The constant battle between Mediaset and Atresmedia not only fight between the main channels. That classic Telecinco vs. Antena 3, whose last episode was the premiere on Vasile’s network of ‘Love is in the air’, his new Turkish series that failed against the duo ‘My daughter “https://www.espinof.com/” Woman’ , has given way to competition in the non-linear market: streaming.
Mediaset has presented its novelties with Mitele Plus, the payment option for its video on demand service, and I must admit that I expected them to take a similar direction to Atresplayer. Especially now that they have lost their great appeal of being able to watch football (failures aside), the platform needed an incentive that justify the outlay beyond seeing things without the annoying ads.
I promised that turn with the announcement of the previews, a policy that his competitor had been doing quite successfully. The Turkish series began to be previewed in Mitele and the next step is the reality shows: like Atresplayer with ‘La Voz’, both ‘Got Talent’ and ‘The island of temptations’ will be able to be seen earlier on the Mediaset platform than on Telecinco. In the case of talent, they specify that all their deliveries will be, except the final one.
This joins the last announcement, in which Mediaset presents as a new weapon the daily broadcast, between 4:00 p.m. and 5:00 p.m. one hour live from the house from ‘Women and men and vice versa’ titled ‘MyH: one hour with cameras‘. Also his exclusive reality show, ‘Sola / Solo’ evolves into ‘Solas / Solos’.
Strengthening reality to the detriment of their own series
The great absence in these ads, and what I think most distinguishes Atresmedia’s offer, is national fiction. Something that on the one hand is understood with Mediaset’s deal with Amazon Prime for the exclusive premiere of Telecinco series such as ‘La que se avecina’ and ‘Caronte’.
Simply to compare, with the latest available data we see that, last October, Atresplayer doubled in subscribers to Mitele (289,000 vs 138,000). A difference marked by the decline that has caused the loss of the broadcasting rights of football this season and the good data of its competition with the blow on the table that ‘Veneno’ has meant.
But the Mediaset group is more than clear about its purpose and its business model and this goes through maintaining the image of the reality, factual, salsa and morbid chain above all else. Here Mediaset does not quite understand that what works for them live does not have to do it in VOD. And that transfer of the usual contents of the chain in a “miteleización” needs a little more spark to gain subscribers.
Series dominate SVOD
And this happens by, yes, enhancing the series. The latest data from Nielsen in the United States confirm that the streaming public consumes massively fiction series, especially those that have already been seen on free-to-air television (‘Grey’s Anatomy’, to give an example of something that Mediaset broadcasts). While we are a different market, the only presence of ‘The Great British Bake Off’ at the top, It makes us think that it is not a field where reality shows especially triumph.
It is clear that we are playing in a different league than Netflix / Prime Video and companyHowever, nowadays we have to make an attractive catalog and nowadays the factor of casual consumption in which to open a platform and wear something in which we do not invest too much time is very important.
In this sense, I believe that although they tell us that they are promoting Mitele Plus, current supply is somewhat scarce and I do not know to what extent the less accustomed public will call to the fanfare of Telecinco, especially when in two weeks the price of the subscription rises. As of February 1, the basic subscription to Mitele Plus will cost 4 euros per month (or 40 euros per year) instead of the 3 euros (30 per year) that it cost until now.