Transmedia Telenovelas

The Brazilian Experience

Authored by: Inara Rosas , Hanna Nolasco

The Routledge Companion to Transmedia Studies

Print publication date:  October  2018
Online publication date:  October  2018

Print ISBN: 9781138483439
eBook ISBN: 9781351054904
Adobe ISBN:


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This chapter approaches the transmedia phenomena in Brazilian telenovelas, a long serial TV narrative that is representative of national identity. Since the 2000s, Brazilian telenovelas are exploring transmedia actions, with Globo Network being the main producer. As a case study, Cheias de Charme [Sparkling Girls, 2012], explored a diversity of strategies such as character’s blogs and websites, a book release, social media campaigns and video clips launches online before being aired on TV, an unprecedented action in Brazilian television. As a very successful product, it inspired the network to continue investing in transmedia contents for telenovelas.

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