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Corporate Responsibility 2010

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Atelevisionchannel’s senseof social responsibility is clearly refected in the approach it adopts towards content. On the one hand, mention should be made of those contents which stand out in terms of their social and environmental impact, and on the other hand, we need to analyse the way in which this sense of social commitment is passed on through content, i.e. the instruments and media employed in the dissemination of content.

The context is therefore complex, there being two aspects – the thematic aspect and the approach adopted – to be taken into consideration when analysing Telecinco’s content from the Corporate Responsibility angle. There is no doubt as to television’s capacity to infuence viewers by passing on civic values, afecting consumer habits, fostering cultural diversity, etc.

Taking into consideration the specifc characteristics of the Telecinco Corporate Responsibility management model, its content needs to be analysed from two diferent perspectives:

1. Firstly, during 2010 Telecinco afrmed its social commitment by broadcasting contents with a high social impact, through specifc campaigns and programmes intended to foster social and sustainable values.

2. Secondly, its managed its content in a responsible manner, giving news coverage to matters of social interest, making sure that its content was accessible to all, and ensuring that the ethical standards to which Telecinco has committed itself were complied with.