ABSTRACT
This chapter approaches the transmedia phenomena in Brazilian telenovelas, a long serial TV narrative that is representative of national identity. Since the 2000s, Brazilian telenovelas are exploring transmedia actions, with Globo Network being the main producer. As a case study, Cheias de Charme [Sparkling Girls, 2012], explored a diversity of strategies such as character’s blogs and websites, a book release, social media campaigns and video clips launches online before being aired on TV, an unprecedented action in Brazilian television. As a very successful product, it inspired the network to continue investing in transmedia contents for telenovelas.
