You will be redirected back to your article in seconds


The good, the bad, and the digital

MADRID — In early September, screaming fans at a rock venue and cinema in downtown Madrid heralded the gala premieres of primetime skeins “Remember When,” airing on TVE1, and Telecinco’s “Sin tetas no hay paraiso” (Without Tits There Is No Paradise).

Yet in some ways, Spanish TV has never had it so bad. In 2007-08, national market leader Telecinco’s audience share dipped below 20% for the first time, ending the season at 19.7%. TVE1 fell to 16.8% and Antena 3 to 16.3%. New kids on the block fared better: Cuatro, buoyed by Euro 2008 soccer, rose 1.2% to 8.6% and La Sexta added 2% for 5.1%.

Another concern: escalating flat-screen TV sales with built-in digital decoders are cannibalizing Spain’s analog market. Their share as of June share stood at 15%.

Another first for Spain: national series contributed more than imports to network share (8.4% vs. 8.3%).

“Sin tetas no hay paraiso,” at 23.4%, was Telecinco’s stand-out bow, joining vets like comedy “Aida,” top of the pile for the year at 30.8%, and “Yo Soy Bea” (“I Am Betty,” an “Ugly Betty” take-off) at 28.8%.

TVE1 scored again on nostalgia drama with “Remember” (20.3%), while cop dramedy “Paco’s Men” (19.5%) flexed muscles for Antena 3 and its risque teen “Physics or Chemistry” (18.2%) ignited auds. “The Simpsons” (21.6%) and primetime “CSI” and “CSI Miami” (25.8%) are perennials for Antena 3 and Telecinco, respectively. Cuatro’s “House” (17.3%), notched numbers well above network average.

Geraldine Gonard, sales director at Imagina, sees “high production values” as one factor explaining homegrown success. At Mipcom, Gonard will be tubthumping TVE’s lavish historical adventurer “Aguila roja,” skedded for late fall. With the April 2010 analogical switch-off sure to add to the double-whammy of shrinking ad revs and fragmentation, Gonard argues “television should adapt to new technologies.” Over at TVE, which bows “Guante blanco” (White Glove) later this year, sales director Diego Ibanez agrees. He highlights the pubcaster’s “strength in content production” as key to exploiting new technologies and weathering the perfect storm.

What prevails most is uncertaintly. As per Telecinco acquisitions head Ghislain Barrois, “it’s clear how analog television will be switched off, but not how DTT will be switched on.”    


“Aida” (Telecinco)

“CSI: Miami” (Telecinco)

“Sin tetas no hay paraiso” (Telecinco)

More Scene

  • Mj Rodriguez, Nico Santos to Announce

    Mj Rodriguez, Nico Santos to Announce GLAAD Media Award Nominations

    Mj Rodriguez and Nico Santos are set to announce the nominees for the 30th annual GLAAD Media Awards. The “Pose” star and “Crazy Rich Asians” funny man will make the announcement during a live-stream from the AT&T Hello Lounge at the Sundance Film Festival on Friday, Jan. 25. “The images and stories recognized by the [...]

  • Emile Hirsch, Matt SmileyEmile Hirsch hosts

    Emile Hirsch Hosts Smiley Face Art Opening at Mondrian Hotel

    Despite the rain on Wednesday night in West Hollywood, there were plenty of smiles inside the Mondrian hotel thanks to artist Matt Smiley‘s Refresh exhibition. Not only is Smiley his real last name, but several of his paintings and other pieces in the exhibit feature smiley faces. “I’ve seen more smiley symbolism lately, and I’ve [...]

  • Randall Park, left, and Constance Wu

    Constance Wu Wants Her 'Fresh Off the Boat' Co-Star Randall Park to Host the Oscars

    While the Academy may have decided to go hostless for this year’s Oscars, that doesn’t mean the rest of Hollywood has stopped thinking about who would be a good choice for the emceeing gig. Former host Whoopi Goldberg recently suggested Ken Jeong. Jeong said, when he was a guest on “The View,” Goldberg told him [...]

  • 'Schitt's Creek' Stars Reveal Dream Guest

    'Schitt's Creek' Cast Reveals Dream Guest Stars: Oprah, Beyonce and ...

    “Schitt’s Creek” has big dreams. Dan Levy, who stars as David on the series, says his wish list of guest stars includes Oprah, Beyonce, Mariah Carey and Gwyneth Paltrow. “All for different reasons, none of whom we’ll get,” he cracked at the Critics’ Choice Awards. For those who haven’t caught on to the “Schitt’s Creek” [...]

  • Barbra Streisand and Gisele Bundchen

    Barbra Streisand and Gisele Bündchen to Be Honored at UCLA Science Gala

    Science can be very glamorous. It certainly will be during Oscar week on Feb. 21 when the UCLA Institute of the Environment & Sustainability (IoES) honors Barbra Streisand and Gisele Bündchen for environmental activism at its annual Hollywood for Science Gala. “When I moved to LA, the air was unbreathable. Rivers were catching fire in [...]

  • Don Cheadle and Andrew Rannells Black

    Don Cheadle, Andrew Rannells Talk Snorting 'Coke' on 'Black Monday'

    “Black Monday” show creators David Caspe and Jordan Cahen divulged an intriguing detail to come later in the first season of the new Showtime comedy at its world premiere, held at the Theatre at Ace Hotel on Monday night in Los Angeles. “The fourth or fifth episode opens with a sexual harassment seminar, which very well [...]

More From Our Brands

Access exclusive content