Page 75 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
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MEDIASET ESPAÑA CONSOLIDATES AND STRENGHTENS ITS MULTICHANNEL STRATEGY
In 2013 Mediaset España consolidated its multichannel
strategy, leading the audience market with a cumulative
9.6% share in its theme channels, each of which is
positioned in a defined profile and target audience while
complementing the other channels: Telecinco as the
leading channel for the general public; Cuatro, targeting
young, urban viewers; Factoría de Ficción, the most viewed
theme channel in freeview television, offering series,
comedy and movies; Divinity, for young, urban women;
Energy, targeting men between 25 and 44 years of age;
Boing, the leader in commercial television for children
from 4 to 12; and, since the start of 2014, La Siete as
a soap opera channel and Nueve providing a second
chance to see Telecinco and Cuatro content.
In order for all the channels to play their part in the
overall impact, Mediaset España designed a daily
horizontal programming strategy with the most varied
possible genre offering, providing the Commercial area
with complementary and highly segmented viewer
profiles. As a result, Mediaset España’s theme channel
offering achieved the sector’s highest annual cumulative
viewing figures, which were 1.3 higher than 2012 (8.3%).
Factoría de Ficción, the leading
theme channel
In 2013 Factoría de Ficción consolidated its television
model and was the most viewed theme channel or third
generation channel.With a 2.9% share of total individual
viewers, it opened up a wider gap than the previous year
with respect to its immediate competitor, Neox (2.3%).
It was once more the leading theme channel in terms of
commercial target share (3.7%).
The channel’s comedy offering was promoted through
“A mí que me pongan verde”, an image campaign
starring comedy actors linked to Mediaset España.
Dani Martínez (“Aída”), Vanesa Romero, Antonio
Pagudo, Cristina Medina y Luis Miguel Seguí (“La que se
avecina”), Andoni Aguirregomezcorta (“Vaya semanita”)
and Cristina Pedroche were some of the protagonists
of the channel’s new campaign, which included bumpers
using Factoría de Ficción’s corporate colour, green, as a
visual reference.
In 2013, relevant initiatives included the launch of the
channel’s first own fiction project:“I+B”, a branded content
comedy that relates the entertaining daily escapades of
Sixto (Alfonso Sánchez) and Manolo (Alberto López)
who, besides working as barmen, are advisors, mentors,
philosophers and psychologists for the customers of