Brazilian entertainment powerhouse Globo has set its sights on the global market with the international rollout of "To Love Is to Care," a flagship telenovela anchored by acclaimed creator Walcyr Carrasco. Showcased at the Mipcom television market in Cannes, the series is headlining the company's push into what it brands as "Super Dramas"—high-investment productions intended to merge traditional melodrama with elevated technical execution.
Star-Studded Cast and Storyline
The primetime series features a high-profile ensemble of Brazilian screen stars, including Letícia Colin, Chay Suede, Tony Ramos, and Antônio Fagundes. Written by Carrasco alongside Claudia Souto, with artistic direction handled by Amora Mautner, the narrative combines classic genre tropes such as revenge, romance, and a central whodunnit murder mystery.
To Love Is to Care Domestic Engagement Metrics
| Metric Category | Recorded Figure |
|---|---|
| Initial 12-Week Reach | Over 119 million Brazilians |
| Worldwide Trending Topics Duration | Over 13 hours |
| Brazil Trending Topics Duration | 97 hours |
| Google Searches Generated | More than 139,000 |
The drama centers on Colin's character, Adriana, who attempts to rebuild her life while seeking justice following a devastating murder. Her path crosses with Pedro, an idealistic lawyer played by Suede, sparking the core romantic dynamic of the show. Carrasco, an Emmy winner for his past series "Hidden Truths," shared that the thematic focus on care and empathy was inspired by his own recovery from a broken leg two years ago, a period that highlighted the transformative bond between caregivers and those being treated.
Production Ambitions and the 'Super Drama' Strategy
Globo's international distribution arm is positioning the title as a flagship example of its "Super Dramas" category. According to Angela Colla, Globo's head of international business, these offerings combine classical Latin American melodrama formats with sophisticated scale to connect across cultural borders.
Colla highlighted the sheer operational scale behind the production, noting that an intricate flood sequence alone required a dedicated crew of 270 professionals. The company believes that the mix of an ambitious female lead, sweeping emotional stakes, and universal mystery elements provides the show with substantial crossover appeal in international territories beyond Latin America.
Ratings and Engagement Metrics in Brazil
The global sales initiative follows strong domestic performance in Brazil, where the production demonstrated deep reach across broadcast television and online platforms alike.
Across its initial 12 weeks of broadcast, "To Love Is to Care" reached an audience exceeding 119 million viewers. Digital engagement similarly reflected significant traction; the series' Portuguese title hashtag (#QuemAmaCuida) spent 97 hours among trending topics in Brazil and trended globally for more than 13 hours. Additionally, curiosity surrounding the plot drove over 139,000 Google search queries from its premiere through the run.
Mipcom Presence and Global Distribution Push
"To Love Is to Care" was presented alongside other notable Globo productions, including "Anything Goes" and "Three Graces," during a specialized Globo Showcase in Cannes on Sunday evening. The slate highlights the network's continuing effort to export extended-run drama to multi-territory broadcasters and streaming platforms.
Moving forward into the market meetings at Mipcom, Globo executives intend to leverage the strong domestic ratings track record and production scale of the series to secure international licensing and broadcast partnerships across global territories.
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Source: Variety
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