Rede Record Brazil's 'Os Dez Mandamentos': You Still Haven't Seen It All
Rede Record Brazil's 'Os Dez Mandamentos': You Still Haven't Seen It All 04.04.2016 Regarded as the great sensation of Brazilian television, the biblical telenovela Os Dez Mandamentos (The Ten Commandments), returns for a second season, with a warning: you still haven't seen it all. The series, penned by Vivian de Oliveira, will premiere Monday, April 4, at 8:30 p.m. on Rede Record Brazil. The channel - considered Brazil's second-largest producer of original content with a total of more than 90 hours per week - offers programming focused on the Brazilian family. The novela's first season was exported to Argentina, where it aired on Telefe in prime time, becoming the country's most-watched program in its debut, scoring a 14.9 household ratings average. Also, the production has been turned into a film, where it became the second biggest box-office hit in the history of Brazilian cinema. The launch campaign for the show's second season builds on this phenomenon. "The great secret behind the excellent results obtained by The Ten Commandments has been selling the product as a telenovela, and not as a biblical story," says Alexandre Barbosa Machado de Souza, on-air creative promos coordinator for Rede Record. This is why since season one the communication strategy has focused "more on the plot than the biblical aspects, including the romances, the conflicts, the betrayals and the drama that all major soap operas have," Souza says. As for the show's Biblical origins, Marcelo Caetano, programming director of Rede Record, says "we have been producing this type of content since 2010.
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