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CORPORATE RESPONSIBILITY REPORT 2011
Award in the XIV Málaga Film Festival) a comedy by Borja
Manso and Marcos Cabotá, starring Ernesto Alterio, Goya
Toledo, Diego Martín and Manuela Velasco.
This was not the only award received by a Telecinco
Cinema’s project in 2011, since the movie “No habrá paz
para los malvados” was nominated for 17 Goya awards
and won six, including Best Film, Best Director and Best
Leading Actor ; while “Verbo” was nominated in three
categories: Best NewActress, Best New Director and Best
Original Song, although the awards went to other films.
In February 2012, Telecinco Cinema released the first
new film of the year, “Lo mejor de Eva”, a thriller by
Mariano Barroso, starring Leonor Watling and Miguel
Ángel Silvestre.
The company also finished filming four new projects
in 2011, including one of the most ambitious ever
under taken by Spain’s movie industry: “Lo imposible”, the
new film by Juan Antonio Bayona, “Venuto al mondo”, a
movie directed by Sergio Castellitto, and “Tadeo Jones”,
the first 3D animated movie, produced by the company
directed by Enrique Gato.
In coming yearsTelecinco Cinema plans to achieve fur ther
success in an industry in which it has already made its
mark thanks to productions such as “Ágora”,“El Laberinto
del Fauno”, “Celda 211”, “El Orfanato”, “Alatriste”, “Ché”,
“Spanish Movie”, “Los crímenes de Oxford”, “Al otro
lado de la cama” and “Los dos lados de la cama”, movies
that obtained unanimous recognition from critics and
are among the best film productions in Spain in terms of
investment volume and box office figures.
Atlas, the market’s leading audiovisual
news agency
In a year market by the economic crisis and the closure or
transformation of a many new DTT operators, Mediaset
España’s news agency maintained its leading position and
fulfilled objectives for 2011.
Atlas’ services basically targeted television companies
and digital media in 2011. In the television market, Atlas
collaborated with national television channels such as La
Sexta and Intereconomía TV, and with regional and local
companies such as Canal Sur,TV Castilla León,VTelevisión
(Voz) and Canal 8 (Godó Group), which once again
opted for the agency’s national, international and spor ts
news services.
Atlas also continues to be the benchmark audiovisual
agency for digital media, collaborating with the main online
general news websites, including ElMundo.es, ElPaís.com,
LaVanguardia.es, ElPeriódico.com and ABC.es.
As a content producer, in 2011 Atlas was responsible
for all news production for Informativos Telecinco and
Informativos Cuatro, produced the eighth season of
“Diario de…” and broadcast top spor ts events such as
UEFA Europa League matches.
Mediaset España adapts its solidarity
project “12 MESES” to the new multi-
channel environment
On 1 January 2012, “12 meses, 12 causas”, the largest
solidarity project under taken by a media company in
Spain, celebrated its 12th anniversary with unanimous
recognition from the general public. The new dimension
occupied by the company in the audiovisual market has
brought a new approach to social initiatives, which have
been adapted to the new times to make the most of
Mediaset España’s new resources and the penetration
capacity of its seven television channels, websites and
presence in social networks.
In 2000 very few companies spoke of corporate
responsibility or “social advertising”. Telecinco then began
to support the “recognition of our older generations”
by broadcasting an institutional commercial and through
it channel content. The aim was not to earn money by
achieving high viewing figures. The only purpose was to
stimulate viewers,make the most of their television screens
to enter their homes, shake consciences and give back to
society a part of what the channel received from it.
Since then, Mediaset España has entered Spanish homes
monthly to explain to viewers, always from a positive
perspective, that the matters which society must care for
are not far away and that their own attitude in par ticular
is impor tant in order for things to change.