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The conclusion is unanimous: the most difficult, challenging and intense months of recent years have passed for the morning. First from the social outbreak and now the product of the coronavirus pandemic.
“I would not make any cut: I think that from October to here the guideline changed, the priorities, the agenda and the contents of the morning sessions changed,” concludes Julio César Rodríguez, driver of Contigo in the morning, of CHV.
But if the social outbreak was a first shake-up to the format, focusing on the informative – and including departures and arrivals of entertainers and panelists – the health emergency has produced another change: to further homogenize the offer. An example: mayors such as Joaquín Lavín (Las Condes) or Evelyn Matthei (Providencia), ministers such as Karla Rubilar or Sebastián Sichel, and doctors such as Sebastián Ugarte or Felipe Rivera, are among those who repeat the dish on panels.
For some of those who work in the industry, this would be the reason that in the last weeks there has been a close dispute for the morning leadership, which is technically waged day by day, with CHV, Mega and Channel 13, fighting that first place that by years he held Mega comfortably.
In the two months of the pandemic, the morning numbers have risen, due to the increased lighting, in addition to progressively approaching. Thus it has been a slight advantage with you in the morning, which recorded 7.0 average points in March and 7.6 in April -measured from 1 to 29 of the month-.
Pleased, meanwhile, averaged 6.5 rating points in March and 7.3 in April; while Bienvenidos scored 6.5 units in its schedule during March and 7.2 in April -calculated from 1 to 28-.
“The truth is that the merit of the figures does not have much to do with each one of us in the morning,” says Pablo Alvarado, executive producer of Mucho gusto, “but with the participation or not of what are the most attractive actors for the hearings these days, which are the mayors and some doctors. So, if you review the performance of the morning, basically what marks success or failure in terms of numbers is given by the one that had the mayor more or more massive. “
“We are all pretty even,” says Monserrat Álvarez, driver of Contigo in the morning. In his case, he recalls that the contingency “caught us very well in the sense that we were doing a morning that had to do with it, with the informative, and not with what one traditionally understands, with entertainment, contests and dances.” The executive producer of the space, Carmen Gloria Lobos, adds another point in favor: the duo of drivers, who has been in that role for a year and is the only one of the morning shows that remained unchanged after the social outbreak. “They are extremely assertive: when you have to laugh they are the first; But if an interviewee has to be summoned, it will be done because we are not public relations, “he says.
Much pleasure has undergone changes in recent months, both in its proposal and on the panel. At the beginning of March an informative block debuted by Diana Bolocco, Soledad Onetto and Michelle Adam, separated from the entertainers Luis Jara and José Miguel Viñuela. But the current situation has changed that structure, adopting a shift system. “The setting of the program has also been changing, it has had to be adapted to what people want,” says Viñuela, “and thank God the viewers’ response has been very beneficial for the channel.” Precisely the figures continue to accompany the program, but not with the supremacy of before. “Indeed the numbers have narrowed because we are all doing the same. The success of Mucho gusto for 6 years has been to stand out. While a high percentage of the competition is in police matters, we have always been more from accompanying people, making them spend a good morning or from connecting with the social, ”analyzes Alvarado.
Welcome, meanwhile, he faced the health emergency with a newcomer Amaro Gómez-Pablos driving alongside Tonka Tomicic, marking the channel’s new intentions with his morning. José Miranda, director of programming, comments that Welcome “from last year to date has focused its content on contingency issues, on what affects and matters in Chilean society, and from that place it has become a relevant, influential morning “
“I think the channels can be seen as a body,” complements Gómez-Pablos, “and the spine is the morning. And it has been at odds because indeed many Chileans have to tune into different programs in the search for answers. “
On TVN, Good morning everyone, although it maintains fourth place, it has also increased its figures compared to the months before the pandemic, approaching the rest of the competition: in March it averaged 5.1 points and 5.3 in April. “There are more people watching morning sessions in the quarantines,” says entertainer María Luisa Godoy, “audiences are more in need of information than ever and also of company and love, and each morning in their style can be a contribution to that.” All this, however, takes place in the midst of a new restructuring in the public channel, after the health crisis exacerbated the financial problems that dragged on six years ago. This has involved pay cuts to their faces and layoffs that have affected every TVN, including the morning crew.
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