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GOVERNANCE MODEL
In order to maintain and improve relations with users, the
Company has made a significant effort to facilitate access
to content through web sites and mobile applications,
enabling users to enjoy content where and when
they wish.
In this respect, the Company has undertaken a series
of actions to improve the broadcasting channels for its
content and ensure accessibility by different types of users,
using web standards and best practices in the sector.
The Company has also continued its efforts to improve
the provision of content and services in order to meet
the expectations of its wide variety of users and broaden
their access to more personalised services.
In addition, a set of tools through which the Company
interacts with users of different platforms has been
implemented. This enables options to be received and
allows users to participate in content creation. This
two-way communication is not developed solely through
the Mediaset España’s own platforms, where the user
generated contents are enabled i.e. spaces on web sites
where users can upload content created by them, but
also through other external platforms such as social
networks. A multitude of initiatives are also carried out
by the news websites (Telecinco and Cuatro) in which
the participation of the community in social, political or
economic matters is encouraged.
The willingness to consider the views and concerns of
users and viewers would not be effective without a
team of people who evaluate all comments received
and responses to surveys and polls made available on
the various media. This team attends to the demands
of audiences made through social networks (especially
Facebook andTwitter), opinion boxes at the foot of news
items, videos and photographs and email inboxes for
continuous customer care, among others. In some cases,
depending on the type of comment concerned, the team
evaluates the responses in coordination with the relevant
content producer.
To support this work and help obtain the information
required to respond to the audience’s demands, the
Company receives daily automated alerts with relevant
information about comments made on the various
social networks about the content of Mediaset España
channels. One example of these procedures is to be
found at the Mitele.es platform where, to prevent the
posting of comments from users which are disrespectful
to any person or organisation, the support of an external
company is used which analyses all posts made by the
users of this web community.
Mediaset España also ensures that all content available
on its websites respect its corporate values concerning
content creation.These values are editorial independence,
quality of content, pluralism and diversity. Since most of
the content derives from Mediaset España’s television
networks, it reflects the same editorial independence,
quality and pluralism as the content broadcast on
television. In any event, the persons responsible for the
web platforms ensure that the subsequent edition by the
web editorial team does not contain any bias with respect
to the original content.
In this respect, during 2013 Mediaset España implemented
a number of actions designed to improve compliance
with content creation standards. Firstly, in relation to
quality, the mechanisms used to improve performance
included ongoing attention to users’ opinions both on the
Company’s own websites and on social media sites, the
adaptation of schedules and the distribution of functions
in the team based onTV programming changes, as well as
the revision of content created in the web area.
The effectiveness of the mechanisms mentioned above is
ensured from the moment they are applied to all content,
including, therefore, user-generated content.
Adervisting content broaccast on the Company’s web sites
are supervised by Publimedia. The management system
that guarantees responsible advertising is described in the
Advertising Management section.
Management of Internet content
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