The Telenovela Around the World in Figures

ONLY-Diciembre-enero 9/1/05 12:15 AM Página 30

The telenovela around the world in figures Gwenael Flatres, executive at Mediametre/Eurodata in France, gave a brilliant presentation and revealed amazing data on these contents around the world.

TELENOVELAS SUCCESS Number of Telenovelas appearing in the TOTAL NUMBER OF TELENOVELAS TITLES AIRED Main channels in 6 yearly TOP 10 all programs among 72 territories - 1999 - 2003 European Countries 1999 - 2003 1999 2000 2001 2002 2003 46 6.1% / 180 41 Total Top 10* 160 153156 2003 5 150 54 7.5%* 140 139 141 42 120

2002 12 39 5.5%* 100 26

2001 13 80 39 6.0%* 32 60 53 4845 48

2000 7 41 40 41 31 32 32 33 5.7%* Total 27 27 2925 27 29 2120 24 Latin America 20 13 17 17 17 15 11 913 8 121111 9

1999 9 Other countries 0 0 102030405060 Spain Italy Hungary Poland Portugal Romania Total (*) % of Telenovelas appearing in the Top 10 all programs each year. Source : EurodataTV / « One Televison year in the world - 2004 Issue » Source : EurodataTV / « One Televison year in the world - 2004 Issue »

NUMBER OF TELENOVELAS TITLES AIRED 1st Semester 2003 / 1st Semester 2004 SPLITTING BY ORIGINS / Number of Telenovelas titles aired January 2004 - June 2004 120 Chile 1 S 2003 1 S 2004 105 100% 1 2 1 1 2 3 Spain 100 96 1 4 Italy 80% 8 2 2 2 80 Peru 2 1 7 5 60% 1 Colombia 60 3 2 44 4 Portugal 37 40 40% Venezuela 9 12 20 21 3 Argentina 15 16 20 13 12 14 3 5 8 7 20% 4 6 Brazil 0 3 Mexico Spain Italy Hungary Poland Portugal Romania Total 0% Spain Portugal Italy Hungary Poland Romania

Source : EurodataTV / « One Televison year in the world - 2004 Issue » n.a. Source : EurodataTV / « One Televison year in the world - 2004 Issue »

SPLITTING BY ORIGINS Number of Telenovelas Top 5 Telenovelas in HUNGARY January 2004 - June 2004 titles aired January 2004 - June 2004

∑ = 70% Total

Brazil 19% Individuals

Argentina 12% Local title Original title Origin Channel Time (h:min) Duration (min) rat% shr% Mexico 28% A Betolakodo La Intrusa Mexico TV 2 16:56 49 11,2 37,6 Edes dundi valentina Mi Gorda Bella Venezuela RTL KLUB 15:53 51 6,2 33,7

Maria Maria la del Barrio Mexico RTL KLUB 9:31 40 4,5 34,9

Az artatlan szokeveny Kachorra Argentina MTV 11:44 46 2,6 17,1

Szeretok es rivalisok Amigas y Rivales Mexico TV2 11:46 49 2,5 22,9

Chile 1% Period tracked: Mo-Su 01/01/04-30/06/04 Venezuela 11% Channels tracked: MTV 1, M 2, DUNA TV, RTL KLUB, TV 2, MINIMAX, MAGYAR ATV, Spain 2% VIASAT 3, TV 3, SATELIT Italy 2% Colombia 8% Results are averages based on all TV programmes excluding commercials breaks Portugal 10% Peru 4% and auto-promotions. Source: Eurodata TV / AGB Hungary Source : EurodataTV / « One Televison year in the world - 2004 Issue »

30 ONLY TELENOVELAS ONLY-Diciembre-enero 9/1/05 12:15 AM Página 31

“La Intrusa” against its Time Period History and its Time Slot Channel Average Hungary 50 45,4

