RIO DE JANEIRO — Telenovelas have powered terrestrial web TV Record to the No. 2 slot in terms of primetime viewers, helping it overtake Sistema Brasileiro de Televisao (SBT) for the first time in approximately 20 years. The shift is undoubtedly the most important development in Brazil’s TV industry so far this year.
In June, according to ratings agency Ibope, TV Record had an average share of 15.7 in primetime, against 12.7 for SBT.
TV Globo kept its three-decade lead with a share of 53.6.
TV Record can thank the $300 million it has spent on telenovelas since 2004 for its primetime success. It bought and expanded a production center in Rio, where it simultaneously makes two telenovelas.
Following TV Globo’s lead, TV Record’s programming relies heavily on inhouse productions. Just a fraction of the two nets’ airtime is devoted to foreign programming — much of that fed by deals with U.S. studios. TV Globo has volume deals with Sony, Fox, Disney and DreamWorks, while TV Record has similar deals with Universal and MGM.
Still, both nets will be on the hunt at Mipcom.
“We are always looking for new shows,” says TV Globo director of general programming and acquisitions Roberto Buzzoni. “We are interested in films, including features, made-for-TV shows and made-for-video, as well as in variety, funny video clips, action sports clips, reality and gameshow formats, and animation.
“Our budget for new products, formats, animation and realities is 10% higher this year,” he adds.
TV Record will send executive production head Honorilton Goncalves and director Paulo Calil to Mipcom in a hunt for films, reality formats and animation.
On the pay TV front, players are celebrating a 12% subs rise at mid-2007 compared with a year earlier. The country’s leading pay TV programmer, Globosat (an affil of TV Globo), will be at Mipcom with a four-staffer team led by market vet Claudia Macedo, Globosat’s acquisitions director.
Macedo says Globosat will look for indie films, extreme sports, Beijing Olympics-related programming, music concerts, comedies, light entertainment shows, “Candid Camera”-type shows, bloopers and lifestyle and behavior realities.
“We would like to have post-Al Gore programming,” Macedo says. “Viewers are more and more conscious about the environment, so it is time to have shows reflecting this new reality, such as life-coaching series.”
She’s also looking for high-definition programming for a planned Globosat HD net.
Although Macedo says Globosat will begin to sell shows produced in Brazil at this year’s Mipcom, the big Brazilian seller remains TV Globo.
1. Big Family (TV Globo)
2. My (Not) Easy Life (TV Globo)
3. Heavy Load (TV Globo)