ANTENA 3 GROUP ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2009 cuando comoquieras donde INDEX
LETTER FROM THE PRESIDENT 3 3.4 SOLIDARITY WITH SOCIETY 43 Contact details LETTER FROM THE CEO 5 3.5 UNIPREX TV: GROWING AND ESTABLISHING ITSELF THE ANTENA 3 GROUP INTEGRATES ITS CORPORATE AS A PRODUCTION COMPANY 44 ANTENA 3 GROUP RESPONSIBILITY REPORT WITHIN ITS ANNUAL REPORT 7 Communications and ANTENA 3 GROUP: MAIN ECONOMIC, MULTIMEDIA 45 Corporate Marketing Division SOCIAL AND ENVIRONMENTAL INDICATORS 8 NEW CONTENTS WHEREVER, WHENEVER AND THE YEAR’S HIGHLIGHTS 9 HOWEVER YOU WANT 45 Av. Isla Graciosa nº 13 FINANCIAL RESULTS 10 San Sebastián de los Reyes AUDIENCES 10 ADVERTISING AND EVENTS 51 28703 (Madrid) MILESTONES 11 COMMITMENT TO ADVERTISERS, INNOVATION ANTENA 3 GROUP 16 AND EFFICIENCY 51 E-mail: 1.1 MISSION, VISION AND VALUES 17 5.1 THE ADVERTISING BUNDLING: THE ANTENA 3 SOLUTION TO FRAGMENTATION 52 [email protected] 1.2 SHAREHOLDER STRUCTURE 17 1.3 CORPORATE STRUCTURE 18 5.2 ONDA CERO, OUTPERFOMING THE MARKET 53 [email protected] 1.4 BOARD OF DIRECTORS 18 5.3 ITS MARKET SHARE 53 www.grupoantena3.com 1.5 MANAGEMENT STRUCTURE 18 5.4 MOVIERECORD DOUBLES THE NUMBER OF THEATRES 54 www.fundacionantena3.es 1.6 THE LEADING AUDIOVISUAL AND ADVERTISING GROUP 19 5.5 ATRES ADVERTISING REINFORCES ITS INTERNET PRESENCE 54 1.7 ANTENA 3 TELEVISION STOCK PERFORMANCE: UP 81.3% 20 5.6 ANTENA 3 EVENTS, WHEN THE ORGANIZATION IS THE NEWS 55 Tel: (+34) 91 623 05 00 1.8 QUALITY AS STRATEGY 21 5.7 LICENSES, THE VALUE OF THE ANTENA 3 BRANDS 56 Fax: (+34) 91 654 92 04 1.9 INTEGRATING PROVIDERS INTO OUR CORPORATE 5.8 BEYOND REGULATION 56 RESPONSIBILITY STRATEGY 22 1.10 SHAREHOLDER AND INVESTOR RELATIONS 23 CORPORATE RESPONSIBILITY 58 1.11 REGULATORY COMPLIANCE AT ANTENA 3 TELEVISION 24 6.1 2009: ANTENA 3 GROUP STRENGTHENS ITS CORPORATE 1.12 PARTICIPATING IN THE DEVELOPMENT OF PUBLIC POLICIES 25 RESPONSIBILITY MODEL 59 6.2 GESTIÓN DE RECURSOS HUMANOS 65 TELEVISION 27 6.3 TWO YEARS PROMOTING ROAD SAFETY 72 TELEVISION OF NEW GENERATION 27 6.4 THE ANTENA 3 FOUNDATION 77 2.1 THE FAMILY OF CHANNELS, LEADER IN AUDIENCE SHARE 28 6.5 HELPING IMPROVE THE ENVIRONMENT 82 2.2 NEOX AND NOVA DOUBLE THEIR AUDIENCES 35 2.3 ANTENA 3 FILMS, THE ENGINE OF SPANISH CINEMA 36 CORPORATE GOVERNANCE 88 2.4 PROGRAMING THAT IS OPEN TO THE ISSUES FACING SOCIETY 37 7.1 CORPORATE GOVERNANCE AT ANTENA 3 TELEVISION 89
RADIO 39 ANNEXES 93 ONDA CERO AND EUROPA FM INCREASE THEIR AUDIENCES 39 8.1 DEFINING PRINCIPLES FOR THE 2009 ANNUAL REPORT 94 3.1 ONDA CERO SHOOTS UP IN THE GENERAL MEDIA SURVEY 8.2 MEETING 2008 COMPLIANCE STANDARD OBJECTIVES 96 This Annual Report was approved AND IS BY FAR THE SECOND LEADING RADIO STATION 40 8.3 RISK CONTROL AND MANAGEMENT 98 by ANTENA 3 GROUP Board of 3.2 EUROPA FM CONTINUES ITS UNSTOPPABLE ASCENT 42 8.4 CR VERIFICATION REPORT 100 Directors on 17th February 2010. 3.3 RADIO INCREASES ITS WEB-BASED CONTENT 43 8.5 GRI INDEX 101
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 2 ing us down, has motivated us even more to to more even us motivated has down, us ing the affecting country, and which, far from keep economic that situation is the has difficult been events of succession incessant this to Added tions, and we are already seeing the first results. can aspire to be the leaders in new communica we way only the is This them. lead to order in change to desire true a also but reality, new a to adapt to capacity our only not demonstrated to try change dramatically. changes These have indus audiovisual which country’s the habits caused have social in changes continuous and advances technological as well as place, taken have reforms legislative positive and tant tory. During the year, several impor several year, the During tory. his television private in years lenging chal most the of one been has 2009 ------
