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This process entails various mechanisms, internal and external:
External Mechanisms
•
Atresmedia Televisión
continued its research work in collaboration with the sector’s prestigious institutes, in order to
complement the audience data supplied by Kantar Media and therefore learn about preferences.
•
During 2015, 91 discussion groups were held which has resulted in the valuations of 728 people. This effort enables
Atresmedia
to be aware of the interests of the viewers as well as the current trends and, as a result, produce better
television.
•
Social networks have become a tool to listen to the audience, and they help the company to complement audiences
studies and the information provided by focus groups.
•
This year, international benchmarking projects have been made in order to get information about audiovidual
tendencies around the world.
Qualitative research
•
Atresmedia
has a web site and has set up a call centre to deal with any possiblequeries. In 2015 more than 30.000
calls have been attended.
•
The commitment to the social networks has led
Atresmedia Televisión
to use a measurement tool, Instar Social,
created by KantarMedia, which offers official data about television-related comments on twitter.
Communication with the audience
Atresmedia
uses several methods to measure and to communicate with the audience, in order to adecquate its contents to
the demands of the viewers.
Internal Mechanisms
Principles of the Code of Conduct
for news broadcasts
•
Reference framework: The Constitution and legal
framework derived thereof.
•
Respect for the dignity of persons.
•
Language a visual resources of the news carefuly
treated and supervised.
•
Principle of separation of activities of all journalists to
avoid possible conflicts of interest.
•
Clear and explicit separation of information and
publicity.
•
Inequivocal differentiation of news content from those
that represent an interpretation or critical comment.
•
Prohibition to accept gifts.
•
Legal principle of presumption of inocence.
•
Extreme rigour when minors are involved.
•
Viewer involvement through social networks.
The Committee ensures the application of the
Group
's values in all the process of creation of content, from the very
beginning until the end, when the content is broadcasted.
Contents committee
General description of the policies, principles, objectives and values of
Atresmedia
. This code makes these values explicit
and visible, and unifies and reinforces the identity, visibility and standards of conduct of the
Group
.
Atresmedia Code of Conduct
The news services at
Antena 3
and
laSexta
have professional ethical codes that ensure a rigorous and high quality news
service committed to the ethical and Corporate Responsibility principles.
Ethical code of news services
Principles of the Code of Conduct
for news broadcasts
•
Reference framework: Declaration of Human
Rights and Spanish Constitution.
•
Give voice to organisations and groups
that fight for the less favoured and against
inequality and injustices.
•
NGOs and new social movements as the basic
pillar when informing.
•
Equality, solidarity, social harmony, peace,
freedom and knowledge.
G4-26, G4-27
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
ATRESMEDIA TELEVISIÓN
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