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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA DIVERSIFICACIÓN
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122
Online gaming
The Group's approach to this sector began with Law 13/2011, which marks
the start of the industry's regulation of online gaming in Spain, and is im-
plemented through two lines of action: the running of
in-house
projects
and partnerships with third parties.
Within the area of its own projects are
Ganing Casino
, the first live rou-
lette programme to begin broadcasting in Spain, and
Ganing TV
, the first
and only online gaming show (sports betting and poker) on national tel-
evision.
The existence of operators with a strong presence because they operated
before the legal regulation came into effect, the creation of a 25% tax on
gaming revenue, the existence of a market smaller than anticipated and
the coexistence of illegal gaming websites has this year lead to the clo-
sure of both projects.
However, the agreements that we have successfully developed with op-
erators such as Pokerstars, 888 and Gamesys have continued and been
strengthened. In these,
Atresmedia
makes contributions in the areas of
production, advertising, content promotion, planning and optimisation.
Early morning content
This line of business is based on the opportunity provided by the absence
of demand for advertising slots in the early hours, when television con-
sumption is so low that the broadcast of conventional content is not very
profitable.
It is a question of developing innovative formats that, instead of creating
a cost for the network, provide revenue. Currently the early morning con-
tent programming is stable and adapted to each channel, formed mainly
of instrumentals, telesale programmes and online gaming.
Teletext
There is a single teletext service for all of the Group's channels in terms
of the content and organisation of the information that, nevertheless, is
independently managed commercially into the portfolio of commercial
spaces on
Antena 3
and
Nova
on the one hand, and
laSexta
and
Neox
on
the other. In this way, their performance is optimised.
Although analogue teletext is unidirectional and cannot reproduce im-
ages reliably, viewers continue to use it extensively which allows for di-
rect response advertising, such as insurance or loan companies, as well as
companies who provide leisure and entertainment services through the
806 lines.
Thanks to the broadcasting platforms for low demand content, HbbTV,
Atresmedia
will offer a Digital Teletext with advanced functions and
greater ease of use which will boost this media and generate new oppor-
tunities in its marketing.