ANDONI_FERREÑO ANDONI_FERREÑO_4_It_had_become_very ARCHIVE ARCHIVELORETO_VALVERDE ARCHIVE_CHICHO_IBAÑEZ_SERRADOR ARCHIVE_CHICHO_IBAÑEZ_SERRADORFirst_of ARCHIVE_Equipped_with_electric ARCHIVE_JOAQUIN_PARTS ARCHIVE_JORDI_LP ARCHIVE_MANOLO_ESCOBAR ARCHIVE_MARTA_SANCHEZ ARCHIVE_MIRIAM ARCHIVE_MIRIAM_DIAZ_AROCA ARCHIVE_OF_CHICHO_IBAÑEZ_SERRADOR_If ARCHIVE_of_CHICHO_IBAÑEZ_SERRADOROur_only_intention_was_to BEATRIZ_RICO CARMEN_RUSSO ELENA_NEIRA GEMA_GONZÁLEZ HUGO_STUVEN HUGO_STUVENSo_you_had_to_buy_these_3D_glasses_in_a INTRODUCTION_MAMACHICHOS IN_THE_NEXT IVONNE_REYES JORDI_LP JUAN_SANGUINO LORETO_VALVERDE LORETO_VALVERDE_Hot MAKOKE MAMA_CHICHO_You MARIA MARIA_ABRADELO MIRIAM MIRIAM_DIAZ_AROCA MIRIAM_DÍAZ_AROCA MIRIAM_DíAZ_AROCA_One_of_the_great MUSIC NOEMI_RAMAL PATRICIA_REDONDO PATRIZIA_CAVALIERE PATRIZIA_GUZZI PATRIZIA_GUZZIAt PATRIZZIA_CAVALIEREAnd_every_now_and ROSA_MARIA_CALAF ROSA_MARÍA_CALAF SINGING_THE_SONG

JUAN SANGUINO
If we look back 30 years, we find a style of television that's quite vulgar.
RAMÓN GARCÍA
Suddenly, on TV, we see girls with barely any clothes on and they're doing a show. This is fun!
IVONNE REYES
Suddenly... tops off!
NOEMÍ RAMAL
It was like the “destape” movement but on TV.
MARÍA ABRADELO
Thongs everywhere. But that's what people wanted to see.
ANDONI FERREÑO
We wanted people to enjoy themselves, for them to sit down, watch us and forget about the world.
LORETO VALVERDE
Mama, Chicho touches me... Mama, Chicho touches, touches, touches me... Who was this touchy-feely Chicho?
NOEMI RAMAL
Eh... Yes, things happened in offices.
PATRICIA REDONDO
And I saw it happen with powerful people. Didn't matter which channel -powerful people.
BEATRIZ RICO
And suddenly he says to me, "I've always liked you more "than the other presenters who are taller and have bigger tits."
NOEMÍ RAMAL
I saw that. I experienced it. They'd come on set to hunt. 
BEATRIZ RICO
They'd ask me, "You didn't feel objectified as a woman?" 
MAKOKE
We were trophies. Like, I was a trophy.
MARÍA ABRADELO
What am I, a statue that stands there like this? It's a job.
PATRIZIA GUZZI
Who do you think you are to judge me? Just because I had
my arse hanging out?
MAKOKE
Look, the girls didn't have a gun to their head.
PATRIZIA CAVALIERE
I never felt like a trophy woman.
CARMEN RUSSO
The formula works. Was I A Trophy Woman?
ARCHIVE
Spaniards... Franco has died. Long live Spain.
JUAN SANGUINO
With the arrival of democracy and the Transition, very quickly freedom is equated with feminine nudity.
ELENA NEIRA
In Spain, you have to realise that, during the '80s, we only had one TV channel, which was Televisión Española.
JUAN SANGUINO
Television can't show nudity, but it can exploit women's beauty. Women who are young, thin... And finally, not full nudity, but implied nudity comes to television with the show Un, Dos, Tres (One, Two, Three).
ARCHIVE MIRIAM DIAZ-AROCA
A very truly good evening! And many thanks for being there!
MIRIAM DÍAZ-AROCA
I'm Miriam Díaz Aroca. I'm a 60-year-old woman reborn. I was a TV presenter in the '90s. Un, Dos, Tres was about putting on a show. Gigantic sets like we haven't seen since, with huge decorations, immense musical numbers... Hundreds of people dancing, singing, with	with a billing of great comedians. It was awe-inspiring. The car! The apartment! 
ARCHIVE (male presenter) These two cars! This phenomenal motorboat


 with all the necessary equipment for deep-sea fishing.
MIRIAM DÍAZ-AROCA
Winning an apartment or a car was like a dream come true.
ELENA NEIRA
It was a fun show, with lots of women, with lots of things happening, and absolutely the whole family watched. The audience share for Un, Dos, Tres was spectacular.
JUAN SANGUINO
It had 20 million viewers in a country of 35 million people, which is huge. What happened with Un, Dos, Tres is that Chicho Ibáñez Serrador, its creator, had a very clear idea from the beginning that people liked seeing sexy girls. 
ARCHIVETwo
windsurf boards with their sails all ready!
ROSA MARÍA CALAF
Normally, the models on Un, Dos, Tres were young girls, very sweet, genuinely nice... And, of course.	beautiful. Nice bodies.
JUAN SANGUINO
In this case, they weren't singers or dancers, they were models. They served a simple purpose, to resolve things on the show. 
ARCHIVE MIRIAM DIAZ AROCA -María!
