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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA
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42
The
Atresmedia Cine
division co-produces approximately 10 films a year.
Over its history it has launched more than 100 drama titles. Cinema is con-
tent that, when well selected and produced, can be interesting both for
the
Atresmedia
business and its brand. In fact, one of the films produced
by
Atresmedia Cine
in 2014,
La isla mínima
, was the biggest prize-winner
of the year and obtained 10 Goya awards, including best film and best
director. This was recognition of the good work with much lower budgets
than are available to large foreign productions.
Atresmedia
has a professional and powerful sales force.
Atresmedia
Publicidad
is the largest seller of multimedia advertising on the Spanish
market, with a share of 23% of the total investment in the conventional
media. The creation of this general department dates back to the time of
an expanding market, one with increasing demand and where television
had great bargaining power over the rates. Or in other words, it was an
ideal moment to seek a unique positioning. The transition from analogue
to DTT resulted in many additional channels and split the audience. Over-
coming this obstacle has been an objective for the Advertising depart-
ment, and this led to the creation of an innovative way of packaging ad-
vertising across all of the group's channels at the same time.
With the arrival of the recession, and in an era of falling demand,
Atres-
media Publicidad
opted for a philosophical and structural change, based
on joint marketing and continuously seeking to make each media channel
as profitable as possible.
On its 25th birthday,
Atresmedia
has grown from being a television chan-
nel to an audiovisual communications group that creates, generates, man-
ages, distributes and markets content on all possible platforms.