45 "La Intrusa" Total 39,3 average (Feb 04) Individuals Duration (min) 40 36,5 Local title Original title Origin Channel Time (h:min) rat% shr% 35 Prawdziwa Milosc Amor Real Mexico TVN 17:10 43 4,7 13,1 30 Time period Brzydula Yo Soy Betty La Fea Colombia TVN 14:11 43 3,6 20,5 history ("Melrose 25 Bialy Welon El Velo de la Novia Mexico TVN 16:16 43 3,5 14,1 20 Place" - Feb 03) Zdradzona Milosc Amar Otra Vez Mexico TVN 16:15 43 3,5 13,8 15 11,9 2003 TV2 Zaklete Serce Mariana de la Noche Mexico TVN 14:12 41 2,0 15,0 10 8,1 7,7 average (Mo-Fr 5 / 15:30-16:30) Period tracked: Mo-Su 01/01/04-30/06/04 Channels tracked: TVP1, TVP2, POLSAT, TVP REG. TV PULS, TVN7, TVN, TV4, CANAL+ 0 Results are averages based on all TV programmes excluding commercials breaks Rat % Shr % and auto-promotions. Period tracked: Mo-Fr 02-27/02/04 Results are averages based on all TV programmes excluding commercials breaks and Source: Eurodata TV / AGB Polska auto-promotions. Source: Eurodata TV / AGB Hungary

Evolution of the performances of “Amor Real” Top 5 Telenovelas in ROMANIA January 2004 - June 2004 from its premiere until its final episode.

16 95 episodes Total

14 Individuals Local title Original title Origin Channel Time (h:min) Duration (min) rat% shr% 12 Sange de Tigan Soy Gitano Argentina ROMANIA 1 17:40 43 7,8 29,8 10 Rat% Rauzan Rauzan Venezuela TVR2 21:03 44 7,1 15,1 8 Valentina, Mi Gorda Bella Venezuela ACASA 19:53 52 4,3 8,6 Shr% Grasuta Mea Frumoasa 6 Prizoniera Prisionera Mexico ACASA 21:14 56 3,8 12,0 4 Marea Brava Marea Brava Mexico TVR2 21:05 43 3,8 10,0 2

0 Period tracked: Mo-Su 01/01/04-30/06/04 Channels tracked: ROMANIA 1, TVR 2, PRO TV, ANTENA 1, PRIMA TV, ACASA TV, TV KLUMEA, B1 TV, DISCOVERY CHANNEL, ETNO TV, FOX KIDS, MINIMAX, Week 38/2003Week 40/2003Week 42/2003Week 44/2003Week 46/2003Week 48/2003Week 50/2003Week 52/2003Week 2/2004Week 4/2004 MTV ROMANIA, NATIONAL GEOGRAPHIC, NATIONAL TV, PRIMA TV, PRO CINEMA, REALITATEA TV, TV SPORT, TVR CULTURAL, TVRM. Period tracked: Mo-Fr 15/09/03-30/06/04 Results are averages based on all TV programmes excluding commercials breaks and auto-promotions. Results are averages based on all TV programmes excluding commercials breaks and auto-promotions. Source: Eurodata TV / TNS AGB International Source: Eurodata TV / AGB Polska

Performances of “Soy Gitano” aired on Romania 1 / Program Zoom based on 16 broadcasts (Mo-Th / January 2004) Romania Channel Time Program Genre Dur Individuals 4+ (h:min) (min) rat% shr% LEAD-IN ROMANIA 1 16:54 TVR IN DIRECT SOCIAL TALK-SHOW 56 5,1 17,8 PROGRAM ROMANIA 1 18:06 SOY GITANO TELENOVELA 43 12,4 31,3 LEAD-OUT ROMANIA 1 18:59 JURNAL 19 NATIONAL NEWS 39 12,1 25,7 COMPETITION PRO TV 17:48 YOUNG AND RESTLESS / TEO SOAP OPERA / ENTERTAINMENT 69 7,6 19,8 COMPETITION ANTENA 1 17:57 THE DEAD ZONE / BENNY HILL / DIN DRAGOSTE SERIES / HUMOR / ENTERTAINMENT 58 3,8 9,7 COMPETITION ACASA 18:01 NINA AMADA MIA TELENOVELA 52 3,2 8,1 COMPETITION TVR2 17:58 VARIOUS DOCUMENTARIES 53 1,4 3,6 Period tracked: Mo-Th 05-29/01/04 • Results are averages based on all TV programmes excluding commercials breaks and auto-promotions. • Source: Eurodata TV / TNS AGB International

Focus on a worldwide success “Mi Gorda Bella” • TOP = Ranking by Ratings Performances among Telenovelas Genre. Country Rank Channel Time Duration Total Individuals (h:min) (min) rat% shr% Period tracked: Mo-Su 01/01/04-30/06/04 for Hungary and Indonesia. Mo-Su 01-01-31/12/03 for Venezuela. VENEZUELA TOP 1 RCTV 21:06 54 11,6 42,1 Results are averages based on all TV programmes excluding commercials breaks and auto-promotions. HUNGARY TOP 3 RTL KLUB 15:53 51 6,2 33,7 Source: Eurodata TV / AGB Panamerican de Venezuela INDONESIA TOP 4 RCTI 16:44 52 2,5 15,0 / AGB HUNGARY / Nielsen Media Research

