Branco is usually the calm in the storm of the major productions that he has been a part of planning and promoting but, he will admit that his involvement in Muito Mais was a bit overwhelming in the very beginning. He recalls, “Muito Mais was the fastest show I’ve ever produced. The General Director called me on Dec 23rd with the mission to start a new daily LIVE show on January 9th. There’s nothing like trying to orchestrate a major TV production right in the middle of the holidays. We made it happen, and we sure had to work quickly to do it. He knew that I was the only personable to make it happen! The theme of the show was to be celebrities, their lifestyle, gossip, and everything of that world. That was 2012 and social media was growing very quickly. I am very enthusiastic of TV’s relationship with Social Media ever since that time. I had some exciting ideas about using these two mediums to benefit each other and Muito Mais gave me that chance.”
The talent of the show’s host and production team are the nucleus of its charm and success. The secret weapon that Rodrigo brings with his understanding and implementation of SM is what adds the extra kick that puts Muito Mais even further in the lead. Branco is very calculated about this as he explains, “Technology has not only changed our interaction but has changed the very way people watch. Today 73% of the viewers watch TV on their cellphone. We call it the second screen. When I’m working on a show, I have to make sure that we are keeping their attention on both forms of viewing. Since 2015 we are competing with Netflix and other forms of delivering content to viewers. We have to make sure that the live show is more attractive and important than ever before. You can’t think about creating TV in a traditional way because a large portion of your viewers aren’t watching it in a traditional way. Every show must be a brand new show. We need exclusive news, attractions, and specials interviews. We used all of this and we promoted the hash tag including #Muito Mais to become a daily top #1 in the trending topics. Rodrigo became aware of the instant power of SM years ago as he tells, “I realized how important social media was when I was in traffic one day and saw on my twitter feed that Michael Jackson had died; it wasn’t on TV until hours later. At that very moment I understood that the way information is communicated had shifted in a major way. I understood that you can use this for good or for bad. I’m so happy that I get to work in a profession and with creative people who want to use it for good.”