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Brazil: ‘Celebrity’

“Celebrity” (reality) Globo
“Big Brother Brasil” (reality) Globo
“Fantastico” (variety) Globo

The most-watched show in Brazil, Globo’s telenovela “Celebrity,” sounds a unique note. Local and international music stars and other celebrities perform and, in some cases, interact with the telenovela’s leading character, Maria Clara Diniz (Malu Mader), who is a producer of musical events.

Latin romantic singer Julio Iglesias, Canadian pop star Alanis Morissette, Mick Hucknall (of British band Simply Red) and Spanish performer Alejandro Sanz have been the most important international guests of “Celebrity.” Telenovela producers lensed their concerts and scenes during the performers’ tours in Brazil.

Local celebrities on the show have included music stars Roberto Carlos, Rita Lee, Nana Caymmi, Ed Motta, Marina and Erasmo Carlos, and writer Joao Ubaldo Ribeiro.

No other Brazilian telenovela has featured so many stars.

“Since the leading character of our story is a music producer, we thought it would be interesting to feature real bands and singers,” says scripter Gilberto Braga.

According to research firm Ibope, “Celebrity,” airing at 9 p.m. drew 45% of the aud in the Sao Paula region Feb. 9-13.

“The public’s response has been great. Besides the music performances, they watch scenes with celebrities and our characters, in a mixture of reality and fiction,” adds Braga, who wrote the scripts of some of the country’s top telenovela hits.

Globo’s communication director Luis Erlanger says the net is not paying additional fees for the performances of international and local stars in “Celebrity.” The stars have songs in the telenovela’s soundtrack, and their participation in the show is a manner of publicizing “Celebrity’s” CD.

As with other Globo telenovelas, “Celebrity” is produced inhouse. Dennis Carvalho helms the show. The cast includes Claudia Abreu, playing the role of Laura, who wants to seize Diniz’s job as the producing company’s topper.

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