SBT shifts focus from original telenovelas to live football

SBT is shifting its programming strategy to prioritize live football over the production of original telenovelas. The broadcaster decided to pause its own drama productions following the conclusion of its children's series cycle with ‘A Caverna Encantada’ in 2024.

This strategic pivot is driven by the high costs of producing original dramas compared to low advertising returns. While SBT is open to reviving its teledramaturgia department through cost-sharing partnerships, a lack of market interest has delayed these plans. Instead, the network is focusing on sports content, which has demonstrated the ability to increase prime-time viewership by up to 25%.

Key business moves include negotiating the renewal of Champions League broadcasting rights through 2031 with Warner and seeking a secondary package for the Copa do Brasil, with an estimated investment of R$ 150 million. To fill the gap in scripted content, SBT will continue to broadcast new Mexican telenovelas under its existing contract with Televisa, which runs until 2028.