After almost two years of rumors about who lives in showbiz, presenter Eliana is the newest hire of Globo Network. She leaves years and years of career in SBT to face new challenges in front of cameras, sets and new global partners admired and seen daily by millions of viewers. There is a group that believes that due to her profile, Eliana will not be able to handle the Globo standard; today, in fact, it is not as standard as it once was.
Eliana will be part of programs with new schedules, formats and demands – she is right. It is worth the risk. At 50 years old, if she continued at SBT she would be spoiled, almost a “homegrown talent”. At SBT she strictly followed her script approved by the audience of the social classes loyal to the channel.
Now, it will be on the small screen, seen massively throughout Brazil, in some programs with respectable audience ratings such as “Masked Singer” and “Saia Justa”.
Those who think that these were the only and main reasons why Globo and Eliana were attracted to each other are mistaken. It may start there, but the best comes later, through a commercial agreement that is still little used in Brazil. Eliana has an exclusive commercial contract with ViU (a digital company linked to Globo), which will handle all of the presenter’s contracts for commercials and other professional actions, including a focus on digital platforms. In fact, an action called Black Friday is in its infancy as a way to attract new advertisers, without commitments to hire spaces with flights of full price tables.
This will be an opportunity for small advertisers to enter the advertising market in a less costly manner. With a certain amount of inference, one can see why Eletromidia and Globo have just announced a partnership to create so-called programmatic media. This agreement will result in the integration of Globo’s TV channels’ screens with those of OOH (Out Of Home, or, in a free translation, Outdoor Advertising). The complementarity of this operation reinforces the undeclared thesis of attracting new commercial partners. Eliana is part of this package of modernity when it comes to the advertising market. Of course, the presenter will have to learn, redouble her attention and professional effort to live in a world that is hectic, but highly promising.
This is the price to pay for greater visibility and financial results. This is a sign that other TV networks should pay attention. It will be a struggle for those who have not yet understood this business architecture. The operation between Globo and Eletromídia will make communication even more universal, at no cost to viewers and with reduced investment for advertisers. Eliana was the first, but there are other hires (which is what we can deduce could happen with Rodrigo Faro, from TV Record) being analyzed by Globo. The network is working behind the scenes to give business muscle to its new projects.
*Cover photo: Globo/João Cotta
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