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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA
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In this same area,
Atresmedia Televisión
has signed up to the PAOS Code
which, within the framework of the NAOS Strategy on nutrition, physical
activity and the prevention of obesity, proposes guidelines for the adver-
tising of food and drinks aimed at children under 12.
Public Policies
Throughout 2014,
Atresmedia
positioned itself and collaborated in the
development of public policies in the audiovisual sector and in other rele-
vant matters, among which the following can be highlighted:
Process of releasing
spectrum for the digital
dividend
Atresmedia Televisión
has been participating, both directly as well as
through UTECA, to ensure that during the process of releasing radio-
electric spectrum to provide greater capacity to broadband, and on
its completion, the public can continue enjoying the current television
offer through their DTT receivers.
High Definition
Television
Atresmedia Televisión
promotes the implementation and
development of High Definition Television, offering the public the
programming on its major channels in this technology.
Supporting Spanish
cinema
The television networks have come out against the mandatory
"investment fee" to fund the production of films. The industry argues
that its own activity already strengthens the country's film industry,
without needing to impose this exclusive tax for this economic
activity. As a consequence,
Atresmedia
trusts that the Constitutional
Court will quickly rule in favour of the argument put forward by the
private operators, after the Supreme Court has asked for its opinion
on the constitutionality of this fee.
Public television
funding
Atresmedia
has always understood that public television should
obtain its credibility and strength through offering a public service
and not from selling commercial space, making television for the
public and not for the advertisers. Therefore, it firmly supports Law
8/2009 regarding the funding of the RTVE Corporation, which
prohibits it from obtaining income from broadcasting commercial
communications.
Atresmedia Televisión
is working, both individually and through
UTECA, to achieve a true rationalisation of the public television sector
as a whole.
Reforms relating to the
collective management
of rights
In 2014,
Atresmedia
actively worked, inside the Group and through
UTECA and AERC, on the process of modifying the Intellectual
Property Law, whose entry into force on 1 January 2015 results in a
need for transparency for the organisations involved in the collective
management of intellectual property rights, and demands objective,
fair and appropriate criteria for setting and applying the prices that
these organisations may charge for using the rights that they manage.
Atresmedia
has launched
Crea Cultura
, a movement with a long-term vision that was
created to defend and recognise the value of intellectual property and raise awareness
about the consequences associated with its violation. The campaign has an open focus
and seeks to generate meeting and discussion opportunities that could help to find
solutions through dialogue.
Antena 3 Noticias
,
laSexta Noticias
and
Onda Cero
have been the main promoters of
Crea
Cultura
. The Group has also broadcast, through various media channels (cinema, television,
internet, etc.), the awareness campaign "Nada es gratis. Siempre hay alguien que lo paga".
("Nothing is free. Someone always has to pay").
Within the framework of this initiative, a working group has also been created with experts
whose role is to develop audiovisual material about the importance of creativity, aimed
at the world of education. In the same area, this issue was the topic of discussion in the
Grandes Profes
meeting organised by
Fundación Atresmedia
, as well as in the first
Crea
Cultura
forum about intellectual property and illegal downloading held at the Espacio
Bertelsmann.