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• Taking a look at the world of telenovelas
• Europe:
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| Spain: Strong presence of series and reality shows | |
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Things have changed in the Spanish market indeed. When there were
references to Latin American countries and their cultural situations,
they were usually done with a certain disdain because telenovelas,
rather called culebrones, were immediately mentioned. This has
changed. Why has it changed? Because the audience has given in or
surrendered to telenovelas. There are no more telenovelas aimed only
at housewives or lowclass women. We have youth telenovelas, we have
humorous telenovelas, products that are almost films, that reach all
types of audiences. And, of course, viewers relationship with TV has
changed. At the beginning of the 90s, the Spanish people faced a
monopolist TV, now there are more players in the competition. Therefore, the ladder of appreciation has changed. How has it changed? Although it is an audience that follows documentaries, news and sports programs, Spanish series have reached incredible audience peaks followed by telenovelas and US series. US series have recovered the position they once lost. And on the lower step of the ladder we find reality shows instead of telenovelas, the programs on celebrities that have become very trendy in Spain; they are boring programs that do not like or succeed, that do not have an audience or prestige. Telenovelas, on the other hand, have climbed up the ladder together with Spanish and US series. But, how do we make them climb even higher? It would be a mistake – despite what many people say – to use telenovelas as a tool for re-socialization. Of course there are exceptional cases. A recent one is Montecristo in Argentina, on the subject of the missing-disappeared, which has been a success. But contents with a toomoralist approach bore the Spanish audience. Classes are the path that telenovelas have followed to climb up the prestige ladder. The key lies on renewal, but without losing its structural characteristics because, obviously, if there is no love story – its basic component – the telenovela fails. In the case of youth telenovelas, Rebelde Way has cleared the way to reach a young audience. The way is to know the target audience so that it can be reached more certaintly. The way is innovation and proud promotion because telenovelas are already positioned. * Extract of the speech given by Juan Menor, Ex Director of RCTV and Professor at Rey Juan Carlos University, at the IV Summit of the Television and Fiction Industry. Audience and prestige. The problem of legitimacy in the Spanish audience. |
