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28
OUR BUSINESS
off during 2012 by two of the longest awaited sports
events: the UEFA European Football Championship to
be held in Poland and Ukraine and the World Motorcycle
Championship, the rights to which have been acquired
exclusively by Mediaset España.
In 2011 Mediaset España entrusted sports events to
Informativos Telecinco’s sports team led by J. J. Santos,
which includes journalists such as Sara Carbonero, Ramón
Fuentes,Marco Rocha, Raúl Gamonal and David Ibáñez, and
to Cuatro’s sports team led by Manolo Lama and Manu
Carreño.They were supported a number of commentators
including José Antonio Camacho, Paco González, Vicente
del Bosque, Fernando Morientes and
Lobo
Carrasco.
Most of these broadcasts were also available free of charge,
in high quality and from any PC, tablet or smartphone,
without the need to download software applications, in
the portal Mitele.es, Mediaset España’s new Net television
platform.
Divinity, Energy, Boing, Factoría de Ficción and LaSiete: a segmented, highly-
competitive offering complementing Telecinco and Cuatro
2011 saw the culmination of Mediaset España’s
multichannel strategy launched in 2005 when the digital
terrestrial television channels were born. The company
has shaped the identity of its channels in response
to market needs, which are closely related to Spain’s
economy and DTT penetration. Investment in content
increased progressively in line with viewer demand to
acquire the necessary weight as from full digitalisation to
complete in the new third-generation television scenario,
in which Mediaset España’s offering in 2011 was the most
comprehensive in terms of audience profiles and share,
achieving the sector’s highest annual cumulative share
(5.9%).
In addition to the range of channels offered in 2010,
comprising Factoría de Ficción, LaSiete and Boing, in
2011 the company launched Divinity, targeting the female
audience and, in January 2012, Energy, targeting male
viewers, to complete a group of channels that allows
Mediaset España to exploit 100% of its content and and
ensures that each channel reaches its target audience;
channels with complementary, highly-segmented profiles
capable of providing adver tisers with infinite oppor tunities
to impact potential customers.
In order to achieve this, Mediaset España applies a
horizontal programming policy in line with its strategic
aim of offering the greatest possible variety of genres
while avoiding competition among the group’s channels,
with the exception of the fiction theme channel, in which
series are the star product.
Factoría de Ficción, the leading
prime time theme channel
In 2011 Mediaset España offered the most complete
programming in the channel’s history, based on a selection
of quality international series, carefully chosen films and
some of Telecinco’s best known fiction series; Factoría de
Ficción ended the year as the leading new-generation
channel in prime time, with a 2.7% audience share.
Factoría de Ficción, one of the most robust and
recognised brands among theme channels, was once
again thefavourite third-generation television channel for
adver tisers, achieving a commercial target audience share
of 3.3%.