MARÍA ABRADELO
My name is María Abradelo, and for many years of my life, more than 35, I was a presenter. I started as an extra, but at the same time, I did a casting for Un, Dos, Tres. 
ARCHIVE CHICHO IBAÑEZ SERRADORFirst of all, I want to tell you that the most important thing is to relax.
MARÍA ABRADELO
There were thousands of girls from Catalonia, Madrid and everywhere. What happened was, they all danced so well, and I had pulled my abductor, so I said, "No way in hell am I going to do this casting." The girls with their leg lifts up to here, spinning around and such. So I went over to the corner, and Chicho came up to me. Like this, touching his beard. He goes, "You're not doing the casting?" And they kept calling me back, and I kept progressing, over six months. Legs, teeth, etc. Absolutely everything. 
I remember Chicho used to make us bite a pencil like this. Blah, blah, blah... So, I had to say the text with a pencil here, so that the diction would be perfectly understood. 
ARCHIVEGood evening. Welcome, once again, to our programme.
ELENA NEIRA
The female representation wasn't the same for Mayra Gómez Kemp as hostess - not in age bracket, not in the type of wardrobe they gave her, nor the lines she had -
to the representation models had on Un, Dos, Tres, who were dressed in tight clothes, always very peppy, always smiling, and their lines were just that -to be happy.

ARCHIVEYou guessed 16 colours correctly, 3,904 pesetas!
MIRIAM DÍAZ-AROCA
The programme was about showing off the models' beauty. With clothing that was very suggestive and very pretty, like, very, very pretty. It was all about revealing.
MARÍA ABRADELO
Of course, wardrobe was, well, very uncomfortable, because we'd dress as Renaissance women, or Charleston dancers, or prostitutes... So what did that mean? Well, generally, the wardrobe was very sexy -everything was thongs and bras. But that's what people wanted to see.
MIRIAM DÍAZ-AROCA
At the time, when I was working at Un, Dos, Tres, what I was experiencing was normal. I didn't have any reference points to know it was offensive and provocative and that we were breaking moulds.
JUAN SANGUINO
It's understandable that they were excited, and they wanted the camera to eat them up. They looked at the camera very suggestively, but also very sweetly, because it couldn't be too sexual. It had to look sexual, but as if by accident. Like, "Oh! I'm hot? I didn't even realise!"
MIRIAM DÍAZ-AROCA
I felt fabulous. I loved it. It's just like wearing a bikini at the beach. Do you feel bad wearing a bikini at the beach? It's the same thing, but prettier, with sequins.
MARÍA ABRADELO
That's how it was. And you weren't in a position to decide, or choose, or say, "Hey, look, I'd like this shell to be bigger." Not at all. I didn't have any problem with it. In fact, I loved it. Imagine that. I felt divine. 
ARCHIVE()
Four correct answers...
ELENA NEIRA
Women's wardrobe in Un, Dos, Tres... (ARCHIVE) 25 pesetas each...
They tried to combine something that seemed irreconcilable... (ARCHIVE)
8,500 points... ELENA NEIRA
which was that a woman could be both beautiful and, at the same time, intelligent.
MARIA ABRADELO
For me, one thing that was important that I remember, and still have today from Un, Dos, Tres, were the glasses. Glasses that reached...
Look where I have my mole. They managed to cover my mole. I'd push them up and paint on my mole. I like my mole. The glasses were fab. They didn't have lenses. If we lost them, we had to pay 25,000 pesetas, what used to be pesetas. They were made from authentic shell and were worth a bundle. 
ARCHIVEToday, of course, we begin. Since they say, he who hits first, hits twice, I'm sure my co-host will come out swinging, and hard.
JUAN SANGUINO
In the viewer's imagination, there's this idea of a secretary who works for a man, and that her boss can even give her a little tap on the bum, he can compliment her, or even take her on as his mistress and buy her a sewing shop.

MARIA ABRADELO
But that's part of history. It's the programme Chicho wanted, and he was the director, producer, and in the end, you have to accept what your boss wants.
 MIRIAM DÍAZ AROCA
Chicho Ibáñez Serrador. 
ARCHIVE of CHICHO IBAÑEZ SERRADOROur only intention was to entertain, always. Just entertain. 
MIRIAM DíAZ AROCA One of the great minds, innovative and avant-garde, of the gameshow format on TV, on all stations, and in film.
MARIA ABRADELO
He was like my dad. My daddy. I mean, we rehearsed seven days a week, we worked seven days a week, 20 hours.
MIRIAM DÍAZ AROCA
His vision. He was a visionary for hits and a visionary for discovering talent, too.
MARIA ABRADELO. There were days of tap dancing, 20 hours repeating the same tap dance for the first show.
MIRIAM DÍAZ AROCA
Chicho played with me at will. Chicho put me to the test, psychologically. "Babe, they've called from Town Hall "for you to present the nativity scene." And I go, "But, Chicho..." And he'd say, "Yeah, yeah, I know, we've got rehearsals, "but, hey, if they've called..." And when I get in touch with them, say I'll do it, organise everything, he says, "Babe, if you don't make it on time, "you're fired." Because he liked to mess with you. And I'd tell him, "You're a bit of an arse. "You don't have to do this to us to get 100% from us, you know?"
ARCHIVE OF CHICHO IBAÑEZ SERRADOR If I've upset anyone, I sincerely ask for forgiveness, and I won't do it again. I can't say more than that.
JUAN SANGUINO
The hard part was getting through the door for TV. But once you got on TV, then you could be a presenter, later an actress, then do an Almodóvar film or record an album... 
