Llegaron los cambios a Noticias RCN, y el más sonado fue la llegada de Inés María Zabaraín como presentadora del noticiero de las 7 p.m. Nadie puede negar que es una gran profesional, con carisma y credibilidad.
Sin embargo, el problema que tiene este canal, además de la marca en sí misma, es el del rating de la principal franja informativa, a las 7 p.m., hora en que los colombianos nos acostumbramos a ver las noticias del día en TV. Desde las épocas de antaño, era como darse un reconfortante duchazo los 30 minutos que duraba el noticiero -cuando solo duraban media hora- y contaban con gran calidad informativa. Hablamos en particular del Noticiero de las 7 y 24 horas.
Volviendo al presente, la contratación de Inés María no ha dado resultado. El pasado lunes 30 de septiembre Noticias RCN ni siquiera se asomaba entre de los 10 programas más vistos (según Kantar Ibope Media), mientras que Noticias Caracol a la misma hora tenía una medición de 8,21 %.
Esto confirma que un presentador o presentadora no es sinónimo de rating, basta mirar los pobres resultados de CM& durante los ocho años que ella estuvo al frente. Y no es nada personal, por supuesto.
Era factible pensar que el cálculo que hicieron los directivos de RCN al contratar a la samaria era ponerle algo de “picante” al tratarse de la esposa del presentador de la competencia (Jorge Alfredo Vargas), buscando alcanzar así algo de publicidad gratuita en los medios faranduleros, y que esa disyuntiva iba a atraer más televidentes. Pero el anzuelo no movió el rating.
Por otro lado, la llegada de Juan Lozano como remplazo de Caludia Gurisatti no cambia en nada el contenido editorial del noticiero. La valluna, para nadie es un secreto, tenía una imagen de uribista ortodoxa, fundamentalista, imagen con la que también carga el noticiero y por la cual el público le ha pasado factura.
Es de caballeros reconocer que Juan Lozano tuvo éxito como director en City TV al implantar un modelo diferente de reportería. Igual le fue bien en RED + Noticias, el hecho de llegar a RCN, donde se necesitaba un aire nuevo. Pero nada sacan si el noticiero continúa con el culto a la personalidad de Uribe, como en efecto sigue ocurriendo, en aplicación de, precepto francés consistente en “cambiar todo para que todo siga siendo igual”. Eso no es garantía de éxito para Lozano, ni para el canal de Carlos Ardila Lulle.
Los deportes los manejan dos presentadores, un hombre y una mujer. En salgo novedoso, pero falta ver si logren convencer a la teleaudiencia.
Por último, está Laura Acuña en un nuevo rol, presentadora de la sección del Semáforo, equivalente a esa parte de los informativos colombianos que se ha institucionalizado de chismecitos y curiosidades, la mayoría de tinte político. Hay que aplaudir la seriedad con que la modelo y presentadora asumió esta responsabilidad. Sin embargo, se le nota todavía plana y sin chispa.
Un cambio del noticiero que sí habría que aplaudir, es que no han acudido a vestir a Laura Acuña con prendas o sugestivas provocadoras (falda cortas y escote) para atraer al televidente masculino. Lo mismo se puede decir del vestuario de las presentadoras ahora es más discreto. Esto le da más importancia a la información y es lo que debe primar en un noticiero. Por eso, el cambio vale por lo menos destacarlo.
La objetividad informativa en lo político, eso sí, por el piso. Uribista por antonomasia.
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