The Spanish upfront
Esta semana que ahora termina ha sido, en el mercado televisivo estadounidense, la del esperadísimo upfront market: se trata de las presentaciones que las networks (ABC, Fox, CBS, NBC…) hacen ante la prensa y los principales anunciantes de su parrilla para la próxima temporada. El propósito de esta especia de “feria” de novedades es, por un lado, tomar posiciones y seducir a la audiencia; pero, sobre todo, es para ganarse jugosos contratos publicitarios que permitan, obviamente, sostener producciones como Lost, Desperate housewives, L&O: SVU, la petarda American idol o House.
Novedades para este año que no habría que perderse: la esperadísima nueva serie de J. J. Abrams, The nine (sobre la vida de jóvenes newyorkers cuyas vidas se entrecruzan sin que sean conscientes de ello) o Studio 60, con Matthew Perry, sobre el mundo que hay detrás de las sitcom. Y digo interesante porque si hay alguien que tiene mucho que contar sobre lo que hacía y esnifaba en los backstages es precisamente Perry…
Llevo un tiempo empapándome de cómo funciona el mercado yanki y, realmente, les envidio. Porque no sólo tienen a un buen puñado de grandes compañías haciendo grandes series, además es que son unos jodidos buenos profesionales, y consiguen montarte un calendario semanal de series que aquí mataríamos por tener (¡meten hasta tres series de estreno por noche, en las tres horas de prime time que tienen, de 8 a 11!). Y otra cosa: respetan al milímetro la regla de 15 minutos de publi por 45 de serie… en total, una hora de programación más que notable.
Y lo hacen porque, básicamente, si un gigante como General Motors ha firmado que cuando empiece Grey’s Anatomy (los martes a las nueve, ABC) le pongas el anuncio y no lo haces, la empresa rescinde el contrato publicitario y se te piran unos cuantos cientos de miles de dólares (o millones, vete tú a saber) que hacen que tu serie se vaya al carajo.
Puedes verlo como un ejemplo de excesiva presión por parte de las grandes firmas. Pero, por una razón o por otra, este país sigue pariendo las mejores series de televisión desde hace decenios.
¿Y España? Veo lejos un sistema así, aunque creo que terminará haciéndose (con años de retraso, claro; mientras que ahora en EE UU ya se está hablando de superar este modelo y crear una especie de índice bursátil televisivo, y que en tiempo real y sobre la marcha se valore los programas a la vista de todos, y que la publicidad que se pague por aparecer en uno u otro se deba a reglas de mercado puras y duras).
De momento, lo que se murmura por aquí es, aleluya, adelantar el prime time: recuerdo que en 1997 Tele 5 emitía la serie Todos los hombres sois iguales a las 21.35, y ahora hay días (sobre todo cuando toca Champions League) que retrasa Los Serrano hasta las 22.15 (y quien dice Tele 5 dice las demás). RTVE propone un pacto, y ya hace meses se decía desde La Sexta que querían comenzar a las 21.00 con sus platos fuertes del día. Como no veo esa cadena (no porque no la pille, sino porque no me ha dado por ahí todavía), no puedo asegurar si están cumpliendo o no.
September 27th, 2007 at 9:29
I haven’t been up to anything recently. I’ve just been letting everything wash over me. Shrug. I haven’t gotten much done recently.
October 3rd, 2007 at 10:45
My mind is like a complete blank, but pfft. I just don’t have much to say lately, but maybe tomorrow. Pretty much nothing seems worth bothering with.
October 9th, 2007 at 15:08
Today was a total loss, but whatever. So it goes. I haven’t been up to anything today. Oh well. Pfft.
November 6th, 2007 at 22:23
I can’t be bothered with anything. My mind is like a void. Pfft. Shrug. Whatever.
November 11th, 2007 at 1:37
Not much on my mind. That’s how it is. Pfft.
November 12th, 2007 at 6:48
Not much on my mind. That’s how it is. Pfft.
November 13th, 2007 at 14:48
I can’t be bothered with anything lately. Today was a total loss. I haven’t gotten much done these days. I’ve just been hanging out not getting anything done.
November 16th, 2007 at 15:36
I just don’t have much to say these days. So it goes. Oh well. Not much on my mind lately. My mind is like a complete blank. My life’s been boring recently.
November 19th, 2007 at 18:38
My life’s been completely boring today. It’s not important. I guess it doesn’t bother me. I’ve just been staying at home not getting anything done.
November 23rd, 2007 at 20:18
Today was a complete loss, but such is life. I’ve just been letting everything happen without me. I guess it doesn’t bother me. Not that it matters. I’ve just been sitting around not getting anything done.
November 29th, 2007 at 19:28
My mind is like an empty room, but I guess it doesn’t bother me. Basically nothing happening recently. I can’t be bothered with anything lately. Not much on my mind recently. I’ve just been letting everything wash over me lately, but whatever.
August 10th, 2008 at 20:10
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