Page 78 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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New content and a new on-air
identity, the keys to
energy’s growth
A renewed image and content, first showings of factuals,
theme-channel specials, series and sports programming,
with the launch of the channels first in-house production
“Tiki Taka” and the screening of exclusive sports events all
added to Energy’s personality during 2013. Energy became
the theme channel best recognised by male viewers up
to 44 years of age and the men’s theme channel with
the highest number of social media mentions at close to
800,000 according to Global In Media.
In its second year on-air, the channel’s audience grew to
end the year with a core target share of 2.5% (men aged
between 25 and 44), 0.7% up on 2012 (1.8%) and 1% up
on its closest competitor, Nitro (1.5%). In terms of total
individual viewers, Energy also grew 0.3% on the previous
year to reach a 1.2% share.
Under the new claim “Encuentra tu E” (Find your E) and
a renewed on-air image, in 2013 Energy adopted a new
identity in a 360º audiovisual arena, through television,
the Internet and social media, screening docu-realities
and factuals designed to meet the needs of young, urban
men. Accordingly, the Energy’s programming included
“Energy Wildlife” content, relating to adventure and
nature; “Energy Extreme”, with programmes showing
situations at the limit; “Energy Speed”, combining speed
and adrenaline; “Energy Food”, comprising original food
programmes; “Energy Auction”, with current affairs
reports and documentaries; “Energy Attitude”, covering
art, tattoos and curiosities; and “Energy Travel”.
Energy screened for the first time over a dozen new
formats on different themes such as “Cajun Justice”,
“Eating in America”, “Abierto en canal”, “¿Cómo es lo
que como?” (What am I eating?), “Dallas Swatt”, “Multas,
multas y más multas” (Fines, fines and more fines),“Toma
el coche y corre” (Take the car and run), “In fraganti”,
“Los reyes del trueque” (The kings of barter) and
“Reforma brutal” (Brutal reform), accompanying formats
now considered to be classics in Energy in the past two
years, such as the auction docu-reality “¿Quién da más?”
and its spin-off “¿Quién da más? Texas”, the adventure
programme “Frank de la Jungla” and the car programme
“Top Gear”.
Fiction found its way into Energy through the brand
“Series de Élite”, which includes a broad catalogue of
productions such as “Homeland”, “Last Resort”, “C.S.I.”,
“American Horror Story” and “NCIS: Los Angeles”.
The “Energy Sport” offering was particularly significant,
including exclusive sports events such as the free training
sessions of the World MotoGP Championship, Spanish
and European Speed Championship races, freeview
National Five-a-Side Football League games, some
Eurobasket games, Roland Garros tennis matches and
the Junior Football 7 tournament.The sports offering also
included the discussion show “Tiki Taka”, presented by
Felipe del Campo and Enrique Marqués, targeting football
fans during late-night television.
Other mainstays of Energy’s programming were
programming events built around original special
actions designed to build loyalty and attract viewers,
with suggestive titles such as “Apocalipsis Carnívora”, a