Brazilian media giant TV Globo has raised its bar in China, inking its first sales deals with pubcaster China Central TV Network, the massive market’s main broadcast player.
Closed in the last month, Globo’s first sales, which will be broadcast dubbed as original programming, are 1997 series “Woman,” a breakthrough story for Globo — in terms of production values — about day-to-day life at a medical clinic, and miniseries “Seven Women,” a period Southern Brazil-set miniseries, which was a standout production for TV Globo in 2003.
Both dramas will air on CCTV-8, the state-owned broadcaster’s main nationwide channel for high-profile foreign dramas.
Deals were closed in a three-way agreement with Liberty Global’s London-based international TV provider Chello Zone, which owns and operates a longtime primetime programming block on CCTV-8.
TV Globo has previously sold dramas and docu series to both regional broadcasters and local distributors in China, Raphael Correa, Globo TV Intl. head of sales, said at Mipcom.
But these are Globo’s first nationwide deals with CCTV, he added.
The dominant broadcaster in one of the world’s fastest growing TV markets in 2010 — total Brazilian TV ad spend grew 34.7% to 6.3 billion reales ($3.6 billion) in the first five months of the year — TV Globo has an average 18.6 rating in Brazil.
Competition is fierce at home, however — Globo’s average rating was 21.6 in July 2009 — so foreign expansion remains key.
The Chinese market offers multiple challenges, Correa said. “There is lots to be learnt, in content and approach.”
But Globo ‘s next step in China could be co-production.
“There is no reason not to think about potential co-production agreements in the future with one of the broadcasters and local production houses,” Correa added.
2010 has seen the first fruits of TV Globo’s three international co-production allances, with Telemundo Stateside, Mexico’s TV Azteca and Portugal’s SIC.
A Spanish-language remake of Globo telenovela “El clon” (The Clone) aired on NBC U’s Telemundo in April.
Co-produced with TV Azteca, Spanish-language remake “Entre el amor y el deseo” has bowed to a first week 70% fidelity on TV Azteca.
SIC-Globo co-prod “Lacos de sangue,” a telenovela about two arch-rival sisters produced from an original script, has just aired in Portugal on SIC to an average primetime 25% share.
“We want to extend our position as worldwide content creators and producers,” Correa said.