Acercamiento al estilo de Antena 3 en la Etapa Asensio (1992-1997)evolución empresarial, contenidos, identidad y audiencia

Abstract

This paper The present research shows one of the main stages of Antena 3 Televisión in its business evolution since its birth, that including between June 1992 and July 1997, in which its mains shareholder was the Zeta Group represented in the key figure of its President Antonio Asensio. In order to get this we opt to make an analysis from the television identity perspective, according to its main programatic contents, the evolution of its audience and the description of its essential identity elements which define the channel. Antena 3 had an initiation stage from the beginning of its broadcast in test in December 1989 under the leadership of Antena 3 Radio and the newspaper La Vanguardia, which could be characterized by having a group of contents substantially informative and by the experimentation in programming work. In these previous years Antena 3 couldn’t settle the audience, so the change in the ownership will let, in fact it will demand, a renewed style based on an opposite type of contents (mainly entertainment shows) and, at the same time, it will maintain the commitment to fiction genre, with which it will get a wider and loyal audience.