ABSTRACT
Currently, TV Globo telenovelas occupy five hours of prime time every day, providing national narratives, promoting actors and actresses, showing and shaping culture. The narrative of a traditional telenovela is well known to the Brazilian public, and in many ways, for many people in Brazil, the telenovela is synonymous with television. Telenovela continues to fulfil this purpose, but it cannot ignore the needs of multiplatform audiences. Through four experimental cutting edge case studies, Chapter 6 investigates how the relationship between the public and the telenovela has changed with the advent of new technologies that create a distinct balance of power. These experiences are related to new forms of spectatorship, transmedia storytelling, the convergence and proliferation of screens, participatory culture, new forms of spectatorship and the sliding of content between platforms and media. These practices also involve main points already discussed in this book: format, narrative, challenges and possibilities of new business models for the telenovela. Initially, we analyse the first experience of transmedia narrative content produced for a 9 p.m. telenovela, the main product of Brazilian network television today; then an experiment with fanfic and telenovela; next, a spin-off of a telenovela for the Internet; and, finally, the sliding of a 9 p.m. telenovela to Globoplay digital platform.]
