{"id":4677,"date":"2021-07-17T18:54:45","date_gmt":"2021-07-17T18:54:45","guid":{"rendered":"https:\/\/urbe.com.ar\/revista\/?p=4677"},"modified":"2023-06-03T22:57:46","modified_gmt":"2023-06-03T22:57:46","slug":"el-granero-creativo-del-mundo","status":"publish","type":"post","link":"https:\/\/urbe.com.ar\/revista\/el-granero-creativo-del-mundo\/","title":{"rendered":"El granero (creativo) del mundo"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00bb1&#8243; disabled_on=\u00bbon|on|on\u00bb _builder_version=\u00bb4.4.8&#8243; disabled=\u00bbon\u00bb][et_pb_row _builder_version=\u00bb4.4.8&#8243;][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.4.8&#8243;][et_pb_text disabled_on=\u00bbon|on|on\u00bb _builder_version=\u00bb4.9.9&#8243; hover_enabled=\u00bb0&#8243; disabled=\u00bbon\u00bb sticky_enabled=\u00bb0&#8243;]Por Agustina Leunda | El nacimiento de la televisi\u00f3n argentina se dio el 17 de octubre de 1951. Hac\u00eda apenas unas semanas, poco m\u00e1s de un mes que Eva hab\u00eda renunciado a ser candidata a vicepresidenta y los rumores por su mala salud recorr\u00edan el pa\u00eds entero. Esa tarde la pareja presidencial sali\u00f3 al balc\u00f3n de la Casa Rosada frente a miles de mujeres y hombres que esperaban escuchar el que ser\u00eda el \u00faltimo discurso de Eva.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; use_custom_gutter=\u00bbon\u00bb gutter_width=\u00bb1&#8243; specialty=\u00bbon\u00bb padding_top_bottom_link_1=\u00bbfalse\u00bb padding_top_bottom_link_2=\u00bbfalse\u00bb padding_left_right_link_1=\u00bbfalse\u00bb padding_left_right_link_2=\u00bbfalse\u00bb padding_left_2=\u00bb1%\u00bb _builder_version=\u00bb4.9.4&#8243; custom_padding=\u00bb0px||0px|||\u00bb][et_pb_column type=\u00bb2_3&#8243; specialty_columns=\u00bb2&#8243; _builder_version=\u00bb3.25&#8243; custom_padding=\u00bb|||\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_row_inner _builder_version=\u00bb4.4.8&#8243; background_color=\u00bb#ffffff\u00bb custom_padding=\u00bb0px||0px|||\u00bb][et_pb_column_inner saved_specialty_column_type=\u00bb2_3&#8243; _builder_version=\u00bb4.4.8&#8243;][et_pb_text _builder_version=\u00bb4.9.9&#8243; text_font=\u00bb|600|||||||\u00bb text_text_color=\u00bb#033332&#8243; text_font_size=\u00bb18px\u00bb header_text_align=\u00bbcenter\u00bb header_font_size=\u00bb35px\u00bb custom_margin=\u00bb2%|0%|2%|0%|true|true\u00bb]URBE[\/et_pb_text][et_pb_text _builder_version=\u00bb4.9.9&#8243; header_font=\u00bb|700||on|||||\u00bb header_text_align=\u00bbleft\u00bb header_text_color=\u00bb#057E7E\u00bb custom_margin=\u00bb3%|0%|3%|0%|true|true\u00bb custom_padding=\u00bb|0%||0%|false|true\u00bb]<\/p>\n<h1>El granero (creativo) del mundo<\/h1>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00bb4.9.9&#8243; text_font=\u00bb||||||||\u00bb text_text_color=\u00bb#057E7E\u00bb text_font_size=\u00bb18px\u00bb header_text_align=\u00bbcenter\u00bb header_text_color=\u00bb#057E7E\u00bb header_font_size=\u00bb35px\u00bb text_orientation=\u00bbjustified\u00bb custom_margin=\u00bb2%|0%|2%|0%|true|true\u00bb]Por <b>Agustina Leunda<\/b><br \/>\n17\/07\/2021[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/urbe.com.ar\/revista\/wp-content\/uploads\/2021\/07\/PlantillasNotas_Urbe_Portada.jpg\u00bb title_text=\u00bbPlantillasNotas_Urbe_Portada\u00bb disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.9.9&#8243; background_enable_image=\u00bboff\u00bb custom_margin=\u00bb5%|0%|5%|0%|true|true\u00bb custom_margin_tablet=\u00bb\u00bb custom_margin_phone=\u00bb6%|0%|6%|0%|true|true\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb][\/et_pb_image][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00bb1_2,1_2&#8243; use_custom_gutter=\u00bbon\u00bb