‘Big’ hit for Telefe

Reality skein draws masses

BUENOS AIRES — The final episode of “Gran Hermano,” the local version of reality skein “Big Brother,” captured an astonishing 90% viewer share for broadcaster Telefe.

It averaged 20 ratings points from March to June, ranking among hits like novela “Betty La Fea” and variety show “Videomatch,” before shooting up to 42 points for the big June 30 finale when 3,000 Argentines beseiged the house to catch a glimpse of the winner. “Gran Hermano” upped Telefe’s ad revenue. The broadcaster, owned by Spain’s Telefonica — which also owns Dutch programmer and “Big Brother” creator Endemol — sold ad time for $850 a second, the second-highest rate in the industry after hit soccer roundup show “Futbol de Primera.” Even at that price, Telefe had to turn away advertisers for the final episode as space rapidly sold out.

It also brought in revenue via Internet and pay TV transmission rights, merchandising, a voting phone line and a weekly “Big Brother” magazine.

All this has helped cushion Telefe during the country’s economic downturn: last year, broadcast TV investment in the capital declined by 18% from 1999.

The reality skein solidified Telefe’s No. 1 position in the Argentine broadcast TV market. Its overall audience share jumped to 43% in June versus a pre-“Big Brother” 36% in February, according to rating agency Ibope.

Telefe is now gearing up for a second “Gran Hermano” and has received 120,000 applications for spots on the show.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety