website and app — as well as on social networks and video channels.
The acquisition of NZN, in October 2025, reinforced this trajectory. TecMundo’s digital assets expanded its audiovisual distribution and production capacity, while the company’s headquarters was converted into a creation hub in the Higienópolis region — the “Blue House” — dedicated to the development of new formats and languages.
The closure of Eldorado’s broadcasting operation does not represent the end of its brand. Eldorado will continue to be present in special projects and events, preserving its role as a cultural reference. Some of its main programs, including initiatives such as Som a Pino and Clube do Livro, will be redesigned and adapted to new formats, with an emphasis on video and digital distribution. This transition will allow Estadão to offer its commercial partners more segmented, measurable formats that adhere to new content consumption habits.
Estadão expresses its deep gratitude to all the professionals who built the history of Rádio Eldorado, as well as to the listeners who, over the years, made it a space for meeting, discovering and valuing quality music.
