The 16th edition of the reality show will start on Monday (16) and will feature Aurora, Kwai, Betano, EMS, Epocler and Viva Sorte as advertisers
The 16th edition of “A Fazenda” will start next Monday (16) and, this year, the Record TV reality show will have six sponsors, namely Aurora, Kwai, Betano, EMS, Epocler and Viva Sorte.
During the broadcaster’s press conference, which took place this Thursday (12), Rodrigo Calleri, director of Record’s reality show, said that this will be the “biggest Fazenda of all time”, with 28 participants, with 24 going straight to the headquarters and four who will be chosen among the eight names that will go to Paiol Kwai.
“We’re going to test how it will work to have 24 people at headquarters and eight in the warehouse. With that, we’ll have a lot of history and we’ve set up a first week that will prevent participants from hiding. The dynamics will make them have to position themselves, talk about others and everything else,” said the executive.
In addition, the program will feature some new features for both the public and the contestants, which will only be revealed on the day of the program’s premiere.
In the case of the participants, this year they will be able to see the program’s presenter, Adriane Galisteu, on a big screen throughout the week, with the exception of the day of voting for the farm, when they will only hear her voice.
For the public, the main news is the entry of Márcia Fu, a participant in the last edition of the reality show, who will host the live broadcast of the eliminated contestant along with Lucas Selfie and will be the “judge” of the “Celeiro da Justiça” segment, which will air on Mondays on social media. “The court of social media will materialize with this segment,” explained Bia Cioffi, director of digital content and transmedia at Record.
With the suspension of X (formerly Twitter) in Brazil, the executive also stated that the reality show will be present on Threads and Bluesky, in addition to other platforms and exclusive content for Kwai.
“The Fazenda audience comments a lot on the reality show, whether on social media or in person, and we are present on all social media, with content aimed at each type of platform and strengthening the conversation,” he added.
Speaking of Kwai, the platform will follow suit in 2023 and will have an area entirely dedicated to the reality show, created with the aim of becoming a content hub.
“Kwai has increasingly positioned itself as an entertainment platform, specializing in reality shows. A Fazenda was our first lockdown show and recorded more than four billion views, and we want to extend this experience with content that only a social network can provide. We don’t want to be the second window for content, we want to experiment and bring the community together,” said Claudine Bayma, general director of Kwai Brazil.
The executive also highlighted that the platform will have a camera inside the headquarters that will produce exclusive content, a cell phone so that participants can record their videos based on their narratives and points of view, in addition to the “Kwai Farmer’s Corner”.
Julio Polaria, Aurora’s communications and media manager, highlighted that being present for the fourth consecutive year in the program is part of the media strategy due to the high visibility, brand delivery and company experience.
“In addition to the products that everyone already knows, we also have a large portfolio of products that are produced by cooperative families and the choice of being on the Farm speaks volumes to our essence, which is the countryside,” he added.