The afternoon battles in television circles drew intense attention as a new season kicked off. After nearly two decades of leading Telecinco mornings, Ana Rosa Quintana made her daytime debut on a Monday, launching the program in the late afternoon slot between 5:00 and 8:00 p.m. The move places her in direct competition with Sonsoles Ónega, who anchors Square on Antena 3 at similar hours. In the days ahead, Jordi González will also enter the frame, presenting his own program at 1 p.m. to challenge the evolving schedule.
In a media interview conducted during the Vitoria-Gasteiz Festival and shared with YOTELE, Ana Rosa candidly discussed taking on the new challenge and approaching it with a humble mindset and a clear aim to innovate the channel’s content. The conversation touched on the use of modern technologies, including deepfake applications and broader artificial intelligence tools, to refresh the afternoon programming.
As the season opens, a sense of strategic uncertainty prevails. The executives and production teams must decide who shines and how each show will perform. While rivals’ successes remain partly unpredictable, the confident tone suggests that the team believes in its history of creating compelling magazines and effective morning formats, and it is ready to translate that expertise into the late afternoon time frame.
The shift to afternoon hours was not originally planned for Quintana. She had envisioned staying for one or two more years before focusing more on production work behind the camera. Yet, life offers detours, and she embraced the challenge with a resilient spirit. It took longer than expected to settle on the change, but the decision ultimately came down to embracing opportunity and enjoying the ride rather than fearing it. The invitation to try something different was welcomed with optimism and a readiness to explore what lies ahead.
For nearly two decades, Quintana admired the stability of leading the morning ratings, a position that brought a sense of calm and freedom to pursue creative control. The possibility of changing the rhythm of the day was not taken lightly, but it opened space for fresh ambitions and new narratives. When the show performs well, it provides room to maneuver and shape the content in ways that feel authentic and engaging. If it encounters turbulence, the team views that as a chance to adjust rather than a setback.
Quintana also reflected on the predecessors of Telecinco’s afternoon slot, including Sálvame and La Factory de la Tele. She acknowledged the value of their production work and the talent involved, while noting that her own show would adopt a distinct tone and pace. The goal is to deliver content that resonates beyond snack-like moments, emphasizing consistency and depth rather than simply chasing quick hits. The plan remains to stay ahead by delivering thoughtful, well-structured material rather than superficial bursts.
In parallel, Jorge Javier Vázquez, currently presenting Chinese Stories, described himself as a strong communicator. He observed that Telecinco’s decision to place a morning program in an afternoon slot signals a bold shift toward more relaxed television consumption. The dynamic between Quintana and Vázquez remains strong, with a familial rapport that blends affection and rivalry. Mutual support and occasional disagreements mark their interactions, yet the relationship remains fundamentally cooperative as both navigate a changing TV landscape.
At the close of the season, the reception to the new script and the broader strategic direction will shape Telecinco’s signal for mornings and afternoons alike. The network remains confident in a team of experienced collaborators and the capacity to bring new energy to the schedule. The landscape of daytime television is evolving, with the crown always waiting for a new holder. For now, the focus is on delivering engaging, reliable content that earns viewer trust and keeps them coming back for more.