“A mudança da marca Viva... para Globoplay Novelas causa estranheza, embora a justificativa seja compreendida.” YouTube · Rede Ghesla de Televisão
The recent rebranding shifted the channel's focus almost exclusively to telenovelas , moving other popular legacy content to different channels. Canal Viva Online
Content is available through the Globoplay app on mobile devices, smart TVs, and web browsers. Content and Programming “A mudança da marca Viva
It primarily targets adult viewers who enjoy nostalgic Brazilian drama and high-quality international productions, such as Turkish and Mexican soap operas. and variety shows. In 2025
Originally launched in 2010, built a reputation as a "nostalgia hub," re-airing classic TV Globo soap operas ( telenovelas ), miniseries, and variety shows. In 2025, to celebrate its 15th anniversary, the channel was rebranded to Globoplay Novelas .