As Movistar Plus+ approaches its 10-year anniversary since Telefónica acquired 56% of Digital+ for a whopping 707 million euros, the company finds itself at a crucial crossroads. This celebration marks not just a decade of ownership but also a fundamental turning point as it grapples with evolving leadership and shifting strategies in the competitive landscape of streaming and pay television in Spain.
In July 2015, Movistar TV merged with Digital+ to become Movistar Plus+, transitioning under the management of Fernando Jerez, a key player known for creating the popular channel #0. Under Jerez's stewardship, the network injected fresh content and introduced prominent figures such as Andreu Buenafuente. However, as time unfolded, the platform has seen waves of significant restructuring.
In 2016, the launch of the #0 channel under Buenafuente's influence was a big hit. Yet, the latter years witnessed a shift towards profitability-driven strategies. When José María Álvarez-Pallete took over as president of Telefónica in 2016, changes began to ripple across the organization. The appointment of Sergio Oslé in 2017 as head of the audiovisual section signaled a commitment to producing original content with an investment of 70 million euros per year. Despite these ambitions, initial offerings garnered limited success apart from hits like ‘Antidisturbios’ in 2020.
In 2018, Telefónica struck a controversial agreement with producer Jaume Roures, which saw the disappearance of BeIN Sports and the emergence of the #Vamos channel. This shift not only altered the competition dynamics but also marked the start of a trend that would see the dissolution of Canal+'s sports team, leading to audiences losing popular programming such as ‘Fiebre Maldini’.
However, the years that followed ushered in more upheaval. In February 2021, Oslé elevated Cristina Burzako, known for her marketing acumen, to lead Movistar Plus+. Under Burzako, creative choices began leaning towards cost-cutting and consolidating programming. The move away from edgy content, such as late-night comedy shows that were critical of political parties and the monarchy, worried many in the industry. As filmmaker Rodrigo Sorogoyen expressed, Movistar seemed increasingly hesitant to engage in politically charged narratives.
Certain shows remained steadfast, yet Burzako's tenure shifted away from irreverent programming to safer, mainstream alternatives that many felt lacked the previous bite. The cancellation of shows like ‘Late Motiv’ indicated a broader movement towards minimizing risks while still retaining lucrative sports broadcasting rights, which are crucial for maintaining a solid subscriber base.
Despite this environment, Movistar Plus+ did manage to carve out new successes in fiction with critically acclaimed series like ‘Querer’ and ‘Celeste’. However, the documentary segment also exhibits a troubling trend: while the success of titles such as ‘Lola’ and ‘El Palmar de Troya’ initially boosted viewership, subsequent projects have leaned towards idealized splashes of nostalgia rather than challenging narratives.
As Movistar endeavors to maintain its foothold, a new emphasis on cinema production emerged, evident in projects like ‘Mientras dure la guerra’ and ‘Soy Nevenka’. These projects highlight the potential for lucrative returns that also bolster the platform's prestige with audiences. Nevertheless, this endeavor comes at a cost, manifesting in widespread budget trimming—cancellations of underperforming channels, loss of critical sports rights, and initiatives focused solely on reducing expenditure.
The recent appointment of Javier de Paz, linked to socialist leadership circles, and Daniel Domenjó as CEO, carries the weight of speculation concerning the government's potential influence over Movistar Plus+. Many industry analysts are keenly observing whether this relationship will result in a new push for politically favorable programming, reminiscent of past controlled narratives.
Furthermore, as Domenjó stepped into the CEO role, the industry was taken aback. His prior experience heading a lesser-known production firm shows a shift towards perhaps nurturing fresh perspectives in the decision-making hierarchy. Domenjó previously contributed to producing popular game shows for RTVE, which established him in the television sector although his prior entity did not rank among the most recognized names.
As these shifts unfold, many within the industry are questioning the future direction of Movistar Plus+. Will it revert to the innovative styles of the past or uphold Burzako's commercially-minded approach? Observers will be watching closely as the dynamics change with new leadership and existing programming reforms, hoping that Movistar Plus+ will find its footing in the competitive media landscape. The imminent decisions made by De Paz and Domenjó will significantly impact not only the future of the platform but also the wider narrative surrounding Spanish pay television and its relation to national culture.
In summary, Movistar Plus+ stands at a turning point. The decade since Telefónica's acquisition has been marked by trials, shifts in leadership, and evolving viewer preferences. As the new executives take the reins, the broadcast giant must navigate its path forward, learning from its history while confronting modern challenges and opportunities.
