Boninho says that Estrela da Casa is a ‘commercial order’ and admits inspiration from BBB

The main director of Globo’s reality show division, JB de Oliveira, known as Boninho, revealed that Estrela da Casa, the channel’s new reality show (a mix of confinement and musical competition), was commissioned by the company’s commercial department.

In an exclusive conversation with F5the director recognized that there was a need for the company to have a program that would increase the company’s revenue in the second half of the year, a role that is BBB’s in the first months of the year.

“In fact, this is a set of orders. It’s an order looking at the second half of the year for TV Globo. It was a request especially from our sales department. All of this turned into this reality show, which is different, distinctive, which mixes music and competition. It’s a little bit of everything,” he said.

The director does not hide the fact that he used the BBB skeleton as a kind of bible to guide the programming. Just like the acclaimed attraction, Estrela da Casa will have eliminations on Tuesdays, for example.

“Television is a habit. Of course I took advantage of the fact that Globo viewers already know that there is elimination on Tuesday, voting on Sunday, and so on, to set up the schedule here. I wouldn’t change that, it would be pretentious on my part,” he says.

During the event, the songs of the selected participants were played, and it was striking that the songs were similar to hits that are already circulating on social media, such as TikTok. Boninho says that this is not a guideline.

“I think it’s a trend at the moment, with the artists that are coming up. We didn’t refer anyone, it was a joint effort with the record company, the producers, to have this affection for them. But I think it’s a thing of the moment. If that’s what the guys want to do, let them do it, because that’s the identity we want to imprint: their identity,” he comments.

In terms of commercial aspects, Estrela da Casa has already met Globo’s expectations. The reality show has already signed all of its sponsors. There are 13 in total: Mercado Pago, L’Oréal, Budweiser, Perdigão, Mercado Livre, EstrelaBet, Comfort, Dove, Brilhante, Hellmann’s and Midea, Kwai and Ballantine’s.

Each of the main sponsors paid out R$45.9 million, which together amounts to R$229.5 million. Taking into account all sales made so far, Globo has guaranteed R$308.7 million with the program, which already yields a profit.

The attraction will be shown on TV Globo, with spin-offs on Multishow, and confinement broadcast 24 hours a day on Globoplay.