ARCHIVE Today, some of them are respected actresses, others are singers, others are sought-after models, some of us are presenters, and still others have retired to pursue a different type of success - marriage.
MIRIAM DIAZ AROCA
Thanks to this programme, Pedro Almodóvar, changing channels at home on a Saturday, saw me. He said, "I want that face, that expressiveness, "the way she gestures, the way she speaks." And he hired me on the spot, just like that. And then... Well, then I worked with Fernando Trueba, my Hollywood Oscar... And a lot of lovely things that followed. (10)
JUAN SANGUINO
In this process of eroticising television in Spain, in the process of progressively undressing women, always women, the major inflection point is, unavoidably, Sabrina's boob. On New Year's Eve of '87, among many acts, a variety show, etc, one of the guests was Sabrina Salerno. It was at a time when the only option for watching the countdown was channel 1.
ELENA NEIRA
And I remember my mum saying the whole time, "Her boob's gonna pop out." -"Her boob's gonna pop out."-"Her boob's gonna pop out."
JUAN SANGUINO
During the whole song, it's about to come out. "Oh, now. Oh, no. Now."
That tension is perfect for television.
HUGO STUVEN
My dad, every time he talked about the New Year's thing and Sabrina's boob, what ate him up inside was, "Everyone's gonna remember me for Sabrina's boob, "and I've done so much more." My name is Hugo Stuven. I'm a film director and screenwriter. And my father was a producer for Televisión Española. And one of the programmes he did was the New Year's Eve programme Super 88, where everyone remembers Sabrina's boob. As a producer, what my dad does is cue one camera, cue another, cutting between shots to the rhythm. He'd go snapping his fingers, "Cue this one, cue that one," like that. So, suddenly, the production assistant started telling him, "Her boob's gonna pop out." And my dad was like, "Leave me alone, don't bother me, I'll lose the beat." And they finish up. So, when they're done, the manager comes over, he sees it, he likes it a lot, and they leave. Then my dad says to his assistant, "What was it you were telling me?" "Her breast was coming out." "What do you mean "her breast was coming out?" "It was." So they looked at the cameras, and that's when they saw it.
JUAN SANGUINO
And those three seconds showing the uncovered breast of an Italian singer paralysed Spain.
HUGO STUVEN
And suddenly he goes, "Well, I'm going to air it." Everyone said, "You have to talk to Pilar Miró." She was the director of the New Year's show.
Everyone thought it was a sure thing that Pilar Miró was going to say no, but quite the contrary. According to my dad, she fell down laughing. She thought it was incredible. She said, "We have to play it with an inverted camera, "add the R for repetition, like in football..." So, it started to snowball.
ELENA NEIRA
At that moment we all thought: "they will cut it." And suddenly, the producer, what he did was, in case anyone had missed it, he took that shot and he played it again on TV, almost in slow motion, so everyone saw that nipple.
HUGO STUVEN
That was an obvious manipulation.
ELENA NEIRA
To cut that out would've been, mentally, or even on a philosophic level along editorial lines, like going back to NO-DO days. But at the same time, he wanted to market it. He wanted... "Hey, this happened, "and Televisión Española told you about it."
JUAN SANGUINO
That moment with Sabrina's boob forced every Spaniard, in unison, to experience an erotic moment, not behind closed doors, but rather sharing it with the people you'd never want to share an erotic moment, that is to say your family - your parents, your children, your aunts and uncles, nephews and nieces... Like, "Oh, my God, what a boob!" "Oh, my God, how could this happen on TV?" "Oh, my God, my parents are here." "Oh, my God, my kids are here." For a lot of boys, it was the first time we'd seen a breast that wasn't our mother's.
RAMÓN GARCÍA
Never before seen. Like, seeing that, for a lot of people, was unprecedented. I am Ramón García. I'm a TV and radio presenter. But I'd like to be known as an entertainer. It was something...something that proved Spain was still a very backward country. And if we're still talking about it years later, it's to say, "Damn, Spain was not doing well then, was it?"
HUGO STUVEN
Here, the problem was. The fine print is they didn't tell Sabrina. Sabrina leaves and her manager leaves, not knowing what they're thinking in the control room. What Pilar Miró is thinking, what my dad's thinking. And years later, at an MTV gala with Televisión Española, and my dad went on behalf of Televisión Española, well, suddenly he came face-to-face with Sabrina there, and her manager told her, "This is the producer of that New Year's Eve gala." So she's looking at him like so, and she swore at him in Italian, and she slapped him across the face. But, well, later on, reading many of Sabrina's interviews, she admits that the truth is it didn't hurt her career.
ELENA NEIRA
The '90s came with the promise of the Olympic Games, with the World Expo in Seville, and a sense that Spain was changing. We were now leaving behind this idea of the Spain of the Transition, etc, and we were entering an era of modernity.
JUAN SANGUINO
And suddenly, nearly overnight, every Spanish family watched with stunned expectation the arrival of a new type of TV.
ARCHIVE
Welcome to the Telecinco (TV 5) opening ceremony: Together At Last.
ARCHIVE
It's a night of happiness for all of us. To be here to celebrate an event of this size and nature, well, we're absolutely delighted.
ARCHIVE
And as the Romans used to say, "Victory and five." Telecinco (TV 5).
