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TVN Chile: ‘Production must come back from the efficiency we have achieved these months’ Chile is one of the most competitive countries in the region in terms of competition in open TV for audience and advertising investment. And within that context, the pandemic has further increased the challenges. José Antonio Edwards, Head of programming and production at TVN, explains: “In October there was a social outburst and then came the pandemic, so we had to be quite efficient in being able to develop programming that would allow us to ride out this wave. First of all, we had to stabilize the channel’s programming. And in that sense it was very important to be able to adjust the schedules and the content. In order to achieve this objective, the Chilean pubcaster aimed to stabilize prime time, where the greatest amount of advertising investment is concentrated: “From Monday to Thursday in prime time we premiered the Turkish series Hercai (ATV), reaching the second place with 9.8 points between December 2019 and August 2020, with peaks of 10.8 during the final chapters of the season, and the Turkish drama Woman (Calinos), called in Chile Fuerza de Mujer with good results of rating”, describes the executive and emphasizes that for the access prime, the central newscast, re-runs of national telenovelas as ¿Dónde está Elisa?, and finished successes such as Moses and the 10 Commandments (Record) were key. Some good examples of the results
orning show l Engaño, m Maestros de ing last July in TVN launched dur
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of the strategy are the morning show Buenos días a todos, which went from an average of 3.9 pts in January to 6.0 in June. José Antonio “The changes in programEdwards, Head of programming ming generated a substantial and production, improvement in our audience TVN Chile and in some schedules we saw an increase in the number of televisions turned on, which also improved television viewing in the total of open CHILE: RATING SHARE EVOLUTION, PER CHANNELS television”, says Edwards. (JANUARY-JUNE 2020) Regarding of the proper impact of the pandemic, the Mega executives ensures that “ it 9,1% has hit the media ecosystem Chilevisión 6,9% very hard due to the drop of the advertising investment”. Canal 13 6,5% “This has forced many media outlets to take painful meaTVN 5,5% sures that are only going to get smaller, and secondly it 0 2 4 6 8 10 has forced us to be very effiSource: Kantar Ibope Media cient in the decision-making process and execution, so we have had to review very thoroughly our way months that gave us a boost from 4.8 pts in of producing and doing things”, he adds. January to 6.3 in June”. However, the response was quick, stren“In the next few months we will be pregthening the spaces of both national and miering the series La Jauría, in co-producforeign fiction in high call hours both the tion with the production company Fábula access prime and prime time, with a view and which has been broadcast with great to that in the near future can be reactisuccess by Amazon Prime”, completes José vated national production, but “without Antonio. leaving the learning of efficiency that we have achieved these
e Hercai and h dramas liks de hoy is rk Tu f o e e. Héroe the releas TVN bet on rengthen the prime tim st to en Wom
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