BRAZILIAN TELEVISION

The rise of Brazilian television is reviewed here showing how TV Globo came to dominate, and how U.S. influences gradually diminished. This “Brazilianization” of television occurred largely due to commercial reasons, as TV Globo gained a virtual monopoly of national advertising in Brazil. Less important were national and international governmental policies. Telenovelas and other TV genres represent programming ideas that have been Brazilianized almost beyond recognition. In fact the author argues that telenovelas have become the paramount form of popular culture since the 1970s in Brazil.