Adapting International TV Formats for specific publics Realities for mature (and maybe younger) audiences in Spanish regional television

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1 Realities for mature (and maybe younger) audiences in Spanish regional television Juan Francisco Gutiérrez Lozano University of Málaga (Andalucía, Spain) Researching+the+Localisa0on+of+Film,+ Television+and+Video+Games+ 9 TH +June ;+Roehampton+University+ (London)+ #mab2012+

2 1. Spanish Regional TV Context -Period of transformation: the Analogue to Digital switch over was completed in 2010 (Digital Terrestrial Television) Growing supply of channels: fragmented audience -2011, year of the highest television consumption in Spain An average of 3 hours and 47 minutes daily/person -Aggregate annual viewing figures achieved by the regional channels as a whole in 2011 were just 10.4% share (25% in the eighties) million Euros a year to maintain (Public budgets 75%+Ads 25%) A new Law (2012) will allow the privatization of these channels

2. Current situation: audiences and programmes -Their audiences consist

news broadcasts, programmes devoted to cultural traditions, comedy, and

-Also fictional series that reflect the region s relatively recent past

3 2. Current situation: audiences and programmes -Their audiences consist primarily of the elderly -Successfull broadcasts: Regional and local news broadcasts, programmes devoted to cultural traditions, comedy, and sport, notably football. -Also fictional series that reflect the region s relatively recent past are hugely popular, especially in those areas whose audiences mostly live in rural locations, such as Galicia and Valencia.

4 2. Current situation: audiences and programmes -Regional channels with more urban audiences in communities more economically and educationally developed: international formats adapted for their regional audience

5 2. Current situation: audiences and programmes -On the other hand, other regional channels devote a large proportion of their schedules to local musical traditions and folk culture

6 2. Current situation: audiences and programmes -Regions across borders Most common format currently in all regional TV channels is a type of docushow that follows the daily affairs of unknown individuals born in different regions of Spain but who are now living abroad

7 3. Canal Sur Televisión (Andalusian television) Andalusian Television viewers, the oldest of all regional channels -First channel, Canal Sur TV (10,7% share) 74.2% over 45 years; 42% over 65 -Second channel, Canal Sur 2 (2% share) 50.8% over 45 years -Attempts to updating schedules by adaptation of new formats: -Adapting recognisable international formats, usually reality TV shows -Trying to maintain their senior viewers and to appeal to younger age groups -Adapting the programmes with different dose of traditional contents

appealed to viewers memories, nostalgia and the past played a significant role, but here

8 Se llama copla (Talent show) -The all-time greats of the Copla have been a constant feature throughout the history of Spanish television -As in other Spanish programmes that have appealed to viewers memories, nostalgia and the past played a significant role, but here married with a new international format -The young contestants only sing coplas with a great success

9 Se llama copla -People older than 45 represent a 73.9% audience (62.4% women; 37.6% men) -The final show of the first season (2008) drew the highest viewing figures in the history of Andalusia s regional channel: 1.5 million viewers (a share of 52% between 10.00pm and 2.00am) -During , on air the 5 th season

Now on air again. -The programme was a daily 3-hour evening magazine.

10 A dating show for mature people: Punto y medio / La tarde aquí y ahora -In 2003, Canal Sur launched a programme called Punto y medio, hosted by an Andalusian comedian and actor. Now on air again. -The programme was a daily 3-hour evening magazine. -In the main section, seniors searching of their perfect match -Ratings about 40% share. Long waiting list of hundreds of seniors

level of education of many of the guests, poor image of

the programme to make fun of the situations that took

11 A dating show for mature people: Punto y medio / La tarde aquí y ahora -According to the TV critics: low level of education of many of the guests, poor image of the region -Other autonomic televisions use snippets of the programme to make fun of the situations that took place during the show -Making television a social network for seniors

adaptation of an international format with

12 Hace falta valor (Coach TV) -The most controversial and the least successful adaptation of an international format with regional element -Contest-like reality docushow, famous Spanish bullfighters taught celebrities how to bullfight -Another regional network, Telemadrid, premiered a similar show in 2012 hosted by a former female bullfighter

El Cortijo 1907 (Game show) -Channels forced

reality game shows) but with the need to

Cortijo 1997 where two families relocated to

13 El Cortijo 1907 (Game show) -Channels forced to adopt a new television formats (like reality game shows) but with the need to adorn them with cultural, historical or self-referential elements -Reality show (social experiment; competition game) like El Cortijo 1997 where two families relocated to a rural Andalusian house, furnished in the style of the past century

on among the younger viewers -The host, an

accent -This self-deprecating humour is a

14 La semana más larga (The longest week) (Late show) -Weekly late show played at prime time on the Andalusian network s second channel -This proposal has caught on among the younger viewers -The host, an Andalusian stand-up comedian with a strong accent -This self-deprecating humour is a constant feature on other regional Spanish networks

-To compete with commercial State broadcasters -To attract or appeal to younger

15 Conclusions -Why do these regional networks adopt new formats and build them into their schedules? -To compete with commercial State broadcasters -To attract or appeal to younger viewers -The channel s head managers, the production companies and even the older viewers are all aware of successful international television products

Conclusions -In Andalusian case, more vehement critics have condemned these formats for perpetuating a clichéd view of the region that overshadows

-Ruffles and decorative combs added to a globalised international format could be welcomed but besides a deeper insight of schedules into Andalusian

16 Conclusions -In Andalusian case, more vehement critics have condemned these formats for perpetuating a clichéd view of the region that overshadows the educational and social advances made in recent years -Identity-Reality TV or Traditionalist-Reality TV shows? Reality TV for elderly audience? -Ruffles and decorative combs added to a globalised international format could be welcomed but besides a deeper insight of schedules into Andalusian modern society -In some cases the assertion of the identities promoted by regional television appears quite natural, in others it could seem totally outdated

Dr. Juan Francisco Gutiérrez Lozano (jfg@uma.

17 Dr. Juan Francisco Gutiérrez Lozano University of Málaga (Spain) From: Project P10-TIC-5780 Audiovisual Media in Andalusia. Assessment, public perception and trends ( ) Research founded by Junta de Andalucía (Regional Government) and The Audiovisual Counsil of Andalucía (CAA)

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