Univision has announced that the 53-year-long Hispanic show, Sabado Gigante is coming to an end September 19. The company has not released the reasons why the show is getting cancelled, but due its known drop in ratings over the past couple of years, it could be the cause of the millennial generation not watching television.
Sabado Gigante was a mixture of skits, jokes, musical performances, advertised sing-a-longs, and interviews of newsmakers, conducted by the host Don Francisco, known as Mario Kreutzberger. The U.S. Hispanic household, would shut down for three hours every Saturday night, so families could watch the show. According to its parent company Univision, the show has been watched in 42 countries including Europe, and the Americas.
However, in 2012 the show began to see the slip in its ratings, with an average audience rating of 2.9 million dropping to two million. Out of the demographic age range of 18-42, only 828,000 would watch the show. While the demographics advertisers choice of age range 18-34, only 359,000 are watching Sabado Gigante. Since the show is ran by its advertisers, Sabado Gigante show’s cancellation is due to the millennial generation.
Millennial’s have outnumbered the baby boomers, and this has began to force change with many traditional/ritual activities. Hispanic millennial’s have began to change the home of hispanic culture. According to Forbes contributor Giovanni Rodriguez, he explains how the household is not the same, with less families coming together on Saturday night to watch television. Since Sabado Gigante is predominantly in Spanish it might have become a problem, for the reason that most millennial Hispanics do not speak fluent Spanish. Univision’s understanding of the millennial generation, might have helped in the decision-making of canceling the show, to prevent the heartbreak of watching ratings continue to fall.
Although Sabado Gigante is coming to an end, the host, Kreutzberger, is said to continue to host charity campaigns and specials. Fans will still be able to follow the prominent leader, that brought Hispanic families together every Saturday night for the past half-century.
Kreutzberg, 74, started the show in Chile. He was born to Jewish-German parents, that fled Europe after WWII. He was introduced and mesmerized by American television when his father flew him to New York, to become a tailor-man, so he could take over his shop in Santiago. After two years of absorbing American entertainment, he sold his game show idea to Chilean TV. 24 years later, Univision brought Sabados Gigante to the U.S. His comedic tactics allowed him to use the show as an outlet, for Hispanic homes to enjoy the break of hardworking weeks. Later in the years, as social media began to help with ratings, the show added a social media anchor to incorporate posts from fans through Facebook, and Twitter.
Sabados Gigante show being cancelled in the near future due to millennials, is also because of the social media movement. Univision troubles come from transitioning its programs to an online platform, that will incorporate a younger audience. With the changes occurring in Hispanic demographics, the skits, culture identity, and preference of language has been harder to keep up with when running the show. In recent years Sabado Gigante has been putting younger faces on, to grasp the younger crowds attention, but when the lawsuit of the main star Adonis Losado took place in 2009, it hurt all aspects of the show to promote towards the younger crowd, since the actor was a criminal.
Sabados Gigante was able to have its shine on television. It did its part of joining families together, and transitioning the Hispanic culture into the digital realm of the world. Although it has to come to an end, it is just another way that millennials have made a change with tradition towards the future. Sabados Gigante being cancelled because the network not grasping millennials, opens a door for new Hispanic households, to find new rituals to keep the family together on Saturday nights.
By Krystle Mitchell
Photo By Chile Ayuda a Chile – Flickr License