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2 clusters · 6 sources · 1 days · First seen · Last updated

Globo programming and content strategy evolution

Overview

Globo is implementing a strategic shift to increase the commercial value of its programming through expanded telenovela production and diversified distribution. Initially, the broadcaster focused on enhancing international sales and reintroducing a 10 p.m. time slot, utilizing high-quality studio productions to drive merchandising and engagement. This included efforts to recover viewership for specific titles like ‘Quem Ama Cuida’ through intensive promotional campaigns.

Building on this, the strategy has evolved to prioritize drama and mobile-first content. By 2027, the network plans to expand its dramatic offerings across various time slots, including a new 10:30 p.m. slot. A key component of this evolution is the integration of vertical video formats; every new telenovela will include at least one derivative story produced for mobile devices. This multi-distribution approach aims to leverage the success of micro-dramas to drive advertising revenue and attract streaming subscribers to Globoplay.

Entities

Globo · Claudia Souto · Walcyr Carrasco · Amora Mautner · Globoplay

Timeline

  1. [BUSINESS] 3 sources
    Globo shifts strategy toward drama and mobile-first content

    Globo is expanding its drama programming and investing heavily in vertical, mobile-first content to drive advertising and streaming growth by 2027.

  2. [BUSINESS] 4 sources
    Globo expands telenovela production to increase commercial value

    Globo is ramping up telenovela production, including a new 10 p.m. slot, to boost commercial value and international appeal while implementing recovery strategies for current programming.

Sources

canaldovannucci.com.br · fooba.com.br · maisnovela.com.br · pipocamoderna.com.br · psychotherapy.org.uk · rijksmuseum.nl