JUAN SANGUINO
The arrival of the private TV channels in the '90s, especially Telecinco, meant that things went a little bit wild. With more Italians and more boobs. All the time. The Director of Content, Valerio Lazarov... (ARCHIVE VALERIO LAZAROV)
This is a close-up shot... (cont JUAN SANGUINO)
has
been attributed with a phrase, that became an urban myth... (cont ARCHIVE VALERIO LAZAROV) This is a mid shot... (cont JUAN SANGUINO) that when the girls were dancing... (cont ARCHIVE VALERIO LAZAROV) This is a long shot... (cont JUAN SANGUINO) he wanted the viewer at home to smell pussy. (cont ARCHIVE VALERIO LAZAROV) And this is a zoom. Something that can make you feel dizzier than a rollercoaster.
LORETO VALVERDE
Valerio Lazarov was the person who saw everything. I'm Loreto Valverde, actress. And in the '90s, I was mainly known as a TV presenter. In his office, he had a load of monitors, on which he would be watching every programme.
ANDONI FERREÑO
I was in the middle of recording a programme once, when suddenly, someone came in saying, "Change your tie, Valerio doesn't like it."
LORETO VALVERDE
The saying "Valerio called" became a classic phrase.
ANDONI FERREÑO
I'm Andoni Ferreño, I'm an actor, and in the beginning of the '90s, I was a television presenter. Valerio's objective was to stop people from thinking...
(ARCHIVE JORDI LP) Thinking. What's that? (cont ANDONI FERREÑO)...but that they enjoyed themselves instead. They've just come home from work, they're annoyed, they're sick to death with everything. (ARCHIVE) A lot of humour, a lot of joy... (cont ANDONI FERREÑO)
Let them sit down to watch us and forget about the world... (ARCHIVE LORETO VALVERDE) and let everyone laugh, be that a high-pitched laugh, a deep laugh, a resounding laugh or even a silent laugh, but that we laugh, because we need to enjoy ourselves.
ANDONI FERREÑO
Don't make them think.
RAMÓN GARCÍA
He changed the colour of the sets, the form of producing, the form of presenting. He took Spanish TV out of a very stagnated, very old way of doing things... It had become very same-old, same-old, very set in its ways.
ANDONI FERREÑO 4 It had become very rigid, all very boom, boom, boom.And then all of a sudden some young, crazy people came along and did things very differently.
IVONNE REYES
I'm Yvonne Reyes. I'm an actress, presenter and model.
IVONNE REYES
 Telecinco, in all honesty, was a very fun TV channel, a TV channel for entertaining families.
JUAN SANGUINO
A very wild, vulgar TV.
HUGO STUVEN
Nothing really mattered. If you could see the cameras, well, no problem...
RAMÓN GARCÍA
Colour and movement. Things need to be happening.
IVONNE REYES
With music, with dancers...
JUAN SANGUINO
Joyful, very playful.
RAMÓN GARCÍA
And they brought things you couldn't see on Spanish TV at that time.
IVONNE REYES
Magicians.
RAMÓN GARCÍA
Sometimes quite shocking things.
IVONNE REYES
All of a sudden... Topless.
RAMÓN GARCÍA
Things that could annoy a certain sector of the population.
IVONNE REYES
In the afternoon, when the kids were awake.
RAMÓN GARCÍA
But others really liked it.
ELENA NEIRA
I don't know if the programme was good or bad, but if this is what they're showing, I'll stay and watch, see what happens next.
ANDONI FERREÑO
I thought everything was wonderful, and some gorgeous girls, super friendly.
RAMÓN GARCÍA
It's a bit backward saying this now, but that's what it was. Suddenly, on TV, we see girls with barely any clothes on, and they're doing a show. This is fun!
LORETO VALVERDE
This was the image, this image that they wanted to give at that time.
RAMÓN GARCÍA
How should we dress them? In a suit of armour?
 JUAN SANGUINO
Televisión Española was obliged to represent Spanish people as they were supposed to be. On the other hand, Telecinco had the luxury of representing Spanish people as they actually were.
ELENA NEIRA
With that hook, that entertainment TV needs to make sure people don't change the channel, they were a hit.
ARCHIVE
Music, charm and beauty. Beauty on top, and underneath, too.
MARIA ABRADELO
Beauties in the water, in the sea, everywhere... Manolo Escobar had a programme on prime time, all about football.
LORETO VALVERDE
I was on Goles Son Amores (Goals Speak Louder Than Words), which was also a very odd programme. It was on Mondays, after all the day's sports news but from a Telecinco perspective.
ARCHIVE MANOLO ESCOBAR
One thing that can't be underestimated, is the height and beauty of Loreto Valverde.
LORETO VALVERDE
There was a group of girls, who were the clubs.
MARIA ABRADELO
It was like a catwalk and all the models were there.
LORETO VALVERDE
And they each represented a football team from the Spanish league. 
ARCHIVELORETO VALVERDE Logroño... A rather resigned Logroño, frozen at 8 points, ooh, chilly! Atlético Madrid! The Atlético Madrid trombone, the Valencian flute, and the Tenerife trumpet, playing their 20 soft, white notes.
LORETO VALVERDE Hot pants, tight tops... They could have used
boys instead, right? But, no, they didn't.
MARIA ABRADELO
But, sexy, obviously, not like actual football players.
LORETO VALVERDE
And they had never been a football programme like it.
ELENA NEIRA
With the commercial channels, it was a case of setting themselves apart.
LORETO VALVERDE
It was very interesting to notice, for example, the great contrast between the two main channels that started this, Telecinco and Antena 3, right?
ARCHIVE
A very good evening to you. Here we are at last. Here we begin our regular broadcasting.
