After a quarter century of Brazilian soap operas are a success in many parts of the world, including most of the occupied Spanish-speaking countries, the giant manufacturer "soap products" - the channel Globo - decided to go on a kind of experiment. It is not simply to duplicate the series into Spanish, and shoot their new version, adapted to the realities of buyers of their products, and with the participation of Spanish-speaking actors. Here's how explained the decision television director José Paulo Valone in an interview with the weekly «Gazeta Mercantil»: «Our products have enjoyed undoubted popularity, but, nevertheless, the entry of the Spanish-speaking countries has been limited." This is due to the fact that the Brazilian reality show does not reflect the culture of the country in which it is shown, in addition, a translation into another language also contributes to the cultural barriers.

Electronic merchandising will provide an opportunity to adapt the product to the realities of the different countries where the telenovela will be shown. "For example, we can replace the Argentine brand of beer to the one drink in Spain, while taking advantage of the services of electronic media", - explained Valone. Known in over 130 countries, Globo telenovela production will from now on also be removed and Spanish, with the participation of the American channel Telemundo, which will become a tramlinom TV market to conquer not only the US, but in Spain and Latin America. In the United States, the creators of the experiment expect to receive 440.000 million dollars from the sale of their products. "We expect to double that amount over the next eight years" - adds Jose Paulo.

"The first swallow" in this grand project was "recycled" Brazilian telenovela «Vale todo», which opens today in Spanish on US screens. «Vale Todo» was shown in Brazil from May 1988 to January 1989, and then purchased and other countries. In the early 90's, this series created a furor, gathering an audience of millions at the TV screens in different corners of the world. In the original version was truly stellar cast: Regina Duarte, Gloria Pires and Antonio Fagundes. Now, the audience provides an update and updated version, filmed in a studio Globo in Rio de Janeiro with the participation of actors from Mexico, Peru, Colombia and Venezuela. The main roles are invited: ITAT Kantoral (wife of actor Eduardo Santamarina known), Diego Berthier, Ana Claudia Talancón (we remember this actress for the role of Marina in "Wings of Love") and Javier Gomez.

"We estimate the profit from the project 3, $ 7 million," - not without pride, said Jose Paulo Valone and adds that this telenovela was the first item in the contract, calculated on a five-year term, during which will be made ten telenovelas.

Maria Zolotussky

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