Page 67 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
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Adventure, factual formats, repor ts and
coaching formats made in Cuatro
Adventure, challenges and overcoming personal limits
were once more distinguishing features in Cuatro, through
newly screened formats such as “Expedición Imposible”,
an adventure reality show presented by Raquel Sánchez
Silva in which 10 celebrity couples with very different
profiles face the adventure of their lives: travelling through
Morocco and participating in a series of challenges that
put their physical and emotional stamina to the test. The
programme attracted over 1,405,000 viewers and an
8% share to its first showing. Raquel Sánchez Silva also
presented “Perdidos en la ciudad” (Lost in the city), which
achieved an average 10% share and 1,830,000 viewers
in 2013.
Cuatro’s adventurer par excellence, Jesús Calleja, also
experienced limit situations in the two programmes
screened in 2013. Firstly, “Desafío en el abismo” (5.4%
share on its first showing), an expedition to Hoyo
Cimarrón in Guatemala, one of the world’s deepest
holes, accompanied by a group of amateur adventurers.
Secondly, this time accompanied by expert potholders,
in the expedition “Desafío extremo: Abjasia, atrapados
bajo tierra”, a descent at the limit into our planet’s
deepest cave, in which the team became trapped while
the cave was flooded for more than a week, attracting
an audience of close to one million viewers and a
5.5% share.
In the report genre, in 2013 Cuatro launched one of the
most popular formats:“Palabra de Gitano”, a two-seasons
docu-series that addresses gypsy life and culture, achieving
a total share of above 8.5%.
Friday night also boasts one of Cuatro’s best-established
coaching programmes, “Hermano Mayor”. Presented by
Pedro García Aguado, the season six launch proved to
be one of the programming mainstays towards the end
of 2013, with an average share of 9.9% and 1,637,000
viewers in the first showing.
New screenings of flagship productions such as
“Callejeros”, which celebrated its first 300 programmes
with the investigative specials “Hambre en España”
(Hunger in Spain) (7.1% share) and “Robos” (Theft)
(average 5.9% share in the three parts screened);
“Diario de…” presented by Mercedes Milá (542,000
and 6.3%); “21 días” by Adela Úcar (8.1% and 575,000)
and “Conexión Samanta” by Samanta Villar (6.5% and
549,000) were also protagonists on Cuatro in the telling
and denouncing of situations in their own particular style.
“Cuarto Milenio” was once more among Cuatro’s
flagships, celebrating eight years on air. The programme
presented by Iker Jiménez achieved excellent Sunday
night viewing figures (9.3% and 826,000) and was also the
most commented Mediaset España programme inTwitter
during 2013, according to this popular social media’s
annual report.
The phenomenal impact of “Cuarto Milenio” in the social
media, combined with the success of programmes such
as “Un príncipe para Corina” and “¿Quién quiere casarse
con mi hijo?”, resulted in over 10 million Cuatro-related
comments in social media in 2013, twice the figure
achieved by its most direct competitor.
“Las mañanas de Cuatro”, presented by Jesús Cintora,
became steadily and unstoppably more popular
throughout 2013, ending December with a share of 7.1%
and over 384,000 viewers.