The program that revolutionized Telecinco is looking for new audiences after losing first place to the Turkish series ‘Tierra amarga’
. The silent revolution that ‘Sálvame’ undertook on Monday afternoon served to plug, for the time being, the flight of viewers that the Telecinco space had been suffering in recent weeks. The Mediaset format took air, breathed and maintained the type despite the fact that its audience data is far from what it marked just a year ago. The flagship is no longer unbeatable, it loses at times the loose leadership that it held in the last decade but it survives as best it can the Turkish attack and the legal problems and espionage investigations that dotted its production company, La Fábrica de la Tele.
In the last week, the chain took the reins of the pink magazine with a more conservative format and far from the “television neorealism” that Jorge Javier Vázquez defended at the beginning of the program. They lowered the decibels on the set and opted for less controversial profiles away from the Mediaset universe. In ‘Sálvame limon’, for example, classic journalists from the gossip series made their debut as collaborators –this is the case of Carlos Ferrando and Rosa Villacastín– and others less common on Telecinco, such as Marisol Galdón. Also Adela González, until now in the background, took on a greater role as co-presenter with Vázquez while Terelu Campos and María Patiño premiered as substitutes for Carlota Corredera in the ‘orange’ version of the television space.
In addition, Telecinco tried its collaborator Belén Esteban as presenter of a section that emulates the ‘talk show’ genre popularized by Ana García Lozano and Patricia Gaztañaga in the past. All this accompanied by a documentary series, ‘Without forgiveness’, which now aims to tell the story and life of Isabel Pantoja as she would have wanted, the program explained. An attempt to return to the origins. She even recovered the song by Bibiana Fernández for the header. The show will mark its best week, in terms of viewership, of the month.
According to data provided by the consulting firm Dos30′, compiled from Kantar Media, the average for ‘Sálvame’ in its four hours of broadcast, from Monday 28 to Thursday 31 March, was a 13.3% audience share, two tenths more than the previous week (13.1%), and ahead of the average that marked the format in the first days of the month (11.4%). However, the Telecinco program is still far from the results it posted in February, where it scored a 14.9% share and a million and a half viewers.
What began in 2009 as an experiment in ‘late night’ to comment on the edition of ‘Survivors’, after a month it became a daily format that lasted throughout the afternoon. In the middle of the economic crisis that also affected television, ‘Sálvame’ abandoned the famous couché paper to turn its collaborators into stars that even came to dominate gossip magazines. Antena 3 removed this type of content from its programming and Mediaset monopolized it. From Rosa Benito to Kiko Matamoros or Mila Ximénez. Even Belén Esteban’s wedding came to star in a cover on ‘Hello!’, making clear the important influence of Telecinco’s space on the rest of the sector.
It was a new television model that created its own universe and stretched its characters between tears and laughter. «As Jorge Javier said at the beginning, they did that of turning the defect into a virtue. We have nothing, because we throw away our people. They turned the collaborators into protagonists who fed the narratives of the program itself,” explains David Insua, director and presenter of the podcast ‘¡Menudo Cuadro!’, a radio format that many consider has also reinvented gossip press.
For the announcer, the program managed to open the heart to a younger audience. It is not uncommon to go on Twitter and find a meme starring a phrase by Belén Esteban. «’Sálvame’ has been growing and nurturing at the same time that social networks have become popular. Generation Z or millennials have been getting to know that part of television and pop culture thanks to the memes that appeared on Telecinco. It has transcended television and they have been able to connect with that public », he defends.
This magazine has also talked about feminism and vicarious violence as a result of the documentary series by Rocío Carrasco. And during the most critical months of the pandemic, a staunch defense position on vaccines was displayed. ‘Save me’, in its own way, helped raise awareness that only science allowed us to overcome the coronavirus: «Many times the speaker of the program with our grandfathers and grandmothers is underestimated. In ‘Sálvame’ very important issues have been addressed, such as the rights of the LGTBI collective, ”adds the expert.
Because television without ‘Sálvame’, according to Insua, “would leave a hole that is difficult to fill” in Telecinco and in the viewer who consumes this type of format. “But that there has been a change of cycle is undeniable. The changes are drastic, but it must be understood that a live program, with four hours of broadcasting for thirteen years, suffers wear and tear that is natural », he concludes.
Eddie is an Australian news reporter with over 9 years in the industry and has published on Forbes and tech crunch.