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CORPORATE RESPONSIBILITY REPORT 2011
During its first months on air, Divinity established links
to the music industry. Michael Bublé and his ‘Christmas’
disk provided the soundtrack for the channel’s Christmas
campaign.The Canadian ar tist’s album is number 1 in the
country’s main list of digital downloads.
Divinity’s positioning was fur ther consolidated in its role
as the official television channel for the 54th and 55th
editions of Spain’s most prestigious fashion show, the
Mercedes Benz Madrid Fashion Week; channel content
was broadcast from a stand in IFEMA’s
Cibelespacio
,
where the fashion parades are held, and
haghstag
#divinityestademoda was created in social networks so as
to once again bring Spanish fashion closer to its viewers
in the latest edition of the national fashion show held in
February. This initiative also increased synergies between
Divinity and Divinity.es, all the fashion parades having
been hosted in Mitele.es, together with a broad range of
specific Net content.
This year, due to the launch of the channel Energy, Divinity
underwent a change of image to use fuchsia pink as its
definitive corporate colour. The channel progressively
introduced new content, such as the in-house didactic
micro-slot “Tricotosas” and the new programme
“Sexualité”; the focus on quality content was fur thered by
releasing series such as “Brothers and Sisters”, “Gilmore
Girls” and the first showing in Spain of new seasons of
“Grey’s Anatomy” and “Desperate Housewives”, in
addition to a cycle of classic movies entitled “Clásicos
Divinos”.
Energy, a channel targeting male audiences
with sport, foreign series, actions movies,
daring content and docu-realities, was
launched
The spor ts teams of InformativosTelecinco and Depor tes
Cuatro joined forces for the first time on 9 January 2012
to welcome the official launch of Energy,Mediaset España’s
new channel for men, by providing live coverage of the
FIFA Golden Ball Awards Ceremony, which achieved a
5.5% audience share and brought Mediaset España’s new
channel an initial average audience share of 1%.
This marked the star t of a new television offering for
young urban viewers, based on foreign series, male
action films, daring content and docu-reality shows; the
channel’s DNA is clearly spor ts-oriented, since Energy’s
programming this year will revolve around spor t through
the progressive inclusion of exclusive content and the
repeat broadcasting of Mediaset España’s for open
television, such as the World Motorcycle Championship
in its three categories, the EUFA European Football
Championship 2012, Spanish Football Cup (“Copa del
Rey”), UEFA Europa League, NBA Basketball League and
European Five-a-Side Football Championship 2012, which
the channel has offered exclusively since January.
Energy will also broadcast an exclusive summary slot
covering the UEFA Europa League, “Europa en Juego”.
These competitions will be mixed with other formats
never before seen in Spain that are successful in other
par ts of the world, different spor ts combining dynamism,
tension, spectacular action, skills, humour, speed, strength
and a lot of adrenaline, such as the US fight competition
“Ultimate Fighter”, truck races in “Top Gear”, pirouettes
by huge, powerful cars in “Monster Jam” and the always
enter taining treasure hunts in the programme that is
now a classic in Spain’s commercial television: “Humor
amarillo”.
International, European and Nor th American fiction
series also form par t of Energy’s main content, together
with in-house programmes and reports.