José Manuel Lara income, which has allowed us to bring in income above expec above income in bring to us allowed has which income, maximise to strategies new implemented we investment, tising adver for decade last the of year worst the In 29.8%. only by increased IBEX the while 81.3% by increased has price stock The 20%. over by ping crisis in the history,worst market the dropadvertising suffered obtaining in excellent recession 2009, results in a year in which 3 GROUP ANTENA country. the ingroup communications continue building already the leading private and strengthening THE PRESIDENTTHE FROM LETTER ANTENA 3 ANTENA stock has also outperformed the market. The The market. the outperformed also has stock was able to mitigate the of effects the economic sector; we wanttobetheengine ofthenewaudiovisual industry. “ We donotwant tomerelyface thechangesin audiovisual - - - used. Three channels, Three used. support the or time the matter no is, audience the where be to want We communication. multimedia facing challenges new the and fragmentation audience channels, televisions new of The industry. new the of engine the be to want we sector; audiovisual the in As indicated previously, we do not just want to face the changes payments. to dividend going profits net of 80% with holders, and tations to maintain our traditional policy of returns to share three screens: television, computer and mobile phone. mobile and computer television, screens: three GROUP ’s Family of Channels of Family 3.0 strategy is the Group’s response to the wave wave the to response Group’s the is strategy ANTENA 3 ANTENA ANTENA 3 GROUP , and their content is adapted to the the to adapted is content their and , , , NEOX and |
2009 ANNUAL ANDCRREPORT NOVA , make up the the up make ,
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3 -
” LETTER FROM THE PRESIDENT
All the projects carried out For another year, we at the Antena 3 Group have in“ 2009 have been directed to remained“ committed to Corporate Responsibility as a obtain a two-pronged objective: means of reaching our business goals. attract the best audience and ” satisfy advertiser needs. ”
All the projects carried out in 2009 have other lines of business have grown. I lines that will mean more legal security. the reference in public service announce- been directed to obtain a two-pronged would not want to leave out the magnifi- The Law will surpass the Television with- ments from a communications group in objective: attract the best audience and cent results from ONDA CERO and EUROPA out Borders Directive, which will bring us Spain. The initiative still has the support of satisfy advertiser needs. We have thus FM, who have for another year beat all closer to Europe in audiovisual policies. all the ANTENA 3 and all the agents involved come up with innovative solutions that expectations in both audience share and in safe driving issues. have noticeably increased our advertising profitability. For another year, we at the ANTENA 3 GROUP efficiency, like the advertising bundling, have remained committed to Corporate The ANTENA 3 FOUNDATION is in my opinion which consists of the simultaneous broad- 2009 has also been a year of important Responsibility as a means of reaching our one of the most efficient tools to develop casting of an advertisement spots on the legislative improvements which lend more business goals. We have implemented our CR policy. This year, its activity has GROUP’s three channels, and their bundled stability to the audiovisual market. The many measures; we have included pub- increased due to its active involvement in sale. Government approved the RTVE Corpo- lic service messages in our programming different programs such as hospital aid to ration Financing Law, which prohibits and have signed various agreements in children and adolescents, as well as sev- This has been one of the ANTENA 3 GROUP’s the public network from financing itself our quest for responsible communication eral awareness campaigns. biggest contributions to the audiovisual through advertising. An old reproach and advertising. industry. The 3.0 strategy and the advertis- from the sector that we hope will extend 2009 has definitely been a year of big ing bundling have strengthened our young to the public channels in the autonomous Furthermore, as signatory of the United transformations which portend a decisive digital channels, which have now turned a regions and that it will stimulate the antici- Nations Global Pact, we continue to 2010 for the audiovisual industry. We are profit; the GROUP’s web pages have been pated change in the model towards televi- develop our commitment to the respect not satisfied with just being prepared; we re-launched; and we have halted audience sion in the authentic public interest. of human rights and the environment, are working to continue leading new mul- fragmentation and the loss of advertising through our support of charity initiatives timedia communications, contributing all coverage. Lastly, the upcoming approval of the Gen- and awareness campaigns. our capacity to innovate. eral Audiovisual Communications Law Both the ANTENA 3 GROUP Family of Chan- would unify the different regulations in the For another year, the outstanding results nels, the UNIPREX broadcasters and the sector, establishing a single set of guide- of the Ponle Freno campaign continue to be José Manuel Lara