ELENA NEIRA
The beginning of Antena 3 was noticeable for its very journalistic audio-visual philosophy, a very traditional style of programming, very text-book programming.
ARCHIVE
As you will see, we begin with neither trumpets nor fanfare.
LORETO VALVERDE
It had a far more discrete profile. It was more sober.
JUAN SANGUINO
A model that set its stall firmly on news, radio, on the figure of authority.
LORETO VALVERDE
They were like night and day, both channels. 
ARCHIVE
The men and women of Antena 3 TV were received by Don Juan Carlos and Doña Sofía.
ARCHIVE
But, gentlemen, this is incredible. Smoke, smoke. Who gives more?
JORDI LP
Hello, I'm Jordi LP. In the '90s, I was a TV presenter on the friendly screen of Telecinco. That was where my television career began. There was a distinct kind of show on Telecinco at the beginning. It was Tutti Frutti, and I started on that. Tutti Frutti was like going into a supermarket and you're a baker, but... "Today you have to sell fish." "What?" You got there, and there were just so many people. There were about 14 of us comedians... Even Mary Santpere…may she rest in piece… Mary Santpere was also there. Of course, I was the presenter. I was there with my girls and that was it. 
ARCHIVEHello, how are you? This is the Mama Chicho contest, that's right. Every week, we're searching for a Mama Chicho amongst you.
INTRODUCTION MAMACHICHOS (several voices)
I'm Patrizia Cavaliere. (cont) I'm Patrizia Guzzi. (cont) I'm Noemí Ramal. (cont) I'm Gema González, and I'm one of the Mama Chicho girls. (cont)
I'm one of the Mama Chicho girls. (cont) And I was a Mama Chicho. (cont) I was one of the Mama Chicho girls.
ARCHIVE
The Mama Chicho girls are here, come on!
NOEMÍ RAMAL
Who were the Mama Chicho girls? We were dancers...without dancing too much.
GEMA GONZÁLEZ
We were very revolutionary dancers, for want of a better phrase. Because we always wore bikinis.
PATRIZIA GUZZI
They were beautiful girls...dancers, but doing very innocent things.
NOEMI RAMAL
More in the style of vedette, as it was known then. Without the feathers.
PATRIZIA GUZZI
For a wide public, from little girls to elderly gentlemen.
PATRIZIA CAVALIERE
People would wait for us to come on every Saturday night. We were...the girls that brought sensuality.
NOEMÍ RAMAL
Basically, we were an image. That's to say, we sold this image of a TV channel.
PATRIZIA CAVALIERE
My mother sent me to take classical dance classes. I was doing a class when in comes Berlusconi, Silvio Berlusconi. And suddenly, I find myself looking behind going, "Berlusconi's here. Why, why, why?" And he says to my dance teacher, "This girl and that other girl, I want them both, "because we're starting Telecinco in Spain." So it was he who decided that myself and herself... Well, that's how it
all started, and here we are now. Mama Chicho!
PATRIZIA GUZZI
I completed classical ballet school, in Milan's La Scala theatre, which is the most famous in Italy, and I think even the world, and then, by pure coincidence, I did an audition on Berlusconi's channel, on the Italian Canale 5. Secretly. And they chose me. And so I said to myself, "OK, change of direction. No more tutu, no more Giselle, "no more classic girl with the chignon." And I started working in TV.
NOEMI RAMAL
I arrived at Telecinco because I had been at a gala for Xuxa in Barcelona. And so I was introduced to Valerio Lazarov and told me to do this, that I turn around. So I turned around, with a lollipop in my mouth, and he said, "OK," and I said, "But I'm not even 18 years old." I mean... "Yeah, yeah, but who have you come with? "Because we need to get permission to take you to Madrid." I said, "Oh, my God, I'm with my mother and my brother-in-law." And so they had to go talk with her. I had never been on a plane in my life before that. So I took one for the first time when I had to go to Telecinco to do the screen test. Can you imagine that? To hear that they were offering me the part of one of the Mama Chicho girls... I said, "It's not possible." And of course, initially my mother said no. But of course, the salary they were offering for the time... We were paid very well. And so I said to my mother, "Mum, look what they're paying." So my mother goes, "Well, child, go ahead, go for it."
PATRIZIA GUZZI
We were earning a lot of money, it's true. My apartment
was paid for. I had four trips a month in business class to Milan to see my family. 
PATRIZZIA CAVALIEREAnd every now and then, as it was a business class ticket, I would change the route. I wouldn't go back to Milan, I'd go to Morocco, or I'd go to New York because I wanted to travel the world. 
PATRIZIA GUZZIAt Christmas, I would get, just as I used to get when I worked in Italy for the channel, I would receive presents of luxury brand with a card that read, "Merry Christmas to you and your family, "Signed, Silvio Berlusconi." And with your name.
GEMA GONZÁLEZ
I realised I could make a living off my looks when I started to work and I started entering beauty contests and I saw that the beauty contests always brought work, enough to earn money and to live off… so I realised that that was an absolute gold mine, and I said, "Look at that, what a way to make money!" As it was well paid, I entered every contest there was: Miss Chicas Chain, Miss Autocares Ruiz. I mean, I went in for every competition of this sort, Miss España… And then Telecinco came along. I was a dancer. What I had was I'd done ballet since I was eight years old… so they asked me if I wanted to be one of the Mama Chicho girls, and to me it seemed like the best opportunity I'd ever had. It was like a gift had dropped out of the sky.
MUSIC (SONG LYRICS)Mama Chicho touches me, touches me every day more… Mama Chicho touches me, touches me, you protect me!
