Globo expands telenovela production to increase commercial value

Globo is increasing its investment in telenovelas to enhance commercial value and international sales. The broadcaster plans to reintroduce a 10 p.m. slot next year, which could lead to even more advanced programming in that time frame if successful. The strategy relies on the high quality of the network's studios, producers, and authors to drive merchandising opportunities and audience engagement.

In the current programming, the telenovela ‘Quem Ama Cuida’ is undergoing strategic changes to recover viewership lost due to schedule fluctuations caused by election coverage. To combat declining numbers, the network is launching an intensive promotional campaign featuring frequent teasers and detailed plot summaries to help viewers reintegrate into the story. Currently, the production maintains an average of approximately 23 rating points.