We rarely see in programs that are broadcast on streaming the “Live” sign. It is a category that, logically, seems prohibited on the platforms, since one of the main assets that VOD has is, precisely, that we can see what we want when we want. However the streaming It is assuming customs and strategies of traditional television, both in content (from sports broadcasts to news programs, including show galas) and in frequency and broadcast format.
After specific experiments that have not always ended satisfactorily, Prime Video announces (for the first time on the Amazon platform) a new edition of ‘Operación Triunfo’ that will be broadcast on Mondays at 10:00 p.m. in live galas of 90 minutes. Both the Spanish and Latin American public will be able to vote for the 18 contestants through the program’s app, thus introducing a new interactive and live element for Prime Video.
It is not the only Prime Video proposal to get closer to the traditional format of the popular reality show. After each gala there will be a 45-minute post-gala presented by the streamer Masi Rodríguez. And throughout the 13 weeks that this edition will last, from Tuesday to Saturday at 10:00 p.m., we will have the 45-minute magazine ‘OT al día’. Practically he prime time of all days on Prime Video is thus occupied by ‘Operación Triunfo’, a bit in the style (but on an obviously smaller scale) of what Mediaset did until recently with its reality shows. Again a custom inherited from traditional television and that has the strange effect of making us talk about prime time on a platform that, by definition, does not work under those parameters.
Apart from these more traditional formats, inherited from the more ‘Big Brother’ aspect of ‘OT’, Prime Video will offer more modern and interactive content. For example, a channel 24 hours live on YouTube, the ‘OT Hub’ (an entire category dedicated to the program on the home of Prime Video). And an extensive collaboration with TikTok, where the first Featured Entertainment Space created in Spain will be seen.
‘OT’ still holds
In this way, we have a balance in which, on the one hand, we experience the most traditional aspect of ‘OT’ such as, without going any further, Chenoa presenting the galas. It is also perceived in the formats of the main programs or the 24-hour live broadcast which, let’s not forget, ‘Big Brother’ already did in its first editions. But on the other hand, influencers such as Masi Rodríguez or Xuso Jones will present content, and Prime Video will delve into promotional territories still prohibited for traditional television, such as the generation of a trend on TikTok every fifteen days, where the contestants will publish content on their profiles.
Prime Video’s objective with all this is clear: to touch part (because reaching that high is impossible) of the audience that ‘OT’ had in its best moments: the legendary first edition, in 2001, was seen by 6,947,000 viewers, and had a spectacular 43.3% of share. From there the decline was progressive and almost constant, with channel changes (La 1 on T1-3, Telecinco on T4-8 and back to La 1) and an already very discrete audience of 1,655,000 viewers and a 12′ 2 of share in 2020.
Prime Video has been picking at all these editions in search of the perfect alchemy, and it is worth wondering if the audience will continue to decline. It was always less with the exception of a small increase to 19.7% of share in 2018, when it was renewed and returned to La 1, after a seven-year hiatus. Prime Video resumes the format also after three years in fallow, and if it matched the lowest figures of the worst program in its least watched stage, I could already consider it a success. It remains to be seen if the balance between novelty and the formats tested on traditional television have enough appeal for current viewers.
Header: Prime Video
In Xataka | OT and the fan paradox: the contestants are not a “product”, but I want to consume them 24 hours
2023-11-21 08:14:39
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