Page 45 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report
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45
CORPORATE RESPONSIBILITY REPORT 2012
Boing brand, have attracted most interest from childen
using the internet. As for TV movies “El Pacto”, “Felipe y
Letizia” and “Mi gitana” took first position together with
“Carmina o revienta”, “No habrá paz para los malvados”
and “Celda 211” in the cinema section.
Telecinco.es
, the audiovisual leader of television
websites in spain
Telecinco.es has once again stood out in 2012 as the
leading television website of the audiovisual market with
13 million single users and an average of nearly one
million daily browsers.
The extraordinary following of entertainment
programmes such as “La Voz”, “Mujeres y Hombres y
viceversa” and“Sálvame” among others, reality shows such
as “Gran Hermano” and the fictional programmes “La que
se avecina” y “Aída” have made the main contribution to
this data.
This year Telecinco.es has devoted all of its efforts to
making the viewer a participant in information, connecting
with the audience with the familiar faces of the channel
and its series and programmes, setting up various means
of communication not only by way of the websites, which
included unseen and exclusive content, but also by way of
the main social networks.
In this regard Conecta 5 has taken huge steps in its social
media strategy, opening new spaces for following internet
comments directly and automatically and linking browsing
of the websites of programmes broadcast live with
opinions given on Facebook and Twitter both by users
from home and by the presenters and contributors of
these programmes from the studio.
Speaking of 360º content integration on television, the
internet and social networks aimed at strengthening
interactivity means reference must be made to “La Voz”.
The most watched entertainment programme of the
last decade has achieved a huge following both on the
internet through
and in the main
social networks recording million-strong audiences with
around 5 million single users a month in the competition’s
official website and more than 1·3 million followers in the
accounts and profiles on Twitter and Facebook (including
fans of the programme and of the artists themselves).
As with other international adaptations of the format the
social networks have played a particularly important part
in the programme, which in this department has seen
an effort without precedent in the history of Mediaset
España. Followers of the contest have at all times been
able to access a real time measuring tool of the impact
of “La Voz” located in its official website.This initiative has
formed part of the stage dynamics of the final stages of
the contest, the live gala shows, with the creation of the
“Interactive Room” in whichTania Llasera gives live updates
on the valuations, comments, sensations and suggestions
of the followers of Facebook, Twitter and other internet
media based on the data shown on five screens.
For the first time a television programme has had two
live signals broadcast exclusively and simultaneously by
which has meant that users can follow
the gala live and at the same time follow exclusively
what is happening in the “Interactive Room”, where the
contestants have been taken after their performances.
Telecinco has also launched the official “La Voz” app
for smartphones and tablets, which has meant that the
more than 700,000 followers who have downloaded it
to see news and videos from the contest can watch the
programme live, watch repeats of entire episodes on
demand and vote to save their favourite contestants.
This effort in terms of social networks, with personal
attention to the tastes of each user by way of segmenting
of programmes, has led to an exponential growth in the
number of network fans and followers of Telecinco, with
more than 12 million followers on Twitter and close to 3
million fans on Facebook for all contents of the channel
(official accounts and profiles of all series and programmes)
by the time of the drawing up of this report.
Cuatro.com
, ends 2012 with 3·5 million single users
The web content of Cuatro.com received a sharp boost in
2012 with greater synergy between the channel’s offering
and its internet development thanks to the daily labour
of the faces and the programmes which have sought to
use this other window for reaching the viewer. This has
been the case for los
Manolos
, which uploads daily video
news to a blog on Deportes Cuatro, or “Te vas a enterar”,
the programme which uses public participation on a daily
basis making viewers into amateur reporters thanks
