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7
CORPORATE RESPONSIBILITY REPORT 2011
PaoloVasile
Chief Executive Officer
LETTER FROMTHE
CHIEF EXECUTIVE OFFICER
Undoubtedly the year 2011 was a complex year in general
terms. Nonetheless, I have to say that I feel particularly proud
of the management work carried out by “Mediaset España
Comunicación”, at all levels.
Noteworthy in the first place is the fact that Mediaset España
was once again considered the absolute leader of the Spanish
audiovisual sector, with a 26.4% share as a whole, almost 10
points ahead of its closest competitor fromamong commercial
television channels. In prime time, Mediaset España’s offering
was the most preferred (24.7%) , almost 8 points ahead of the
Antena 3 group.This was also the case with the commercial
target where the group’s channels had the greatest advertising
appeal with advertisers in both total days (28.6%) and prime
time (26.4%).
By channel, both Telecinco and Cuatro were leaders in their
particular competitions and comfortably beat Antena 3 and La
Sexta, respectively, in terms of viewers and commercial target.
Moreover, in 2011 Mediaset España finalised its multichannel
strategy which commenced in 2005.Together with Factoría
de Ficción, La Siete and Boing, this year saw the launch of
Divinity and we prepared the launch of Energy which has
taken place in 2012. In this way, we have built up a group
of channels enabling the company to reach out to various
audiences with complementary and highly segmented profiles.
Specifically, with respect to news programmes, Informativos
Telecinco ended 2011 as the benchmark for commercial
television, with an average share of 12.6% (860,000 viewers).
In addition, Noticias Cuatro (6.2%) beat La Sexta news
programmes in all editions.
Nonetheless, I should stress that these results have not entailed
an increase in programming costs as would have been logical
to expect. If there is something particularly noteworthy about
the management deployed in 2011, it is the audience ratings
achieved as indicated above at a cost not only lower than in
2010 but which has been sufficiently less to offset the fall in
advertising expenditure on the television market.
Also noteworthy is the fact that 2011 was the year of Cuatro’s
integration. This integration was completed in an exemplary
manner, quickly in just two months,without hitches or conflicts,
although we were forced to undertake lay-off proceedings
that affected a total of 127 employees.
It is also important to bear in mind that 2011 was the year
of the launch of MITELE, the portal with the largest Internet
offering of audiovisual groups in Spain, offering the most
noteworthy content of Mediaset España channels and two live
television channels:Telecinco and Cuatro. All this was carried
out in a new and modern environment which is moreover
multi-carrier, easy, free, high quality and with its own social
network.
And we also have to mention our contribution to Spanish
movies that although mandatory, has again brought us further
acclaim and bears out that the most important part of our
contribution is not financial.This is evidenced by the six Goya
awards obtained by “No habrá paz para los malvados”, not
forgetting other productions such as “Amigos”, “Verbo” and
others filming of which has already commenced such as “Lo
mejor de Eva”, “Venuto al mondo”, “Tadeo Jones y el secreto
de los incas”, “Afterparty” or “Lo imposible”. We have high
hopes for all of them.
The gloomy outlook for 2012 evidences a general crisis
which affects everyone without exception. I believe, however,
that we are ready to face and overcome this situation as we
have a veteran but young team that has already satisfactorily
proved its management capacity. And we also have a good
and varied television offering, which this year will be enriched
with new important features such as the European Nations
Championship and the World Motorcycling Championship,
during which we hope Spain will continue to succeed as in
the past.