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 4 lion lion Euros, while net (EBITDA)operating results mil 703.9 reached income Net Euros. million 3 GROUP ANTENA Within this complex but fascinatingthe context, must activity. our develop we which in scenario new a of dations foun the creating are which etc), sociological, technological, (legislative, changes rapid and profound of process a undergoing still rently cur is audiovisualbusiness the time, same the At revenue. of source main our market, tising voked declinethe sharpest to date in the adver pro it that severe so been has crisis the fact in exception; no were companies munications affected to affected a degree. certain We com by were sectors All crisis. economic the marked undeniably was 2009 has obtained net profitsof 60.8 ------
Silvio González ANTENA 3 ANTENA NOVA 2009, In mark. the on was DTT on bet our that show Figures coverage. of advertising andloss the consequent tation fragmen audience against remedy efficient an in resulted has grate arena, television the the In communications. timedia formulate to innovative solutions and to us be in the vanguard of led mul has backdrop new the towards attitude This in today. are we climate the like uncertainty, of moments to ciently and adapt change;to continue definitely order to effi in responding react to Organization the of capacity the as well as tion, These figures demonstrate thesolidness of ourCompany’s posi Euros. thousand 489,908 valuereached economic uted amounted 81.1to million, margin11.5%. of sales a distrib The CEOTHE FROM LETTER doubled their audience share to with respect last year and ANTENA 3 TV 3 ANTENA ’s Global offer beat the others and turned us into the the into us turned and others the beat offer Global ’s , , NEOX and and Family of Channels Family of NOVA under the same strategy, strategy, same the under , designed to inte to designed , NEOX and ------when or where he decides to see our product, the the product, our see to decides he where or when how, of regardless viewer, the with connect to ability our and audiovisualin consumption.path Froma drive to certainty, this continue supports, alternative main as telephony, mobile and internet that and television distribute to screen single one than more was there that while a quite for know have we However, year. ninth consecutive the for market leaders private the been have that programs news of range wide our and sion, televi for recovered have we which movies, TV for made and consolidated programs, the and success of our national formats fiction series innovative of combination the to thanks groups, preferred advertisers by network television watched most the TELEVISION 3 ANTENA 17.6%. commercialtarget, the and 16.6%, share, audience of terms in group leading private SION SION concept was born. With its, its, With born. was concept 3 pointsmorethanlastyear. the advertisingmarketreached26%, its competitors.In2009,ourshareof advertising marketbetterthananyof has withstoodthedeclinein advertising bundling,Antena3 “ With thecreationof , our main channel, also ended the year as mainour year channel,, the ended also ANTENA 3 GROUP ANTENA 3 ANTENA |
2009 ANNUAL ANDCRREPORT becomes a global global a becomes ” 3.0 TELEVI 3.0
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5 - - LETTER FROM THE CEO
These figures demonstrate the solidness of The Radio Division our“ Company’s position, as well as the capacity have“ once again had a of the Organization to react and adapt to change; historic year. Onda Cero is definitely in order to continue responding the only real alternative in efficiently to moments of uncertainty, like the generalist radio stations, climate we are in today. and Europe FM continues ” to climb the rankings and currently is in the fourth contents operator strategically managing continues to climb the rankings in an oth- In 2009 we consolidated the ANTENA 3 position. three channels: ANTENA 3 TV, NEOX and erwise very established market holding the GROUP’s Corporate Responsibility (CR) pol- ” NOVA and, at least three screens: televi- fourth position among the music radio sta- icy. To this point, I would like to highlight sion, computer and mobile. tions. They registered net profits of 12.9 two facets that demonstrate our