Page 90 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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MEDIASET ESPAÑA’S COMMERCIAL DEPARTMENT: EXPLOITING HIGH
VALUE BRANDS
The strength of Mediaset España’s brand and the value
of its channels, programmes, events and presenters made
2013 a magnificent year for the company’s Commercial
area.Whereas 2012 was a challenging period due to the
adaptation of the Department’s organisation to a new
multichannel and multimedia reality, in 2013 the new
structure was fully operational; content was leveraged in
three main thematic groups (Entertainment and Fiction,
Reality and Game Shows, and Sports) and five broad
business lines (licences, interactivity, music and publishing,
e-commerce, and domestic and international selling of
content and rights).
2013, the year of e-commerce, including the
bir th of Taquilla Mediaset, Divinity Collection
and Mitienda Mediaset
In 2013 Mediaset España’s Commercial Department
focused on the development of digital businesses based on
its content, particularly in the area of e-commerce, a new
and strategic business line in the current circumstances,
launched in order to diversify and access new revenue
channels.
At the end of September, in association withTicketmaster
(worldwide ticketing leader)Taquilla Mediaset was created
as a new online ticket selling service for the group’s live
programmes, concerts, film premieres and sports events
for which Mediaset Sport holds broadcasting rights. This
is a new way to involve viewers, taking major events out
onto the street and opening the doors to programmes
such as “La Voz” by selling tickets to attend gala nights, a
phenomenon previously unknown on Spanish television
and so successful that tickets were sold out in a few hours.
Thanks to the company’s promotional capacity, it took
Taquilla Mediaset scarcely three months to become an
essential partner for the large entertainment promoters
and companies, managing the sale and distribution of
tickets for the most important concerts and events held
or scheduled for 2014: the long-awaited visit of the boy
band One Direction to Madrid and Barcelona, the 40
Principales gala night and tours of themost popular Spanish
artists such as David Bisbal, Antonio Orozco, Malú and
Manuel Carrasco.
The second e-commerce milestone was the launch
in 2013 of Divinity Collection, an online shopping club
targeting “Divinity women” in which users may buy the
best brands at very competitive prices. This commercial
adventure was undertaken in association with the French
multinational Showroomprive, a leading international
online seller of fashion, accessories and decorative items.
Just before the start of the Christmas campaign, the
most critical part of the year for e-commerce, Mitienda
Mediaset was launched. With a totally new image, the
group’s official product selling site extended its catalogue
under the new claim “Lo veo, lo tengo” (I see it, I have
it). In addition to restyling the website, Mitienda Mediaset
included the options of acquiring products over the
telephone and of financing purchases of some of its most
popular items in instalments and interest free.
The record labels Divinity Jukebox and
Energy Code, launching programme-related
CDs and screening concer ts: a determined
commitment to music
Music, publishing and artistic creations by local authors
were one of cornerstones on which the Commercial area
built its excellent results in 2013. For over two decades,
this Department has focused on music as an option
for carefully transmitting the value of its programmes
to viewers, a commitment that is supported by a
fundamental tool: the publishing unit Grupo Editorial Tele
5 (GET); its main mission is to acquire, exploit and manage
music rights for all the company’s channels, encompassing
19,000 published works in 2013, and also to promote the
renewal of book- and author-related rights.
A new music brand was created in 2013 called Energy
Code, for the groups channel for men; this is a daily
micro-programme devoted to music and sports news,