He has also served as the Marketing Director of Telemadrid and Telecinco. After working in the pay-TV industry at the Sogecable group for a few years, Mr. Fernández became the Director of Programming at Antena 3 in 2001. He then gained further experience in the sector, as the manager in Spain of the production company Plural Entertainment - part of the Prisa Group - and as Marketing Director of the Audiovisual Area of Vocento, before being appointed as the Director of Content of the TVE group. He combined this period with teaching as an associate lecturer in the Audiovisual Communication School at the Rey Juan Carlos University. In 2007 he joined the new RTVE team.

In 2009 Carlos Fernández Alonso became Content Director of Atresmedia TV and, subsequently, in 2022, was appointed General Manager of the Television Division. During this time, the Group has become a benchmark for Spanish fiction (with multiple international hits) and entertainment, as well as a leader in news and current affairs, positioning Antena 3 as the leading TV channel in Spain and Atresmedia TV as the leading group of channels.