RTVE is preparing a radical change in its image to boost the public

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The public company even appreciates a change in the name of its channels to resemble other European televisions

Radical image change to restore majority viewer confidence. That is RTVE’s objective for the coming season in which it will carry out a ‘rebranding’ in its corporate identity, similar to what it already carried out in 2008 in all its television, radio and web channels. The company wants to “solve the current problems of the brand”, as it explains, and for this it has launched a bidding procedure so that the agencies present their proposals according to the conditions set out by the communication group and thus to the public the reflection of the «internal transformation process that the public chain is going through».

With this major change in the visual aspect, the management, chaired by José Manuel Pérez Tornero, wants to «redefine a new positioning of the RTVE brand and its international and national projection», in addition to conveying «a brand image as a rejuvenated, avant-garde, agile corporation, efficient and open. To do this, it will invest an estimated budget of 447,700 euros (370,000 euros excl. VAT) to hire a company “with sufficient experience in brand identity development, strategic and creative advice to perform the requested service.” The deadline for submitting applications ends on September 9.

Similarly, the public service broadcaster has also commissioned a “quantitative survey” to find out what the “existing perception” and “feeling of pride in belonging to or rejecting the Spaniards” are about the services RTVE offers. In this sense, they want to know the “degree of knowledge” about the products broadcast on the company’s channels or other aspects such as evaluations of the information services and the rest of the content offered in the old public body.

Some movements, in short, that want to serve to revive the influence of RTVE in society, especially in La 1 and RNE, where the public has declined considerably in recent months. Just over 15 days before the end of August, the first channel has an average share of less than 8%, which would be the worst result in its history. In the case of public radio, the most recent General Media Study (EGM) left the main station below one million listeners (997,000 followers).

In the coming months, RTVE management hopes to reverse the trend with major grid renovations starting in September. In less than a month, La 1 will reformulate its morning program with a new magazine program presented by Lourdes Maldonado and Marc Calderó, while at the end of the year the Qatar Football World Cup will be openly broadcast, which will help increase the television audience. . As for RNE, journalist Samantha Villar along with Íñigo will accompany Alfonso ‘Las Mañanas’ and Carles Mesa will present the afternoons. In addition, Pepa Fernández returns the weekend with ‘It’s not just any day’.

The important visual innovation that Pérez Tornero wants to promote could also influence the name of the television networks. The idea haunting the corridors of Prado del Rey, according to ‘Bluper’, is to include the RTVE brand in the nomenclature of the canals. In other words, TVE 1 would be renamed RTVE1 and RTVE 2 would become RTVE2. This would allow the company to follow in the footsteps of other neighboring European television channels (the British BBC One, the Portuguese RTP1, the Italian RAI or the French France2).

It is not the first time that TVE channels have undergone a name change. In 2007, the company decided to abandon the La Primera brand to make way for La 1. Previously, with the arrival of private companies in the 1990s, La Segunda Cadena became La 2 due to the “pejorative connotation of the term” which they noted down those who were then responsible for the chain. A little earlier, in the 1980s, TVE’s second channel was no longer UHF and became TVE-2 and its older brother was renamed TVE-1.

Source: La Verdad

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