TV criticism in cultural journalism faces nowadays some challenges for programming evaluation, among them, the set up of a repertoire. This article aims at identifying, and discussing the values (aesthetical, market, pedagogical) which are raised in critical texts written by the journalists Patricia Kogut, from O Globo, and Daniel Castro, from the internet portal R7. Results obtained indicate that Kogut´s criticism favours the examination of television narrative discourse while Castro´s

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... es aspects related mainly to the audience. As common points, both sets of critical texts share values related to innovation, interactivity, and transmediality as parameters for a quality TV. <!--[if gte mso 10]>