Page 49 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

49
CORPORATE RESPONSIBILITY REPORT 2012
TV for its channel OnDIRECTV. South American viewers
have been able to enjoy, very shortly after the Spanish
public, titles such as “Homicidios”, “La fuga” and “Frágiles”,
as well as the TV movie “Rocío Dúrcal, volver a verte”
and programmes such as “Desafío Extremo”, “21 días” or
“Callejeros Viajeros” among others.
Another new development of 2012 was the sale to
Mediaset Italia of the series “Tierra de lobos”, shown with
great success on R4; the first showing in January 2013,
with strong viewing figures, of “Frank de la Jungla” on
Italia 1; or the showing on National Geographic channels
throughout the world of the programme “El líder de la
manada” presented by César Millán. All of which together
with the production and broadcasting of new instalments
of the series “Escenas de Matrimonio” by the French
commercial channel M6, which has made this format a
very popular content in its programming schedule for the
fourth year running.
At national level Mediaset contents have had a strong
presence in 2012 in the various pay per view platforms,
occupying a prominent position in the Premium option
for subscribers to Digital +, Imagenio and ONO, where
the pre-screenings of episodes of series such as “Tierra
de Lobos”, “La que se avecina”, “Hospital Central” “La
fuga”, “Homicidios” or “Aída” have been in top place
in the rankings of most popular products. Once again
“Aída” and “Hospital Central” have been highly visible in
the programming schedules of the channels AXN and
Paramount Comedy, and have this year been joined by
“La que se avecina”.
Telecinco Cinema titles have for their part again been in
high demand from themed channels such as Paramount
Comedy, Multicanal or Calle 13 Universal. Programmes
such as “No habrá paz para los malvados”, “Celda 211”
and “Las aventuras de Tadeo Jones” have successfully
broken into the video on demand (VOD) market by way
of pay to view platforms such as Mitele, Filmin, Imagenio
andYomvi.
The communication group with the greatest viewer
participation and interaction
Mediaset has been the communication group which has
introduced the most interaction with its audience in 2012.
Based on an exhaustive analysis of the viewer profiles
of each programme the Commercial Department has
made a significant effort to generate the greatest possible
participation while at the same time adapting initiatives
to content.
Thus there have been competitions in live programmes
such as “Sálvame” “El Gran Debate”, “Qué tiempo tan
feliz”, the showing of motorcycling and the European
Football Championship, as well as the sports sections
of Informativos Telecinco and Deportes Cuatro, “El
programa de Ana Rosa” and “Las Mañanas de Cuatro”
among others, in turn opening up new revenue streams
in off-the-peg programmes such as “Perdidos en la tribu”,
“Perdidos en la ciudad”, “¿Quién quiere casarse con mi
hijo?”, “Más allá de la vida”, “Pasapalabra” and “Hay una
cosa que te quiero decir”, all of which in addition to
the established participation and revenue structures of
formats such as “Gran Hermano” or “La Voz” both at the
casting stage and in the voting.
Apps, books, technical devices and other products
derived from Mediaset España content: the success
of the brand beyond the screen
In the area of licences the excellent results of sports
broadcasts have also been reflected in the great success
of the “No two without three” range of products
launched for the European Football Championship
including shirts, t-shirts, watches, magazines, bracelets and
even a compilation DVD. MotoGP has also entered many
homes in the form of collections of miniature replicas of
the motorcycles, by way of the Official MotoGP Guide,
various applications for smartphones and a collection of
DVDs with all of the big prizes.
In publishing the magazine Boing has become established
after just one year in existence, earning an indispensable
place in the leisure world of the young. Other successful
publishing launches of Mediaset in 2012 have included
the books “La Roja, un equipo de leyenda”, “Cocineros
sin estrella”, “Los secretos de la Voz” and “Las aventuras
de Frank de la Jungla”.
Mediaset España programmes and competitions have
formed part of family leisure activity outside of television
by way of the board games “Be Boing”,“Desafío Extremo”,
“Lo sabe no lo sabe” and “Pasapalabra Peques” and by
way of theatre shows and productions such as “Más allá
de la vida” and “Tú sí que vales”.