Jochy Santos: "The business of televison has changed and the produces don't make what people think"
The host of "Divertiendo con Jochy" and "El Mismo Golpe" refers to the impact of the brokers
SANTO DOMINGO. The well known producer of radio and television programs, Jochy Santos, recognized that there has been a drastic change with regard to the business of television.
The popular host and announcer is clear that the business outlines are different from what was done 20 years ago.
Among the new things that have impacted television is the presence of the so-called ‘brokers' or agencies that handle large publicity accounts.
"Now television producers are not earning the money that the people think. First there is the policy of the brokers that handle large volumes, and then you have to adjust yourself to this type of things, but also the very television stations are making changes that mean that you have to dig deeper in order to have a television program that makes money," he noted.
Another ingredient that complicates the production of a program these days is the frequency of the payments of the payments for publicity and the relation that it has with attractive proposals. "Now, one has to dig really deep to make a program that is artistically attractively, is dignified, is adjusted to what the public wants, but which is managerially feasible, because today you spend a lot of money, for example, creating scenery can easily cost you RD$3 or RD$4 million....It costs money that many times, if the program does not produce it or is at the break-even point, evidently the quality goes down or you take it off the air," he stressed.
Jochy recalled that although a program or a channel invoices monthly, the payments do not come quickly, since in the majority of the cases, these take up to 90 days.
Difficulty for newcomers
With the situation that he describes he does not see a future without pitfalls for the newcomers that see in television the project of their lives.
Those that like him, who enjoy the recognition of the public stay afloat and with the support of those that trust in their proposals in order to invest in publicity. "But the new producers or the artists that are beginning in this media have a very heavy load to carry, because the truth is that there is not a lot of space for you to develop yourself in the best possible manner."
A vocation, fundamental for his goal
He always wanted to be an announcer. In his youthful years he was a fan of radio. He listened to the international stations on Shortwave as well as the content of the local stations.
He did not study broadcasting or speech, but one day he received an invitation to go to a radio station and starting there he began to transmit over the radio waves. The first thing he did was as a DJ, but he recalls that for several years he was on the program "Panorama Farandulero y Algo Mas" as a chronicler of art. "This is a vocation and I believe that it is important for every human being that every activity that you do has to have this little bit of a vocation, which is what attracts you, what grabs your attention in order to do something in life."
On his agenda, a program of music
Through ‘El Mismo Golpe con Jochy' he plays his favorite music. He has even influenced the people on his team as well as his listeners. He like the bolero more each day, and he does not know if it is something to do with his age, but he enjoys the imagery of the composers each time that he listens to a good song. He defines his taste in music as ‘eclectic'.
"In a general sense, the bolero is interesting, and as a cultural element it is good, and sometime I could end up doing a program, although it might be one production for another. In fact I have the name.... "
Respect for the producer is vital to achieve success on TV
For Santos, respect for the professional criteria of Edilenia Tactuk, the producer of "Divertido con Jochy" has been a vital part for his success. "You have to be respectful of the production or of the producer, that many times this is what Dominican television lacks, the fact that you are the owner of the program, that you are the executive of the program, many times you do not want to submit to what the producer presents. Whoever knows about television production, he who has studied, he that has the creativity, you have to respect it."
He is not like many leaders of programs that when their producer presents the script, they immediately begin to eliminate things, because they want to present a proposal that the public does not like.
"The advantage that I have with Edilenia Tactuk, is just that, that she is a producer with a lot of criteria, a producer that has a great respect for the public, and I feel that this has been part of the success of the "Divertido" program.
He recalled that on occasions he sees the script when it is being prepared and then they hold a production meeting in order to finish with the details.
The popular host and announcer is clear that the business outlines are different from what was done 20 years ago.
Among the new things that have impacted television is the presence of the so-called ‘brokers' or agencies that handle large publicity accounts.
"Now television producers are not earning the money that the people think. First there is the policy of the brokers that handle large volumes, and then you have to adjust yourself to this type of things, but also the very television stations are making changes that mean that you have to dig deeper in order to have a television program that makes money," he noted.
Another ingredient that complicates the production of a program these days is the frequency of the payments of the payments for publicity and the relation that it has with attractive proposals. "Now, one has to dig really deep to make a program that is artistically attractively, is dignified, is adjusted to what the public wants, but which is managerially feasible, because today you spend a lot of money, for example, creating scenery can easily cost you RD$3 or RD$4 million....It costs money that many times, if the program does not produce it or is at the break-even point, evidently the quality goes down or you take it off the air," he stressed.
Jochy recalled that although a program or a channel invoices monthly, the payments do not come quickly, since in the majority of the cases, these take up to 90 days.
Difficulty for newcomers
With the situation that he describes he does not see a future without pitfalls for the newcomers that see in television the project of their lives.
Those that like him, who enjoy the recognition of the public stay afloat and with the support of those that trust in their proposals in order to invest in publicity. "But the new producers or the artists that are beginning in this media have a very heavy load to carry, because the truth is that there is not a lot of space for you to develop yourself in the best possible manner."
A vocation, fundamental for his goal
He always wanted to be an announcer. In his youthful years he was a fan of radio. He listened to the international stations on Shortwave as well as the content of the local stations.
He did not study broadcasting or speech, but one day he received an invitation to go to a radio station and starting there he began to transmit over the radio waves. The first thing he did was as a DJ, but he recalls that for several years he was on the program "Panorama Farandulero y Algo Mas" as a chronicler of art. "This is a vocation and I believe that it is important for every human being that every activity that you do has to have this little bit of a vocation, which is what attracts you, what grabs your attention in order to do something in life."
On his agenda, a program of music
Through ‘El Mismo Golpe con Jochy' he plays his favorite music. He has even influenced the people on his team as well as his listeners. He like the bolero more each day, and he does not know if it is something to do with his age, but he enjoys the imagery of the composers each time that he listens to a good song. He defines his taste in music as ‘eclectic'.
"In a general sense, the bolero is interesting, and as a cultural element it is good, and sometime I could end up doing a program, although it might be one production for another. In fact I have the name.... "
Respect for the producer is vital to achieve success on TV
For Santos, respect for the professional criteria of Edilenia Tactuk, the producer of "Divertido con Jochy" has been a vital part for his success. "You have to be respectful of the production or of the producer, that many times this is what Dominican television lacks, the fact that you are the owner of the program, that you are the executive of the program, many times you do not want to submit to what the producer presents. Whoever knows about television production, he who has studied, he that has the creativity, you have to respect it."
He is not like many leaders of programs that when their producer presents the script, they immediately begin to eliminate things, because they want to present a proposal that the public does not like.
"The advantage that I have with Edilenia Tactuk, is just that, that she is a producer with a lot of criteria, a producer that has a great respect for the public, and I feel that this has been part of the success of the "Divertido" program.
He recalled that on occasions he sees the script when it is being prepared and then they hold a production meeting in order to finish with the details.