Is Trash TV Coming to Public Television?

Belén, "where are you going with your bag? No one steals here." "Well, with so many people, I've lost my husband and didn't know whom to leave it with, as it has my phone and all my things..." Belén Esteban took her bag on stage at the theatre where TVE recently presented 'The Family of TV', its new venture for afternoons on La 1. The public broadcaster has hired the 'Sálvame' troupe on the condition that they don't do 'Sálvame'. However, the press conference, with nostalgic nods to Ruperta and the Witch Avería, closely resembled what we saw for 14 years on Telecinco: María Patiño mentioned she was there by miracle because she woke up with a swollen face (having been to the dentist the day before), but Belén recommended some medication that worked wonders. Esteban herself had to take "a strong valerian" because even the former 'princess of the people' gets nervous at premieres ("it's all secret, I don't even know what time I start work"), although for strength... "her Chelo" (García Cortés), who "no longer has hip pain!" Kiko Matamoros, however, went from the red carpet to the hospital, admitted urgently. "He's fine, he'll surely be out soon," reported his partner, model Marta López Álamo, via Instagram selfie. This, without a script.

At the event TVE organised to promote its new "family" afternoons, presenters (Inés Hernand, María Patiño, and Aitor Albizua), collaborators (Belén Esteban, Lydia Lozano, Víctor Sándoval, a scientist, a pet trainer, a personal trainer, a gardener, a doctor...) and the ideologues paraded. TVE's director, Sergio Calderón, explained that with this programme they want to "revive a very national tradition: the family snack." But nothing like bread with chocolate, "delirium, absurdity, and pop surrealism." In this vein, the producers promised "a crazy, outrageous, brave, free programme." There was no time for more adjectives because the director gestured something. Inés Hernand didn't understand what was happening: "Can you see someone's privates?" No, the director just wanted Belén's microphone changed...

Having seen this 'appetiser', and until the full menu is revealed next Tuesday, April 22nd, all that remains is to wait... and speculate, make predictions. The first question is, what place do the former 'Sálvame' members have on a public television channel? "It has caused surprise, yes, because neither 'Sálvame' is the target nor the audience of TVE, nor should it be the fishing ground we should be in," acknowledges a veteran (and anonymous) RTVE source. They assure that everything around 'The Family of TV' is "top secret", that all details "are known by three", but they guarantee: "It will not resemble 'Sálvame', although everyone will try to find a resemblance immediately."

- Is there concern within TVE about the arrival of Belén Esteban and company?

- There is anticipation, but there is neither intense concern nor opposition. Although the media atmosphere is heating up, here we are just expectant. If this programme had hints of trash TV, we would oppose it, the workers would rise up because they are very committed to defending public service.

We asked how the concept of public service fits with TV personalities like those from 'Sálvame' to Diego de la Viuda, an audiovisual journalist and casting expert. "What is public? Because this programme will have information, provide company, and be a close product. I understand that scholars would want a programme with cultural overtones, but RTVE already has a wide cultural offer. A public channel must also entertain. I don't understand the reluctance."

Juan Francisco Lozano, a professor at the Faculty of Communication Sciences at the University of Málaga, partly understands them. "What worries is that the content fits the framework mandate of TVE. Being a daily and current affairs programme, they will have to address information, and in that approach, there may be a greater danger. It's a risky bet, but I wouldn't be afraid, just cautious. And, by no means, would I veto the programme in advance."

Neither are they in that mindset at iCmedia (Federation of Associations for Media Quality). "At first glance, it's true that, due to the public service nature of TVE, it doesn't seem to fit, considering what these people did on television before. But before making assessments, we want to wait for the premiere," says Marta Pellico, executive director of the platform.

- It's hard to imagine Belén Esteban doing anything other than what she did on 'Sálvame'.

Juan Francisco Lozano: It's true they have been very singled out, but talking about 'Sálvame' in terms of trash TV is not real, it's a term already out of use. Some content from the final stage of 'Crónicas Marcianas' or some current debates where ethics and plurality are lacking have more to do with trash TV. Stretching a triviality for pure entertainment, as they did on 'Sálvame', is not trash TV. They could be accused of sensationalism in the treatment of events and gossip, but they were also recognised for breaking many clichés in terms of television language. Breaking the fourth wall, talking to the audience in a relaxed manner, showing the gears... That is a narrative they invented, and other programmes have copied.

We don't know (and won't know) what Belén Esteban will personally pocket with the afternoon programme, but TVE has paid 5,310,414 euros for 65 episodes of 'The Family of TV' (three months of broadcasting, the spring campaign), so each day costs 81,692 euros (it will air from five to eight-thirty). A lot, a little? Public money. "There is more concern about the content than the cost," they acknowledge from TVE. And other experts consulted agree that "it's not an exorbitant amount," but "it's within market standards." "If you put some panelists to argue among themselves and don't contribute anything, obviously it's a waste, but if there are sections on sports, gardening, nutrition, guests... it's not an exaggerated amount at all. There are programmes, like 'Masterchef', that cost a fortune" - more than 700,000 euros per episode, according to figures published on RTVE's website.

With the accounts squared in euros, now they have to square the other figures, those of the audience. And in this, the ambition they have at TVE is just right. "A 10% to start could be a good figure," they acknowledge from the public broadcaster. That's what they do today on La 1, which maintains an average audience of 10.3% and 860,000 viewers, according to data provided by Barlovento Comunicación. They beat Sonsoles Ónega on Antena 3 (840,000 followers) and Jorge Javier Vázquez, who continues officiating on Telecinco (731,000) in the afternoons. From April 22nd, they will face their former pupils, adding an extra dose of expectation.

By estimating, they have room to win, as in its best years 'Sálvame' approached two million viewers. It was 2011, and there wasn't the on-demand offer there is today, but the figure gives a reference of the success the programme achieved, which Telecinco cancelled two years ago. They left Mediaset, but during this time Belén and family have continued doing what they did. First, with a docu-reality on Netflix and, until a few days ago, with their daily space 'Ni que fuéramos Shhh', which aired on TEN, a small open channel that achieved 2% and 163,000 viewers each afternoon with them. "It was a more friendly, less crazy talk show than 'Sálvame', so they have already made a small transition, they have softened," Lozano assesses.

A line more in line with what is expected to be seen on TVE. But La 1 is not TEN, "here they will be scrutinised," warns Diego de La Viuda, who predicts "a good future" for them on the public channel. "For fourteen years they told their life on TV, they gave themselves. They accumulated a lot of affection and kept company with many older people who, since they left Telecinco, didn't know how to reach them. Now it's likely they will reunite."

However, that is not precisely the profile they want to gain on the public channel. "We have a viewer over 60 years old, but we aspire to conquer the 35-year-old, we want to rejuvenate the schedule," they point out at TVE. And the younger ones? "We've already won them over with Broncano." There was similar anticipation with him as there is now, but with Broncano it worked, so why not with Belén? "People said: 'Oh, Broncano won't fit.' And, it turns out that, besides entertaining, he addresses issues of science, solidarity, or disability in an effective, close, and public channel-appropriate way." Could something similar happen with 'The Family of TV'? "It could."