A hundred years in television is an eternity – and a masterclass in reinvention. Globo has lived through it all: radio, broadcast, streaming, and now the attention economy. But what’s remarkable isn’t just its survival, it’s how the Brazilian network has managed to keep its storytelling relevant, emotional, and exportable.
As Angela Colla, Globo’s Head of International Business & Co-Productions, puts it: “The essence of Globo is grounded in the pursuit of quality, innovation, appreciation of talent, passion for communication, and an unwavering commitment to ethics and Brazilianess.”
That last word – Brazilianess – might just be the key. In a world of global formats and algorithmic sameness, Globo’s strength lies in the specificity of its culture and the universality of its emotions. It’s not nostalgia that keeps its stories alive; it’s adaptability built on identity.
Authenticity Travels Further Than Format
When asked what makes Brazilian storytelling distinctive, Colla doesn’t hesitate: “Authenticity, diversity, and a strong emotional connection with the audience.” Globo’s stories – from decades of telenovelas to today’s streaming dramas – tap into universal themes like family, optimism, and resilience, but always through a Brazilian lens. And that’s exactly what makes them resonate.
It’s a good reminder for producers and broadcasters everywhere: cultural truth beats trend-chasing. The content that lasts isn’t designed for an algorithm – it’s designed for connection. And the deeper the emotional link, the easier it becomes to travel across borders.
Reinventing, Not Repeating
Telenovelas built Globo’s empire, but they’re not relics of the past – they’re evolving IP. “The telenovela was the product that projected Globo onto the international stage,” Colla says. “For 50 years, we’ve been licensing our content, reinforcing the potential of the telenovela as a global IP that can be adapted into different formats and languages.”
Now, the next wave comes in Microdramas. With one launch planned in Brazil later this year (Cinderela e o Segredo do Pobre Milionário), Globo is expanding the telenovela format into short, vertical, and multiplatform content designed for different audience profiles. “Microdramas maintain the narrative excellence that has made us a benchmark, now with a language tailored for digital platforms,” she explains.
In other words, the format changes, the emotion doesn’t. Globo’s approach is a blueprint for modern IP owners: take what works emotionally and reframe it structurally. That’s how you protect legacy without getting stuck in it.
“In addition to expanding touchpoints with the audience, Microdramas open up new commercial opportunities, including licensing, co-productions, and brand integration in native, highly shareable formats.”, Colla continues.
Think Ecosystem, Not Episode
She describes today’s Globo as “an integrated media ecosystem” – a network that connects broadcast TV, streaming (Globoplay), and the largest out-of-home media network (Eletromídia). This allows Globo to create multiplatform experiences for both audiences and advertisers, offering a complete journey inside and outside the home. But this isn’t just about distribution; it’s about designing stories to live beyond one screen.
Globo is increasingly investing in building an ecosystem to expand its narratives. A recent example is the telenovela “Anything Goes”, in which Globo, through a new commercial model that integrates fiction and reality, brought the character Maria de Fátima into the influencer marketing market to carry out advertising campaigns with real brands. This kind of commercial initiative reaffirms how the telenovela remains present in people’s lives, with the power to generate business opportunities and spark conversations.
“Expanding our narrative universes into new formats strengthens the emotional bond with our stories and extends the lifecycle of our IPs,” she says. That could mean podcasts, live events, or interactive social spin-offs – all ways of turning passive viewers into active participants.
For producers, the takeaway is clear: think in worlds, not windows. The future of IP lies in building ecosystems that audiences want to live inside, not just watch.
Local Stories, Global Reach
For Colla, the international success of K-dramas proves a universal point: authenticity travels. “Local narratives, when told with authenticity and produced to global standards, have enormous potential to connect internationally,” she says.
Globo’s century-long story is a testament to that belief. The network has evolved from national storyteller to global IP factory – not by chasing trends, but by trusting its roots and continuously reinventing how those roots grow.
As Colla sums it up: “Our vision is to continue telling relevant stories that move and connect people, anywhere in the world. Celebrating 100 years is a recognition of our capacity for continuous reinvention. We are committed to innovation, to actively listening to society, and to the boldness of exploring new paths.”
And perhaps that’s the real takeaway for the next hundred years of content:
The future of global IP begins with stories that stay true to where they come from – and brave enough to imagine where they can go.
