This neutralises the advantage in this typeof competitionpreviously had
byprofessional playersor “heavyusers”, encouraging simpler,morecom-
fortable and balanced participation by viewers.
La Llamada Millonaria
limits the number of monthly alerts sent to the user to 12, which is low-
er than the maximum limits permitted by the telephony operators. The
service is provided while taking the utmost care in terms of all aspects
of transparencywith the user and customer service, which has led to us
receiving recognition as the television channel with the least amount of
complaints in this regard.
The group’s teletext service is based on content that is shared by all the
channelsbut segregatedmanagementof theadvertisingspaceshasbeen
maintained inorder tooptimiseadvertising spaceandmaximise revenue.
Licences andmerchandising
The commercial exploitation of the group’s brands through licences also
formspart of theNewBusinessDepartment. Themainprogress achieved
in this field during the course of the year related tomerchandising, the
publishing sector andpromotional marketing.
Inmerchandising, the new board game editions havemanaged tomain-
tain high sales figures for this product line. Furthermore, the new
Top
Chef
brand posted excellent results in its short lifespan and positioned
itself as amajor focus for next year.
In thepublishing sector, anewmagazinehasbeen launched in kiosks un-
der the
El Hormiguero
brand tooffer abroader imageof theprogramme
to the audience. Furthermore, efforts continue to commercially exploit
the successful afternoonprogrammeswith a thirdbook for
El secretode
PuenteViejo
and twomore for
Amar es para siempre
.
As regards promotional marketing activities, the New Business Depart-
ment continues tomake use of synergieswithin the group by, for exam-
ple, renewing the agreement with Editorial Planeta for support on such
titles as
El tiempo entre costuras
;
Inferno
, the latest bookbyDanBrown;
and the
PremioPlaneta 2013
.
Furthermore, collaboration continues with
Atresmedia Publicidad
to
complement the campaigns undertaken by its advertisers with point of
salepromotions, such as thosewithMakro andElectrolux.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
112
