Cosmopolitan Television, launched by the young women’s magazine at
the beginning of last month, is the first 24-hour digital satellite
masthead TV channel in Spain and Portugal.
Its founding partners are Hearst Entertainment & Syndication, a division
of the Hearst Corporation, which publishes Cosmopolitan magazine, and
MultiPark Madrid, the Spanish media company that produces and
distributes programming for satellite, digital, cable and digital
terrestrial TV as well as the internet.
Spain was chosen for the launch because of Cosmopolitan’s strong
presence in the market and the existence of a healthy TV economy.
Victoria Abbad, Cosmopolitan TV’s marketing director, said:
’Cosmopolitan sees Spain as the ideal market from which to open its
doors to the rest of Europe, Latin America and the Spanish-speaking
market in the States.’
The channel can be accessed through Via Digital, which claims to have
half a million subscribers, with a maximum potential audience of two
million in Spain from the Hispasat satellite link.
According to Abbad, Cosmopolitan Television is aimed at women aged
between 18 and 35 years old, in the ’middle- to high-class’
The channel targets different audiences throughout the day. There are
daily slots - pre-dawn and afternoon - aimed at ’passionate’ women
(students and working women aged 18-25), while a beauty programming
strand - as well as a talk show and film - between 9am to 3.30pm is
aimed at housewives aged 25-35. In the evening ’adventurous’ women
(18- to 35-year-olds) are targeted with films, talk shows, travel
documentaries and programmes on living and fashion.
Appropriately enough, Cosmopolitan TV’s first major advertiser is Bimbo,
the Spanish bread-to-biscuits manufacturer.
Although Cosmopolitan TV does not yet have official viewing figures or
boast a tariff card, the market possibilities look bright, especially
since most Spanish TV is aimed at a very macho audience. Coded
television channels have taken off in Spain since the rights to football
matches were sold to the two main TV services.
Football is by far the main fare on Spanish television along with a mix
of lurid gameshows and thinly disguised political broadcasts. But there
may be a clue to the future in the popularity of melodramatic soaps from
Latin America that are broadcast during the late-afternoon siesta.
COSMOPOLITAN TELEVISION FACT FILE
Owner Hearst/MultiPark Madrid
Launch date 1 March 2000
Platform Digital decoder and Hispasat
Potential audience two million