gutter_width=\u00bb1&#8243; make_equal=\u00bbon\u00bb disabled_on=\u00bbon|off|off\u00bb _builder_version=\u00bb4.4.8&#8243; background_color=\u00bb#ffffff\u00bb custom_margin=\u00bb||||false|false\u00bb custom_padding=\u00bb0px||0px|0%|false|false\u00bb locked=\u00bboff\u00bb][et_pb_column_inner type=\u00bb1_2&#8243; saved_specialty_column_type=\u00bb2_3&#8243; _builder_version=\u00bb4.4.8&#8243; background_color=\u00bb#ffffff\u00bb custom_css_main_element=\u00bbwidth: 60% !important;\u00bb][\/et_pb_column_inner][et_pb_column_inner type=\u00bb1_2&#8243; saved_specialty_column_type=\u00bb2_3&#8243; _builder_version=\u00bb4.4.8&#8243; custom_css_main_element=\u00bb||width: 40% !important;||margin: auto;||display: flex;||flex-direction: column;||justify-content: center;\u00bb][et_pb_code _builder_version=\u00bb4.4.8&#8243; text_orientation=\u00bbcenter\u00bb module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb2%||2%||true|false\u00bb custom_padding=\u00bb|20%||20%|false|true\u00bb]<div class=\"et_social_networks et_social_3col et_social_simple et_social_circle et_social_top et_social_nospace et_social_shortcode_0 et_social_mobile_on et_social_outer_dark\">\n\t\t\t\t\t<style type=\"text\/css\">.et_monarch .et_social_shortcode_0 li,.et_monarch .et_social_shortcode_0.et_social_circle ul li i.et_social_icon { background: #00c5d7; } .et_monarch .et_social_shortcode_0.et_social_rounded .et_social_icons_container li:hover, .et_monarch .et_social_shortcode_0.et_social_rectangle .et_social_icons_container li:hover, .et_monarch .et_social_shortcode_0.et_social_circle .et_social_icons_container li:hover i.et_social_icon { background: #ffffff !important; } .et_monarch .et_social_shortcode_0 .et_social_icon, .et_monarch .et_social_shortcode_0 .et_social_networks .et_social_network_label, .et_monarch .et_social_shortcode_0 .et_social_networkname, .et_monarch .et_social_shortcode_0 .et_social_count { color: #ffffff !important; } .et_monarch .et_social_shortcode_0 .et_social_icons_container li:hover .et_social_icon, .et_monarch .et_social_shortcode_0 .et_social_networks .et_social_icons_container li:hover .et_social_network_label, .et_monarch .et_social_shortcode_0 .et_social_icons_container li:hover .et_social_networkname, .et_monarch .et_social_rounded.et_social_shortcode_0 .et_social_icons_container li:hover .et_social_count, .et_monarch .et_social_rectangle.et_social_shortcode_0 .et_social_icons_container li:hover .et_social_count { color: #00c5d7 !important; }<\/style>\n\t\t\t\t\t\n\t\t\t\t\t<ul class=\"et_social_icons_container\"><li class=\"et_social_facebook\">\n\t\t\t\t\t\t<a href=\"#\" class=\"et_social_follow\" data-social_name=\"facebook\" data-social_type=\"follow\" data-post_id=\"0\" target=\"_blank\">\n\t\t\t\t\t\t\t<i class=\"et_social_icon et_social_icon_facebook\"><\/i>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<span class=\"et_social_overlay\"><\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/li><li class=\"et_social_twitter\">\n\t\t\t\t\t\t<a href=\"https:\/\/twitter.com\/Revistaurbe_?s=12\" class=\"et_social_follow\" data-social_name=\"twitter\" data-social_type=\"follow\" data-post_id=\"0\" target=\"_blank\">\n\t\t\t\t\t\t\t<i class=\"et_social_icon et_social_icon_twitter\"><\/i>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<span class=\"et_social_overlay\"><\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/li><li class=\"et_social_instagram\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.instagram.com\/revistaurbe\/?igshid=osawef034cfi\" class=\"et_social_follow\" data-social_name=\"instagram\" data-social_type=\"follow\" data-post_id=\"0\" target=\"_blank\">\n\t\t\t\t\t\t\t<i class=\"et_social_icon et_social_icon_instagram\"><\/i>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<span