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Technology and quality in the production of telenovelas

TVyVideo spoke with Marcos Santana (Tepuy International) and Geraldo Casé (Globo TV Internacional), about the technological requirements for international television production.

TVyVideo: How do you see the production of telenovelas in Latin America, from a technological point of view?

Marcos Santana: The production of telenovelas in Latin America has reached excellent levels of production in recent years due to the search for space in international markets. In this sense, the production of Brazilian telenovelas can be compared to the production that takes place in Hollywood. Technically, these productions handle not only digital technology, but also use state-of-the-art cameras, lights, sound and post-production equipment. Their quality levels are very high and this is possible thanks to their budgets. Currently, a Brazilian telenovela has up to $120,000 for the production of only one hour episode. On the other hand, in the rest of Latin America it has also tried to raise quality standards. Currently in Colombia, several production companies handle the same standards, and strive to increasingly improve the level of production in general.

TVyV: Where do these productions mainly come from? Why?

- Publicidad -

M.: The countries that are currently in the lead in terms of soap opera production are: Brazil, Mexico, Colombia and Venezuela. The main reason is because producers in these countries have been working in the telenovela genre for many years and have reached great maturity in their productions. Also, after the opening of the international market which is consuming a large number of these productions, the producers of these countries have strived to polish the genre and raise the quality of production to place the telenovela at the height of the highest quality productions worldwide.

TVyV: Do you cover markets other than the United States? If so, which ones?

M.S.: Our company distributes in North, South and Central America as well as in Europe, Africa and Asia.

TVyV: How do you think this contributes to the development of the television industry in the Latin American region?

M.S.: There is no doubt that thanks to the desire of telenovela producers to internationalize their productions, it has generated an integral development in terms of the level of production of all the programming that is produced in the countries mentioned above. As the audience in Colombia, for example, receives high-altitude programming, producers find it necessary to continue this level in order to meet the demands of an audience accustomed to quality productions.

TVyV: Could you describe the technology that is used and required for this genre of television production?

M.S.: The desired level of production of course directly influences the technology to be used. In our particular case, the production of this genre merits the use of state-of-the-art production and post-production equipment. Right now, we are producing a telenovela that is being set to music by an orchestra of symphony musicians who while watching the video of the scenes play according to the feeling that is generated and that the director wants to transmit in that scene. On the other hand, the use of high-quality lighting and sound equipment are the norm in our productions today.

- Publicidad -

TVyV: Briefly, could you tell us what the technological requirements are for this kind of production?

M.S.: For the presentations of the telenovelas we use 35mm films and for the Avid and Media 100 editing. As far as filming the soap operas themselves is concerned, we record on Digital Betacam, and edit on Avid.

TVyV: The production of telenovelas has good stories and the best technology available in our countries. Do you think these technological resources determine the quality of these productions?

M.S.: Definitely, when talking about quality, a line must be drawn between technical quality and quality of the story itself. In recent years, the audience of the telenovela has begun to demand not only productions that show great production in terms of scenery, costumes, lighting and sound, but they are also demanding intelligent stories, professional actors, deep dialogues. That is why I think quality is the sum of these two points.

TVyV: How important is the technological aspect in this market?

M.S.: The technological aspect is of the utmost importance when the internationalization of a product is at stake. There are currently productions in our countries that despite having interesting stories and plots that captivate audiences, lack the production levels demanded internationally so they are left behind in the bookstores of their producers. The public of European countries, for example, does not tolerate productions poor in their scenography as well as deficient in their lighting or sound.

- Publicidad -

TVyV: Do you have commitments with any equipment suppliers, in particular?

M.S.: We work with a variety of houses.

TVyV: Does this type of production meet international standards?

M.S.: Like any other production that is marketed in the international market, the telenovela must meet all quality requirements.

  • Geraldo Casé Art Director, International Division, Globo TV Internacional
  • .

TVyVideo: How do you see the level of telenovela production in Latin America from a technical point of view?

Geraldo Casé: Especially in Brazil, the level of production is governed by very high standards, with the use of the most modern technological resources and comparable to those used in cinema.

TVyV: Where do these productions come from? Why?

G.C.: They are produced in a very sophisticated Production Center in Rio de Janeiro.

TVyV: Does it cover markets other than the United States? Which?

G.C.: Globo TV exports its telenovelas to 120 countries. Currently, only one of our productions -Terra Nostra- is being broadcast in 40 countries including Argentina, Chile, Bolivia, Colombia, Franca, Greece, Hungary, Yugoslavia, Croatia, Peru, Romania and Russia.

TVyV: How do you think this product helped develop the television industry in this region?

G.C.: Television in Brazil has been around since 1950 and has been constantly evolving. Currently, tele-dramaturgy is one of its most important products.

TVyV: Could you describe the technology that this television genre uses and requires?

G.C.: We produce in studios built with the latest technology, using digital cameras and sound.

TVyV: In a nutshell, tell us about the technological requirements for this type of product?

G.C.: We use state-of-the-art technology such as computers, videographic, digitization, etc.

TVyV: Soap operas tell good good stories and use the best technology available in our countries. Do you think technical resources define quality?

G.C.: Of course, but technology must be allied with the artistic content and quality of the stories.

TVyV: How important is the technological aspect in this market?

G.C.: Technical excellence is essential to achieve good results.

TVyV: Do you have commitments to equipment suppliers?

G.C.: We don't have any strict treatment.

TVyV: Do this type of production have the production standards of international television?

G.C.: It is a principle of Globo TV to serve international and national markets with the same high technical standards, obeying international criteria; this differentiates our products compared to other Latin American productions.

Max Jaramillo
Max JaramilloEmail: [email protected]
Managing Director
Director y co-fundador de Latin Press, Inc. - editora y promotora para industrias especializadas de Latinoamérica.

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