When last year America TV threatened to approach second place in the general rating that Telefe has led for 30 years, Adrián Suar, Pablo Codevilla and Coco Fernández They made a decision that today defines El Trece’s strategy: stop competing mathematically against their opponents and inject the screen with prestige and quality.
The plan began to take shape when the signal was going through one of its most complex moments. The programming showed difficulties in consolidating itself, the nights could not find direction and Viviana Canosa had burned the credibility of the signal with an empty complaint about Florencia Peña and Lizy Tagliani. The options were to reestablish the screen or resign. They chose the first option.
The strategy, studied and analyzed in detail, turned out well. Reinforce each time slot with trajectory figures. Moria Casan He landed in the mornings with a program where he has the freedom and power to do whatever he wants, from talking exclusively with China Suárez or an unprecedented mobile phone with Telefe to talk to his new friend Georgina Barbarossa.
Trench soldiers. In turn, Nelson Castro He returned to inhospitable places such as the Ukrainian war or Cape Canaveral in the launch of the Orion ship to the Moon in the Artemis II mission. In turn, Dario Barassi He was relocated to the afternoons with “ Ahora Caigo “, where he once again demonstrated, with an average of 6.5 points, why he is one of the most effective hosts on television.
However, the most important play occurred in prime time. There it appeared Guido Kaczka with “It’s my dream”, the program that best represents the station’s new philosophy. The format abandoned the traditional logic of the contest to incorporate emotion, personal stories and a jury chaired by Abel Pintosthe great star of the cycle. The author of “The Key” was added to Joaquín Levinton, Jimena Barón and guest artists such as Mona Jiménez, Natalie Pérez and Carlos Baute. But behind the program there was a much deeper strategic reading. Those responsible for the signal understood that the public not only followed the participants, they also paid attention to the jurors’ returns. That is why they modified the program “Welcome to win” on Channel 9, which is also owned by Kuarzo, Kaczka’s own main producer, and they removed its jurors (Pablo Ramírez, Magalí Bachor and Paz Martínezamong others) and thus made the rating grow even more, which is close to 10 points, close to “Big Brother”; something that not even the most optimistic of programmers could have imagined.
Sun Tzu. Suar understood that the audience values authoritative figures and therefore gave more promotion and freedom to Mario Pergolini. And although “Another Lost Day” does not retain all the points it receives from Guido, within El Trece the program is evaluated from another perspective. Its 4 or 5 points, depending on the interviewee of the night, provide quality, digital impact and an ABC1 audience especially valued by advertisers. Automotive companies, technology companies and premium brands find an audience there that is difficult to meet on open television.
The construction of identity also relies on its greatest symbol, Mirtha Legrandwho continues to be a central reference on the screen and maintains a capacity for influence that transcends the rating. Her 3.7 points on Saturday moved her to second place on the channel for the day.
With the same DNA of almost artistic royalty, Juana Viale emerges, who has recently managed to consolidate her own personality, although more relaxed and spontaneous. Its 3 average rating points each Sunday also place it in second place behind the current film. Cinema and choosing movies on the weekends are something that is also working for him.
El Trece found in vintage series the formula to recover the lost ratings. The strategy began with “The Fox”the legendary series starring Guy Williams and originally released between 1957 and 1959, which became one of the most profitable programs on the screen. Broadcast from Monday to Friday at 12:30, it is among the channel’s most viewed content and reaches averages close to 5 points, with higher peaks on some days.
The success prompted an even more ambitious bet during the weekends. Since April, El Trece significantly expanded the presence of “The Ingalls Family”the remembered fiction created by Michael Landon that was originally broadcast on NBC between 1974 and 1983. On Saturdays it occupies a large part of the programming, from 11 a.m. to 6 p.m., while on Sundays it has a double broadcast. On several occasions it became one of the most watched programs of the day and registered marks of around 5 and 6 rating points.
To this scheme they added “Batman”the iconic series starring Adam West and Burt Wardoriginally broadcast between 1966 and 1968. The classic returned to Argentine open television after more than three decades and occupies the Saturday slot from 10 to 11 in the morning, reaching a not inconsiderable rating of 2.5 points.
Although Telefe continues to dominate the rating charts, El Trece has already outlined its strategy, and day by day it is closing the gap. The conviction of building a prestigious identity is the flag.