class=\"et_social_overlay\"><\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/li><\/ul>\n\t\t\t\t<\/div>[\/et_pb_code][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner _builder_version=\u00bb4.4.8&#8243; background_color=\u00bb#ffffff\u00bb custom_padding=\u00bb0px||3px|0px||\u00bb][et_pb_column_inner saved_specialty_column_type=\u00bb2_3&#8243; _builder_version=\u00bb4.4.8&#8243;][et_pb_text _builder_version=\u00bb4.9.9&#8243; text_text_color=\u00bb#000000&#8243; text_font_size=\u00bb17px\u00bb text_line_height=\u00bb1.5em\u00bb custom_margin=\u00bb2%|0%|2%|0%|true|true\u00bb hover_enabled=\u00bb0&#8243; text_font_size_tablet=\u00bb17px\u00bb text_font_size_phone=\u00bb16px\u00bb text_font_size_last_edited=\u00bbon|phone\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<p>El nacimiento de la televisi\u00f3n argentina se dio el 17 de octubre de 1951.<br \/>\nHac\u00eda apenas unas semanas, poco m\u00e1s de un mes que Eva hab\u00eda renunciado a ser candidata a vicepresidenta y los rumores por su mala salud recorr\u00edan el pa\u00eds entero. Esa tarde la pareja presidencial sali\u00f3 al balc\u00f3n de la Casa Rosada frente a miles de mujeres y hombres que esperaban escuchar el que ser\u00eda el \u00faltimo discurso de Eva:<\/p>\n<p><i>\u201cY le doy las gracias a usted mi general por haberme ense\u00f1ado a conocerlo y a quererlo. Si este pueblo me pidiese la vida, se la dar\u00eda cantando, porque la felicidad de un solo descamisado vale m\u00e1s que mi vida.\u201d<\/i><\/p>\n<p>A pocos metros, desde el balc\u00f3n del Banco Naci\u00f3n, bajo las \u00f3rdenes del empresario Jaime Yankelevich -abuelo de Gustavo- y con el apoyo de Per\u00f3n, un par de hombres se propusieron captar las im\u00e1genes del acto y realizar la primera transmisi\u00f3n televisiva de todo el territorio nacional.<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/urbe.com.ar\/revista\/wp-content\/uploads\/2021\/07\/Jaime-1.jpg\u00bb title_text=\u00bbJaime 1&#8243; align=\u00bbcenter\u00bb disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.9.9&#8243; background_enable_image=\u00bboff\u00bb custom_margin=\u00bb5%|0%|5%|0%|true|true\u00bb custom_margin_tablet=\u00bb\u00bb custom_margin_phone=\u00bb6%|0%|6%|0%|true|true\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.9.9&#8243; text_text_color=\u00bb#000000&#8243; text_font_size=\u00bb17px\u00bb text_line_height=\u00bb1.5em\u00bb min_height=\u00bb625px\u00bb custom_margin=\u00bb0.7%|0%|0.7%|0%|true|true\u00bb custom_padding=\u00bb||0px|||\u00bb hover_enabled=\u00bb0&#8243; text_font_size_tablet=\u00bb17px\u00bb text_font_size_phone=\u00bb16px\u00bb text_font_size_last_edited=\u00bbon|phone\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<p>Durante los a\u00f1os siguientes el medio fue ganando espectadores poco a poco. Empezaron a surgir los primeros formatos de noticias (Telenoticioso, 1954), cocina (Variedades hogare\u00f1as, 1952) y ficci\u00f3n, pero los gobiernos dictatoriales desde mediados del 50 hasta principios de los 80 dejaron muy poca libertad a la generaci\u00f3n de contenidos originales. La proscripci\u00f3n y la censura estaban a la orden del d\u00eda, y los militares consideraban menos riesgoso importar programas estadounidenses que dejar jugar a la producci\u00f3n local. Reci\u00e9n con la vuelta definitiva a la democracia se abri\u00f3 una etapa de liberaci\u00f3n conocida como \u201cel destape\u201d, pero la verdadera transformaci\u00f3n, el <i>boom<\/i> en t\u00e9rminos de oferta de contenido y masividad, no lleg\u00f3 a la televisi\u00f3n nacional sino hasta 1990. <\/p>\n<p>Con el gobierno de Carlos Sa\u00fal Menem la televisi\u00f3n se consolid\u00f3 de manera definitiva como un fen\u00f3meno de masas gracias al