Compa- carry out. The launch of the PRO Project million Euros and continue to increase ny’s bet on understanding business in this is especially commendable due to its rele- Simultaneously, with the creation of the their weight in the GROUP. way and the commitment we are making vance to the company’s strategy. The PRO advertising bundling, an innovative ini- with the environment in which we develop Project aims to integrate people with dis- tiative based on the bundled advertising The company’s Multimedia Division is our activities. abilities or handicaps into the audiovisual sales of our channels, ATRES ADVERTISING playing a fundamental role in this strategy. sector, and to be a model for Companies has allowed advertisers to maintain an The GROUP’s web pages, the presence of The first of which was the design of the which need to meet the existing require- optimal level of coverage for its campaigns, our brand on the main web networking Master Corporate Responsibility Plan ments with regard to their integration into and our Company to maximise profits from sites (YouTube, Facebook, Tuenti, Haboo, 2010-2012, a document which estab- the workplace. its bet on DTT; as a result, we have with- Windows Live Messenger...), the applica- lished the foundations so that we can be stood the decline in the advertising market tions created for mobile telephony, as well the CR leaders within the Spanish audio- Managing a large Communications group better than any other competitor: in 2009, as the series of developments designed for visual sector. in an environment of complete transfor- our share of the advertising market grew video consoles or new generation televi- mation like the one we are living today by 3 points to 26%. sions, constitute the true bridge between The second was the creation of the Cor- requires a large capacity to innovate. It our content and those viewers who are porate Responsibility Committee. Through also requires a team of people who do not Special mention to the the Radio Division no longer content exclusively with tradi- this group, in which the Organization’s scrimp on effort and who understand that that have once again had a historic year. tional television. In this arena as well, fig- main divisions are represented, we are change leads to progress. We at ANTENA 3 Both ONDA CERO and EUROPA FM have rev- ures prove that once again we are going equipped with the mechanisms necessary want to be the stars of the new audiovisual olutionized the Spanish radio audiences in the right direction. Coinciding with the to adequately implement the Master Plan, industry. This is the path we undertook a and had an extraordinary year. ONDA CERO 3.0 strategy, visits to our web pages have as well as diffuse our CR policy. few years ago, and the one we wish to con- is the only real alternative in generalist increased by 64%, with more than 60 mil- tinue on in the future. radio stations, opening a significant gap lion hits. I would also like to highlight the work that with the third operator, and EUROPE FM the ANTENA 3 FOUNDATION continues to Silvio González
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 6 The antena 3 group integrates its Corporate Responsibility Report within its Annual Report
THE ANTENA 3 GROUP INTEGRATES ITS CORPORATE RESPONSIBILITY REPORT WITHIN ITS ANNUAL REPORT
The ANTENA 3 GROUP is committed to improving the information disseminated The 2009 Annual Report has been coor- The ANTENA 3 GROUP has self-verified to its stakeholders in its annual reports. As a result of this commitment, and dinated by the General Secretary, the this Report, which has been verified by in line with best international practices, the Company has decided to report its Corporate Communications and Market- AENOR with an A+ rating, the same rating economic, social and environmental impact in one document, integrating its Corporate ing Department, and the ANTENA 3 FOUN- GRI granted the company after its review. Responsibility Report within its Annual Report 2009. DATION. Throughout its elaboration, we have adhered to Global Reporting Initia- With this move, company management seeks to prove the integration of its Corporate tive (GRI) protocols and guidelines. There Responsibility (CR) into its business strategy, and to demonstrate the transversal nature have been no major changes in the tech- of the organization, as well as facilitate reading and understanding of the Report by its niques used to calculate the indicators in stakeholders. this Report.
