Rede TV ready for novelas

Prod'n combo attempting to compete with Globo leader

MIAMI — Brazilian broadcaster RedeTV has inked an accord with Miami-based prodco/distrib Venevision Intl. (VVI) to acquire and air two hours of novelas per night.

Novelas typically air as a nightly, primetime strip for four to six months. Financial terms were not disclosed.

VVI produces soaps and other programming in the U.S. and South America, and distribs the productions of its sister company, Venezuelan broadcaster Venevision. Both are part of the Cisneros Group of Companies.

The combined novela production of VVI and Venevision makes the group one of the leading producers in the genre, and this deal gives them a firmer foothold in Latin America’s largest TV market.

RedeTV is the fifth-ranked broadcaster in Brazil, and it traditionally has acquired rather than produced programming in-house.

Although cost is a factor, Brazilian broadcasters have found it difficult to compete on novelas with industry leader TV Globo.

Globo puts many of the country’s best soap scribes and thesps on the payroll, under exclusive contracts. A current production “Women in Love” (Mulheres Apaixonadas) is a major hit, with an average audience of 45 rating points — equivalent to a 68% share.

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