resultado de dos procesos puntuales. Por un lado se dio un incremento importante en el acceso a nuevas tecnolog\u00edas que permiti\u00f3 que cada vez m\u00e1s hogares pudieran tener un televisor o incluso aumentaran la cantidad de aparatos. Por otro, la flexibilizaci\u00f3n de la pauta publicitaria y la privatizaci\u00f3n de los canales de televisi\u00f3n abierta, introdujo el surgimiento de la competencia en un mercado que la desconoc\u00eda hasta ese momento. Estos cambios llevaron a una transformaci\u00f3n total de la estructura productiva televisiva y marcaron una diferencia rotunda con lo conocido en t\u00e9rminos de t\u00e9cnica y contenido. Las viejas tradiciones, propias de un medio fundamentalmente estatal, fueron sustituidas por otras muy distintas, con una est\u00e9tica, un ritmo, tiempos y formatos completamente nuevos. <\/p>\n<p>\nEn este periodo se termin\u00f3 de robustecer un fen\u00f3meno que algunos te\u00f3ricos de la ciencias de la comunicaci\u00f3n denominaron \u201cjuvenilizaci\u00f3n de la televisi\u00f3n local\u201d (G\u00e1ndara, 1997). Con un estilo rebelde, discursos contestatarios, fieles a c\u00f3digos de sus tiempos y su generaci\u00f3n, unos cuantos j\u00f3venes se adue\u00f1aron de la pantalla chica y pasaron a ser las nuevas figuras de relevancia de la televisi\u00f3n abierta. No solo delante de c\u00e1mara, sino desde la cocina y direcci\u00f3n del producto, como nunca antes.\n<\/p>\n<p>Surgieron entonces las llamadas productoras independientes. Marcelo Tinelli con Ideas del Sur (1996); Pol-Ka (1994) de Adri\u00e1n Suar; Pergolini y Diego Guebel con Cuatro Cabezas (1993), fueron algunos de los nombres que revolucionaron el medio de la mano de formatos originales como Videomatch (1991), El Rayo (1995), Caiga Quien Caiga (1995), Poliladron (1995), entre tantos otros.<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/urbe.com.ar\/revista\/wp-content\/uploads\/2021\/07\/CQC_logo_2.png\u00bb title_text=\u00bbCQC_(logo_2)\u00bb align=\u00bbcenter\u00bb force_fullwidth=\u00bbon\u00bb disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.9.9&#8243; background_enable_image=\u00bboff\u00bb custom_margin=\u00bb5%|0%|5%|0%|true|true\u00bb custom_margin_tablet=\u00bb4.5%|0%|4.5%|0%|true|true\u00bb custom_margin_phone=\u00bb6%|0%|6%|0%|true|true\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.9.9&#8243; text_text_color=\u00bb#000000&#8243; text_font_size=\u00bb17px\u00bb text_line_height=\u00bb1.5em\u00bb custom_margin=\u00bb2%|0%|2%|0%|true|true\u00bb hover_enabled=\u00bb0&#8243; text_font_size_tablet=\u00bb17px\u00bb text_font_size_phone=\u00bb16px\u00bb text_font_size_last_edited=\u00bbon|phone\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<p>No pas\u00f3 mucho tiempo hasta que esos muchachos entusiastas con ideas disruptivas devinieran en empresarios exitosos, y varios de sus formatos se transformaran en productos <i>for export<\/i> de primera l\u00ednea. Caiga Quien Caiga, por ejemplo, se llev\u00f3 a Chile, Portugal, Italia, Espa\u00f1a, Costa Rica, M\u00e9xico, Honduras, Israel, Francia, Paraguay y Uruguay siendo el formato m\u00e1s vendido a nivel mundial de su \u00e9poca. Todo un suceso, y no fue el \u00fanico. Mu\u00f1eca Brava (1998), por nombrar apenas otro, fue una ficci\u00f3n argentina vendida a la televisi\u00f3n rusa que logr\u00f3 convertir a su protagonista, Natalia Oreiro, en una celebridad absoluta en la otra punta del planeta, hasta el d\u00eda de hoy.