A packed audience, a speech in Portuguese and something new. In the fourth consecutive year that she took to one of the Web Summit stages, it was the first time that Cristina Ferreira was not alone. “When I thought about what this novelty at the Web Summit could be, I thought it was time to do it differently and have someone who could interview me, but someone who didn’t know me anywhere.” The chosen one was the Brazilian Bruno Rocha, better known by the name of the entertainment website he created, Hugo Gloss, which has more than 21 million followers on Instagram.
“Very used to interviewing famous people,” Hugo Gloss began by asking the presenter and director of shows and fiction at TVI, whom he classified as the owner of “one of the most important brands in Portugal, perhaps in Europe,” how the brand creation process. ‘Cristina Ferreira’ began. “It was by chance, without me having thought much about it,” explained the Media Capital shareholder.
“It was about analyzing the opportunities that were emerging. I went by my intuition, by observation. Digital has brought me a world that I would not be able to observe otherwise.” The examples of people abroad who had “a certain public visibility” inspired Cristina Ferreira to create her brand, which today has a magazine, a shoe brand and a clothing store. “I don’t like to start anything that doesn’t grow later,” he says. And he guarantees that he “watches” everything that belongs to him. “I am present in all my projects, it is the only way to achieve it.”
In a conference whose central theme was the creation of a “trustworthy brand,” Cristina Ferreira highlighted that one of the principles she follows is “forget the opinions of others, because otherwise you will not advance.” Emphasizing that the status of a public figure entails “responsibility towards others”, and that in this sense “what you say cannot be done lightly”, the presenter confessed that she “bases” what she says by publishing, especially in recent years.
“These are more complicated years. I think there is a kind of current censorship that is a little camouflaged, that we still do not fully understand, which has to do with the lack of ability to give our opinion for fear of cancellations.” Still, he guarantees that he is not afraid to say what he thinks. “It is the personality that makes the difference. If you become like everyone else just because you say what others expect of you, that’s not how you’ll get anywhere.”
Cristina Ferreira asked for a speech to the GPT Chat and was disappointed. “We need to use intelligence and be less and less artificial”
Asked by Hugo Gloss about the most critical moment of her career, Cristina Ferreira did not hesitate in her answer: the move from TVI to SIC, due to the public’s reaction. “He had been on television for many years. I got used to having constant affection from the public. Since people did not understand my transition from one season to another, it was a period that I felt somewhat aggressively.”
He recalled that at that moment, some followers who until then had sent him “20 messages saying ‘I like Cristina’, in the next message they said ‘I hate you’, ‘you are this, you are that’.” “Suddenly you try to understand what you did wrong to make these people look at you differently, when for me I had just made a professional and life decision that I felt was best for me.”
Class by Cristina Ferreira at the Web Summit. “When I don’t fail it’s because I’m not doing anything new.”
The presenter reveals that this time was “of introspection.” At the same time that he had to be “in the fight,” he also had to “understand how to get back the people he had lost.” The move to SIC, which lasted two years, since in 2020 she returned to TVI, was a stage “of profound growth,” but the presenter says that she never thought about giving up.
Nor does he consider that the exchange of Queluz for Carnaxide was a mistake. “Nothing. It was done from the heart, with deep conviction. I don’t regret anything and there was a process against me for all of this. It helped me realize that when you make decisions, any obstacle will only help you grow more. Zero “regrets, zero mistakes on this trip.”
On the stage of the Web Summit dedicated to creativity, Cristina Ferreira also revealed that she is preparing a project for early 2025that “has been in the making for almost a year” and that “has to do with the message that I have always been sending, which is that we are capable, and I am talking about women.” Without giving details, he simply said that the project is “associated with female empowerment” and uses “what my personal life is like today and the discovery of what I want in terms of an increasingly healthy life and mental health.” . “It will be a surprise for everyone,” he concluded.
Challenged at the end by Hugo Gloss to leave some advice “for those who would like to be like” the presenter, Cristina Ferreira agreed: “Don’t dream of being like me, dream of being you, in your essence.”
Source: Observadora
