About 40M people watch Globo, the leading network in Brazil.
THE glamorised world portrayed on the nightly telenovelas (soap operas) on Brazilian television is, superficially at least, about as representative of the country as a whole as Marie Antoinette and her shepherdesses were of 1780s’ France. But they are all about aspiration. About 40m people watch the mid-evening novela from Globo, the leading network. The action often takes place in Rio de Janeiro, where Globo is based, among families which are smaller, whiter and richer than average. New research suggests that by selling this version of the country to itself, Globo has boosted two important social trends.