Page 76 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
76
I+B, who they constantly help to resolve problems. To
complete the comedy offering, “Factoría de Ficción” also
screened, for the first time, the slot “Apúntate al sketching”,
containing the flagship programmes “La noche de José
Mota” and “Vaya semanita”.
Successful reruns of two of television’s benchmark
national fictions,“Aída” and “La que se avecina”, stimulated
the screening of specials such as “Bienvenido Mister Dani”,
when Dani Martínez joined the series “Aída”, the launch
of “Hoy se nos avecina...”, a monographic series in which
the stars of “La que se avecina” revealed some of the keys
to their characters, and the false takes collection “Tomas
falsas a cascoporro”.
In 2013 international fiction was also an important
part of Factoría de Ficción’s programming. “Baby
Daddy”, a comedy starring Jean-Luc Bilodeau, and “The
Neighbours”, a comedy series with fantasy overtones
starring Lenny Venito and Jami Gertz, are among the
international productions shown for the first time on
the theme channel. The new series of the police fiction
“Blue Bloods”, the sitcoms “Shameless”, “New Girl” and
“Last Man Standing” and the action series “Leverage”
were also screened.
Divinity, a benchmark theme channel
for young and urban women
Divinity consolidated its position as a benchmark
channel for urban women aged between 16 and 44,
in which it achieved a 3.6% share, 1.7% in terms of
total individual viewers, 0.3% above the previous year.
In terms of commercial targets, the data preferred
by adver tisers, Divinity also grew, by 0.7% in average
viewing figures, to reach a share of 2.4%. On-air for
nearly three years now, the channel has built a brand
that is solidly embedded in Spain’s television offering,
with a well defined personality and relevance for both
female viewers and anyone who is interested in the
latest international successes in series, factuals and
theme realities, movies and information on the latest
music trends. A set of elements that have made the
channel a clear success stor y within Mediaset España’s
theme channel offering and made it wor thy of the
claim “Divinity is 2 much” when celebrating its second
anniversar y in 2013.
The channel’s strategy is based on a battery of realities
and factuals related to its main themes:“Divinity Home”,
through the decoration and refurbishment formats
“Cash & Cari ¡Me lo llevo!”, “Decorando con Ambrose
Price”, “El reformacasas” and “Tu casa lo vale”; “Divinity
Style”, which incorporated “De moda con Rachel”, the
channel’s first character show, about the daily life of
the well-known designer Rachel Zoe; and “Divinity, ¡sí
quiero!”, focused on wedding docu-realities such as “El
vestido perfecto de Keasha”,“Me pido este vestido” and
“El vestido de tu boda”. Also included in the channel’s
offering was “Hotel Hell”, in which the famous chef
Gordon Ramsay helped to refloat disastrous hotel
businesses.
2013 saw the consolidation of in-house branded content
based on well-defined themes that are very popular
with viewers. These included “Cupcake Maniacs”, the
creative confectionery programme forming part of the
“Delicious!” theme. Its presenter, Alma Obregón, has
become one of the channel’s and social media’s best
known faces, as reflected by 75,000 Facebook fans and
over 15,000 Twitter followers, making this format one of
Spanish television’s most popular confectionery slots; the
sweet stars of “Cupcake Maniacs” had already appeared