Page 77 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
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on Divinity in programmes such as “Charly y la fábrica
de pasteles” and “Guerra de cupcakes”.
In 2013, the main in-house productions also included the
launch of “Cazamariposas”, an innovative weekly news
programme on fashion, celebrities and trends presented
by Nando Escribano and Nùria Marín, including
contributions from prestigious Spanish bloggers, and the
branded content “Bebé a bordo”, providing advice for
first-time mothers during the days following the birth of
a child, with the help of the doula Montse Cob.
Divinity’s fiction offering included a careful selection of
international productions screened for the first time on
freeview television, such as “The Client List”, “Cougar
Town”, “Necessary Roughness”, “Revenge” and “Rookie
Blue”, scheduled alongside the phenomenal “Grey’s
Anatomy”, which became the channel’s most viewed
series during its ninth season, with an average 2.8%
share of total individual viewers and 6% among women
aged between 16 and 44.
Divinity was also the official channel for major music
events. In October, the solidarity concert “Por ellas” was
screened, organised by Cadena 100 to combat breast
cancer. In December, Divinity made an event of the
40 Principales Awards, screening “El día de la música”
(Music day), with special programming related to these
music awards that included Alejandro Sanz’s concert
for his new album “La música no se toca” in Seville.
A concert by Malú, screened in December when her
new CD was launched, completed the channel’s music
offering in 2013.
Divinity also covered significant social and cultural
events in programming linked to current affairs, such
as the 50th anniversary of Kennedy’s death, the Oscar
ceremony, the 15th anniversary of “Sex and the City”,
and the Starlite gala, Antonio Banderas’ philanthropic
platform that brings together leading international show
business celebrities and members of the jet set each
year in Marbella.
In 2013 the channel launched an innovative institutional
campaign with bumpers and self-promotional slots
to involve its growing number of male viewers. For
“Divinity men”, and as a gift to the channel’s viewers, the
“¿Quién dice que el rosa es un color de chicas?” (Who
says pink is a girls’ colour?) was created; it is a pioneering
initiative for a women’s theme channel to transmit and
promote its brand values through well-known male
artists linked to Mediaset España. Martiño Rivas, Dani
Martín, Santi Millán, Jose Coronado, Ricardo Darín and
Rubén Cortada are some of the stars who have taken
part in the campaign to date, based on black and white
photography by Alfredo Tobía, focusing on maximum
nudity and highlighting the pink “rosa Divinity” colour in
objects designed to generate a carefree, light-hearted,
provocative impact, emphasising the channel’s most cool
and risk-taking nature.