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Telenovelas Giants
CELEBRITY:
A great business
for Globo
and its program planners
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Owner of national and
international celebrities in Brazil, the
Red Globo has been showing since the last
October 13th a telenovela that focuses
on the marvelous world of the stars, entertainment,
music, media and massive audiences.
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By Cristina
Padiglione and
Kelia Jimenez
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Ricardo
Scalamandre, VP and Director -Globo
International. |
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 hich
industry in latin American is growing be-fore
nearly 200 million people whith each release
product? Which industry is capable of producing
a celebrity from
one moment to another and making millions
of dollars in different countries in the
world? And how is a star built in the universe
of global entertainment?
These and other questions are made everyday
in the prime time by the followers of the
great Brazilian TV net, TV Globo, and the
production of Celebridades from the
author Gilberto Braga, the creator of Esclava
Isaura, Dancing Days, Agua
Viva and Vale Todo, among other
telenovelas.
Last year, Mujeres Apasionadas, written
by Manoel Carlos became a boom, but
it has been surpassed by Celebridades,
which also surpasses El Clon (written
by Gloria Perez, the absolute queen
for the audience along the last five years
between 8 and 9 pm IBOPE). Celebridades
won in its first month on air 43% of the
household with TV in Sao Paulo, against
40% of Mujeres Apasionadas and 42.3%
of El Clon. Which equals to 2.1 million
households. It is true that rating corresponds
to the first and last episodes, but it is
a solid way for the uncountable sponsors
that look for a space in telenovelas.
The
merchandising: a rising business
The merchandising has been promoted with
advertisement included in the story throughout
the characters, so the growth of Mujeres
Apasionadas with more than ten brand
names to choose among tears night by night
and with a special episode at midday in
its last period, was overwhelming. The audience
bought all the products of this telenovela
and Celebridades inherited the sponsorship
of a soap brand name and also the experience
of heroes and villeins who show their favorite
cell phones, cars and cosmetics. The strategy
is a very good one, and it has turned into
one of the points of major interest in Gilberto
Braga’s story, due to the presence
of two manicurists (Darlene, performed by
the actress Deborah Secco, and Jaqueline,
performed by Juliana Paes).
The merchandising in Globo is an important
business division since it makes nearly
62,000 dollars per episode (it more or less
represents the total cost of the production
of each episode) and a telenovela can reach
to 200 episodes. It is a new and successful
way of ensuring the cost. Esclava Isaura,
produced in 1976 and until now the Brazilian
telenovela better sold worldwide, didn’t
have this income tools.
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Manoel
Carlo, renowned and successful
writer of telenovelas from Globo. |
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At the time actors didn’t
have this participation in the income from
the merchandising (those advertising actions
did not exist). And the author? Did he get
paid for the rights of Esclava Isaura,
exported to almost 100 countries? Not at all.
Gilberto Braga says “I didn’t
have any right to anything, I was very young
and I signed a bad contract, but I have received
some money a couple of years ago as a gift,”
concluded the author, without revealing any
figures. Nowadays, the percentage received
by the author and actors in international
sales are signed in the contract and vary
from 2% to 10% over the monthly salary received
by each one during the shooting. In the case
of merchandising, it consists in 10% of the
value of the author’s action plus 10%
of the value paid by the advertiser to the
actor performing the scene. A merchandising
in a prime time telenovela in TV Globo, like
Celebridades, can cost between 100 thousand
and 300 thousand dollars.
Another
great business related: Music and Entertainment
The music industry includes quotes of its
main stars and shows in the character of the
heroine of Celebridades, Maria Clara (performed
by the beautiful Malu Mader).
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Mujeres
Apasionadas, the latest success
of the writer, which also included
social merchandising. |
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The producer of this success
has already brought to Brazil shows with stars
like Julio Iglesias, Simply Red,
Alanis Morissette, and Alejandro
Sanz. The popularity of the singer and
his tour around the country is taken as an
advantage. Gilberto Braga explains
that these artists haven’t come to the
country “especially for the telenovela”,
but they do appear in an episode.
In order to promote the activities of the
famous Maria Clara, TV Globo also has
a national show division and looks for synergies
among the audience and its favourite characters.
That was how the singer Roberto Carlos,
who was performing his shows in Sao Paulo
to advertise his new CD, authorized the telenovela
team to tape some scenes with its main character,
Maria Clara, while he was on stage.
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Helena
Bernardi, International Marketing
and sells. |
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Patricia
Hocksmith, Marketing Director. |
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The author admits that he never writes a story
thinking about how it will be received in
other countries. “I can’t think
of a subject far away from Ipanema (Rio de
Janeiro) or Sao Paulo’s gardens. It is
what I know and see everyday.”
Currently, his work Celebridades, the
potential to conquer the world, since the
story talks about paparazzis and magazines,
which are common
in every country.
“The well-known stars all over the world
are included in this Braga’s story: Malu
Mader, Claudia
Abreu, Fabio
Assuncao (as an evil editor of the Fama
magazine), Nivea Maria (from El Clon)
among other great actors an a lot of beautiful
people on stage. Celebridades is directed
by Dennis Carvalho.
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Wolf
Maya, producer, Gloria Perez
successful writer and Geraldo
Cassé Consulting.
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