This article discusses the formation of the talk show genre in Brazil, based on the historical configurations of the Globo Gente (Globo, 1973) and Jô Soares Onze e Meia (SBT, 1988 to 2000) talk shows, both hosted by Jô Soares. The question that guides this article is: What are the contextual differences that led the Globo Gente program to flop and the Onze e Meia program to succeed, thus promoting and popularizing the talk show genre in Brazil? Based on the notion of genre as a cultural category developed by Jason Mittell (2001), television and academic criticism is analyzed to pinpoint the discourse about the talk show in Brazil and the conditions that strengthened it as an important component of television scheduling.
Talk show; television genres; cultural history