Mediaset to transform LaSiete into soap opera channel

Juan Fernandez Gonzalez | 16-01-2014

After ending 2013 with decreasing audience figures for its main channels Telecinco and Cuatro, Mediaset has decided to relaunch its programming with special focus on its secondary DTT channels, LaSiete and Nueve.

According to the magazine Vanitatis, La Siete will become a channel specialising in soap operas and Nueve will re-air Mediaset's most successful productions.

The channel LaSiete (which means seven) is well placed in most of homes' remote control, as no other channel competes for the number seven. According to Vanitatis, Mediaset research points to this as the channel's strengthen, and this is why it has chosen LaSiete to start a new business model.

The channel will be completely changed in the coming months and soap operas will be the main content on its schedule. Mediaset is already working on the channel's new brand image as well as on a new advertising campaign. All the content which is currently broadcast by LaSiete (repeats of Mediaset productions) will be aired by Nueve, with the intention of increasing both channels audiences with a single move.

Mediaset's FDF is the DTT's secondary channel - meaning out the leading group formed by TVE, Telecinco, Antena 3, Cuatro and laSexta - with the greatest audience figures. But the rest of Mediaset's channels have fewer viewers compared to Atresmedia's DTT channels.

However, the restructuring of Spain's DTT, with nine channels forced to closure, could stop Mediaset's plans. But the private signals still seem to be confident about finding a solution without the closure of any channels.