Page 68 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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Foreign fiction, a mainstay of Cuatro’s
programming
Cuatro’s innovative entertainment packagewas completed
in 2013 by some of the most internationally successful
foreign series, including three seasons of “Homeland”,
“American Horror Story” and its follow-up “Asylum”,
“Scandal”, “Marvel: Agents of SHIELD”, “Grimm”,
“Touch”, “Beauty and the Beast”, “Castle”, “Hawai 2.0”,
“Elementary”, “The Americans”, “Spartacus: Vengeance”
and “Falling Skies”.
In 2013 Cuatro also created a new weekly movie slot:
“El Blockbuster”, screening for the first time films such as
Mel Gibson’s “How I Spent My Summer Holidays”, which
achieved a 10% share and 1,665,000 viewers.
Cuatro’s eighth anniversary was also celebrated in
2013 in the form of an institutional campaign starring
its main presenters, accompanied by the birth of a new
claim. Under the slogan “Yo soy Cuatro” (I am Cuatro),
the channel’s well-known faces and anonymous viewers
claimed some of the adjectives, emotions and feelings
that Cuatro’s content has brought them, through a
participative campaign on television and in the social
media and the Internet.
Social impact of entertainment
programming
The channel’s commitment to specific content with high
social impact is reflected in extensive programming, which
includes:
DIARIO D…
Investigative journalism presented by Mercedes Milá to
denounce issues and support citizens. In 2013 it focused
on the fracking industry, the closure of a school specialised
in integrating gypsy children in the Fuencarral district of
Madrid, the closure of a social canteen run and supported
by volunteers using their own resources in Santa Coloma
de Gramanet, risks of gold mining in Costa da Morte,
and a report on possible closures of support centres for
autistic children in the Valencia region.
HERMANO MAYOR
A programme that becomes involved in helping young
people with family and social adaptation issues and
promotes healthy living habits, in which the work of the
psychologist Sonia Cervantes is a determining factor to
encourage changes in the young people and their family
environment.
DESAFÍO EXTREMO/ DESAFÍO EN EL ABISMO
Both formats seek to build awareness around the need to
protect the environment while promoting comradeship
and the overcoming of personal limits.
The Desafío Atapuerca programme was the first time
that a television team had filmed at Sima de los Huesos
(Burgos), the world’s largest paleontological site, with
nearly 5,000 human and animal bones dating back
500,000 years.