Brazil: “Prime-Time Pole Dance Lifts Globo Soap’s IBOPE”

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Flávia and the smoking pole.

Globo’s Revista da TV reports that Flávia Alessandra’s pole dance in a strip club on the soap opera Duas Caras (“two faces”) is sparking enthusiastic imitators at Rio de Janeiro love motels!

On “Duas Caras,” see also

That last article is a pretty typical sample of Globo’s self-promotional “supermarket checkout” soap opera journalism — which is not all that different from its “serious” journalism, really.

The Folha de S. Paulo reports, meanwhile, that the scene has the TV ratings board thinking of raising the “indicative rating” on the soap from something like PG to something like R.

More mature subject matter is not permitted before 9 pm, under the current rules.

Globo has lobbied against tighter regulation of program content — a system of ratings not unlike what we gringos are used to, such as the MPAA system.

Its lobbying generally consists of promoting moral panic over “a return to the Censura” of the dictatorship period, or some emerging form of Stalinist thought control.

See

Prior coverage of the upcoming episode showed the Globo writers agonizing over whether a commitment to realism demanded that Flávia show her tits in the segment. Will she or won’t she? Stay tuned!

 

As cenas sensuais de Flávia Alessandra em “Duas caras” vêm aumentando não só a audiência da novela, como a procura em motéis do Rio pela barra de metal vertical em que a atriz executa seus malabarismos. A moda da pole dance (do inglês, dança no mastro) fez com que o ibope das suítes equipadas com o acessório aumentasse até 70%, caso do Flash Hotel, na Zona Norte do Rio.

Flávia Alessandra’s sensual scenes in “Two Faces” have been raising, not only the ratings of the soap opera, but also the demand at Rio love motels for rooms equipped with the vertical metal bar on which the actress executes her gymnastics. The pole dance craze has made the IBOPE of rooms so equipped rise as much as 70%, as is the case at the Flash Hotel, in the northern district of Rio.

“Já temos a barra há quatro anos, mas agora essas suítes estão sendo mais procuradas. Vou torcer para ela fazer mais strip-tease”, diz Alberto Pereira, gerente do Flash Hotel, que tem 20 unidades com o mastro e um pequeno palco.

“We have had the pole for four years, but now those rooms are more in demand. I am going to root for her to do more strip-tease,” said Alberto Pereira, manager of the Flash Hotel, which has 20 rooms with a pole and a small stage.

No White House Motel, em São João de Meriti, na Baixada Fluminense, o interesse por uma das dez suítes equipadas aumentou 30%, segundo a gerência. Os palcos contam ainda com iluminação colorida, no melhor estilo Uisqueria Cincinatti, onde Alzira, a personagem de Flávia Alessandra, dança na novela.

At the White House Motel in São João de Meriti, in the Baixada Fluminense, interest in one of the ten suits so equipped increased 30%, according to management. The stages even have colored lighting, just like the Cincinatti [sic] Whiskey Bar where Alzira, the character played by Flávia, dances in the soap opera.

No Hotel Rosa da Vila, também na Zona Norte do Rio, a procura cresceu por telefone e na recepção. A disputa, no entanto, é por um único quarto. Já no Palácio do Rei, na Tijuca, cabe ao gerente Marco Antônio Moura explicar à clientela que ali, pelo menos por enquanto, não há suítes equipadas para a “pole dance”.

At the Rosa da Vila Hotel, also in the Northern Zone, demand is up both by telephone reservation and at the reception counter. There, however, customers dispute a single room. At the King’s Palace in the Barra da Tijuca, however, the manager has to explain to clients that, at least for now, there are no rooms equipped for the “pole dance.”

Mas a popularidade da dança não se limita às quatro paredes. A dançarina e professora Alexandra Valença, de 26 anos, responsável pelo desempenho invejável da atriz Flávia Alessandra, já foi sondada por uma academia do Rio para dar aulas de pole dance. Alexandra já ensina os passos da dança sensual em três espaços em São Paulo, onde os preços variam de R$ 100 a hora (aula particular) e R$ 150 a mensalidade para aulas coletivas.

But the popularity of the dance is not limited to [“when we get behind closed doors.”] Dancer and instructor Alexandra Valenã, 26, responsible for Flávia’s enviable performance, has been sounded out by a Rio dance academy to give pole dance classes. Alexandra already teaches the sensual dance in three venues in São Paulo, where prices range between R$100 an hour (private session) and R$150 a month for group classes.

“Aumentou muito a procura pelas aulas”, conta Alexandra. “A dança trabalha a sensualidade da mulher, unindo atividade física e arte”.