<\/p>\n<p>La televisi\u00f3n de los a\u00f1os 90 y los 2000 se constituy\u00f3 como una industria pujante y un verdadero orgullo nacional, pero los a\u00f1os fueron pasando. Despu\u00e9s del furor de las ficciones costumbristas y las c\u00e1maras ocultas llegaron los programas de archivos, la fiebre de los <i>bloopers<\/i> y los <i>reality shows<\/i>. Como qui\u00e9n no quiere la cosa, los formatos originales de industria local dejaron de ser seductores tanto para el mercado internacional como tambi\u00e9n para el nacional. Desde las ferias de contenidos desembarcaron en el R\u00edo de la Plata una inmensa cantidad de programas precocidos, y la Argentina pas\u00f3 de ser un fen\u00f3meno de ventas a nivel mundial a comprar compulsivamente. De exportar a importar.<\/p>\n<p>Hoy, tres d\u00e9cadas despu\u00e9s de aquellos a\u00f1os dorados, quienes formaron parte de esa juventud maravillosa que supo patear el tablero siguen ocupando los lugares de mando m\u00e1s altos de la c\u00fapula y teniendo la \u00faltima palabra en el medio. Pero de esa rebeld\u00eda que supo ser un motor creativo ya no quedan m\u00e1s que unas cuantas an\u00e9cdotas. Las apuestas actuales de mayor envergadura de los canales de la televisi\u00f3n abierta se tratan en esencia de renovaciones parciales de formatos antiguos y\/o extranjeros, a los que apenas se les busca sacar de encima algunas capas de polvo y agregar alg\u00fan que otro accesorio novedoso que les permita seguir vigentes en el mercado.<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/urbe.com.ar\/revista\/wp-content\/uploads\/2021\/07\/Staicy-meme.jpg\u00bb title_text=\u00bbStaicy meme\u00bb align=\u00bbcenter\u00bb disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.9.9&#8243; background_enable_image=\u00bboff\u00bb custom_margin=\u00bb5%|0%|5%|0%|true|true\u00bb custom_margin_tablet=\u00bb\u00bb custom_margin_phone=\u00bb6%|0%|6%|0%|true|true\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00bb4.9.9&#8243; text_text_color=\u00bb#000000&#8243; text_font_size=\u00bb17px\u00bb text_line_height=\u00bb1.5em\u00bb custom_margin=\u00bb2%|0%|2%|0%|true|true\u00bb text_font_size_tablet=\u00bb17px\u00bb text_font_size_phone=\u00bb16px\u00bb text_font_size_last_edited=\u00bbon|phone\u00bb]<\/p>\n<p>Master Chef (1990) es un formato ingl\u00e9s al igual que Bake Off (2010); Pasapalabra (2000) es espa\u00f1ol; La Voz (2010) holand\u00e9s, y la lista es extensa.<\/p>\n<p>Como resultado, la Argentina es portadora de una industria desatenta al surgimiento de productos locales, envejecida y plagada de programas con un manejo de c\u00f3digos obsoletos.<br \/>\nEncontrar una manera de revertir tal situaci\u00f3n es sin duda una tarea compleja aunque, en ausencia de una visi\u00f3n estrat\u00e9gica, aceptar que nadie puede rockear por siempre quiz\u00e1s sea un buen primer paso para dar lugar a lo que viene.<\/p>\n<\/p>\n<p>-G\u00e1ndara, Santiago (1997): \u201cCaiga quien caiga\u201d, en G\u00e1ndara, S. Mangone, C. Warley, J. Vidas imaginarias. Los j\u00f3venes en la tele, Buenos Aires, Biblos.\n<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/urbe.com.ar\/revista\/wp-content\/uploads\/2021\/05\/PaginaWeb_DivisorUrbe-1.png\u00bb title_text=\u00bbP\u00e1ginaWeb_DivisorCultura\u00bb align=\u00bbcenter\u00bb _builder_version=\u00bb4.9.9&#8243; _module_preset=\u00bbdefault\u00bb][\/et_pb_image][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][et_pb_column type=\u00bb1_3&#8243; _builder_version=\u00bb3.25&#8243; custom_padding=\u00bb|||\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_image src=\u00bbhttps:\/\/urbe.com.ar\/revista\/wp-content\/uploads\/2021\/05\/PicsArt_05-28-11.17.58.png\u00bb url=\u00bbhttps:\/\/urbe.com.ar\/revista\/\u00bb align=\u00bbcenter\u00bb disabled_on=\u00bbon|on|off\u00bb _builder_version=\u00bb4.9.4&#8243; custom_margin=\u00bb||20%|0%|false|false\u00bb src__hover_enabled=\u00bbon|desktop\u00bb][\/et_pb_image][et_pb_blog fullwidth=\u00bboff\u00bb posts_number=\u00bb9&#8243; 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