The queen of morning television in Spain, Ana Rosa Quintana, is preparing for an anticipated return that could well be compared to the rescue of a ship in troubled waters. Initially scheduled for September 25, her return has been brought forward to September 18, according to Informalia, in response to the audience crisis that is plaguing Telecinco, Mediaset's star chain.
Although Ana Rosa announced an extended layoff after a demanding professional season and a personal battle with cancer, the unexpected loss of viewers on the network has set off all alarm bells. The upper echelons of Mediaset have decided to play Ana Rosa's card as an ace up their sleeve to refloat the chain. Her new program, TardeAR, is expected like rain in May in an increasingly competitive and fragile television environment.
Telecinco faces not only its internal crisis, but also a panorama in which the competition is armed to the teeth. Jordi González and Sonsoles Ónega will debut on Televisión Española and Antena 3, respectively, on September 4, giving three weeks ahead of Telecinco's direct rivals. The concern is real: the risk that the audience will become attached to other programs and then not place their trust in Ana Rosa.
One more component is added to this equation: the relaunch of Big Brother VIP on September 14. With so many pieces moving around the board, the chain can't afford to give the competition time and space to gain a foothold.
Also, the underperformance of Así es la vida, Sandra Barneda's summer show, which has failed to maintain a decent audience despite scant competition, cannot be underestimated. The metrics don't lie: with an 8% share, it's clear that Telecinco needs a change of scenery, and who better for it than Ana Rosa, a presenter who has proven, season after season, to be an unstoppable force in the world of television. Spanish television.