Likewise, in order to help the reader easily identify the sections of most interest, the sec- tions on Corporate Responsibility have been highlighted in a different font colour. We hope C C+ B B+ A A+ this makes it easier to consult the Report and gives it a clearer and easier to understand ✔ structure. Self verification
External verification ✔ Graphic support identifying content relative to Corporate Responsibility in the report. GRI review
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 7 The antena 3 group integrates its Corporate Responsibility Report within its Annual Report
ANTENA 3 GROUP: MAIN ECONOMIC, SOCIAL AND ENVIRONMENTAL INDICATORS
2007 2008 2009 2007 2008 2009 Investment in training (€) 1,065,380.14 1,176,918 1,002,338 Economic Training hours per employee 16.9 28.6 29.0 Ordinary net income (Millions of €) 937 767 651 Training offered (number of courses) 312 338 353 Operating profits (Thousands of €) 316,032 147,491 64,047 Training course evaluations (0-10) 8.2 8.3 8.5 Operating income (Millions of €) 1,015 833 704 Number of medical service consults 7,846 5,753 4,375 Dividend per share (Thousands of €) 0.80 0.72 0.20 ANTENA 3 GROUP donations to the FOUNDATION 963,000 1,193,000 500,000 Distributed economic value (Thousands of €) 705,353 686,433 489,908 Financial Assistance from Public Administration (Thousand of €) 13,317 17,891 2,736 Environmental Advertising efficiency ratio (adults) 1.49 1.50 1.61 White paper consumption (pages) 7,500,000 7,250,000 7,165,000 Advertising efficiency ratio (individuals) 1.45 1.47 1.59 Toner and cartridge consumption (units) 1,002 925 901
Average audience share ANTENA 3 TELEVISION (%) 17.4 16.0 16.6 White envelope consumption (units) 30,000 29,750 29,550
Average audience share NEOX (%) 0.2 0.6 1.2 Fluorescent light consumption (units) 1,026 1,018 1,580
Average audience share NOVA 0.1 0.3 0.7 Waste generated (metric tons) 759.8 638.9 452.3
Share ONDA CERO (%) 15.8 16.0 18.3 Gas consumption (m3) 13,303 13,441 13,064
Share EUROPA FM (%) 6 6 7 Unleaded gas consumption (litres) 602,692 563,991 423,861
Number of ONDA CERO listeners 1,997,000 2,091,000 2,257,000 Electrical consumption (Kw.h) 18,880,076 19,584,752 19,534,953
Number of EUROPA FM listeners 868.000 965.000 1.173.000 Water consumption (litres) 54,534 50,770 49,371
Number of advertisers 20,395 20,108 19,521 GEI Emission (ton of CO2 equivalents) 5,775 4,379.73 4,316.32 Number of videos hosted on www.antena3.com 49,696,414 196,292,713 197,541,000 Environmental investment (Thousands de €) 33.4 93.2 80.5 Environmental spending (Thousands de €) 30.9 24.6 22.4 Social Child programming broadcast hours 1,128 866 767 Accumulated captioning hours 2,804 3,860 3,878 Number of special radio services 482 512 659 Number of employees 2,355 2,273 2,071
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 8 THE YEAR’S HIGHLIGHTS
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 9 THE YEAR’S HIGHLIGHTS
FINANCIAL RESULTS •• In 2009 it registered a net income of TELEVISION 3.0 88.6 million Euros. The company has broken with traditional •• Operating profits amounted to 20.5 television in 2009 with the launch of its million Euros (sales margin 23.1%). TELEVISION 3.0, denoting the evolution of he ANTENA 3 GROUP has weathered the The company’s traditional capacity to •• Net profits came in at 12.9 million ANTENA 3 TELEVISION into becoming a glo- T 2009 economic crisis exceptionally attract the most attractive public from a Euros. bal and multi-support content operator. well, outperforming the advertising mar- commercial point of view, and especially ket, which suffered the worst crisis of the the 3 channels’ advertising bundling, have The advertising bundling has revolution- last decade with losses in excess of 20%. helped ANTENA 3 outperform the market in ised the advertising market: as a direct an economically challenging environment. result, the two digital channels have •• The ANTENA 3 GROUP’s net income AUDIENCES become profitable and are the veritable amounted to 703.9 million Euros •• Net income from ANTENA 3 TV reached engines of the new digital television. (833,5 million € in 2008). 604.3 million Euros. n a year wrought with fragmentation, the •• Net operating results came in at 81.1 •• Operating results amounted to 68.8 I family of ANTENA 3 GROUP channels was, million Euros, a sales margin of 11.5%. million Euros, resulting in a sales mar- for the first time since 2002, the leader •• Net profits added up to 60.8 million gin of 11.4%. in private television due to its stable and Euros. •• Net profits reached 47.8 million Euros. high quality programming with a 16.6% •• The Economic value distributed was audience share, beating the other com- 489,908 million Euros. UNIPREX mercial offers, and coming in ahead the Both ONDA CERO and EUROPA FM’ s audiences Gestevisión Telecinco Group (16.2%), the ANTENA 3 have skyrocketed. 2009 was an undoubt- Sogecable Group (8.7%) and the La Sexta The Family of Channels (ANTENA 3 TV, NEOX edly extraordinary year for both. ONDA CERO Group (6.9%). and NOVA) was the first private television solidified its position as the only alternative group in 2009, only three months from the on generalist radio and increased its audi- analogue blackout. The ANTENA 3 GROUP is ence becoming the second most listened to also the audience leader in the commer- national radio station towards the end of the cial target. NEOX and NOVA have doubled year. EUROPA FM continues to gain ground in their audiences with respect to last year. a very stable market.
