Globo launches ‘The Other Side of Paradise’ at NATPE 2019
Written by the International Emmy winner Walcyr Carrasco, the telenovela was the most watched show in Uruguay this Monday in its premiere on Teledoce
With an average daily reach of about 50 million viewers on Brazil’s prime time, ‘The Other Side of Paradise’ is one of Globo’s flagships for NATPE 2019. Even before arriving in Miami, the telenovela already had its first Latin American debut at Teledoce, on January 14th, when it was ranked the most watched program in Uruguay that day.
Written by the International Emmy Awards winner Walcyr Carrasco (‘Hidden Truths'), ‘The Other Side of Paradise’ revolves around the story of Clara (Bianca Bin, ‘Precious Pearl’), a simple country girl who falls madly in love with the handsome Gael (Sergio Guizé, ‘Forever and Ever’). What she does not know is that this love will take her on an extreme roller coaster ride, with consequences that will change her life forever. The strong plot also engaged viewers in the digital environment. The telenovela spawned almost 4 million testimonials on Globo’s official social network profiles and made Twitter’s Trending Topics World and Brazil lists 57 and 156 times, respectively. The telenovela also ranked first place in the Social Wit List among Latin American premieres most commented on social media in November 2017. The plot conquered the Portuguese audience as well: it was aired by SIC and led the ratings for its time slot.
In ‘The Other Side of Paradise’, Clara has her baby taken away and ends up in a psychiatric facility after being set up by her manipulative and ambitious mother-in-law Sophia (Marieta Severo, ‘Hidden Truths’), who wants to get her hands on the girl’s land and emerald mines. Betrayed and humiliated, Clara turns it around and returns as a powerful and wealthy woman ten years later. Despite her thirst for revenge and justice, Clara remains committed to reconciling with her son and taking another chance on love.
The last episode, when the protagonist gets even with villain Sophia, broke turnout and ratings records: seven out of 10 households watching TV were tuned in to the telenovela. The plot’s final events were seen by more than 62 million Brazilians.
Another focus of ‘The Other Side of Paradise’ was the debate on issues of social relevance, such as violence against women, racism and homophobia. The plot contributed to broadening the discussion on such topics, which are familiar not only in Brazilian society, but worldwide. Aiming to contribute to the analysis of the issues raised by the telenovela, such as racism and violence against women – lived by protagonist Clara – Globo promoted campaigns during commercial breaks and on social media in Brazil while the production was aired. One initiative gathered testimonials from 10 women who had been subjected to abusive behavior and now advocate on the defense of human rights. Videos up to six minutes long were broadcast on the television network’s social media channels.
The telenovela plays out in Tocantins, in Northern Brazil, featuring an amazing natural backdrop that makes up its aesthetic language. A rather arid place, large canyons share the landscape with waterfalls, rivers and hot springs. It is nature at its purest state.
Mauro Mendonça Filho is in charge of the telenovela’s artistic direction. The production features Brazilian TV superstars such as Gloria Pires (‘The King of the Cattle’ and ‘Secrets of Sand’), Grazi Massafera (International Emmy Nominee for ‘Hidden Truths’), Thiago Fragoso (‘Trail of Lies’), Lima Duarte (‘Shades of Sin’ and ‘Roque Santeiro’), Fernanda Montenegro, nominated for an Oscar for the feature film “Central Station” and winner of the International Emmy Awards for ‘Sweet Mother’, among others.
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