The chain changes strategy in the afternoon with Sonsoles Ónega and a format that includes a social chronicle to damage ‘Sálvame’
The television bomb of the season was known at the beginning of the summer: journalist Sonsoles Ónega jumped to Antena 3 to lead a new professional project. In this way she left Telecinco, her home for the last fourteen years, and where she started as a news editor until she became one of the presenters of the network with a more than promising future. His closeness to the viewer earned him the trust and credibility of the audience. The format that led, “It’s already noon,” carved a niche for itself in the complicated after-dinner slot, despite starting in 2018 with quotas of around 8% “share.” Many already put her as the natural replacement for Ana Rosa Quintana – both professionals shared a producer, Unicorn – on Telecinco mornings, but Atresmedia’s ambitious plan for Sonsoles changed the most predictable story.
The signing of Sonsoles by Mediaset’s main competition caused surprise and skepticism in the industry. A priori, Antena 3 had a highly competitive network, with programs, series and popular faces, which led the channel to the leadership in the audience just a year ago. It broke Telecinco’s virtually unbroken hegemony in first position. However, from the communication group, they saw in Onega the right person to open a new direct window on the channel in the evening, again giving space to current affairs and the social chronicle, thus reducing the time spent on entertainment .
Next Monday, October 24, Antena 3 launches one of the big bets of the season: ‘And now Sonsoles’. It’s at 7:00 PM and replaces the ‘Boom!’ competition (which will presumably change the timeslot), and will face off against an important swath of ‘Sálvame’ with some of the same weapons: the heart. To do this, the new format, produced by Buendía Estudios, has collaborators who can remember the Mediaset universe, as is the case of the influencer Tamara Gorro, but it is also dedicated to a series of faces other than the competition: the journalists Olga Among others Viza, Pilar Velasco, Luz Sánchez Mellado, Beatriz Miranda, Daniel Carande and Valeria Vegas, the model Mar Flores, the businesswomen Cruz Sánchez de Lara and Carmen Lomana or the television presenter Alejandra Prat. The new magazine, according to Atresmedia, “is trying to entertain from today and will tell viewers every afternoon what interests the viewers.”
A change of strategy in a timeslot, the afternoon, which Antena 3 has devoted since 2011 to competitions, such as ‘Now I fall!’ or ‘Pasapalabra’, or the everyday fictions, including ‘Amar es para siempre’ or the extinct ‘El secreto de Puente Viejo’ stand out. At the time, the network focused its content on white and family entertainment, with the exception of more controversial programs such as “Where are you, heart?” or “As we tell it.” Time spent on the heart was kept to a minimum in programming, giving Telecinco a monopoly in this area. Atresmedia decided to compete with other cards that, ten years later, helped it to win the audience ranking and open a new cycle on television.
With ‘YNow Sonsoles’, the channel also wants to capitalize on the gap that is developing between ‘Pasapalabra’ and ‘Tierra amarga’, two of the most successful shows on current television, with a new format that can keep the audience Turkish. serial and at the same time reduce the distance for ‘Save me’ with similar weapons.
It won’t be the same heart usually talked about in Mediaset, but if the door is opened to a social chronicle that left the afternoons of Antena 3 more than a decade ago and left couché-paper followers orphans, at a time when that Tamara Gorro and Álvaro Onieva shine on the covers of magazines. Meanwhile, Telecinco is still confused about the content it will offer to compete in the slot against Sonsoles Onega or whether it will opt for one of the usual ‘bombs’ that predominate the format led by Jorge Javier Vázquez. However, Mediaset has intensively announced this week the telenovela ‘Café con aroma de mujer’, which premiered and is available on Netflix, and a new daily contest presented by Christian Gálvez entitled ’25 words’.
Source: La Verdad
I’m Wayne Wickman, a professional journalist and author for Today Times Live. My specialty is covering global news and current events, offering readers a unique perspective on the world’s most pressing issues. I’m passionate about storytelling and helping people stay informed on the goings-on of our planet.
