Page 35 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

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CORPORATE RESPONSIBILITY REPORT 2012
The UEFA Europa League, the Kings Cup and the
FIFAWorld Club Cup: Mediaset España goes mad for
Football
Football fans have also seen other top level competitions
shown exclusively on Mediaset Sport channels: the UEFA
Europa League, the broadcasting rights to which have been
renewed by Mediaset España until 2015, the qualifying
round of the Kings Cup, the FIFA World Club Cup, the
BlueBBVA XIX National 11-12 Year Olds Tournament
and the XVII International 7-a-side Tournament, a classic
Christmas competition featuring the best youth players in
international football.
At European level Telecinco and Cuatro have shared
the showing of UEFA League matches this year with
commentary by Manu Carreño and expert comment
from Juanma Castaño and the former international players
Fernando Morientes and Kiko Narváez up to the final
between Atlético Madrid and Athletic Bilbao, with another
victory for the Madrid side with an audience share of 44·8%
and 8,094,000 viewers, figures which made it the most
watched televised final in the history of the tournament.
Energy for its part has shown the highlights programme
“Europa en juego” presented by Ramón Fuentes.
Mediaset Sport also had the rights in 2012 to the
Roland Garros, one of the most prestigious Grand Slam
tournaments of the ATP. With commentary by Telecinco
and Cuatro sports presenters Jesús María Pascual and Nico
Abad and expert comment from the ex-tennis players
and former champions of this event Manolo Santana and
Andrés Gimeno the opening matches were shown on
Energy while the final matches were on Cuatro including
the final between Nadal and Djokovic which was shown
over two days due to bad weather (with an audience share
of 23·8% and 3,624,000 viewers on Sunday, while the
second day had audience figures of 23·3% and 1,828,000
respectively).
Mediaset España completes the design of its multi-channel strategy
Mediaset España closed 2012 with the launch of Nueve,
the definitive design of the multi-channel strategy begun
two years ago with the acquisition of Cuatro and devel-
oped during 2011 and 2012 with the creation of Boing,
Divinity and Energy.
In this time the company has gained the experience
necessary for it to compete in and lead the audiovisual
market by developing a joint programming strategy which
assigns each channel a particular profile and target audience
while at the same time the channels complement each
other: Telecinco as lead channel for the public in general;
Cuatro, for young urban viewers; LaSiete, a second chance
to see the content from the first two; Factoría de Ficción,
the most watched themed channel on free to view
television with its offering of series and cinema; Divinity, for
young urban women; Energy, with programmes for men
aged from 25 to 44 and Boing with the leading offering
on commercial television for children aged from 4 to 12.
In order for all of these television channels to make their
contribution to the whole Mediaset España has offered
content of highly varying genre, theme and target audience,
an effort the result of which has been to make it the most
complete television offering.
To achieve this Mediaset España has laid down a horizontal
programming policy day by day with the strategic objective
of offering the most varied range of genres possible without
any channel of the group competing with any other. This
work, which has allowed it to get 100% from its content
offering complementary and highly segmented viewer
profiles, has led to its set of themed channels reaching the
highest annual accumulation of the sector with an audience
share of 8·3%, 2·2 points more than in 2011.