Brief
Globo launches ‘To Love Is to Care’ at Mipcom as flagship ‘Super Drama’
The Brazilian network touts the drama’s high production scale and record‑breaking viewership in Brazil.
By Felo News Desk · Published
Brazilian broadcaster Globo unveiled its latest primetime telenovela, “To Love Is to Care,” at the Mipcom market on Oct. 11, positioning it as a flagship “Super Drama” for global sales, Variety reported.
What happened
The series, written by Emmy‑winning author Walcyr Carrasco with co‑creator Claudia Souto and directed by Amora Mautner, follows Adriana (Letícia Colin), a woman rebuilding her life after a murder, and her romance with idealistic lawyer Pedro (Chay Suede). The production featured a flood sequence that required 270 crew members, underscoring its technical ambition.
What the reports add
Variety noted that the show has already reached more than 119 million viewers in Brazil during its first 12 weeks. Digital metrics show the hashtag #QuemAmaCuida trending for 13 hours worldwide and 97 hours in Brazil, while Google searches related to the storyline exceeded 139 000 since the premiere.
What was said
Carrasco told Variety that a personal experience – breaking his leg and undergoing a long recovery – inspired the story’s focus on care, empathy and human connection. “I realized how the act of caring transforms both the caregiver and the person being cared for,” he said.
Angela Colla, head of international business at Globo, said the drama exemplifies the “Super Drama” concept, combining a strong female lead, sweeping romance, compelling mystery and universal themes. She added that the production’s scale and audience response indicate high potential for worldwide engagement.
How it came about
Globo’s push at Mipcom follows a broader trend of Brazilian content seeking international markets, as seen in recent Mipcom announcements from other distributors. The network’s earlier domestic success and the telenovela’s strong ratings are being leveraged to attract buyers beyond Brazil.
Key facts
- Globo presented the telenovela “To Love Is to Care” at Mipcom on Oct. 11, 2026. (variety.com)
- The series was created by Walcyr Carrasco and Claudia Souto, directed by Amora Mautner. (variety.com)
- In its first 12 weeks, the show reached over 119 million viewers in Brazil. (variety.com)
- The flood scene required a production team of 270 professionals. (variety.com)
- #QuemAmaCuida trended for 13 hours worldwide and 97 hours in Brazil. (variety.com)
Sources
- [1] variety.com — originally reported as “Globo Bets on ‘To Love Is to Care’ at Mipcom as It Ushers ‘Super Drama’ Concept: ‘Titles That Represent the Best of the Brazilian Telenovela Tradition’”