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Audience structure of “Mi Gorda Bella” Audience structure of “Mi Gorda Bella” Splitting by sex Splitting by Age Groups Indonesia Ind 50+ 12% Ind 5-14 24% Men 18+ 42% Venezuela Venezuela

Ind45+ 20% Men 15+ 31% Indonesia Ind 4-17 33%

Women 18+ 58% Ind 15-49 64%

Men 4+ 29% Hungary Ind 4-14 16% Source: Eurodata TV / Nielsen Media Research Women 15+ 69% Source: Eurodata TV / Nielsen Media Research Ind 18-44 47% Hungary Ind 50+42% Source: Eurodata TV / AGB Panamerican de Venezuela Source: Eurodata TV / AGB Panamerican de Venezuela Ind 15-49 42% Women 4+ 71% Source: Eurodata TV / AGB HUNGARY Source: Eurodata TV / AGB HUNGARY

Period tracked: Mo-Su 01/01/04-30/06/04 for Hungary and Indonesia. Period tracked: Mo-Su 01/01/04-30/06/04 for Hungary and Indonesia. Mo-Su 01-01-31/12/03 for Venezuela. Mo-Su 01-01-31/12/03 for Venezuela. Results are averages based on all TV programmes excluding commercials Results are averages based on all TV programmes excluding commercials breaks breaks and auto-promotions. and auto-promotions.

Questions from the auditorium work in 3 weeks’ time, especially if the- Before concluding the second panel, re’s no captivated audience in that slot.” Amanda Ospina, who hosted the whole He said that in the case of Televisión Summit, urged the public to make all the Española, the telenovela genre would necessary questions to clarify any doubt deserve an ovation, because all the teleno- and set discussions like this one: What velas broadcast at 4 pm start after a 12 happens when a producer says: “I have minute commercial block, and so it must an excellent product but a programmer recover and regain the viewers, who were has destroyed it”? What obstacles and scared away. “Another problem here is risks may be encountered by a program- that sometimes, people in charge of pro- ming director? motions and the general edition of com- Ramón Colom answered: “The main mercials and programs, don’t make a problem in Spain is the lack of patience. good job with the telenovelas. They don’t They ask for instant results from the pro- know the genre. It’s important that the Moment when the auditorium questions the gramming grid, such as the case of Mi sellers of the products assist the buyers in programmers for destroying the products. Gorda Bella that I’ve mentioned before. the post-sales, giving the clients tools for ved in Spain yet,” Colom ends. I’m going to explain it in more detail. making the best of the launching,” he said Inés Bacalao de Peña: “There’s a Antenna 3 had decided to buy it and and reflected: “We should make an effort phrase that says that there are no bad pro- reenter the telenovela genre in its grid, so that they look at the telenovela through ducts, but bad programmed ones. I think since it had been set aside for a while. different eyes in Spain. In general, the that many times programmers are respon- They put it in a slot where there weren’t media and different incorporated associa- sible for the failure of the products. any telenovelas but which was a strong tions look unfavorably on it, and that Sometimes we don’t have the patience for competition to TVE. After 3 weeks they makes great part of the audience feel as if waiting it to develop among the audience. didn’t get what they were looking for and they were almost sinning. The telenovela Sometimes we want to give a completely so they took it away. It’s absolutely shouldn’t be disqualified as a genre, but different product to the public, breaking impossible to introduce a new genre in analyzed depending on each particular too many barriers with it. We may have the programming grid and expect it to product, something that we haven’t achie- many flaws on this subject,” she said. Writers and scriptwriters in Barcelona’s Summit Araceli Monsell: writer and scriptwriter. Bethel Flores: Gloria Bautista: writer and She wrote La Heredera and Tan infinito radio, movies and adaptator. She made the adaptation como el desierto for TV Azteca from television scriptwriter, of Enamorarte and Soñarás for Mexico, among other melodramas and producer and coor- TV Azteca from Mexico. weekly programs. dinator. Currently, she is producing the telenovela El Frijol, of her authorship, through Promofilms in Miami for Telemundo, and she is writing Lo que Callamos las mujeres and Una Canción de Amor for Azteca Telenovelas.