Until 1986 the small screen did not exist in the morning. But TVE needed to prepare the ground for the imminent arrival of private television as well as a modernization on the grid that would bring us closer to Europe. The public channel focused on the French ‘Télématin’ (broadcast on the old Antenne 2) and on ‘Breakfast time’ (BBC) to premiere ‘Good morning’, his first morning program that was presented by the journalist José Antonio Martínez Soler.
The early opening of television changed the habits of a population that could only tune into a single channel for information, entertainment and training. Along with the first newscast, other spaces such as ‘Setting up’, by Eva Nasarre, ‘Shopping basket’ and soap operas, they looked at a traditional audience. More than three million viewers followed that novelty.
The following year, faced with this class vision of a television for housewives, Pilar Miró commissioned Jesús Hermida with a new morning format that consolidated a large group of women journalists (María Teresa Campos, Nieves Herrero, Irma Soriano.), Who they were instrumental in developing the television landscape for years to come. ‘In the morning’ (1987-1989), with some inspiration from North American television from which Hermida learned during his years as a correspondent in the United States, laid the foundations for what we now know as a magazine or container.
That vision of television was maintained during the 90s with María Teresa Campos in ‘Pasa la vida’ (TVE) and ‘Día a Día’ (Telecinco). The Malaga woman became, by her own merits, the ‘queen of the mornings’. The unbeatable. Her magacines became popular with moments that continue in the collective imagination: ‘El corrillo’, ‘El tendedero’ … But María Teresa was also a pioneer by introducing the analysis of the news at noon.
The presenter had to fight against the prejudices of managers who thought that politics did not interest the morning audience, made up mostly of women. In TVE she did not succeed, but in Telecinco she won the battle and opened a gathering with journalists that became a reference and also opened the phones to the public.
Gone are those magacines where health, fashion or even gymnastics were discussed. The 15-M also caused a revolution in the morning content that modified the custom of the Spanish audience. The emergence of emerging political forces translated into a greater presence of politicians on television. Podemos leader Pablo Iglesias and former Ciudadanos president Albert Rivera were forged on television sets before going through the polls.
Both the late ‘Las mañanas de Cuatro’, presented first by Jesús Cintora and later by Javier Ruiz, and ‘Al Rojo Vivo’ (La Sexta) began to stand out in the face of the new policy, which, at the same time, changed the structure of our TV. Pure and simple information, with politics and events, left entertainment in the background. In the case of the space directed and presented by Antonio García Ferreras, it closed the season that ended in June with a 15.6% screen share, its best historical figure.
The magazine monopolized and simplified its contents, with a format that has been changing over the years, accommodating itself to the demands of the public. What does not change is the leadership, with ‘The Ana Rosa program’ (Telecinco) gaining audiences with an 18.7% share and 735,000 viewers on average, its best result in the last twelve years.