Page 91 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
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as a inverse mirror of Divinity Jukebox, which in its
second year became a benchmark programme in the
music industry, launching two own-label compilation CDs:
“Divos Divinos” and “Divinity Jukebox Vol II”.
Leveraging music exposure provided by the group’s
channels, numerous CDs were launched, including “La
Voz”, “Gran Hermano”, “Quién quiere casarse con mi
hijo?”, “Mujeres y Hombres y Viceversa”, “Zumba GH
Edition”, “Las 101 Mejores canciones italianas de ‘¡Qué
Tiempo tan Feliz!” and “Los Supersingles”.
This music focus was also reflected in Telecinco’s
programming, including the concerts of Alejandro Sanz
and Malú, followed by the joint launch with their record
companies of the live concert CDs/DVDs, which were a
huge success.
Licenced brands having an impact outside the
screen
Licencing, merchandising and derivative products were
extraordinarily successful in 2013, Mediaset España having
achieved growth of close to 60% on the previous year.
The company has a privileged position in the publishing
industry, in both periodic publications and book and
collection formats.
In just three years, the Sálvame magazine has consolidated
a market position as a benchmark celebrity magazine, with
a weekly print run of between 90,000 and 100,000 copies
and sales of between 60,000 and 65,000 weekly units.
The Boing magazine continues to sell well as one of the
leading newsstand products for children, rewarding the
loyalty of the channel’s young viewers and their tireless
demand for entertainment. The launches of the weekly
magazines “Gran Hermano”, “Supernanny”, “La Voz” and
“Guía Oficial de Moto GP” were also well received and
helped to boost content recognition and viewing figures.
Numerous books were launched (published jointly
with Spain’s leading publishing groups), deriving from
programmes, fiction series and presenters, such as “Hay
una cosa que te quiero decir”, “Sálvame” and Paz Padilla,
Luisma and “Aída”,“Tierra de Lobos”,“La que se avecina”,
“Los Manolos mano a mano” and “Lo que me sale del
bolo” (Mercedes Milá). In this context, the launch“Cupcake
Maniacs”, one of the best-selling books last Christmas, is
particularly relevant due to its original approach.
Once again the collectible “Minimotos”, developed in
association with Mediaset Italia, on the world of MotoGP,
sold more than 410,000 copies.
As regards licences, 2013 was the most ambitious “Gran
Hermano” season yet with respect to the launch of
derivative products. Besides the weekly magazine (selling
up to 30,000 copies) and the “Casting Card” to access
contestant selection processes, products closely related
to the reality show were marketed, such as a pillow and
a tablet with exclusive programme content and online
viewing in a multi-camera mode. In association with
Zumba, the fitness multinational, the Commercial area
launched a joint licence, “Zumba GH Edition”, which
even had its own programme on Telecinco. This is an
ambitious project in terms of both the joint development
of products (clothing, CDs and DVDs) and revenue
generation by training new instructors.
“Tadeo Jones” was once again a hit in 2013. During
the film’s long and successful trajectory, the miniseries
“Descubre con Tadeo” was created, allowing commercial
exploitation and the consolidation of our explorer’s
image among the youngest viewers, with products such
as the Tadeo Jones mini-tablet, the videogame developed
with Sony Playstation for the PSVITA console, an activities
books and a great many derivative products that will
continue to grow in 2014.
Mediaset España, the group that interacts
most with viewers
Mediaset España was the communication group that
launched the most viewer interactivity initiatives, contests
and voting opportunities during 2013. The Commercial
area developed new ideas relating to contests already
created and launched new contests in programmes in
which this business line had not been implemented, such
as “De buena ley” and “Abre los ojos”.
In 2013 these innovative interactivity proposals included
the new way to access the “Gran Hermano” casting, using
the “¿Serás tú?” card, or the ad hoc creation of the cooking
section in “Sálvame” called “Las meriendas de Sálvame”.