The TV viewers want to consume movies. Although Internet, despite new devices that also approach the films, the small screen maintains its convening power. This is demonstrated by figures such as those achieved by the emission of Avatar in Telecinco in November last year. The chain of Mediaset launched a strategy that moviegoers will qualify for heresy, but viewers applauded: issued James Cameron film in two parts; the first, on 12 November, attracted 6.059 million viewers and the second further clinched their numbers reaching 6,250,000 with 32.2% audience share (according to figures from Barlovento).
“ Avatar had the peculiarity of its duration, which allowed complete two separate prime times; besides being a spectacular film premiere held television viewers to enjoy again, but this is not a conventional situation. But we do want, especially for Telecinco, schedule-event framed movie nights, and maintain the supply of Four prime time and desktop night and on weekends, “says Patricia Marco, director of Mediaset Spain antenna. The issue of the two parts of Avatar set the record crowd of last season; Antena 3 who was the third best figure achieved with Pirates of the Caribbean: On Stranger Tides which brought on 1 January this year to 4,539,000 spectators, and even won the fourth and fifth films seen with Torrente 4 (4,493,000 viewers) and Invictus (4,300,000)
‘Torrente 4′ Spanish was the most watched film of last season
Y is that the big chains do not give up the attraction emission resulting films. Marco Mediaset argues that “the program prime time in response to the seasonal (not the same consumption in summer or at Christmas than the rest of the season), the economic environment and its implications from the point commercially multichannel strategy and programming we have been doing in recent years, requiring a different proposal for each of our channels (each with a specific target) and always with an eye to the rest of the alternatives offer television. “
Meanwhile, Lola Molina, director of Antena 3 antenna keeps the film as” a kind of reference for Atresmedia why the selection criteria for the acquisition of theater group are to remain the best window film on all our channels open with The awesome movie Multicine, The blockbuster, Cinematrix, Neox and action and night Nova film, etc. … “.
Among all the available supply, fans of Spanish cinema have an anchor in TVE programming” as a public service, TVE is required to allocate 6% of its annual funding to the Spanish audiovisual industry profits. The bulk of this amount is spent on Spanish film financing and the remainder to children’s entertainment for Clan and miniseries and TV movies for the other channels. We remain steadfast in our commitment is part of the public service obligations, “says Gemma Sánchez, director of programming for TVE, which highlights TVE-1 as” more Spanish cinema chain broadcasting prime time, plus viewers can see every Saturday at 22.00 a Spanish film, so there is a cross between commercial cinema and commitment to Spanish cinema sumario_2 balance “
Lola Molina (Atresmedia):” The commercial target film is excellent “
It seems clear that all strings believe You can retain the viewer before the issuance of film on the small screen. “Fidelity is the appointment with the space, is a task that requires time, perseverance and of course content and then draw the viewer. It is not a question of money but of balance, it is also a genre that reported exceptional results audience and is a very attractive content from the commercial point of view, since their results in commercial target are excellent, it is the most demanded by advertisers . “says Lola Molina
So the film” still has a high power of attraction “, defends Gemma Sánchez, adding:” on TVE-1 took years of broadcasting Sunday at 22.00 The movie of the week and the public response proves to be a faithful viewer seeks appointment. Although consumption patterns are changing and more and more possibilities of access on different devices and platforms, still makes sense issuance theater TV since there is still a wide spectrum of viewers who find it easier to access the contents through conventional television. In TVE-1, prime time looking productions aimed at a generalist audience, commercial film for the general public, that has cast a recognizable and has had a good run on their way through halls or stand out for having achieved international awards. We try to have a balance between opening titles and replacements for the budget not shoot. As for the film that we in the 2, seek a kind of cinema that is not common to find in the general channels, independent film, author, of all nationalities, who is an exponent of cultural diversity. “
As for that loyalty, Patricia Marco, however, says: “An attractive film program can generate a fairly accurate quote on the grill and have a positive impact on the image of a chain, but not having the personal characteristics of an in-house production unless other formats helps to forge the identity of a general channel “
But shopping.” packet “still constitute an extra effort for strings:” For several years, before the merger and the arrival of DTT, Telecinco not renew their agreements with the majors International by the high costs of opening titles, which carried with lots of library that were not interesting, rewarding editorially by the own production, which at this time still monopolizing a high percentage of our programming. At present, due to the widespread and numerous windows operating costs economic crisis have been reduced, there are more types of acquisitions, even on specific titles, and thus are more suited to all of our channels. Good titles work, but we do not concern us at all costs, “argues Patricia Marco.
Meanwhile, Gemma Sánchez says the purchase in packs” is a common practice in both public and private television enabling better negotiation with distributors. ” Perhaps it was Atresmedia who tried it one step further with the creation of the now defunct laSexta 3 In the words of Lola Molina “was the most watched movie channel during all his years of life and closed at the highest annual figure in its history. I think these figures speak for themselves. “
Mediaset also cinematic interest through productions of Telecinco Cinema increases. “We always have rights films we produce and is an active important to Mediaset Spain have titles Telecinco Cinema as Eight Basque surnames, The Impossible or The Adventures of Tadeo Jones. With them we can create a special promotion that become programming-event “promises Patricia Marco, adding:” It happens at this time that the reversal of cinema can be more interesting if it is optimized in a number of group channels situation that is taking place this summer in Mediaset with titles like Side Effects, Nanny McPhee, Extraordinary Measures or The Incredibles having a first through Four or Telecinco leading the nightlife of those respective nights and then a second pass in Fiction Factory, Energy or Divinity that have provided data to these theme special. “
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