Page 50 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

50
OUR BUSINESS
The Mediaset España news agency has maintained the
profitability of its business and its position of leadership
of the Spanish audiovisual market despite the complex
economic situation in 2012.
The difficult context in which its business has been oper-
ating throughout the year has not halted Atlas’ investment
in the future, with the launching of a new website which
improves customer service by simplifying processes; it
has redesigned and modernised the video contribution
system to improve the service and reduce costs and it
has strengthened its presence abroad by way of an agree-
ment with the Reuters agency for the production of a
service aimed at the Latin American market.
In television it has worked with national channels such as
La Sexta or IntereconomíaTV and with regional and local
channels such as Canal Sur, TV Castilla León, V Televisión
(Voz Group) or Canal 8 (Godó Group) which have once
again turned to the agency’s national and international
news and sports services. It has also remained the
leading audiovisual agency in the digital media market
with a presence in the main online general information
titles including ElMundo.es, ElPaís.com, LaVanguardia.es,
ElPeriódico.com and ABC.es among others.
As a content producer it has carried out all production in
2012 for Informativos Telecinco and Informativos Cuatro,
various top sports broadcasts such as the European Foot-
ball Championship, Moto GP or the UEFA Europa League,
among other large sports events offered under the Medi-
aset Sport brand and the ninth season of “Diario de…”.
Atlas, the audiovisual news agency leading the market
In January 2012 “12 meses, 12 causas”, the largest
solidarity project carried out by any part of the media in
Spain, celebrated its 12th birthday to unanimous social
acclaim. The new dimension adopted by the company in
the audiovisual market brought with it a new raising of
social concerns, an adaptation to new times to take as
much advantage as possible from the new resources of
Mediaset España and its ability to enter Spanish homes, all
of which under a new corporate identity.
“12 Meses” enters a new phase concentrating on large-scale social
causes with calls to action
Speaking of licences reference must be made to “Las
aventuras deTadeo Jones” which has become a children’s
icon in 2012. Its main character has stepped from the
screen to offer new adventures in Spanish homes by
way of licensed products which stood out in last year’s
Christmas shopping campaign. These have included
a tablet, the “Tadeo Jones Train Crisis” app, the film on
DVD, a special Christmas magazine, the rucksack of the
explorer Tadeo, a board game, a set of walkie talkies and
a character guessing game.