JORDI LP
First, they'd do the Mama Chicho dance and they gave it colour. That went on for a bit, then as the music was fading out, the presenter would come in with, "Welcome to Tutti Frutti. "
ANDONI FERREÑO
An insert of girls doing their movements...
ELENA NEIRA
And that was that embellishment, that moment of glitter, which the programme employed to try and keep the audience captivated.
JORDI LP
But when the Mama Chicho girls came out, that meant, "Oh, my!" People were transfixed looking at the screen.
NOEMI RAMAL
They'd never seen so many girls, beautiful and dressed as they were, in bikinis...
JUAN SANGUINO
They'd come out, just irresistible, the Mama Chicho girls, singing that catchy song that no-one's been able to forget even 30 years later.
SINGING THE SONG (Several voices)
Mama, Chicho touches me. (cont) He's touching me more and more. (cont) Mama, Chicho touches, touches, touches me. (cont) Get him away from me! Mwah Kisses!
NOEMI RAMAL
I swear I never stopped to think about, especially not at that age, what we were singing.
JUAN SANGUINO
"Hey, I don't want you to touch me. I'm a respectable girl. "Mum, protect me, because they're touching me." But when Mum isn't looking, it's like, "Touch, touch, touch!"
LORETO VALVERDE
"Mama, Chicho is touching me, touching me..." Who was this Chicho person who had such wandering hands?!
ARCHIVE CHICHO IBAÑEZ SERRADOR
We go out on the street and everyone points the finger at us. “That
must be the Chicho who touches the girls so much”. This is no way to live.
JUAN SANGUINO
Then it got to a point where the Mama Chicho girls were so popular that they'd appear when you least expected them.
GEMA GONZÁLEZ
We were on “Querida Concha”, on “VIP Noche”, on “Tutti
Frutti”, “El Bar De Los Poyatos”. We did so many programmes... We were, like, the emblem, the symbol of Telecinco.
PATRIZIA GUZZI
They had us on every show because, of course, that brought more viewers in, and that's good, isn't it?
GEMA GONZÁLEZ
Those times were crazy. We'd get letters sent to us at Telecinco. Some could even be labelled as harassment.
PATRIZIA GUZZI
And tons of mail would come in. With fame, of course, you could gain access to people who were genuinely famous in the world, like the guys from Beverly Hills 90210.
NOEMI RAMAL
Telecinco took us to do events and, quite often, we'd participate in things like the ceremonial kick-off at Atlético Madrid.
PATRIZIA CAVALIERE
They invited us to the premiere of Hollywood movies... They invited us everywhere. Absolutely everywhere.
GEMA GONZÁLEZ
Quite often, we'd do the show, the next day we were recording on Telecinco, and I'd just get into bed as I was. I'd wake up with my make-up still on, I'd do a little touch-up and then back to work.
PATRIZIA GUZZI
Every night, you got your transport free. This has to be said, because it's true. From somewhere on Paseo Castellana, then from that really famous nightclub -if I can say the name - Joy Eslava. And then there was another place close to Plaza Colón. That's where you'd find Almodóvar, Banderas, Alaska -all that scene.
ARCHIVE
Hello! This is Prince Charming, a simple competition where, every week, three of our Mama Chicho girls are awoken from their deep sleep to fall into the arms of their lover, their Prince Charming.
PATRIZIA GUZZI
In the competition part of Tutti Frutti, The Mama Chicho
Girls Look For A Boyfriend, there was... On every show, they'd pick out a guy to do a few challenges. 
ARCHIVE
Let's start with our first challenge: the literary challenge. They'll have to read a letter that they themselves have written. Hi, Patrizia. I met you not long ago, but as soon as I saw you, I fell in love. Ever since, I've had but one desire, to be with you forever, Patrizia. I'm no king, but I promise you, if you choose me, you'll never be without food on the table, a bed to sleep in, and happiness.
PATRIZIA GUZZI
They'd win a trip to Milan, stay in a hotel in Milan, and a dinner with - in this case - with me, and the other girls, at a restaurant in Milan, and all that.
PATRIZIA CAVALIERE
It's a dream that we made come true for those Spanish guys. It was very intelligent.
PATRIZIA GUZZI
It's like if you're a fan of Michael Jackson and Michael Jackson signs an autograph for you. That's... OK, granted - we were no Michael Jackson, but, in that sense, it's the same thing.
JUAN SANGUINO
This time was quite meta, as it's based on the idea that they, as they were beautiful, couldn't speak, were basically stupid, were uncultured, and were only beautiful, right?
ELENA NEIRA
And the women were just there for decoration, because those models never spoke.
ARCHIVE JORDI LP
We're going to clear up that myth about the Mama Chicho girls, and they're going to speak. To be a Mama Chicho girl, what do you need to be?
MAMA CHICHO You must... JORDI LP Must be an engineer? Thank you very much.
PATRIZIA GUZZI
The presenter was normally a man, and we were, like, more... In the background. It wasn't seen as bad, because you were in your role. That was the role - to be fun, and everyone did their thing.
ARCHIVE JORDI LP
The myth that is Mama Chicho, and you've said, to be in Mama Chicho, you have to speak seven languages.
PATRIZIA GUZZI
The dancers were a body without a brain. They think you're stupid. And I speak almost seven languages, truthfully.
ARCHIVE
A round of applause for the Mama Chicho girls, these girls that are well made.
JUAN SANGUINO
In the collective memory, we tend to blame and point to Telecinco as the main exponent of this objectification of half-naked women. And even if it is true that they were the first to offer this kind of TV, they weren't the only ones.
