Globo drew criticism from TV fans, journalists, and audiovisual professionals after using its Rio2C panel on Wednesday, May 27, to promise major announcements for the coming months but delivering mostly recycled news instead. Many expected the broadcaster to confirm a sequel to the 2012 hit Avenida Brasil, widely referred to online as Avenida Brasil 2, but the company kept the project under wraps. According to reporting by Notícias da TV, the decision to avoid a public reveal of Filhos do Divino — believed to be the official title of the sequel — is driven by three main strategic reasons.
First, Globo believes the priority should remain on promoting Quem Ama Cuida, the new primetime soap opera by Walcyr Carrasco and Claudia Souto. The series premiered less than two weeks ago and had a difficult start in the ratings, but executives see room for growth in the coming months. The broadcaster does not want a high-profile announcement about Avenida Brasil 2 to overshadow the current show at a crucial stage, especially as the plot prepares for a major turning point on Monday, June 1, with the killing of Arthur, played by Antonio Fagundes. After that event, the story will enter a new phase in which the heroine Adriana, played by Leticia Colin, stops being a victim and begins taking revenge.
Globo is reportedly drawing lessons from past successes and failures. The company believes Quem Ama Cuida could experience a ratings rebound similar to O Outro Lado do Paraíso in 2017, when the story improved after its lead character Clara, played by Bianca Bin, shifted from suffering quietly to actively fighting back against those who ruined her life. At the same time, executives want to avoid repeating what they consider a mistake made five years ago, when an early announcement about the Pantanal remake in 2022 hurt interest in its predecessor, Um Lugar ao Sol in 2021, which became associated with a major primetime flop before being replaced by Mania de Você in 2024.
The second reason for keeping Filhos do Divino quiet is linked to the first. Although the Rio2C panel did include some noteworthy reveals — such as the trailer for the film version of A Viagem, the first teaser for Por Você, Globo’s next 7 p.m. soap opera, and news that Anitta is the creator and star of a new Globo Filmes project — executives reportedly understood that all of those announcements would be eclipsed the moment Adriana Esteves appeared as Carminha or was shown on screen. Globo would rather let the other projects receive attention instead of allowing the sequel to dominate the conversation too early.
The third reason involves business strategy. Rio2C is an important audiovisual industry event attended mainly by directors, writers, and producers, but Globo considers its annual Upfront in October a more valuable stage for major commercial announcements. That event is aimed at advertisers, agencies, and brands that buy airtime and sponsor programs. Revealing Avenida Brasil 2 there would carry more weight with potential sponsors and could generate stronger financial returns for the broadcaster.
Some observers argue that waiting until October may be too late, since production may already be underway by then. Still, Globo appears set on feeding public curiosity indirectly, through casting rumors and occasional reports, while avoiding an official confirmation for now. In doing so, the network may be turning the sequel into one of the television industry’s worst-kept secrets.
