Sucesso de "Avenida Brasil" é notícia na Forbes

Realmente a novela "Avenida Brasil" é um grande sucesso. Depois dos bordões estourarem diretamente em redes sociais como facebook e twitter, a revista Forbes se rende ao notório sucesso e tece comentários sobre o grande sucesso do folhetim. 

A forbes.com diz: "Telenovela Brasileira fatura bilhões mostrando a vida dos próprios telespectadores". No texto fala-se da importância das telenovelas na América Latina e como "Avenida Brasil" se destacou com custos dos 180 episódios na casa dos 45 milhões de reais  e faturamento com anúncios em 2 bilhões de reais.

               

Brazilian Telenovela Makes Billions By Mirroring Its Viewers' Lives 

  As millions of people in Brazil prepare to vote in second-round runoff elections for mayor in important cities such as Sao Paulo, not to mention the  long-awaited verdict on a government corruption scandal from the mid-2000s known as ‘Mensalao,’  one would assume that politics are prominent in today’s hot topics discussed by Brazilians.

  

  As it turns out, that’s not the case. The questions being asked by almost everybody in Brazil these days are “which end will have Carminha?” or “who killed Maxwell?” All of these questions are related to the country’s most-watched TV series right now, the telenovela ‘Avenida Brasil.’ Aimed at the new Brazilian middle class, commonly referred as the ‘C-class,’ ‘Avenida Brasil’ has become a phenomenon by focusing on characters that live in the suburbs of Rio de Janeiro, instead of well-to-do people, something new for the coveted primetime occupied by telenovelas in Brazilian TV.

  With an average audience of about 46 million viewers every night and 65% market share, ‘Avenida Brasil’ is even expected to cause a blackout tonight. Its last chapter will air on TV Globo, Brazil’s largest broadcaster, and based on the increase in consumption of energy recorded in previous episodes–up to a threatening 5% nationwide–government officials are worried that Brazil’s power companies will not meet its demand in energy services while ‘Avenida Brasil’ is on air, due to the country’s troubled energy scene.

  But, the one place where there are no worries? The headquarters of TV Globo, as ‘Avenida Brasil’ just so happens to have broken a record of the most-commercially successful telenovela in Brazilian history. With dozens of high-profile advertisers such as P&G paying as much as $400,000 for a 30-second spot, the telenovela earned about R$1 billion ($500 million) throughout its seven-month run.  Considering that more than 500 advertisement deals are carried by its network of affiliated stations, the total earnings of ‘Avenida Brasil’ are set to top R$ 2 billion ($1 billion), FORBES has learned exclusively. This is an unprecedented sum not only in Brazil but in all of Latin America, where telenovelas are an immensely popular genre. And considering that the telenovela’s 180-episode season cost around $45 million to make, that’s a remarkable profit margin.

  Sure, there have been other hit telenovelas before ‘Avenida Brasil,’ but nothing like this. Specialists believe that TV Globo’s choice to air a telenovela whose characters’ lives are mirrored in the audience were determinant in its success. “Brazilian telenovelas have always had suburban characters ever since the 1970s and 1980s. What is different now is that mainstream TV networks are focusing much more on what the marketers call the ‘new middle class’ or the C-class,” says Heloisa Buarque de Almeida, a professor of anthropology at the University of São Paulo. “This is a section of the population that has ascended economically since the years of the Lula government, and they are consuming much more now.”

  It only makes sense. With the growth of the Brazilian economy and wider availability of credit and government cash transfer programmes, 35 million people have in recent years joined an expanded middle class. This has not escaped the attention of marketers, who are always eager to reach this new mass of Brazilian consumers. Evidence of this are the endless commercials for new flat-screen TVs, mobile phones and refrigerators that appear when ‘Avenida Brasil’ airs.

   That, in a way, contradicts a common belief among TV executives, that the audience demands outrageous or fantastical plot twists. Apparently in Brazil, they just want to watch themselves. It only makes sense. With the growth of the Brazilian economy and wider availability of credit and government cash transfer programmes, 35 million people have in recent years joined an expanded middle class. This has not escaped the attention of marketers, who are always eager to reach this new mass of Brazilian consumers. Evidence of this are the endless commercials for new flat-screen TVs, mobile phones and refrigerators that appear when ‘Avenida Brasil’ airs.

  That, in a way, contradicts a common belief among TV executives, that the audience demands outrageous or fantastical plot twists. Apparently in Brazil, they just want to watch themselves.

fonte: forbes.com