Resumo. This research aims to analyze the journalistic coverage made by JMTV 1st edition during June in the city of Imperatriz - MA. The article seeks to identify which approach the newspaper gave to the cultural aspects of this period, especially noting the weight of the events in the coverage. The research is quantitative and the contents of 23 editions of the local newsmagazine were analyzed, during which time the two major events are organized: Arraiá da Mira (conducted by the Mirante Group of Communication) and São João de Todos (organized by the State Government of Maranhão). The hypothesis is that the jour-nalistic coverage replaces the cultural agenda by an agenda of self-promotion. The results show that the coverage was focused on the agenda of the communication vehicle, with an extensive coverage of the Arraiá da Mira, and with lass cover about other cultural aspects. At the same time, the São João de Todos had less visibility on the local news.