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CORPORATE RESPONSIBILITY REPORT 2011
to liveTelecinco and Cuatro and to on-demand series and
programmes, having exceeded 1.5 million single users in
December.
Telecinco.es, Spain’s leading television website in
the audiovisual sector
Telecinco.es once again stood out in 2011 as the market’s
leading television website, with 9,241,000 single users and
a daily average of nearly 700,000.
TELECINCO.ES
SINGLE USERS DAILY AVERAGE
MONTHLY
AVERAGE
9,241,080
659,913
Significant contributions to these data were made by reality
shows such as “Gran Hermano” and “Supervivientes”,
as well as the daily programmes “Mujeres y Hombres
y viceversa” and “Sálvame”, among others. In the fiction
arena, productions such as “La que se avecina”, “Aída”,
“Tierra de lobos” and “Punta escarlata”were very popular
in the website.
In 2011 Telecinco.es was redesigned to meet new user
demands and to create a graphic environment integrating
all the group’s channels, equipping the site with new
functionality by enhancing surfability. The best moments
of the day, the most stunning video news stories and the
best interviews were still the most popular content; users
may now view several items simultaneously thanks to a
new player with several viewing layers to explore different
content. New viewing forms have also been added to
the traditional video galleries and photo galleries to make
them more agile, reduce reloading times and allow more
comprehensive, intuitive surfing.
Telecinco.es continued its effor ts to turn viewers into
protagonists and to connect its audience to the channel’s
friendly faces. With this in mind, the site launched
“Acorralados”, presented by Raquel Sánchez Silva, with
personal updates on the game show in social networks, the
presenter’s own videos and live showing of unpublished
photographs, representing a new step forward in Net
coverage of television formats.
Telecinco.es has made giant steps in its strategy to
connect with social networks, opening up new spaces to
directly and automatically follow comments in the Net
and linking navigation through live programme pages with
opinions published in Facebook andTwitter both by users
from their homes and by the programme presenters and
collaborators from the set.
This focus on social networks,allowing a customised service
to each user’s taste through programme segmentation,
has brought exponential growth in the number of fans
and followers of Telecinco in social media; at the date of
this repor t Telecinco has over four million followers in
Twitter and 3.2 million fans in Facebook, combining all the
channel’s content (official accounts and profiles of all its
series and programmes).
Cuatro.com, a new website bringing a different
profile of highly-active, participative users to
Mediaset España’s group of sites
Cuatro.com’s Net content underwent a major
transformation in 2011 to enhance synergies between
channel and site content, thanks to the daily activities
of television personalities working to reach viewers
through this alternative window. This was the case of the
programme
Los Manolos
, with its new Deportes Cuatro
blog, and of Marta Fernández, the presenter of “Las
mañanas de Cuatro”, who has made daily blog entries of
unpublished content, mirroring the programme in the Net
and in her Twitter.
Cuatro has contributed to Mediaset España a new profile
of Net users who are young and particularly active
and participative; in 2011 they were the producers and
protagonists of daily information, sharing their photographs
and videos.This viewer profile generated considerable Net
demand for the slots “Callejeros” and “Cuarto milenio”,
in addition to the foreign series “Strike back” and “Falling
skies”.
Cuatro.com also made major progress in connecting all
its content to Twitter and Facebook, reaching over two
million followers and nearly 4.2 million fans, respectively, at
the date of this report.