BBB24: Globo exaggerates with merchandise and open TV edition becomes Shoptime cosplay

According to the dictionary, cosplay is an abbreviation for the English word costume play, and is nothing more than an activity in which participants use costumes and accessories to represent a specific character. This word has also become part of internet slang when it means that something was copied, but was not done very well.

The term is perfect to define the public’s feeling regarding the open TV edition of Globo’s BBB 24. About to complete a month on air, the reality show led by Tadeu Schmidt still hasn’t managed to balance its commercial deliveries with the content presented.

BBB 24, which airs on open TV, still seems to be happening just to deliver on the program’s advertising commitments.

There were many times when the edition did not know or did not show events in the house. Those who only watch it on open TV don’t know, for example, how Wanessa Camargo’s fixation on Davi Brito began.

The program is reminiscent of Shoptime, the old TV channel dedicated exclusively to retail sales, but without taking it directly. Nothing against advertisers, of course. They pay the bill for the program. But the priority doesn’t seem to be content.

Having already noticed this situation a few weeks ago and bothered by the notable exaggeration of advertising in last Tuesday’s edition (30), which marked the elimination of Lucas Luigi, I decided to monitor the number of minutes dedicated to commercial deliveries of the reality show.

In total, BBB 24 lasted 1 hour, 11 minutes and 8 seconds on Tuesday (30), not counting the four commercial breaks that were shown. Between advertising, QR codes on the screen, testimonials and brand exposure on the screen, it took 14 minutes and 41 seconds with some advertising in the video.

In fact, at the end of the day, it doesn’t seem like that long. But the problem is precisely the lack of balance. Between minute 20 and minute 40:21, BBB 24 did three major actions with Estácio, Oi and Chevrolet.

Combined, they lasted 9 minutes and 35 seconds. And there was even a break during this period, which caused exhaustion when watching.

Luís Miranda’s short mood was the most directly affected. With a total duration of 3 minutes and 50 seconds, the actor needed to use 71 seconds to stage an advertising action. With content already questioned, this exaggerated time further harmed his performance on the program.

Always good to remember: we are talking here about a product from a commercial broadcaster. But there are no viewers who can stand to stay tuned until close to midnight with one advertising stunt after another. This harms Globo in the future and the brands themselves.

The broadcaster needs to find a balance. Or change the name of BBB to Shoptime.