Big Brother Brasil

Longevity, Innovations, and Interaction with Fans

Abstract

This article analyzes the TV segment CAT BBB [BBB Customer Service] of Big Brother Brasil, broadcast between 2020 and 2023, to understand how it operated as a strategy to prolong fans’ experience. This case study is based on the theoretical contributions by Jenkins (2007; 2009), Fechine (2014), Gosciola (2014), and Pratten (2015). The analysis was developed around the following research question: What elements does the segment CAT BBB potentially add to the reality TV show Big Brother Brasil? The hypothesis was that the segment attempted to play at least three different roles: 1) bringing a fresh perspective to the show in response to its longevity after 24 seasons, 2) exploring transmedia strategies to bring innovation, and 3) enhancing the interaction with fans. The main takeaways lead to the perception that the fans’ engagement with this media phenomenon, while certainly a consequence, also contributes to the show’s longevity. Despite the impact of fans, the cyclical aspects of the broadcast also encourage reflections on the concept of originality in audiovisual production.