The historic crisis that Telecinco is going through in terms of content and audiences leaves no one indifferent. The main Mediaset channel, which for years was positioned as the most watched commercial channel in the country, is today the third option for viewers behind Antena 3 and La 1. The new editorial line, as well as the current programming, do not seem to convince many.
And it is that the new Mediaset directive has decided to bet on much whiter formats leaving behind spaces like ‘Save me’ where controversy was the order of the day. The objective? Give “a more familiar image” to the chain. An action that has caused a drop in audience that worries (and a lot) in the noble offices of the Fuencarral group.
A most delicate situation that Baldomero Toscano, former director of Program Production at Mediaset for thirteen years, analyzes from his Facebook profile. This executive was dismissed several months ago coinciding with the departure of Paolo Vasile and the change of command. “The network for which I worked for so many years is still in free fall in ratings”start writing.
“It’s not that I’m happy, but the truth is that it ‘slips me'”, he continues expressing with a hint towards one of the channel’s new bets and that he is not enjoying the affection of the viewers either. We are talking about ‘Me slips’, the humor program hosted by Lara Álvarez that fails to pass a 7.1 share of the screen, 687,000 viewers. “I don’t see any talent or a way to regain the leadership he had for years. They eat it with his bread.”Add.
Baldomero Toscano is clear: “It’s going to be hard for them to make amends for so much error.” “Maybe it’s not a mistake. Perhaps it is a strategy to enter losses and justify an ERE. I’ll leave it there”, is the conjecture made by this former director of the group.
The new Mediaset dome
Telecinco, and later Mediaset España, lived its golden age during the mandate of Paolo Vasile, the Italian businessman who served as CEO for more than two decades. After his departure, the group looked at Alessandro Salem to replace him, and Borja Prado as president of the company. Leonardo Baltanás, the former production director, was dismissed to put Jaime Guerra in his place.
Regarding the communication division, the current board of directors decided to do without Mirta Dragó after twenty years at Mediaset to sign Sandra Fernández, former communication director of Isabel Díaz Ayuso.
