Page 44 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

44
OUR BUSINESS
Throughout these months Mitele has been gradually
increasing its entertainment offering and at the same
time winning the loyalty of a public increasingly used to
consuming cinema and television anywhere and at any
time, making the most of the advantages and the almost
infinite possibilities of interaction offered by the new
devices.
In addition to adding month by month to its catalogue
of series and programmes it has introduced content
aimed at satisfying the most demanding of viewers, giving
it added value only possible in the online environment.
Examples include the live feed for “Gran Hermano” 24
hours a day and the web coverage of sporting events
such as the Motorcycling World Championship, the
Roland Garros and the European Football Championship,
in which Mediaset.es has made a great effort with
additional exclusive content, reports, videos and links to
the live television signal, and innovative initiatives such
as the introduction of the “twittercommentator” for the
European Championship using great communicators
of the social networks such as José Mota, Risto Mejide,
Santiago Segura, José Corbacho and David Bisbal.
The launching of applications for mobile devices has set
the seal on the new developments introduced in the
course of the year: the Mitele app for smartphones and
tablets is now reaching more than 300,000 downloads
with the brand achieving a strong following in social
networks with more than 16,000 fans on Facebook and
nearly 28,000 followers on Twitter.
Another noteworthy development from Conecta 5
has been the launching of Mitele Premium, the Cinema
Section and the “Original Version” Section with which it
has continued to set the pace in the introduction of new
forms of consumption of audiovisual content with the
showing of “Carmina o revienta”, the first film in Spain
to be shown simultaneously in cinemas, on the internet
and on DVD. Other film titles, both dubbed and in their
original version, have been added to this production at
the rate of two films a week including “No habrá paz
para los malvados” and “Las aventuras de Tadeo Jones”
from Telecinco Cinema. Mitele has also made technical
improvements to its Premium service over the course
of the year with an extension of viewing time from 24 to
72 hours from the time of purchase and the introduction
of new card payment systems in addition to the call and
SMS systems.
Comedy has been one of the most popular contents in
2012 with “La que se avecina” and “Aída” being the best
examples of this, followed by revivals of fiction which had
already been successful onTelecinco such as “Los Serrano”
and “Sin tetas no hay paraíso”. “Revenge” was the most
viewed foreign production. As regards programmes three
spots on Cuatro -“Cuarto Milenio”,“¿Quién quiere casarse
con mi hijo?” and “Callejeros”- have been most consumed
followed by “Mujeres, hombres y viceversa” and “La Voz”
fromTelecinco. In the area of children’s content “El show
de Garfield”, “Bratz” and “Hora de aventuras”, under the
Mitele has won theWebAward 2012 in the Television category awarded each year by theWeb Marketing
Association to the most important websites in the world.
The Mediaset España audiovisual content portal received this distinction “in recognition of the excellence of
its web development, and the individual talent and collective effort which have made its creation possible”.