Borja Prado starts the revolution to 'resurrect' Telecinco

Board of Directors

unanimously approved the appointment of

and

as CEOs, replacing Paolo Vasile, and endowed its president,

, with executive and editorial functions in some areas .

On January 1, the changes became effective and the revolution began.

As in

the arrival of a new leader always brings with it changes of course that

.

The objective is clear:

.

But as in any revolution, and even more so when the data neither supports nor gives hope, everything depends on trial and error.

and restores lost glory to

.

When

landed on

, the chain was in a crisis similar to the current one.

Little by little, the Italian reformulated the concept of television in Spain until he took the group and the chain to the top.

on the small screen.

Telecinco

is experiencing one of the worst starts to the year, with

(now it is at 10.1%) and with Antena 3 pressing even more with premieres that, given the current situation of

, are impossible to even dream of.

.

Hence, that revolution to 'resurrect' Mediaset has arrived earlier than expected and with

.

Last Friday, after the spectacular premiere of

on Antena 3 -20%

-,

.

The program from

until now

, was left off the grid by marking an 8.8% audience share in its last broadcast and mediating a 10% share since the new one started edition.

"It is not just a question of audience"

, although it is still the most important, it is the idea that these formats have to end and look for new programs or new broadcast formulas "that recover and, above all, build viewer loyalty", say communication experts.

However, as

, deputy director of

, assured a few months ago,

.

The problem is that for months

.

The cancellation of

has been the most surprising decision because it has been done suddenly and without looking for any other space on the grid or in any of the other chains in the group, as it has been done, despite having worse data, with the

. presented by

,

is over

and it's over, although

assures that "it will continue to be part of the programming, but with specials without a fixed periodicity."

Mediaset is going to test on Saturday in 'prime time' double installment of 25 Words

However, such a sudden change means that you have to look for a substitute, and if you look for it within what you already have, the curl curls even more.

That is what has happened.

To replace

to Fridays

, despite the fact that the data has been better on its return to Saturday nights than when it was broadcast on Fridays.

There is no doubt that competing against

is going to be impossible, but the intention is not to beat the

production company's program , but rather to stop broadcasting programs that do not reach one million viewers and therefore reach two digits of audience share. screen.

At the moment, it seems that

.

By moving

to Friday, the slot would remain on Saturday night.

could have chosen a movie, although fiction doesn't work for them either, or some special out of their sleeve to cover, for now, the hole.

But no, the decision was even more surprising than the changes and cancellations:

.

A contest that since its premiere in the 7:00 p.m. to 8:00 p.m. time slot, eating

for an hour , has not garnered great audience data:

.

What is surprising is not betting on a program that is not getting the audience you would like, but programming a contest for

on a Saturday, competing against the battery of other chains.

If it works,

, if not, there will be no choice but to keep trying.

And while testing it, you risk angering your audience and further losing viewers.

's problem

is in its

, weighed down by programs that do not finish settling and by the bad data of the rest of its slots: at the beginning of the year

.

But the changes cannot be made all at once.

At the moment,

, on weekends, to try and leave the rest of the grid as it is betting on what already worked for it.

For example, for

.

Since the new season started, the only

that has given him the odd joy has been the one presented by

.

does not raise its head.

Bad data in the first edition and bad in the second, not reaching one million viewers in any of its broadcasts.

The cinema doesn't work for him either. After passing

to Cuatro and broadcasting Titanic in its place, Telecinco again stayed below one million this Tuesday, with a 9.2% share of the screen that, although it improved the bad figures of the

, they further lengthened the shadow that covers the chain.

Jorge Javier Vázquez has denied the information about his possible departure from Telecinco

And, finally, the series that brought hope after its controversial start,

, but it has not been able to with the specials of

on Antena 3 either and that

.

Given this, the latest decision has been to bring forward the premiere of the sixth edition of

, just three weeks after the fifth ended.

Although the

data has nothing to do with those obtained in its first editions,

, exceeding double digits and in some broadcasts up to 15% share.

At the moment, the cancellations and layoffs announced by some

or

media outlets have not taken place - he signed the renewal of his long-term contract in September - but

does not have many options to try to ensure that January does not close below the 10% audience and

.

"You have to look for something that is based on your loyal audience and

It is complicated because right now changing from one content to another, unless you have the trade winds of

, is complicated. The Changes must be made when you have everything in favor and not everything against", advises Eleta.

According to the criteria of The Trust Project

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