On March 2, 2025, Brazil experienced significant shifts in television programming as TV Globo juggled its schedule to accommodate the Oscar 2025 ceremony, which featured the Brazilian film Ainda Estou Aqui. With Fernanda Torres nominated for Best Actress, the interest surrounding the Oscars heightened across the nation, prompting Globo to make adjustments on the fly.
Globo faced not only the excitement of the Oscars but also the celebratory chaos of Carnaval, leading to complex decisions. Traditionally known for its footprint during the samba festivities, the network had to find room for the prestigious film awards. To integrate both events, Globo tweaked its afternoon slots, moving the local novela História de Amor to start 20 minutes earlier. Consequently, viewers tuning in for the news later found themselves shortchanged as the lengthy spread of Jornal Hoje was reduced, squeezing viewers just before the lavish Oscar broadcast.
Despite the efforts to balance both programs, audiences reported considerable issues with Globoplay—the streaming service allowing subscribers to watch the event. Early on Oscar Sunday, streaming problems surfaced sharply. According to users, many were disconnected right after the broadcast of The Masked Singer Brasil. A technical support message on the Globoplay platform read, "We encountered a technical issue. While we resolve it, enjoy our channels and try refreshing Globoplay in a few minutes." This announcement sparked discontent, particularly among non-subscribers, who felt compelled to opt for the streaming service to watch the Oscars live.
Social media was ablaze with frustration. Users like Eliziane Rebouças expressed outrage, saying it felt unscrupulous for Globo to force viewers toward subscription services solely on Oscar day. Another user, Luisa Marina, noted, "Globo ao vivo na Globoplay faleceu aqui. Fica entrando no Futura, e o ao vivo da Globo sumiu de todas as funcionalidades… na TV, no notebook, no navegador," showcasing widespread dismay at losing access to live content just as the big events were occurring.
Meanwhile, the festivities do not cease for Carnaval. Starting this Friday, February 28, Globo utilized the days leading up to the Oscar with familial programming adjustments. Throughout the Carnaval holiday weekend, the network planned to broadcast coverage of samba parades, creating scheduling conflicts with novela airings.
For São Paulo viewers, the traditional Tieta would not air on March 2, as the pre-recorded Carnaval parade, showcasing samba schools, would be aired live around the same time. This decision was made even as those elsewhere, such as Rio de Janeiro, could enjoy regular programming without interruption. Globo made its intention clear: adapt and accommodate the huge draw of the Oscars, which had not been shown on the network since 2022. The Oscars' return is seen as acknowledgment of the nation’s filmmaking prowess.
Throughout social media, enthusiasm for the film Ainda Estou Aqui is palpable, representing the best chance for Brazil to win big at the Oscars, with comments running on the 77 million views mark from its promotional release. Directed by Walter Salles, buzz has not only inflamed Oscar night anticipation but also prompted buzz over Carnaval costumes mimicking the film's key characters.
Marketing expert Renê Salviano commented on Globo's strategic decision to embrace the Oscars this year, explaining, "The transmission on TV Globo greatly increases accessibility, as it is something many want to watch. After the first year done this way, we will have audience data for review and refining to facilitate future investment promotions by sponsors."
Such actions may positively affect cultural perceptions by enhancing public knowledge of Brazilian cinema, paving paths for broader recognition of homegrown talent. The surging public interest tied to Oscar night encapsulates how much Brazilians cherish cinema, echoing hopes for global recognition of their artistic achievements, as seen with Torres's nominations, which signify the bridging of local culture to the international stage.
Despite the juggling acts during this high stake dual calendar, the promise made by Globo to deliver substantial entertainment during this remarkable Oscar night will resonate amid the samba rhythms echoing on the streets. Globo’s commitment showcases dynamic functionality within the ever-evolving scope of broadcasting, ensuring the excitement for cultural events remains fundamentally inclusive. To Brazilian viewers, the Oscar broadcast against the vibrant backdrop of Carnaval serves as both celebration and assertion of rich cultural heritage, and as Sunday night approaches, all eyes are fused on the screen guaranteeing this historical evening weaves its own tale on making.