In a significant expansion for Brazilian journalism, the popular news program Alô Juca, which has captivated audiences in Bahia, is set to launch its São Paulo counterpart, Alô Vale. The announcement was made on April 24, 2025, by TH+, an affiliate of SBT in São José dos Campos, marking a new chapter for the show that has become a staple in regional broadcasting.
Alô Juca first premiered on April 15, 2024, on TV Aratu, quickly gaining traction with its unique blend of police coverage, community service, and local interaction. Under the guidance of host Marcelo Castro, the program has seen remarkable success, boasting a 195% increase in audience since its debut. In October 2024, it surpassed major competitors, including TV Bahia and Record, achieving an impressive peak of 14 points in Ibope ratings.
The new show, Alô Vale, is scheduled to premiere on May 5, 2025, and will be hosted by Giuliano Marcos, who is returning to the station after a 13-year stint at TV Record. The program will air from Monday to Friday, from 11 am to 1 pm, replacing the existing news show Hora do Vale.
Nathalie Pilan Caram, the general director of TH+ Vale, expressed her enthusiasm for the project, stating, "When we decided to implement a popular journalism program here in São José dos Campos, Giuliano was the first name that came to mind." This local adaptation aims to replicate the success of its predecessor while tailoring its content to meet the specific needs of the Vale do Paraíba region.
The original Alô Juca has been a game-changer in the Brazilian media landscape. With its focus on real-time coverage, community issues, and a direct connection to viewers, it has established itself as a voice for often-overlooked communities. The program's innovative use of technology, such as drones and live broadcasts, has set a new standard for regional journalism.
One of the highlights of Alô Juca was a live broadcast of a police negotiation in Salvador in February 2025, which garnered 12.4 points in audience ratings and significant national attention during the SBT's program Primeiro Impacto. This kind of dynamic reporting has resonated well with viewers, emphasizing the importance of immediate and relevant news coverage.
The expansion into São Paulo is particularly noteworthy given the city's diverse demographic and economic landscape. São José dos Campos, with a population of around 730,000, is an industrial hub facing challenges such as mobility and public safety. The Alô Vale program plans to address these local concerns directly, providing a platform for residents to voice their issues and seek solutions.
Moreover, the adaptation of Alô Juca into a radio format on Piatã FM in January 2025 further showcases its commitment to reaching broader audiences. The radio version has maintained the program's core themes of police coverage and community service, reinforcing its presence across multiple media platforms.
However, the journey hasn’t been without its challenges. In February 2025, Alô Juca faced backlash after an incident where three black children were mistakenly portrayed as criminals during a live broadcast. This controversy sparked a national discussion about the ethics of police journalism and the portrayal of vulnerable communities. The show's producers responded by emphasizing their commitment to responsible reporting and implementing additional training for their team.
As Alô Vale prepares for its launch, the producers are mindful of the distinct cultural nuances of São Paulo's audience. The show aims to maintain the engaging and community-focused approach that made Alô Juca a hit while adapting its content to resonate with the local population.
In addition to addressing community issues, Alô Vale will emphasize service journalism, offering practical advice on health, consumer rights, and local events. The program is set to include live coverage of significant happenings in the Vale do Paraíba, ensuring that it remains relevant and responsive to the needs of its viewers.
The trajectory of Alô Juca serves as a testament to the power of regional journalism in Brazil. Its success story, marked by rapid audience growth and innovative reporting techniques, illustrates the potential for local news programs to thrive in a competitive media landscape. As it transitions to São Paulo, the team behind Alô Vale is poised to build on this legacy, reinforcing the importance of journalism that connects with communities on a personal level.
With the upcoming premiere of Alô Vale, there is palpable excitement about its potential impact on São Paulo's media scene. The program's ability to adapt while retaining its core values of accessibility and community engagement will be crucial in determining its success. As the show gears up for its debut, all eyes will be on how it navigates the complexities of a new audience while continuing to deliver the compelling content that has made Alô Juca a household name.
