Page 79 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

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CORPORATE RESPONSIBILITY REPORT 2012
their actors. In terms of analysis of social networks there
are studies of the activity and comments generated on
them to find out the opinions of viewers on the content
which has been shown, assess the positives and negatives
encountered and adapt the programmes accordingly. For
example in programmes such as La Voz the audience’s
reaction was used in the development and content of
the programme in order to broadcast content as close as
possible to its preferences.
The carrying out of surveys on the degree of awareness
of the network’s themed channels or the positioning of
the various channels on the television remote control
also form part of the analysis carried out in order to align
the television offering to the audience’s expectations.
Editorial independence is adamantly defended by
Mediaset España, which has control mechanisms designed
to prevent governmental, technical or any other type
of interference in the creation of content. An example
of this was the case of the live television programme
El Gran Debate and the discussion that dealt with the
alleged making of illegal payments to senior figures of the
political party currently in government.The programme´s
producers were warned before the broadcast by the
leaders of the party that they would be following the
contents of the programme very closely. During the live
broadcast, the producer received a registered fax from
the directors of communications of the political party
in question, warning the station of possible future legal
proceedings. The executive production immediately
contacted the Department of General Content within the
company, and after having informed the Chief Executive
Officer, the station decided to inform the audience –
during the live broadcast – about the possible intent of
broadcast control. This procedure describes Mediaset
España´s approach toward situations that may attempt
to interfere with its editorial independence among any of
the Group´ stations.