Spanish Television celebrates 70 years of history, a milestone that RTVE (Spanish Radio Television) has been commemorating since the beginning of this year with various actions and initiatives, among them, the updating of its visual and graphic elements or the creation of the anthem “Unstoppable”. Recently, taking advantage of the broadcast of the final of the Benidorm Fest, it has launched an advertisement that celebrates the seven decades of the public entity and its role as a witness to history.

The spot has been worked on together with Serviceplan España, which at the end of last year won the competition to provide a comprehensive advertising, communication, media and advisory service for RTVE, giving rise to a collaboration that will last for a maximum period of three years. For its part, MediaPlus Equmedia was the winner of the tender to manage media planning and purchasing.

The advertisement, titled “70 years of TVE, the one that loves you”, offers a review of the history of television by a group of children who, guided by curiosity, break into the entity’s facilities in Torrespaña to find out what television is like inside. By mistake, they delete all the files accumulated so far, and are forced to recreate them to compensate for the loss.

Thus, over a three-minute duration, some of the most emblematic broadcasts, programs and spaces are recreated since TVE began its regular activity on October 28, 1956. Among others, reference is made to the coverage of the landing on the Moon, narrated by journalist and presenter Jesús Hermida, to the “One, two, three” contest, or the attempted coup d’état in 1981 by Antonio Tejero.

The advertisement also brings to mind content such as “The Crystal Ball”, the inauguration of the Barcelona Olympic Games in 1992, the iconic series “Blue Summer”, or the broadcast of the wedding of King Felipe VI and Letizia. The “Know and Win” contest and the “La revuelta” program also find a place in this review, which concludes with the claim “Our last 70 years are impossible to erase. Let’s continue creating a future full of memories.”

The advertisement is based on the insight of the curiosity that every viewer has ever felt to know how television works inside, as explained by Emilio Valverde, Executive Creative Director at Serviceplan Spain, through LinkedIn. “The challenge was to celebrate seven decades of history in a contemporary way, without falling into nostalgia and clichés, and showing public television as it is today, innovative and close.”; he commented. “Thanks to the gaze of these four children, we have returned to the past for a few minutes, to our past, that of an entire country, and we have done so with respect and a lot of emotion, to show not only the great television that RTVE has been, but the great television that it is today.”.

The spot was broadcast during the final of the Benidorm Fest last Saturday, February 14, before revealing the results of the voting. The contest, which ended with the victory of Tony Grox and Lucycalys thanks to the song ‘T amaré’, became a privileged space for self-promotion of the network’s programming, due to its notoriety and cultural relevance.

Despite being one of the key contents of TVE’s proposal, this edition has been the least watched of the five years in which the festival has been held, in part due to being the first outside of Eurovision. Thus, the space achieved a 12.1% screen share and an average of 1,085,000 viewers. More than 4.1 million viewers connected with the program at some point during its broadcast, according to data provided by Barlovento.

The 70th anniversary of TVE

The announcement is part of a set of initiatives launched to celebrate 70 years of Spanish Television. At the beginning of January, it presented the renewal of its image which, although it maintains the essence of the current identity of recent years, has involved changes in elements such as typography, continuities, promotion closings, graphics, etc.

In addition, he also released the song “Imparables” at the beginning of this year, which he presented as an anthem to commemorate the anniversary. More than 50 faces linked to public television and radio put their voices in the song, among them, the presenters of “La Revuelta”, the protagonists of the series “La Promesa” and “Valle Salvaje”, and presenters such as Jordi Hurtado, Marc Giró, or Paula Vázquez.