The death of Toni Cruz last Friday at the age of 78 serves as a poignant reminder of the shifting landscape of the television industry . It underscores the fact that many architects of television as we know it—particularly those who shaped the formative years of private broadcasting—are now retiring or passing away. Although Cruz had not been in front of the camera for quite some time, his role has been pivotal in crafting some of the greatest successes in modern Spanish television.
Great successes. The production company Gestmusic , co-founded by Cruz, collaborated with both public and private channels to launch hit programs like ‘Operación Triunfo’ , ‘Gran Hermano’ (Big Brother), and ‘Crónicas Marcianas’ . Each of these programs played an essential role in laying the foundation of the television landscape in Spain. It’s hard to overstate the significance of these formats: our first talent show, our first reality show, and a unique program that captivated audiences at seemingly impossible time slots.
But the story didn’t end there. Over time, Gestmusic churned out variants of these groundbreaking formats, delivering hits like ‘Lluvia de Estrellas’ , ‘Tu cara me suena’ , ‘¡Ahora caigo!’ , ‘¡No te rías, que es peor!’ , and ‘¡Mira quién baila!’ . In 2017, Cruz and his partner Josep Maria Mainat sold their stake in Gestmusic to Endemol , a powerhouse in the audiovisual industry.
The Baron of Bidet. For many, Toni Cruz became a household name in the late 1960s and continued to be influential through the 1980s as part of the trio that included Josep Maria Mainat and Miquel Àngel Pasqual . Together, they co-created successful television programs such as ‘No passa res’ (TV3) and ‘Tariro tariro’ (TVE), which gave them keen insight into the inner workings of television production. The next logical step for Cruz and his team was to create their own production company.
Gestmusic emerges. In 1987, as the musical group Trinca released its final album, ‘Marro!’ , it also launched the production company Gestmusic . This foundation coincided with the advent of private televisions, which contributed to the massification of regional and local media. Gestmusic’s success skyrocketed when Pasqual, dealing with health issues, sold his share of the company to Endemol , known for creating the original ‘Big Brother’ format.
Two rode together. In a relatively brief period, two significant names in the Spanish television industry have exited the scene—each having played a crucial role in defining the tone and style of mass television during the 21st century. Almost three years ago, Paolo Vasile , the former CEO of Mediaset, stepped down. Without Vasile, we wouldn’t have seen the emergence of influential formats like ‘Sálvame’ , which also included programs produced by Cruz, such as ‘Gran Hermano’ .
Between them, Cruz and Vasile contributed to forming a substantial array of impactful content in Spain over recent decades. The success of programs like ‘Operación Triunfo’ and ‘Gran Hermano’ is undeniable, but their creative influence persists in today’s most popular shows.
The legacy. A prime example is ‘Tu cara me suena’ , which has reached an audience share of 25.1%—taking cues from the format of ‘Operación Triunfo’ . This show emphasizes talent with well-known contestants, thus making it a significant contender in the current media landscape. Similarly, Gestmusic’s influence can be traced back to the chaotic but engaging format of ‘Gran Hermano’ , exemplified initially through ‘Hotel Glam’ featuring celebrities.
Martian Chronicles live on. Furthermore, the carefully curated blend of order and chaos present in ‘Crónicas Marcianas’ continues to resurface in modern-day formats like ‘El Hormiguero’ , which shares a segment of its production team with the now-iconic Sarda show. Moreover, ‘Sálvame’ and other pink information programs are essential in understanding the current television scene.
So far, so close. The contributions of Gestmusic and Vasile have catalyzed some of the most successful moments in Spanish television history. It’s crucial to recognize that many current successful formats are merely adaptations of ‘Gran Hermano’ and ‘Operación Triunfo’ . The television industry has a long history of cannibalizing its own hits, making Cruz’s influence all the more significant as we reflect on the journey that has led us to today’s media environment.
As we bid farewell to Toni Cruz, it is essential to celebrate not just his achievements but also the legacy he leaves behind; it’s a legacy that will continue to shape television for years to come.