The world is undergoing a period of dramatic changes in its communication media, facing the growth of the so-called new media. The media companies are under the challenge of how to expand their businesses exploring new possibilities, but also to transfer their main assets on traditional media, such as television, to this new logic of production and consumption. In this scenario we can include the Brazilian telenovelas. With major importance and influence in the Brazilian culture, the telenovelas are already a result of several transpositions since its origin as serial, and achieved more success in each new format. However, the telenovela is still produced strictly to television, slowly incorporating new media extensions which do not cover the significant changes in consumption and product design. Therefore, from the research of the main proprieties of the Brazilian telenovelas and the analysis of specific aspects of current media changes, this study aimed to raise reflections and guidelines which may direct the implementation of a new model of telenovela. In this case, a larger and more complex product, in which we could successfully maintain certain aspects of the television serial and incorporate, at the same time, new media characteristics, recognizing that the impacts of such transformations are irreversible.