95 / 211
ATRESMEDIA
|
ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
|
ATRESMEDIA RADIO
|
95
Atresmedia Radio
conducts regular focus groups and studies to identify
the attitudes of the audience. Different programmes also contain sections
that give a voice to the listeners and encourage them to participate. This
is the case for
Te doy mi palabra
with
Isabel Gemio
, where anyone who
wants to participate can do so both at the start of the programme and
in the
RED-SISTENCIA
section, where the listeners themselves raise and
discuss issues; and
Herrera en la Onda
with
Carlos Herrera
, which gives
a voice to entrepreneurs whose words motivate the unemployed to start
a new activity.
Commitment to the future of the profession
In 2014, the
Radio Onda Cero Masters
was launched in conjunction with
the Universidad de Nebrija, with the collaboration of
Europa FM
and
Melodía FM
. This is a commitment to improving the training of future pro-
fessionals in radio. Several journalists and other experts from
Atresmedia
participate as teachers.
“The initial period in the Group, for those of us who were at Onda Cero, was
very tough and a fundamental aspect was the mental transformation everyone
went through. We went from being a radio where the stars had the power to a
company where the brand is more important than the stars.
Over all this time the evolution in radio has been enormous, more than people
think today, with many changes being made to the programming from the very
first day. For everyone, the 25 years have involved overcoming hurdles and
adapting to the times in which we live.
Nowadays, we are who we are thanks to the trust that the company had in us
and there are two clear reasons for our success. First, we are a commercial radio
station where we have to provide good radio in order to be a good advertising
option. Second, it is vital to know that because of coverage reasons we are
second, but we cannot think about coming second”.
José María de Rato Cancer
Regional Director of Onda Cero in Asturias