Annual And Corporate Responsibility Report 2017

Preserving the best of conventional radio: closeness to the audience and engagement As the Group’s general-interest station, Onda Cero continues to provide news and information at a level close to the audience. It manages an important network of broadcasters that connect local businesses and institutions to listeners through highly attractive formats that bear a strongly local imprint. Adapting to the new features of the radio medium in the 20 first century Atresmedia is aware that the multiplatform era poses a tough challenge to its radio division. To rise to the challenge and grasp the opportunities that will emerge in its wake, Atresmedia is renovating its radio headquarters to equip them with the technology that will build 21st-century radio. As a result of these innovations, video content can now be produced alongside radio broadcasting. Radio thus becomes a multiplatform medium that can be distributed over the Group’s range of different platforms and thus improve content distribution. Support the community commitments acquired by the Group The Atresmedia Group remains determined to deliver on its commitments to the community, both through the set of initiatives within the Atresmedia Commitment and through partnerships with advertisers, shows and platforms. Throughout 2017, Atresmedia Radio dedicated airtime to broadcast community-related content, especially the Group’s CR activities. (Further information at Corporate social responsibility ) . Onda Cero, Spain’s third-largest conventional radio outlet, was the only general-interest station to grow in the last two consecutive waves of the EGM audience survey, and ended 2017 with 3% growth, doubling the market average. One of the biggest milestones of 2017 for Atresmedia Radio was the deal signed with Unidad Editorial. The purpose of the agreement is to reinforce the respective sports coverage of the two groups and create further synergies between their editorial staffs. Under the terms of the alliance, José Ramón de la Morena’s El transistor show will be broadcast on all stations bearing the Radio Marca brand. In addition, towards the end of the year we officially announced that Jaime Cantizano would be joining Onda Cero ’s weekend morning programming. | 54 |  5. WHAT DO WE DO? ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017