The Clone had shootings in Morocco; Family ties in Japan; Celebrity in France and An angel has fallen in the Czech Republic. They have started shooting Bellissima in Greece and Chile. They also include actors from different countries in the casting. They license series and miniseries, children’s programs, musicals and special products like the coverage of the Carnival in Rio.

	Helena Bernardi

uring the last 30 years, Globo has commercialized over 300 productions in more than 130 countries, with a marked presence in Latin American, European, Asian and African markets.
Helena Bernardi is Globo’s Marketing and International Sales Director, and she says that the products they sell the most are, for sure, telenovelas.
What do you think is the reason for this?
“Our telenovelas combine fiction characteristics with society topics through universal subjects and emotional conflicts. They are produced with a high quality and cutting-edge technology and many of them have shootings abroad so they are more universal and appealing to the international audience.
What has been your experience in the sales of formats?
“Voce Decide has been sold as a format in 53 countries. Some of them bought the show exactly as it was aired in Brazil. Others, such as Angola, broadcasted it with a local showman but they kept the interactivity of the original program,” explains the executive.

	El clon.

However, in other countries, the format was adapted completely with local actors and showmen. Among the countries that bought the format, it is worth mentioning China, the United Kingdom, Denmark, Israel, Germany and Mexico.

	Mujeres apasionadas.

What other products do you commercialize?
“We license series and miniseries, children’s programs, musical shows and special products, like the coverage of the Carnival in Rio. As it represents an important cultural manifestation of our country, it is appealing to the international world market. They have been bought by France, Russia, Argentina, Indonesia and many countries in Latin America.”

	Chocolate con pimienta.

Helena Bernardi adds that their main objective is to strengthen the presence of their productions in Eastern Europe –a market that has grown rapidly– and Asia, which represents a potential territory for their products.

The quality of technology: an ally to success
Which where the most sold telenovelas at Globo?

	Terra nostra.

“I could mention The clone, for which we sold the broadcasting rights to more than 62 countries; Family ties –sold to 66 countries– and Terra nostra –sold to 84. Historically, we could also list The slave Isaura, which was broadcasted in 79 countries and Little Missy, broadcasted in 62.”
What is Globo’s challenge at the moment?
“To satisfy the needs of a sophisticated audience that has developed an expert eye to appreciate a good story when they see it.”

	El color del pecado.

In view of the fact that local productions have increased in many countries             –especially in the telenovela genre– Bernardi thinks it is a great opportunity for Globo: “We can develop international productions or co-productions with our partners, both in Hispanic and European markets. We have a very competitive standard since we supply the market with telenovelas that deal with universal subjects and are produced with the highest quality and cutting-edge technology,” she assures.