 RAMÓN GARCÍA
What happened then? Well, everything changed. And, of course, it got a reaction out of the public broadcaster, which was Radio Televisión Española, which had to get moving because, of course, its formats had gone out of fashion.
ROSA MARIA CALAF
In a lot of cases, they were forced to change tack, but they didn't raise the bar -they lowered it!

ARCHIVEWe are abou to start Caliente (Hot). This is going to be a hot start to the programme. 
JUAN SANGUINO
In 1991, on Televisión Española, there was suddenly a format called “Caliente” (Hot). It used this idea that, at any moment, sexy girls could appear, for no particular reason, with no explanation.
HUGO STUVEN
My father always wanted to try and do something new. So, on that show, they had a bit with girls in bikinis in the water at Aquopolis, but it was shot in 3D. 
ARCHIVENow let's make way for three dimensions. 
HUGO STUVENSo you had to buy these 3D glasses in a magazine, with the filter and what not, you'd put them on when the programme came on and you'd see it like in 3D. In that era, what they wanted was to put the camera up skirts, close-ups on breasts... Basically, everything mega-sexualised and stuff like that.
JUAN SANGUINO
But it's interesting how something so grotesque has fallen out of our collective memory, because we vividly remember “Tutti Frutti” and “Chin Chin”, but almost nobody remembers “Caliente” when, in reality, it was something pretty ground-breaking.
ROSA MARIA CALAF
The use of women's bodies and trivialising these issues, well, that's clearly going to be successful with viewers, and they really put that front and centre. So they don't just appear in specific programmes, but they leach into almost all the programming, and they also sweep along, to a degree, the public broadcaster.
ELENA NEIRA
It must have seemed like a good idea to someone for Marta Sánchez to do what Marilyn Monroe had done and go to gee up the troops who were deployed to the Gulf and do a concert, and Televisión Española decided to broadcast it.
ARCHIVE MARTA SANCHEZ
I'll say something for the people watching us on TV in Spain.
JUAN SANGUINO
This is just very soon after Telecinco arrives. If Telecinco appears
 on the 3rd of March 1990, this is Christmas Eve 1990.
ARCHIVE MARTA SANCHEZ
To everyone in Spain, don't worry, this is not such a bad place, right?
PATRICIA REDONDO
At one point, Marta Sánchez suggested to us that we accompany her to do a gala for Televisión Española on the ships in the Gulf with all the soldiers. And I said, "Definitely, yes!" I'm Patricia Redondo and I've been a dancer. Marta Sánchez was, first of all, very well known. She was a sex symbol. The Spanish Marilyn. Between Marilyn and Madonna.
JUAN SANGUINO
A bit like Marilyn in Korea, a bit like Carmen Sevilla in Sidi Ifni, because she had a bit of Marilyn and was a bit folkloric too.
PATRICIA REDONDO
But the best thing about Marta is the amazing voice she has. If what they wanted was to do a gala for a ship, no-one else could have gone. It was a real deployment on the part of Televisión Española. All the executives and top management were there. I mean, there was nobody left in Madrid. My parents were terrified, "Oh, my God, "my daughter's going on a ship that's going to the Gulf War." But we were just young girls, we were oblivious. Marta was the lead singer and Anita and I were the only other women, two girls, all the others were men.
JUAN SANGUINO
The Ministry of Defence, nor Televisión Española nor Marta Sanchez herself hide, that the reason she was going to perform
for the troops was that she was a gorgeous girl with two gorgeous dancers. And Luis de Galinsoga, the producer of the programme, said, when we were filming, he said, "Zoom in on the girls' bums, because the people at home want to see bums."
PATRICIA REDONDO
At the time, I felt like a professional. I didn't feel like I was entertainment for anyone. It's also a bit hurtful to be treated that way. I mean, you have this amazing singer, Marta, with a group like Olé Olé, which was an amazing group at the time, it ends up like that. I mean... We'd been rehearsing for months. It takes a lot to prepare a tour, it takes a lot to prepare a record, it takes a lot to do these things, to end up with this?
ROSA MARIA CALAF
Why do we still think this is entertaining? I mean, what you're doing is catering to the most basic part of the male instinct, doesn't it?
PATRICIA REDONDO
There's no question it was a sexist time. Who am I going to take if 99% of those on the boat, if not 100%, because I don't remember there being any women. Let's say 99% were men. You bring a woman. Why? Because they're eye candy? Maybe what I want is some ear candy, something nice to listen to. Bring me a singer with music that we all like. But, no, we are in a very sexist world. And lots of soldiers said, "Wow, that's so cool”. "You and Marta are great, but all this that's cost so much money... "They could have brought my girlfriend."
ELENA NEIRA
I personally believe it was one of those moments a television blunder, where the viewer really cringed when they watched it.
ROSA MARIA CALAF
Televisión Española, for instance, suddenly realises that it needs to compete on entertainment programming with that entertainment.
ARCHIVE
Now, The Price Is Right with Joaquin Prat. Girls, we can't start the show like that.
BEATRIZ RICO
I think The Price Is Right was watched by 12 million people. So, basically the whole of Spain was watching you.
ARCHIVE
You still... Oh, you, what can I say, my love, on you, everything looks...
BEATRIZ RICO
People had their dinner at a certain time so that they
would have finished eating and cleared up in time for the whole family to sit down and watch The Price Is Right.
ARCHIVE
Oh, you have to come earlier. You've just arrived from Gijón, right?
