It restores the genre that triumphed in the 80s to take on the Turkish series and regain lost viewers
A love story of the usual. With this idea, TVE wants to regain a traditional audience during the siesta that has been loyal to it for more than two decades. Because there was a time when the siesta was synonymous with a Latin American soap opera and the country was paralyzed. It was then a very profitable product, which seemed inexhaustible. However, the consumption pattern changed and the average for the chain fell.
In 2013, La 1 aired its last telenovela of these characteristics. It was called ‘Las Bandidas’ and did not gain the support of the public, who at the time emigrated to the Spanish series ‘El secreto de Puente Viejo’ (Antena 3). The genre suffered a certain wear and tear and disappeared from mainstream television, its content being reduced to DTT channels such as Nova and Divinity, but now it plans to be widely reborn in 2022.
The first were, in the 1980s, ‘The rich cry too’ and ‘Cristal’, a social phenomenon at the time. Released in 1986, the love story between the modest Mariana, played by Verónica Castro, and the wealthy Luis Alberto conquered the whole country. But nothing compared to ‘Crystal’. Barely three years later, this love story starring Jeannette Rodríguez and Carlos Mata was released. A production that remains to this day the most watched in the history of Spain, with nine million followers.
“We are delighted to return to La 1. TVE has long been our home, where soap operas first landed,” said Televisa Internacional Europe director Claudia Sahab.
‘Designing your love’ (Monday to Friday, 4:05 pm) is the series for which the public channel is committed to reviving its battered after-dinner. After years of failed attempts, the corporation wants to bring back the viewer who didn’t get up off the couch to catch up with its soap opera.
For this TVE has chosen a story, supported by the success in Mexico and the United States, with all the classic ingredients of the telenovela: with very bad guys; rich and poor; secret children; vendettas; and two protagonists who live an impossible love, destined to pass through the altar despite life’s difficulties.
However, the project also shows a reality that has evolved in society: the empowerment of women or the fight against sexist violence, reflected in the role of Claudio, played by actor Juan Diego Covarrubias, who is a lawyer and helps battered women in fiction
The protagonist is Valentina (Gala Montes), a dreamy and determined young woman, who has an innate business acumen and wants to succeed in the fashion world. He lives with his sister Nora (Ale Muller), a jealous young woman who uses her beauty to get everything she wants.
The protagonist is in love with the ranch owner’s son, Ricardo (Chris Pazcal), but apparently dies in a plane crash. Devastated, the sisters move to the city, where they meet Claudio, with whom Valentina is in love. Both will have to fight for their love and pass all the tests that will be imposed on them, including Ricardo’s unexpected return to restore the young woman.
‘Designing your love’ is one of the highlights of RTVE’s winter programming. The public channel uses the football World Cup to promote its fiction programs and even brings the actors to Spain to invite them for their daily programs.
All this is included in a powerful campaign to win back an audience that left the after-dinner on La 1 in search of similar products on other channels, such as ‘Tierra amarga’ or ‘Amar es para siempre’, both from Antena 3 and they record some good ratings.
In its first week of broadcast, ‘Designing your love’ currently rallies the data of its predecessors (a share of about 6% and just over half a million viewers), but at TVE they are confident that these numbers will increase over the course of the year. time will increase from weeks.
Because patience and faith in the product are essential for a soap opera to become a television success. In the summer of 2020, Atresmedia chose the Turkish series ‘Mujer’, which debuted on Antena 3 with a ‘share’ of 12.7% and eventually skyrocketed with shares of more than 20%.
Others came later: ‘Unfaithful’, ‘Brothers’, ‘Family Secrets’… The Ottoman spirit monopolized the channel’s ‘prime time’ with an audience that transcended other national content.
Source: La Verdad
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