Globo held its Upfront this week at Parque do Ibirapuera, in São Paulo, where more than 800 guests attended the announcement of news for 2025. With the presence of stars, directors and big names in the advertising market, the night was marked by an atmosphere of celebration and optimism. The broadcaster presented its programming for next year, highlighting new content and innovative formats that promise to attract and engage different audiences.
“With the same courage that guided Globo’s business decisions over all these years, we look to the future, believing in the vitality of our business, our market and Brazil. We will continue to invest heavily in content, technology, innovation and new businesses, offering an increasingly powerful, complete and diversified value proposition to the market. I reaffirm our commitment to telling new stories, to leaving a legacy of creativity, quality and integrity. Bringing together the multiple Brazils that make up our country”, said Paulo Marinho, CEO of Globo, welcoming the public and highlighting the company’s commitment to Brazil, Brazilians and advertisers.
“Apart from the post-pandemic year, in 2024 we will have the biggest growth in Globo’s advertising revenue in the last 12 years! On digital platforms, then, we grew twice as fast as the market. Thank you very much for building another chapter of our history with us!”, thanked Manzar Feres, director of Integrated Business in Advertising at Globo, who praised how Globo’s history combined with that of many brands helped to build one of the most relevant advertising markets. media and advertising in the world. “Together we created one of the most awarded advertising markets in the world! We will continue working for a transparent market and valuable advertising, which strengthens the entire ecosystem.”
Manzar Feres and Paulo Marinho
Knowledge about Brazil was also highlighted at the event. “We need to understand our country. A Brazil that can often be far from our daily lives. Globo knows how Brazil pulses. We are and will always be an attentive observer, who does not miss conversations that are fundamental to society. A knowledge of Brazil that is in favor of content production”, said Manzar. The executive also highlighted how TV 3. will bring open TV into the digital environment and transform the way of doing business on television.
Check out the 10 main news that Globo will bring for the year 2025:
- Reinterpretation of the soap opera ‘Vale Tudo’ The classic soap opera by Gilberto Braga, Aguinaldo Silva and Leonor Bassères, originally shown in 1988, will have a new version in 2025. Manuela Dias will be responsible for the adaptation, and the cast will bring names such as Bella Campos in the role of Maria de Fátima, Cauã Reymond as César and Renato Góes as Ivan. The big surprise of the event was the announcement of Débora Bloch in the iconic role of Odete Roitman, immortalized by Beatriz Segall. Furthermore, Taís Araújo will play the protagonist Raquel, promising to renew the story with new perspectives and contemporary updates.
Vale Tudo cast on stage at Upfront 2025
- Continuation of ‘Êta Mundo Bom’ Walcyr Carrasco’s successful soap opera, shown in 2016, will receive a sequel in 2025. The story will be set in the same rural universe in the interior of Brazil, with new characters and plots that promise to capture the public. This will be the six o’clock soap opera, bringing a mix of drama and comedy, which was the great asset of the original version.
- ‘Next Level Chef’ with Ana Maria Braga In one of the biggest bets for 2025, Globo will bring to Brazil the national version of ‘Next Level Chef’, a reality cooking competition show that is already a global success. In command will be none other than Ana Maria Braga, bringing all her experience and charisma. The program will feature three kitchens at different levels of difficulty, and participants will have to adapt to the limited or abundant resources of each kitchen. It will be a true test of culinary skill and creativity.
- Big Brother Brasil 25 in double dose Big Brother Brasil 2025 will arrive with a special novelty: the competition will be in pairs! Pipocas and Camarotes will form pairs to face the challenges of the most watched house in Brazil. Furthermore, BBB 25 will celebrate TV Globo’s 60th anniversary, with home decor inspired by the broadcaster’s greatest moments over the decades. The dynamic promises to bring more emotion and tension to the game, as the bonds between participants will be tested in an unprecedented way.
Tadeu Schmidt
- ‘Viver Sertanejo’ with Daniel On Sunday mornings, Globo premieres the program ‘Viver Sertanejo’, presented by singer Daniel. The setting will be his farm in Brotas (SP), where he will welcome big names in country music for intimate moments, surrounded by nature and rocked by guitar circles. The program also promises to revive the stories and traditions of country music, strengthening the connection with the Sunday morning audience.
- ‘Eliana’s Summer House’ at GNT In January 2025, GNT will premiere ‘Eliana’s Summer House’, a program that will follow presenter Eliana during her vacation at a beach house, in a relaxed atmosphere and moments with family and friends. This new attraction is part of the channel’s summer programming and promises to bring lightness and fun to the public, complete with many spontaneous moments.
- Globeleza Carnival 2025 with expanded coverage Coverage of the Globeleza Carnival will be even greater in 2025. With live broadcasts of the São Paulo and Rio de Janeiro parades, the event will feature new commentators and even more behind-the-scenes details. The broadcast team, including Milton Cunha and Mariana Gross, will be positioned at different points along the avenues, bringing everything that happens in real time. Furthermore, ‘Glô na Rua’ will expand its coverage, with Rita Batista commanding live flashes directly from Salvador’s street circuit, showing the plurality of the party in ten states.
- ‘Pablo and Luisão’ on Globoplay The comedy series ‘Pablo and Luisão’, created by Paulo Vieira, premieres on Globoplay in 2025. Based on real events, the plot will tell the adventures of Paulo’s father, Luisão, and his best friend Pablo. With a light and fun approach, the program promises to bring a good laugh to the public, exploring the daily lives and comical situations that the two characters experience.
- Complete football coverage in 2025 For sports fans, Globo guaranteed that 2025 will be a year of great emotions. The Brazilian Championship, the Copa do Brasil, the Libertadores and the Brazilian National Team games will be present on the schedule, with broadcasts that promise to innovate in terms of technology and quality. The broadcaster also announced a larger pre-hour on Sundays, to warm up the audience before the games and create even more opportunities for brands to connect with fans.
- New Globoplay subscription strategy In 2025, Globoplay will launch a new subscription strategy with three plans: a Standard Plan with ads, a Standard Plan without ads and the Premium Plan, which will include 27 live channels, such as sportv, Multishow and GNT. The ad plan will have a new advertising format, Frame Ads, which will be especially attractive to advertisers who want to connect with the Big Brother Brasil audience. Furthermore, Globoplay will continue to offer a free version for anyone who wants to watch TV Globo live, expanding access to the platform’s content.
