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This paper aims to make a critical reflection about the changes that are occurring in Brazilian television with the entry of a new and expressive band of people to the consumer market. From 2005 to 2011 the so-called middle class has grown from 34% to 54% of the population, reaching the mark of 103 million people. And a direct reflection of the increase that immediately affects the consumption of assets is the strategy of open TV to attract the market that is growing, seeking to raise its audience. Our eyes will be directed to the speech, the verbal and nonverbal strategies adopted by television to attract attention and increase the consumption of so-called New Middle Class (NMC). Bauman, Moretzsohn, Ramos, France, Fechine and Wolton, among others, will help us theoretically to understand the paths of analysis that we intend to do. [ABSTRACT FROM AUTHOR]