This Thursday, Ana Rosa’s program He was leader in Telecinco, signing Your best quota From the return to the morning of the Queen of the Strip: with a 15.1% of Share, 343,000 and 1,387,000 unique spectators. The data support the most forceful decision taken to date by Alberto Carullo, New General Director of Content of Mediaset Spain. The data is good and the curve also: Ana Rosa begins at 11.2% to finish at 16.6%. It is good news, an oasis between so many problems if we take into account that Telecinco has been browsing too much time in all its stripes. Therefore, these green outbreaks that we are seeing are like May water in the middle of February. At the success of returning Ana Rosa in the morning, they join triumphs in prime time thanks to The island of temptations, entity others.
The serious problem is in the evening strip, a territory that once dominated with iron hand thanks to the phenomenon Save me. The end of the program Jorge Javier Vázquez He left a vacuum that the chain has not yet managed to fill, experimenting with formats that they have failed to conquer the audience. Carullo’s last maneuver is a clear attempt to straighten the course: reorder the grill so that Tar Do not start 40 minutes later than the Magacin of Sonsoles Onega. To do this, He has taken Jorge Javier’s program at 7 in the afternoona strategic movement that makes sense. However, according to sources in the sector, this movement is only the first step of a more ambitious roadmap, whose ultimate goal could be titled Save soldier Jorge, Because it is a real epic task that has ahead of Carullo to recover the lost time with the chips and budgets available and in a complicated context. After all, it is not too far to think about the presenter of the leading program of the afternoons for almost three decades and with a contract in force. A expensive contract, by the way. Asked at the press conference of presentation of Ana Rosa Quintana Because of the possibility that Jorge Javier followed his partner (Tour of the past), Carullo was laconic when he replied that Badalona’s “It is already in the afternoons,” referring to your daily strip with Jorge’s diary, When the question, as the Italian who has replaced Galician Manuel Villanueva, understood, put on the table the option to give Jorge Javier the afternoons as he has now done with Ana Rosa in the morning. “I can’t rule out anything,” he said.
Jaque to the Queen
The first key change in Telecinco’s strategy was to return to Ana Rosa Quintana in the morning, where his presence makes more sense and allows him to compete directly with Susanna Griso (Public mirror), Mañaneros In 1 and the unbeatable Aruser@s In the sixth. With this adjustment, the chain sought to stabilize its morning audience and release the evening strip to try to restructure it. But in addition, Carullo marked his territory and his power: if he can move Ana Rosa, he has all the power (in case someone had not heard). In chess the Jaque to the queen is usually the most dangerous play only behind the check to Alessandro Salem or Pier Silvio Berlusconi. Now, in the second phase of this strategy, Telecinco has modified the order of the afternoon programs: Tar It is broadcast at 16.00, just after the news, and then it is broadcast Jorge’s diarymoving it to a defensive position for the Magacin of the 1 that arrives after Holy Week And against Antena 3, of course.
The objective seems clear: minimize the direct competition of the afternoon with And now Sonsoles, that almost always maintains the leadership of the strip. But the sources consulted by this medium ensure that this change is just a first step. And that in reality Telecinco has more ambitious plans for its afternoon. That is, the strategy is not limited to changing schedules, but will imply a deeper transformation in the contents and producers involved. The next step in this restructuring, according to various sources, will be the replacement of Tar For a new evening magacin, produced by mandarin instead of unicorn contentthe producer of Ana Rosa Quintana. Although sources, both from the chain and the producer of Ana Rosa, deny that there are imminent changes, and ensure that Unicorn has a contract until July 31, other sources suggest that mandarin has already presented several projects and that the relay is determined By Salem and Carullo. While it is not known what presenter or presenters would occupy the chairs of Frank Blanco and Verónica Dulanto, heirs of Ana Rosa after the return of the queen of the mornings to their natural environment.
Mandarin, responsible for spaces such as Friday, on everyone’s lips o Four a day, It has been one of the historical producers participated in Mediaset. Piloted by Santi Botello and Pedro Revaldía, with crew hated such as Álvaro García Pelayo or Santi Acosta, are true specialists in Salaseo, such as other companies experienced in this field: Unicorn, Studio or Quartz manufacturers. But mandarin products do not suffer from the stigma of modesty and, as an important mediaset manager says, “They go to take out” regardless of criticism if the program is competitive. Telecinco’s laundering, let’s be honest, has not worked: the audience fell and the brand image has not improved. The commitment to tangerine in the daily evening strip suggests that Telecinco looks for a tone different from that of Tart, probably closer to infotainment pure, with a light and light entertainment mixture that can attract the public, in the direction you have taken Tar Without Ana Rosa.
The war with TVE and the ‘savamization’ factor
The context of this restructuring is not limited to direct competition with Antena 3, but is also framed in a parallel movement within Spanish Television. José Pablo López, President of RTVE, he announced that he will bet on a new evening Magacín for 1, which Sergio Calderón, his number 2, wants to be produced by Studio manufacturers. Recall that Calderón arrived at the TVE post from the new company of Adrián Madrid and Óscar Cornejo, the creators of Save me and current producers of the Magacín de Ten presented by María Patiño and Belén Esteban. This data is significant because, although Save me He disappeared from Telecinco, those responsible have continued to move pieces to stay in the television business. Studio manufacturers has been in the center of controversy due to the Imputation of its former director, David Valldeperas, and six other workers in the Operation Deluxe (Luna) casebut that has not prevented them from positioning themselves as content suppliers for TVE. As we said, the nexus between Study and TVE manufacturers has been reinforced with the figure of Sergio Calderón, currently responsible for content and entertainment of the public chain and former mediaset employee and, recently, from Madrid and Cornejo. This link has allowed the arrival of faces linked to the universe save me at 1, as Lydia Lozano, Alba Carrillo the Maestro Joaowhat some critics have called as the “telecinger” of TVE.
Jorge Javier, the great unknown
In this context, the situation of Jorge Javier Vázquez It is still uncertain. Although his return in Telecinco’s afternoon was raised as a relaunch of his figure, the change of schedules and the doubts about the future of his program indicate that the chain is still not clear how to take advantage of his talent. Jorge Javier is one of the most charismatic and media presenters in Spain, but his relationship with Save me He made him a polarizing figure. His temporary absence of television, after the end of the program, has also affected his connection with the audience. Now, with this readjustment of the grill, Mediaset seems to be in a test phase to see if your figure can be saved and still have the same pull as before or if necessary to redefine its role inside the chain.
Let’s not forget that in the origins, Save me It was a debate of Survivors that then evolved. Who can rule out that an extension of the current testimonial format does not colonize the afternoon in the form of Magacín? If the road map that marks the pattern of successes and errors is to return to the past, as has happened with Ana Rosa, it is not crazy to return Jorge Javier to his space in search of success. This Route map would allow Jorge Javier to save and get the best out putting him in front of Sonsoles on Antena 3 and against his former companions in TVE When the team of Nor we were disembark in the evening strip of 1.
