La 1 only had to win the morning battle. It has achieved it as with everything else: by politicizing its content

Follow the rising rhythm of RTVE. The only part of the day that remained to be conquered, with two giants of morning news at the helm such as Ana Rosa Quintana on Telecinco and Susanna Griso on Antena 3, it was in the mornings. And after a series of changes in search of an identity, finally ‘Mañaneros 360’ has found success, with a share which doubles what it had a few months ago. And along the way, he has angered the government’s political rivals.

The figures. The historical audience record was achieved by ‘Mañaneros’ on Monday October 6 with a 16.9% share (also preceded by another success on the network’s mornings, Silvia Intxaurrondo and the debate on ‘La Hora de la 1’, which this season is exceeding 20% ​​on several days). Both programs are experiencing the best moment of their respective histories (‘La Hora’… is five years old, and ‘Mañaneros’ is two years old), but it is not an isolated phenomenon on public television. In general, the mornings increase in audience: ‘The Ana Rosa Program’, for example, also the season is starting very well with figures that are helping to boost Telecinco’s totals.

Hesitant starts. Until reaching this point, ‘Mañaneros 360’ has undergone some changes. It started in September 2023 simply called ‘Mañaneros’ (another one was previously proposed, ‘Bienvenidos’), and with Jaime Cantizano at the helm, after more veteran options such as Jordi González, Isabel Gemio and Gemma Nierga were discarded. Cantizano accepted an assignment very inspired by the morning magazines on North American television, which sought to distance himself from the competition of Quintana and Nierga. The result was a hodgepodge of sections that mixed health, events and heart, without a fixed order to surprise the viewer every day.

The casual tone was cultivated, significantly, with a heart section that already mattered to collaborators of ‘Sálvame’ such as Terelu Campos, Lydia Lozano, Chelo García Cortés and Alba Carrillo. The result was discreet, with an average of 8.2%, but improving, as reported by ‘El País’ in a chronicle of the history of the programthe figures of its predecessor, ‘Speaking clearly’, which had been closer to 7%.

New changes. Cantizano ended up quitting his job because he couldn’t stand the stress: Monday to Friday on television, and Saturdays and Sundays on Onda Cero. He was replaced by Adela González, who had experience in live programs like ‘Sálvame’, and with her came an even more relaxed tone thanks to the experience of the presenter, and which increased the audience. The following change did not come from within, but from outside the program: Sergio Calderonwhich would take to port very notable changes in the RTVE grideliminated the social chronicle part (which led to a series of not very well received dismissals, as the aforementioned article comments) and introduced a political chronicle part, commanded by Javier Ruiz.

Enter Javier Ruiz. Ruiz, who in addition to presenting and directs the program, has given the program a definitive boost in audiences, focusing almost its entire duration on current politics and turning it to the left. Whether the openly progressive positioning of the program is debatable or not (the eternal discussion of the politicization of public television), it is clear that this is what is providing audiences. And many of the most apolitical sections ended up migrating towards the evening ‘Sálvame’ project, ‘The TV family‘, which ended up shipwrecked.

Chainsaw or flamethrower. This is how VOX said that it would enter RTVE when it had the support of the voters, in the mouth of his deputy Manuel Mariscal. He made reference to the leftist speech of Marc Giró, Jesús Cintora, and also Javier Ruiz. Without a doubt, (literally) incendiary words for a change in programming that is bothering conservative sectors (there was also the root of the Mariló Montero’s loud anger on David Broncano’s program). But, somehow, it is getting more audiences than ever.

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