Brazil's TV industry is a powerhouse, with its telenovelas rivaling Hollywood's blockbuster films in popularity and influence. While Hollywood actors dominate the silver screen, Brazil's path to stardom often begins under the bright lights of a TV studio. The country's leading broadcaster, TV Globo, has evolved from simple daily dramas into a multi-million-dollar industry with 13 studios, three set towns, and 122 edit bays. It reaches up to 60 million of Brazil's 213 million people every week. Many Brazilian actors associated with Oscar-contending films first gained national visibility through TV Globo's telenovelas. This creates an ecosystem where success on TV leads to big cinema roles, which then circle back to popular telenovelas, and then on to movies again. TV Globo broadcasts three telenovelas simultaneously from early evening to prime-time, with episodes written only days in advance based on audience ratings. This allows viewers to indirectly co-create the narrative, and the economic impact is powerful. Each year, TV Globo recruits up to 70 new actors from theater, film, and regional productions, honing their skills with high-end equipment and new techniques for a year. Many leave for other productions, but some stay at the broadcaster for more short series. The industry requires adaptability, and the ability to transition between theater, cinema, and TV is what keeps Brazilian performers afloat. While TV Globo productions are no longer as dominant as they were up until the early 2010s, the company remains Brazil's biggest company for actors, with up to 50% of TV ratings in Brazil. Actor and director Lázaro Ramos believes that Brazilians have learned to love both telenovelas and films with the same intensity when they succeed in portraying the country's joyful and sometimes dark personality. He says, 'Brazilians see themselves in telenovelas, more and more. Our acclaimed writers created many of them based on literature classics. They are an investment in a national voice through characters, language, and aesthetics that viewers greatly identify with.' In my opinion, Brazil's TV industry is a fascinating example of how media can shape culture and influence the entertainment landscape. The country's telenovelas are not only about ratings but also heart and affection. When you do it on prime-time, you experience the power of an entire nation watching you. When the public loves your character, it is a very special popularity. This raises a deeper question: How can we better understand the psychological and cultural implications of media on society?