Television 3.0 presenter
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 10 THE YEAR’S HIGHLIGHTS
The Family of 24h, Individual Audience Totals by Groups Television consumption has remained very Channels“ was the high in 2009 (226 minutes per person per Source: Sofres first private television day), only one minute less than in 2008. group in 2009. 22.6 The television market continues down the path of change begun in 2006: increasing ” 16.6 16.2 fragmentation due to the consolidation of digital television, the peak in theme chan- 8.7 6.9 7.5 nels and the consolidation of the internet. 5.7 1.9 0.7
NET TV VEO TV OTHERS MILESTONES TL5 GROUP TVE GROUP THEMATIC ANTENA 3 GROUP CUATRO GROUP LA SEXTA GROUP obtaining a 1.9% share. NEOX was also THE LEADING PRIVATE the leader in prime time and late night TELEVISION GROUP among the DTT channels. With a 16.6% audience share, ANTENA 3 beat out the other commercial offers and LEADING GLOBAL CONTENT OPERATOR 24h, Commercial Target Audiences by Groups was the first private television group in ANTENA 3 is breaking with the traditional 2009, only three months from the ana- television model with the launch of the 3.0 Source: Sofres logue blackout. Of the large generalist concept, a natural step for the family of 19.0 private channels, ANTENA 3 has best with- channels to assure its presence on all the 17.6 16.7 stood the flood of supply. supports: television, internet and mobile. 11.3 8.8 9.3 •• LEADER IN THE COMMERCIAL TARGET 3.0 means that now more than ever, 1.8 ANTENA 3 is in first place among the ANTENA 3 is not one but three channels 1.4 0.7 most commercially attractive audi- (ANTENA 3 TV, NEOX and NOVA), so the ence, with 17.6%. Its main channel, viewer can choose where, when and how ANTENA 3, is also the absolute leader he accesses our content.
NET TV VEO TV OTHERS with 15.4% of the commercial target. TL5 GROUP TVE GROUP THEMATIC ANTENA 3 GROUP CUATRO GROUP LA SEXTA GROUP •• NEOX AND NOVA DOUBLE THEIR AUDI- ENCES with respect to the year before,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 11 THE YEAR’S HIGHLIGHTS
raging success the competing networks have tried to imitate.
