The new season of Saia Justa, which premieres on March 8th, will have two new members: Gabriela Prioli, presenter who announced her departure from CNN yesterday, and Bela Gil, chef, activist and author, who already runs the programs Bela Cozinha, Vida has presented Mais Bela and Refazenda in the GNT itself.
Presenter Astrid Fontenelle and singer and actress Larissa Luz are staying with Saia Justa. Luana Xavier and Sabrina Sato will move on to new projects after the summer edition, which will air until February and make way for the new members.
Sabrina, who joined GNT from Record in early 2022, is set to play a more prominent role in Globo’s programme. The presenter, who has appeared on Globo’s The Masked Singer Brasil and GNT’s Carnaval da Sabrina, will be working on new projects on Globo, which will also debut this year. In 2023, Luana will play in two series in the first half and devote herself to new works in streaming, cinema and theater.
The news at Saia Justa aims to strengthen the DNA of the attraction, which has cast renewal and diversity of ideas as part of its history, also taking into account the personal projects of the presenters. Columnist Fefito from UOL said last week that Saia Justa would reformulate the moderator team for the new season.
More influencers on TV
Gabriela Prioli’s arrival at GNT reinforces Globo’s cable channel’s prominence as a great platform for digital influencers. By moving from Record to GNT, Sabrina Sato managed to revitalize her career and bring more maturity and visibility to her personal brand (to the delight of brands investing millions in the presenter’s social media profiles).
Bela Gil is another example of an influencer who saw her notoriety skyrocket after going live on GNT, which accelerated the success she was already having on Instagram and YouTube. Earlier this month, Bela Gil refused to accept a post in President Lula’s (PT) government. Invited to the special secretariat for healthy nutrition, she spoke up professionally.
Prioli is currently a wellknown national brand, but CNN was instrumental in this journey. Three years ago, she entered the channel as an interesting microinfluencer, but was unknown on the national scene. It was a bet by Douglas Tavolaro, then CEO of CNN.
Up to BRL 2 million per campaign
But it was quite a strange journey. Prioli debuted on CNN when the channel arrived in Brazil. The clashes between her and commentator Caio Coppola in the Great Debate became a social media sensation. Later, other “opponents” came to debate with her, but the program never met. In a way, it already pointed to the erosion of the growing political polarization in the country.
But if Prioli didn’t find himself on CNN after his riveting debut, he’s grown his social media following exponentially and built a solid (and fairly commercial) brand in digital with the help of the TV exposure he’s provided.
According to estimates by two professionals in the influencer market, Prioli can easily land deals of up to R$2 million with big companies. “She has a lot of contracts. That’s the profile that banks love,” says one agency manager. “There are a number of projects for this,” says a commercial director.
Limits of influencers on TV
The CNN presenter’s departure was predictable. The news channel’s new project has turned into tough news journalism since December 2022, when João Camargo took over the helm of operations. And Prioli didn’t deliver what the news channel started looking for: breaking news and hot news.
If she hadn’t asked to leave, she would have been fired sooner or later, says a former CNN executive. Or worse, it would stay in the fridge or go with the reduced space. But she expected it, and by moving to GNT, Prioli makes a smart move, following in the footsteps of Sabrina Sato and Xuxa after years of underplay on competing TVs.
Observing Prioli’s path helps to understand the limitations of influencers in traditional media and the possibilities that television still offers. Although the presenter had millions of followers on social media, CNN Tonight, a show she cohosted with Mari Palma and Leandro Karnal (two other prominent names in the digital sphere), disappointed audiences.
New moment of digital influence
After the recent GKay fiasco, digital influence seems to be heading towards a new moment where content (or what you say) starts to matter as much or more than form (your clothes and parties). Increasingly, people are expected to have something to say, as in the case of Bela and Prioli, to discuss relevant issues and contribute to the debate.
If it works, Saia Justa could be a more strategic alternative for brands to follow in the footsteps of the BBB and increase the strength of TV and Globo’s platforms in the digital space as well. If it doesn’t work, there’s always a next season. For Prioli and Bela, it’s a chance to keep the wheel of influence turning and increase awareness of their personal brands to attract even more social networking opportunities.