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ATRESMEDIA
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EXECUTIVE SUMMARY
— CORPORATE RESPONSIBILITY 2014
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Since launching the 3.0 strategy in May 2009,
Atresmedia
has had a new focus, which continues
today, based on generating specific products for the internet. Its success confirms, once again,
that the television and radio businesses have a natural extension in this field.
In fact, the digital area has grown from the three websites, three thematic vertical portals and a
short-video channel on Youtube seen in 2010, to the current nine websites, 12 thematic vertical
portals and 22 short-video channels. As a result, the audience has increased from approximately
five million unique monthly visitors in 2010 to the current nearly 20 million, with more than 400
million video viewings per year on the
Atresplayer
platform, and about 50 million monthly view-
ings for the short-video channels on Youtube.
The
Atresmedia Diversificación
division was created as part of
Atresmedia
’s desire to grow. This
brings together the businesses that are not directly linked to traditional advertising and allows
them to create complementary revenue. It is, in short, providing the company with additional
options for growth.
Atresmedia Diversificación
covers the areas of
New Business
(interactive
formats with the audience),
International Expansion
(
Antena 3 Internacional
,
¡HOLA! TV
and
ATRES SERIES
, channels that reach more than 25 million households beyond our borders),
Pro-
ject Incubator
(
Nubeox
and
Tualbum.es
),
Music Publishing
(catalogue and exploitation of music
rights) and
Media Equity
to boost involvement in the capital of emerging companies in exchange
for advertising, in line with the current international trend developed by the large groups in the
media sector.
The
Atresmedia Cine
division co-produces approximately 10 films a year. Over its history it has
launched more than 100 drama titles. Cinema is content that, when well selected and produced,
can be interesting both for the
Atresmedia
business and its brand. In fact, one of the films pro-
duced 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 invest-
ment 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.
Overcoming this obstacle has been an objective for the Advertising department, and this led to
the creation of an innovative way of packaging advertising across all of the group’s channels at
the same time.
With the arrival of the recession, and in an era of falling demand,
Atresmedia 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 channel to an audiovisual
communications group that creates, generates, manages, distributes and markets content on all
possible platforms.