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Los anuncios de mi vida

La supresión de la publicidad de TVE fue una estupidez desde el punto de vista político y, sobre todo económico. TVE volvió a tener el año pasado un déficit importante y, como por ley no se puede endeudar, ahora tiene un conflicto difícil de resolver.

Eso sí, los espectadores están contentos porque pueden ver películas sin interrupciones y los programas de la noche terminan a una hora razonable. No sé si cuando la programación de TVE se empiece a deteriorar (sin dinero no se pueden comprar programas ni, después, sueldos a los buenos profesionales) estarán igual de contentos.

Los que también están muy contentos son los miembros de la UTECA, la asociación de las televisiones privadas, que no terminan de creerse la magnitud del regalo que les hizo el Gobierno (ellos se habrían conformado con una reducción “drástica” como se dijo primero) y que les ha llevado a estar otra vez entre las empresas más rentables de Europa. Eso, en plena crisis, no tiene precio. Más aún si pensamos en lo duramente que ha afectado la crisis a la mayor parte de los otros medios.

Pero hoy vuelven los anuncios a TVE.

Ayer tres representantes de la AEA, la Asociación Española de Anunciantes se reunieron con Ramón Jaúregui,  Ministro de la Presidencia, para ofrecerle de nuevo una buena cantidad de millones de euros para eliminar la deuda de TVE a cambio de que vuelva a emitir publicidad de una manera inteligente y razonable.

Yo creo que esa es una buena idea, que favorecería a los españoles (tendríamos que pagar menos impuestos) beneficiaría a la economía y no perjudicaría mucho a las cadenas privadas, que seguirían siendo muy rentables.

Pero ese no es el camino por el que hoy vuelve la publicidad a TVE. Lo hará de la mano de Manuel Campo Vidal en un programa, Los anuncios de tu vida, que va a hacer análisis sociológico (Manolo es sociólogo, además de periodista; la última vez que charlé con él estaba terminando su tesis doctoral nada menos que con Manuel Castells) a partir de los anuncios que se emitieron por TVE a lo largo de algo más de cincuenta años. Estoy seguro de que va a ser un programa interesante: los anuncios han reflejado la evolución de la sociedad española a lo largo de estos años (y la sociedad española ha evolucionado mucho, en general para bien, en ese periodo) y seguro que Manolo sabe extraer la esencia de esos cambios.

He leído que, para no saltarse la ley de Financiación de TVE se han eliminado u ocultado las marcas. Me parece una trampa y un error, aunque lo comprendo: no querrán levantar sospechas que les echen a las fauces de los glotones leones de la UTECA.

He visto comentarios sobre este programa en varios medios y en casi todos se resalta un clásico: el negrito de Cola Cao. Es curioso, en mi memoria ese anuncio es radiofónico y se relaciona con Matilde, Perico y Periquín, un programa costumbrista muy divertido que emitió a lo largo de muchos años la antigua Cadena SER.

Hubo muchos más anuncios que marcaron mi vida, mucho antes de saber que me iba a dedicar a la publicidad para ganarme la vida. Ese era el enfoque que pensaba dar a este post cuando me he sentado a escribir. Pero está visto que me he ido por otros derroteros.

Y no puedo seguir escribiendo porque no me quiero perder el programa.

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