On the opening day of BBB 23, the director tells PROPMARK which were the paths that made reality a case for brands
The official Big Brother Brasil season is open. The 23rd edition of Rede Globo’s reality show opens this Monday (16th), with 22 participants, a record number of sponsors and, depending on José Bonifcio Brasil de Oliveira, Boninho, lots of fun and surprises for viewers.
Boninho is the broadcaster’s executive director of gender and variety and has been in charge of the reality show since 2002, having spent 21 years as Big Boss, as he is called by both participants and fans of the program.
Over the years, Big Boss has become a constant and present participant in BBB editions. If before the executive was content to choose to be behind the cameras, today he interacts on social networks, releases spoilers from the house and asks the opinion of the more than 5 million followers he has on Instagram.
Always up to date with trends, the executive makes a point of updating himself and, with that, updating the dynamics of the program, with new competitions, new tables, new rules… But without losing the essence of Big Brother Brasil.
As previously mentioned, the 2023 edition of the program broke the record for sponsors, adding 12 brands in total. For Boninho, some are the factors that make more and more brands want to be present in the reality show, such as the “power” that the program has to communicate and reach a wide audience that reaches everyone.
“Our close relationship with advertisers and the pioneering approach in which brands present themselves on the program are also some of the factors. All of this has made us where we are today”, stated Big Boss.
At PROPMARK, Boninho tells what the public can expect from BBB 23, how he keeps the program a success and how brands relate to the product.
What can the public expect from Big Brother Brasil 2023? What has changed from the previous edition?
I hope everyone has a lot of fun, surprises, that they get emotional and excited with us. That’s why we’ve been doing the BBB for over 20 years. And we are in constant transformations. Each year, we have new dynamics, new competition formats and new talents as well, such as the weekly panel by illustrator Rafaella Tuma, who arrives to show in a humorous way a bit of the routine of the brothers and sisters, based on their own illustrations. . This year, stakes will also be worth more, giving the right to buy essential powers for the week, a move that can change the game a lot. It’s changes and novelties that, along with new stories, are what keep the BBB so alive.
The BBB23 broke the record for sponsors in 2023, which was, until then, last year. To what do you attribute this great demand? Is the multiplatform proposal perhaps one of the main ones?
We have a set of factors that make the BBB a success, editorially and commercially. Our audience, which is very broad and the light way it has, is reflected in our relationship with brands and in the power of the program to speak to many, many different places and social classes. Our close relationship with advertisers and the pioneering way in which brands present themselves on the program are also some of the factors. All of this has made us where we are today.
A program like the BBB, on television for more than two decades, needs to be constantly renewing itself, reinventing itself. And, for those who follow the program for a while, you know that Big Brother went through this. Looking back on 2023, what was the show’s last turn?
I think that every year there is some factor for this shift, which you mention. One BBB always teaches the other. So, we always change and learn that the BBB, even though it is not a social experience, needs to adapt to the times and our society on an ongoing basis.
What are the main efforts that you, as Big Boss, and, above all, the BBB team make to keep the program at this level of success, both in terms of the public and advertisers?
The main factor that we are a team. We exchange ideas all the time and our group works together to stay ahead. We listen to everything and everyone.
When you think of the BBB audience, who is it? (in terms of social class, age, gender and the like)
Everyone! Same! And this is one of the great differentials of reality. We talk to children, teenagers, the ZYABC generation, the digital, the grandma from Taubat, the uncle, the people on the couch. We know that we speak to many people, so we adapt our language to each of this large audience. This is one of our greatest prides!
How, and with what advance are the exams and parties planned?
We never stop. We ended a season already creating the new one. We have a menu of tests and pre-established actions, which guide editorially and creatively what we will do with the brands. Afterwards, we adapt the needs of the sponsors to our dynamics. The result of this is something very personalized for each brand, but still with the BBB’s DNA.
