CANNES, France — Brazilian media giant Globo is unveiling “To Love is to Care” at Mipcom, signaling a strategic pivot toward international markets. The move highlights the network’s intent to export its premium drama format, branded as “Super Drama,” globally. This initiative aims to position Brazilian telenovelas as high-value content assets for broadcasters worldwide.

The new primetime telenovela, written by renowned author Walcyr Carrasco, features a high-profile cast including Chay Suede, Letícia Colin, Tony Ramos, and Antônio Fagundes. These actors are among Brazil’s most recognized figures, lending significant star power to the production. Globo’s presence at Mipcom underscores its growing confidence in the commercial viability of its scripted content outside its home market in South America.

Globo has formally introduced the concept of “Super Drama” to international buyers during this market event. The label is intended to distinguish these productions from traditional telenovelas, emphasizing high production values and complex narrative structures. Executives describe these titles as representing the best of the Brazilian telenovela tradition, now adapted for a global audience that values prestige television.

Key Takeaways

• Globo is leveraging Mipcom to launch its “Super Drama” brand, targeting international distributors and streamers seeking diverse, high-quality dramatic content.
• The debut title, “To Love is to Care,” relies on established stars and a celebrated writer to ensure immediate recognition and potential sales success.
• This strategy reflects a broader trend among Latin American media companies to diversify revenue streams beyond domestic advertising.

The internationalization of telenovelas presents significant opportunities for investors and broadcasters alike. By packaging local hits with global appeal, Globo aims to secure upfront distribution deals and co-production partnerships. This approach mitigates reliance on local advertising revenues, which can be volatile, and taps into the growing global demand for non-English language content. The market reaction to this new branding will be closely monitored by industry analysts.

“We are bringing stories that resonate emotionally across cultures, packaged with the technical excellence expected by modern audiences,” a Globo executive stated during a press briefing at the venue. The network has invested heavily in post-production and digital marketing to support this expansion. Analysts note that successful exports could serve as a model for other Latin American media houses looking to enter the global content marketplace.

As Mipcom continues, Globo will host several meetings with key international partners. The outcome of these negotiations will determine the initial rollout of “To Love is to Care” in overseas territories. This launch marks a pivotal moment for the Brazilian entertainment industry. It demonstrates a shift from merely exporting raw material to selling curated, premium narrative experiences that compete directly with Hollywood and European productions for global shelf space.