Page 99 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report
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99
CORPORATE RESPONSIBILITY REPORT 2012
Built around an institutional spot, a series of curtains
broadcast until the end of the holiday season and the
advice given in the content of various news and other
programmes of Telecinco and Cuatro, “Quiero dar lo
mejor de mí” has also had a virtual presence in the website
, and in physical form
in the various Christmas trees on the stages of various
programmes of Telecinco and Cuatro where presenters,
contributors and invited celebrities gave their best wishes
for Christmas and the NewYear.
The initiative, started by “El programa de Ana Rosa” with
an interview with Father Ángel, founder of Mensajeros de
la Paz, recorded 24,332 messages on its first day. “Quiero
dar lo mejor de mí” has also had an internal impact at
Mediaset España in the form of an internal solidarity
campaign in which the company raised 8,818 gifts from
a collection among its employees, which Mensajeros de
la Paz gave away at Christmas to the children and elderly
people it helps.
The Mediaset Group has been able to use the demand
for new models of communication and social participa-
tion, putting various internet platforms at the disposal of
viewers offering access to the programmes of the various
channels.The internet platforms have also become instru-
ments to promote co-operation and social awareness on
important matters of current affairs.
The content on the various websites of the Group
comes mostly from its different television channels and
therefore provides the same editorial independence,
quality and pluralism as the content shown on television.
The uploaded content must also have been read and
approved by those in charge of the website.
Mediaset España uses various tools to facilitate audience
participation and to ascertain opinion on the content
of the Group’s websites. The participation mechanisms
used include surveys and / or votes carried out by way of
social networks - mainly Facebook and Twitter-, opinion
spaces open at the foot of news columns, videos and /
or photographs, e-mail accounts made available to users
or what is called user generated content (UGC´s) – any
space on the internet on which content from users or
created by them is uploaded.
A team of people specially assigned to the task
examines all of the responses received, in some cases
in co-operation with the producer of the content, thus
ensuring an appropriate response to the demands of the
audience.This team of people manages the mails received,
answering or referring to the relevant departments those
which require an answer. The integration of audience
participation in content management is seen in the
inclusion of the results of the votes to decide on the
continuance or expulsion of participants in reality shows.
There is also an automated alert system which provides
information throughout the day on what is being said on
social networks about the content of Mediaset España,
supplemented by the support of an outside agency
which monitors comments made by users of the Mitele
community, in order to avoid displaying comments which
are disrespectful of persons and / or organisations.
MEDIASET ESPAÑA ONTHE INTERNET
Platform which shows the main news concerning the various web channels of Mediaset España and the social campaigns
they promote.