BEATRIZ RICO
For me, on the streets... I mean, it was like the Rolling Stones. I'm Beatriz Rico and I was a model on The Price Is Right. Later, I became a presenter on Telecinco. I left my native Asturias and I came to Madrid to study drama. And I also worked in a fast food chain and so on and I was on the books of a modelling agency. They said, "With your height, you won't do catwalks, "but you could do advertising and so on." Suddenly, one day they called me for an audition for The Price Is Right. Rita, Beatriz, Yvonne.
IVONNE REYES
I arrived in Spain, ended up in an audition for The Price Is Right on Televisión Española...
BEATRIZ RICO
And they said, "OK, tomorrow, 9am, at Prado del Rey, "in a swimsuit, no make-up." It was a screen test, wearing my own clothes, jeans and no make- up. Then, later, of course, in a swimsuit, because, obviously, on The Price Is Right, at the end, we would present boats, yachts, we were off to the beach... So they had to check you didn't have anything unsightly or too obvious. So, that was it, in a swimsuit. What's more, I remember I went looking super modest in a yellow swimsuit that was just missing some ruffles, "Do a couple of swirls, smile for the camera. "Right, that's it, bye." I thought, "Oh, that was so quick, I don't think they liked me." And four or five days later… "You've been picked." I thought. I thought I was becoming a star… you know?
IVONNE REYES
They explained I was to be a model. It was to be a model. There were six of us. They put me straight into elocution lessons to be able to properly enunciate the letters J, S, Z, all really softly, to get the hang of it. But it was like… Do-Re- Mi-Fa-Sol-La-Ti... Ti-La-Do… like that.
ARCHIVE
That's right and that's because this is none other than the The Price Is Right TP card, that, from this week, will be on the front cover of TP magazine.
ELENA NEIRA
In those days, it seemed like the models were what a woman should be. You had to have a pretty woman wearing outfits which were impossibly long for daily life, but it was all part of the look of the competition.
IVONNE REYES
But the prizes were you know, houses, a million pesetas, boats, sailboats. So, they would send some of us to the beach to show the boat and so on...
BEATRIZ RICO
It was like, "This fantastic cutlery set." 
ARCHIVE
Up to six people can enjoy an unforgettable picnic. (Cont BEATRIZ RICO) And I would
go... (gesturing with her hands)
ARCHIVE Equipped with electric windows, central locking...
BEATRIZ RICO
And then, with the applause, the camera would come back on me and I would go... (gesturing with her hands)
IVONNE REYES
And, out of the six models, three of us had speaking roles. And then it was my turn. Bingo! Because the others would do this...
ARCHIVE
You have taken the first step to win 2 million pesetas.
BEATRIZ RICO
Well, after spending a year like that, you think to yourself, "I really want to talk." It was when Verónica Mengod went and they said, "Right, of the six of you, one of you is going to do the live call." And I was thinking, "Please, God, let it be me". "Please, God, let it be me." ARCHIVE Hello. (cont BEATRIZ RICO) I thought I was in heaven before, but, no, now I really am. (cont ARCHIVE) Can you hear me? Yes. Can I please speak to Gregorio Molina Martín? (cont ARCHIVE)
-Yes, one moment, please. OK, thank you very much.
BEATRIZ RICO
I remember those Monday nights, that moment of going live with all of Spain watching... Boom, boom, boom, boom. Tucu, tucu, tucu, tucu... And I felt like, "Oh, my God, this is terrifying."
ARCHIVE JOAQUIN PARTS
Every Monday, at the same time, as always. Joaquín... And... What is it, my dear? Just a moment, my dear.
IVONNE REYES
And when it was my turn, it was like... I mean, I was really nervous and Joaquín really helped me.
ARCHIVE
Time to play!
BEATRIZ RICO
He was... He always called us, "Our...my little girls, my little girls." He was like a father. Because we were so young, we saw him as an old man.
ELENA NEIRA
I think The Price Is Right is an example of one of those programmes that included male chauvinism that was hard to spot because of the way the role that women and men played in that space was constructed. On the one had we had Joaquín Prat, presenter, an older man, who represented poise, experience, trust, understanding... He was a man who... he was an old hand when it came to television. And then we have the models, who helped to make the space attractive. And it's true that, when you watch The Price Is Right now, it's obvious that those roles are absurd, but, at the time, it wasn't so absurd to suddenly have a half-naked woman dancing to a song that made no sense. But the male chauvinism was there.
JUAN SANGUINO
For those girls, for whom the door to being on television had opened, who'd achieved that victory, they had to live according to certain rules of behaviour that were sexist, misogynistic, patronising. Being treated as objects was something they had to put up with. 
IN THE NEXT EPISODE...
NOEMI RAMAL
Yes, things happened in offices.
PATRIZIA CAVALIERE
Today, you could call it an abuse of power.
NOEMI RAMAL
And the fact that we were dancing in bikinis made people get confused.
BEATRIZ RICO
And suddenly he says, "I've always liked you more "than other taller presenters with bigger tits."
 NOEMI RAMAL
And I saw that, I lived it. They would come down to the set to hunt.
BEATRIZ RICO
I thought, "He's done this before and got away with it."
NOEMÍ RAMAL
In those days, men had that...power...
PATRIZIA CAVALIERE
I stopped working with Mama Chicho because I refused advances from the boss.
PATRIZIA GUZZI
If I had accepted one of those indecent proposals, I would definitely still be on screen now.
PATRIZIA CAVALIERE
But... What can you do? Nothing!
NOEMI RAMAL
Who would have believed me? Nobody.