Competition for Telenovelas Increases in Spain’s TV Market

NBC U's Telemundo pacts with Atresmedia; Mexican giant Televisa, with Mediaset Espana

MADRID — Latino telenovelas are again catching the attention of Spain’s top private TV broadcasters, unleashing a new sprint for product deals with leading international suppliers.

Move comes after telenovelas had progressively disappeared from the schedules of Spain’s main TV webs to find shelter on Spain’s multi-channel DTT pltatforms.

A key driver for the sep-up in competition among broadcasters is the success of media conglom Atresmedia’s women-skewed free-to-air TV channel Nova.

On Feb. 3, Atresmedia’s main rival, Mediaset Espana, owned by Silvio Berlusconi’s Mediaset, reacted to Nova’s results unveiling a three-year strategic deal with Televisa – once a significant Atresmedia provider – to feed its TV service La Siete, which re-launches Friday as a telenovela-focused offer.

For its part, Atresmedia strengthened links with Telemundo, announcing Jan. 30 an exclusive, strategic multi-year commitment to guarantee Telemundo’s new telenovelas plus catalogue titles airtime in Spain via Nova.

Launched 2005 by DeAPlaneta’s Atresmedia, Nova has consolidated as the leading offer for Spain’s femme-orientated  DTT services. Net averaged a record 2.1% audience share in 2013, clearly surpassing rival Mediaset Espana’s Divinity (1.7%), La Siete (1.2%) and Nueve (0.7%).

Broadcast Jan. 24 in Nova’s prime-time, the last episode of Telemundo’s “The Return” scored a boffo 4.2% share and 793,000 viewers.Still airing, “Maid in Manhattan,” another Telemundo’s telenovela, has cumed an around-3% share on Nova.

“There’s a high demand for telenovelas from our viewers and they generate a very loyal audience,” said Jose Antonio Anton, Atresmedia’s programming, thematic channels director.

Re-designing La Siete, Mediaset aims to complement audience target reached by its channel bouquet, covering all women demos. It will target 18 to 35 year-olds with contempo, mould-breaking telenovelas; air thrillers and action novelas for 25-45s, plus classic productions for 45s-upwards.

“For some time now, we’ve entertained the idea of filling a gap in our TV offer,” said Manuel Villanueva, Mediaset Espana’s Contents general director.

The Televisa-Mediaset pact combines new bows such as “Love Rules,” “The Storm,” “Lie So You Can Live” with recent hits like “The Stepmother” and “Teresa.”

In a market whose TV ad spend has fallen 53% to €1.65 million ($2.3 billion) since its pre-crisis 2007 peak, every move has to be analyzed in economic terms. “Telenovelas represent a very effective product at a very reasonable price,” argued a Madrid-based TV expert.

More TV

  • Kobe Bryant Dead

    Kobe Bryant Was a TV Star With a Complex Media Legacy

    Mark Lazarus was an executive at Turner Broadcasting in the 1990s when the company was the NBA’s sole national cable-TV partner. As such, he had a front-row seat for the hand wringing that occurred when Michael Jordan abruptly left pro basketball in 1993. “There was a ratings hit,” says Lazarus, who became president of Turner [...]

  • Queen Latifah speaks at the Lifetime's

    ‘Equalizer’ Reboot Starring Queen Latifah Ordered to Pilot at CBS

    The “Equalizer” reboot in the works at CBS is taking the next big step. CBS has officially ordered the project, which has Queen Latifah attached to star, to pilot. The prospective show is described as a reimagining of the classic series in which Queen Latifah portrays an enigmatic figure who uses her extensive skills to [...]

  • Kobe Bryant's Death Mourned From Italy

    'Can This Really Be Your Last Post?': Kobe Bryant's Death Mourned From Italy to China

    NBA legend Kobe Bryant’s untimely death has had reverberations around the world, where fans from Italy to the Philippines have united in expressing their grief and honoring the late basketball player, who was one of the most global-facing athletes the league has ever produced. The coronavirus sweeping China momentarily relinquished its grasp on the nation [...]

  • Ray Romano guest stars "One Day

    TV News Roundup: 'One Day at a Time' Books Ray Romano

    In today’s TV news roundup, Ray Romano got a guest star gig on “One Day at a Time” and Freeform released the trailer for “The Thing About Harry.” FIRST LOOKS Freeform released a trailer for “The Thing About Harry,“ which premieres Feb. 15. The upcoming rom-com tells the story of high school enemies, “uber-jock” Harry [...]

  • Debbie Barak, Photo: Sonja Flemming/CBS©2015 CBS

    CBS Head of Business Operations Deborah Barak to Depart at End of 2020

    Deborah Barak, the president of business operations of CBS Entertainment, CBS Television Studios and CBS News since 2015 and a veteran of the company for well over three decades, will be exiting at the end of 2020. Barak’s exit is not related in any way to the recently closed ViacomCBS merger, a source familiar with [...]

  • Arrow -- "Fadeout" -- Image Number:

    How 'Arrow's' Series Finale Will Give 'Everyone a Satisfying Ending'

    As the CW’s “Arrow” prepares to sign off after eight seasons, the writers had a difficult balance to strike in the final episode: acknowledging the changes that have come to Earth Prime in the aftermath of the timeline-changing “Crisis on Infinite Earths” arc, wrapping up the characters from the mothership series and also leaving enough [...]

More From Our Brands

Access exclusive content