During its 2027 Upfront, the Brazilian media group announced an expansion of its scripted content strategy, with vertical content accompanying all its new telenovelas, a new 10:00 PM drama slot, and a sequel to Avenida Brasil. The company also unveiled original productions for Globoplay, new reality shows, and an extensive lineup of entertainment and sports programming.
Globo announced that all its telenovelas in 2027 will feature accompanying vertical microdramas, as part of a strategy to extend its stories beyond traditional television and strengthen its presence across emerging audiovisual consumption formats.
The initiative was unveiled during Globo’s 2027 Upfront, held on Wednesday, October 14, in São Paulo, where the Brazilian media group presented its main programming, production, and commercial initiatives for the coming year.
The announcement marks a new phase in Globo’s strategy to develop content specifically designed for mobile devices, an area the company began exploring in 2025 through both original productions and adaptations of titles from its extensive catalog.
Among its first projects was Tudo Por Uma Segunda Chance, which premiered in November 2025. Created and produced by Estúdios Globo, the series consists of 50 episodes running between two and three minutes each, specifically conceived for vertical viewing and distributed through TV Globo’s social media channels.
The company also began exploring new ways to leverage its intellectual property through re-edited versions of traditional telenovelas adapted into short-form episodes.
In February 2026, Globoplay premiered Odete e Maria de Fátima de Vale Tudo, a vertical adaptation centered on the two villains of the 2025 remake of Vale Tudo. The production repackaged scenes and storylines from the telenovela into a format designed for short-form viewing.
This strategy will continue in October with new adaptations of classic titles. Flora e Donatela de A Favorita and Alexandre de A Viagem, two productions consisting of 50 episodes each, will arrive on Globoplay on October 20 and 27, respectively.
In both cases, the first seven episodes will be available free of charge, while the remaining episodes will require a subscription.
The decision to extend vertical microdramas to all its 2027 telenovelas therefore represents a significant step beyond these initial experiments, integrating short-form content into the company’s broader scripted production strategy.
New Telenovelas and a 10:00 PM Drama Slot
In addition to its vertical microdrama strategy, Globo confirmed a major expansion of its scripted lineup for 2027, including the introduction of a new 10:00 PM telenovela slot.
One of the main productions scheduled for this slot is Romance em SP, starring Marina Ruy Barbosa. Written by Thelma Guedes and artistically directed by Natália Grimberg, the story follows Clarice, a young woman from the outskirts of São Paulo whose life becomes intertwined with that of an heir to a powerful family connected to the fashion industry.
Another major announcement was Avenida Brasil 2, the sequel to the internationally successful 2012 telenovela, which is scheduled to premiere in January 2027.
The new production will bring back much of the original cast, including Adriana Esteves, Débora Falabella, Murilo Benício, Cauã Reymond, and Eliane Giardini. Thomas Aquino and Jessica Ellen will also join the cast, while Mel Maia will return to the franchise in a new role.
The company also presented Tempos de Glória, starring Maisa and scheduled for June 2027 in the 6:00 PM slot. Set in the 1940s, the production follows a young woman who dreams of becoming a football player at a time when women faced significant restrictions in the sport.
The telenovela will be written by Carla Faour and Julia Spadaccini, with artistic direction by Patrícia Pedrosa. Its premiere will coincide with the year Brazil hosts the FIFA Women’s World Cup.
For its 7:00 PM slot, Globo announced Elas Que Lutem!, a romantic adventure comedy starring Heslaine Vieira, Dani Calabresa, and Vitória Strada. The story follows three women who, after falling victim to a financial scam, embark on a journey to recover their money that turns into a survival adventure in the Amazon. The series is scheduled to premiere in March.
New footage was also presented from Lá na Minha Terra, starring Dira Paes and Daniel de Oliveira. The telenovela is scheduled to premiere in November 2026 and will continue airing during the first half of 2027.
On the streaming side, Globoplay announced Paraíso Perdido, a new telenovela inspired by the works of playwright Nelson Rodrigues, created and written by George Moura and Sergio Goldenberg, with artistic direction by Joana Jabace.
Globoplay and Reality Shows Expand Their Offerings
Globo’s 2027 entertainment lineup will also feature new original productions and additional seasons of established formats.
Among the main announcements is Academia dos Nepo Babies, a Globoplay original reality show hosted by Ticiane Pinheiro and produced by Estúdios Globo, in which the children of Brazilian celebrities will put their skills to the test across different professions.
Globo also unveiled Casei com a Família, a reality show focused on romantic relationships and the family challenges that arise around marriage.
Meanwhile, Big Brother Brasil 27 will introduce changes to some of its established dynamics, including post-eviction interviews, which will now air on TV Globo. The production will also incorporate new audience engagement initiatives.
The company also confirmed another season of Chef de Alto Nível for 2027, while Em Família com Eliana will introduce Chefinho de Alto Nível, a cooking competition featuring children.
In entertainment, Globo announced that Márcio Garcia will host a new game show developed by Estúdios Globo in partnership with Endemol Shine Brasil, featuring challenges created in collaboration with brands.
The 2027 Women’s World Cup: A Major Sports Priority
Sports will play a prominent role in Globo’s programming next year, particularly with Brazil hosting the FIFA Women’s World Cup 2027.
Globo announced extensive coverage of the tournament across its channels and platforms, accompanied by special productions designed to expand the viewing experience.
These include Abrindo o Jogo, a new GNT program hosted by Sabrina Sato, which will offer audiences a closer look at Brazilian football players beyond their sporting careers.
Multishow will also develop special content featuring Blogueirinha, focusing on behind-the-scenes stories surrounding the tournament.
Globo’s programming will also maintain a strong presence in live music and festivals, including Lollapalooza and Circuito Sertanejo, alongside productions such as Globo Sessions, Partiu São João, and musical initiatives connected to its telenovelas.
New Commercial and Advertising Opportunities
The content strategy unveiled during the Upfront was accompanied by new commercial solutions for advertisers and agencies, focusing on the integration of broadcast television, streaming, and digital platforms.
Among Globoplay’s new offerings is Welcome Ads, an advertising format that displays advertisements on the platform’s entry screen, before users select their profile or choose what to watch.
This tool joins other digital advertising formats, including Pause Ads, Binge Ads, and dynamic ad insertion in simultaneous streams of linear channels.
According to Globo Ads, the 2027 Upfront features more than 70 products and commercial solutions spanning scripted content, entertainment, sports, news, and digital programming.
Through these announcements, Globo aims to expand the distribution and monetization opportunities for its content, combining its traditional large-scale productions with new storytelling formats and commercial models.
The decision to incorporate vertical microdramas into all its telenovelas represents one of the most significant elements of this strategy, systematically integrating short-form storytelling into one of the historical pillars of the company’s programming and audiovisual business.
