Global hit telenovela format expands to Portugal with seventh international adaptation.
Leading Portuguese broadcaster TVI has acquired the scripted format rights to TelevisaUnivision’s La Madrastra, with production now underway on a local adaptation.
Originally produced by TelevisaUnivision, La Madrastra became one of the most successful melodrama formats in the global market, spawning multiple adaptations across Latin America and the United States. The Portuguese version marks its seventh international adaptation, underscoring the story’s enduring appeal and global scalability.
Titled A Madrastra, the 100×60-minute melodrama is produced by Plural Entertainment and written by Maria João Mira. It is set to premiere on TVI in June 2026, replacing the current telenovela Amor à Prova.
Set across Portugal and Morocco, A Madrastra follows a woman who is wrongfully imprisoned for a crime she did not commit. Presumed dead by her husband and family, she returns two decades later, determined to uncover the truth, only to become the stepmother to her own children, who have no idea who she really is.
The series stars Inês Castel-Branco as Diana, alongside Albano Jerónimo, who returns to TVI after a decade to portray her husband. The cast also includes Bernardo Cascais and Catarina Nifo.
“TelevisaUnivision’s 2022 adaptation of La Madrastra introduced a new generation of fans to this powerful story,” said Karina Etchinson, senior director of EMEA Content Sales at TelevisaUnivision. “Now, TVI brings the format to a new market, reimagined through a distinctly Portuguese lens.”
“For several years, TVI has been committed to telling stories that feel authentically Portuguese while remaining universally resonant,” said José Eduardo Moniz, general manager of TVI. “A Madrastra is exactly that kind of story, rooted in revenge, family, and redemption.”
The agreement reinforces TelevisaUnivision’s global strategy to expand the reach of its premium scripted IP through international format sales and high-quality local adaptations.
