Globo is accelerating its push into international co-production, a strategy it views as highly productive for supplementing its vast content portfolio on Globoplay. Pablo Ghiglione, Head of International Co-productions, stated that while co-production is a ‘relatively new movement for Globo’, having started in earnest about three years ago, the strategy is already proving successful across multiple markets.
Co-production focus and flexibility
Ghiglione emphasized that the core driver for any partnership is the project itself, not the size of the company. He noted that content must be ‘attractive for our audiences in Brazil’ before any business model is considered. ‘If the project is good, it does not matter if it is a large company or a small company what matters for us is that it is a good project’, Ghiglione confirmed.
The company maintains a flexible approach to partnership structures. Ghiglione pointed out that of the agreements closed so far, ‘none is the same’. The models vary based on the project’s needs and the partner’s market presence. ‘Naturally, what interests us is to guarantee that Brazil is a territory for Globo because it is where our biggest business is and then the rest is negotiable’, he explained.
Ghiglione also confirmed that series represent the main offering for Globoplay, alongside the entire content ecosystem from Globo’s FTA and paid TV channels. He described Globoplay as ‘the most complete platform’ for subscribers, offering everything from fiction to live shows in Brasil.
Beyond content for mature audience, the executive also talked about that is actively developing content for younger audiences. ‘We also have original content produced for young people’. Globo is currently releasing the vampire series Blood Red (10×30’), targeting a young audience. The studio is also moving into new digital formats, with Globo Studios working to create vertical drama content. Ghiglione anticipates sharing news on this vertical content soon for both Brazilian and international audiences.
AI as an opportunity
Addressing the influence of AI in the industry, Ghiglione views the technology as an opportunity rather than a difficulty. He acknowledged the high cost associated with traditional dubbing, noting that Globo invests heavily in Spanish dubbing for its Latin American content to ensure quality for international partners.
‘While AI has not yet reached acceptable quality levels for fiction dubbing’, Ghiglione sees a clear future for its application: ‘I think that generates opportunities because maybe we have the opportunity to win on a scale’. He believes AI could allow for dubbing in languages where traditional investment is not currently justified, making the content accessible to new audiences at a lower cost’. Stressed that they are ‘very attentive’ and conducting tests to see how technology can be applied’.