“Demand for the clases has gone up a lost,” Alexandra says. “The dance exercises the woman’s sensuality, uniting physical activity and art.”

The message: People imitate behavior they see on Globo.

Globo has that hypnotic power.

Globo is the HypnoToad.

The Folha now, on the ratings issue, which involves compliance with a revised “family hour” regulation that Globo is fighting tooth and nail.

You know what I mean: Back in Brooklyn, we can watch HBO’s Real Sex at midnight on a cable system with a parental lockout that is easy to use. We can watch clown orgies, or “G-string divas,” or suburban housewives gathered at a Tupperware party that teaches better oral sex techniques by using lifelike prostheses.

Or we can tune in the scatological humor of South Park on Comedy Central — which is actually much more likely. You see one Real Sex, you have seen them all. Or watch a reprise of George Carlin’s famous “the seven words you cannot say on television” schtick. I never get tired of that, for some reason.

But it would be very surprising to tune in an old episode of Dennis the Menace during the after-school hour and find Margaret bobbing up and down over Dennis’s lap.

Generally, when the similarity of Brazil’s programming standards to U.S. standards are pointed out, you start to hear “Well, the Americans are nothing but a bunch of hypocritical Puritans! Just look at the Clinton blow-job scandal!”

Such stereotyping is very common: On the Brazilian boob tube, America is divided sharply between wise, benevolent, noble John Galt-like capitalists with excellent taste (Donald “The Eiffel Tower of Combovers” Trump) and ignorant, toothless, Rapture-awaiting pentecostalist Elmer Gantry “Puritans” who marry their 12-year-old cousins.

My wife even repeats this all the time: “American are Puritans! It’s the Puritan tradition!”

(Rumor has it, down here, that when President Cardoso met with the newly elected President, Bush asked him, “Do you have black people in Brazil?”)

Segundo o departamento, as respostas da TV Globo não foram pertinentes às questões levantadas ao ministério. O departamento recebeu 21 denúncias, a maioria delas referente à dança na barra da personagem Alzira, vivida pela atriz Flávia Alessandra. Além destas reclamações, mais 13 foram enviadas pela Câmara dos Deputados.

According to the ratings department, TV Globo’s replies were not pertinent to the issues raised by viewers. The department received 21 complaints, most having to do with Alzira’s dance in the bar. Besides these complaints, another 13 were sent by the federal congress.

Há ainda outras questões como imagens de violência e de uso de drogas que são levadas em consideração na análise para a adequação de faixa de horário.

Other issues, such as images of violence and drug use, are taken into consideration when analyzing the appropriateness of a show to its time-slot.

Agora a emissora deve enviar uma nova resposta ao ministério até a próxima segunda-feira (17) sobre o novo documento. Caso a defesa da emissora seja reprovada, pode-se iniciar um processo tendo como resultado final a alteração da recomendação de faixa etária da novela, atualmente classificada para 12 anos, o que lhe permite ir ao ar às 20h.

The broadcaster must now send a new response by Monday, December 17. If Globo’s defense is rejected, a proceeding could be initiated whose final result would be altering the recommended time-slot of the soap opera, which is current rated for suitable for 12 and over, which permits it to air at 8 pm.

No horário de Brasília, a novela vai ao ar quase às 21h. No entanto, no horário de verão, a diferença de horário para mais cedo no norte do país pode ser de duas a três horas.

In the Brasília time zone, it goes on the air at nearly 9 pm. However, during the summer, daylight savings time makes it air two or three hours earlier in northern Brazil.

A decisão do Ministério da Justiça sobre o horário de exibição da novela pode ocorrer após a entrada em vigor da portaria 1.220, que, segundo o ministério, está prevista para janeiro. A norma estabelece respeito aos diferentes fusos horários do país em relação à classificação indicativa.

The Ministry of Justice’s decision on when the program can be shown could occur after Order No. 1,220 enters in effect, which should be in January, the ministry says. The rule provides that the difference in time zones be taken into account with respect to complying with the program’s rating.

In other words, you can no longer blast a pole dance out over the network in New York — where it is 9 pm EST and you are allowed to show perky nipples and bouncing boobs — and simultaneously to the other coast, where it is 6 pm PST and my nephew, Fabio, 5, is just winding up Sesame Street or the Three Stooges hour.

(Fabio told us recently that cartoons are for “babies” and that he now only wants to watch nature programming. This resolution lasted about five minutes, of course — to my relief, because I really enjoy discussing the Powerpuff Girls (badly dubbed) with the Fabulous One — but it was touching to hear.)

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