In made for TV movies, ANTENA 3 has once again hit the spot in practically all the TV movies it broadcast in 2009. Un Burka Por Amor stands out as the channel’s most watched mini series, with an average of 4 million viewers and a 22.7% audience share. Other winners in their respective time slots were Dias Sin Luz, with 3.2 mil- In addition to the success of the THE ADVERTISING BUNDLING NEWS programmes, fiction also lion viewers and a 20% audience share; posted superb results in 2009. REVOLUTIONIZES THE Marisol with an average of 3.4 million view- DOCTOR MATEO (above) and ADVERTISING MARKET FÍSICA O QUÍMICA (right) both ers and a 17.6% share; and Lola the mini- had a stellar year. 3.0 brings the integration between the series, with an average of 3 million viewers channels full circle with the creation and and 18.4% for both episodes. implementation of the advertising bun- dling, which allows for bundled advertising The fiction series have also been a mark sales on its three channels, a unique idea of excellence and success in prime time in Europe which gives advertisers efficient The Antena 3 News Monday to Sunday edi- viewers, versus 14% and 1.8 million for in 2009. Doctor Mateo was the leader in solutions in a new and competitive envi- tion reached an average audience share of the Telecinco edition. national fiction on Sunday nights, averag- ronment. 16.8% and 2.2 million viewers, while the ing 3.2 million viewers and a 17.8% audi- Monday to Friday edition had a 17% share THE BEST SPANISH FICTION ence share. ANTENA 3 NEWS, THE LEADING PRIVATE and 2.2 million viewers. They both came ON ANTENA 3 NEWS NETWORK NINE YEARS RUNNING in far ahead their competitors. In the fiction area, ANTENA 3 has reaped CURSO DEL 63 Antena 3 News is for the ninth consecutive excellent rewards in 2009, year in which The reality documentary Curso del 63, has year, the leading private news provider in In 2009, Antena 3 News 1 was the most it has stood out due to both its fiction sit- become the surprise hit of the year with all its editions, both on Monday to Friday watched private news broadcast with an coms, as well as its made for TV movies, a an average audience share of 19.5% and and Monday to Sunday. average share of 19% and 2,462,000 genre which it has popularized and whose 3,597,000 viewers.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 12 THE YEAR’S HIGHLIGHTS
For its first broadcast, the program had tively. This translates into an increase of raised expectations and averaged 4 mil- 42% and 64%, respectively. lion viewers and a 21.8% audience share, which made it the most watched broadcast ONDA CERO AND EUROPA FM REACH of the day. Its second broadcast increased HISTORICAL AUDIENCE LEVELS the audience figure to 4,166,000 viewers Both ONDA CERO and EUROPA FM have once and a 22.4% audience share, becoming again beaten their own audience records. once again the most watched show of the ONDA CERO has reached exceptional audi- day. ence levels. With 166,000 new listeners in 2009, 8% more than in 2008, it is the THE CHAMPIONS FINAL, THE MOST second national broadcaster, according VIEWED BROADCAST OF THE YEAR to the General Media Report, the Estudio ANTENA 3 transmitted the most watched General de Medios (EGM). ONDA CERO is for broadcast in 2009, the Champions the second year in a row, the commercial League final between F.C Barcelona and radio station with the highest increase in Manchester United, a historic match that listenership. beat all records with an average viewership of 11.3 million and a 61.7% share. This ranking is especially significant given the latest wave of EGM figures. Accord- ANTENA 3 MULTIMEDIA ing to these figures the generalist station, REACHES 60 MILLION VISITS UNIPREX, has added 227,000 new listen- The 3.0 concept has also had a positive ers, far ahead their closest competitor, the impact on the GROUP’s web pages, which Cope network, by no less than 700,000 is no longer only a site to consult what is listeners. playing, but a means of information which generates and consumes new content cre- EUROPA FM has for its part hit two impor- ated specifically for its on line audience. tant milestones: a historical record audi- ence, with 1,173,000 listeners, and fourth The GROUP’s web pages ended the year place among music stations. Its ascent with an average of 3.5 million single visitors has been extraordinary: in only four years and more than 60 million hits, versus 2.5 it has quadrupled its listenership. CURSO DEL 63. Had over 4 million viewers on the day of its premiere. and 37 million page hits in 2008, respec-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 13 THE YEAR’S HIGHLIGHTS
CORPORATE RESPONSIBILITY CAMPAIGNS PROMOTING PUBLIC INVOLVEMENT Aware of the influence that a means of FIRST CR MASTER PLAN FOR communications exercises on society, the THE ANTENA 3 GROUP ANTENA 3 GROUP is considering the includ- Throughout 2009 the ANTENA 3 GROUP has ing public service content in its program- been working on its Master Plan for Cor- ming and it goes beyond legal advertising porate Responsibility. It has carried out a requirements, actively participating with consulting process with both internal and associations attempting to regulate com- external stakeholders in order to identify mercial communications. In this vein, the Companies trademarks in its Corpo- ANTENA 3 has signed an agreement to help LA I CARRERA PONLE rate Responsibility. prevent childhood obesity, in accordance FRENO gathered together 8,000 people with the ethical norms found in the Code in support of increased of Self-Regulation in Food Advertising, road safety. CREATION OF A CORPORATE RESPONSIBILITY COMMITTEE Código de Autorregulación de la Publici- ANTENA 3 GROUP has also created the Cor- dad de Alimentos (PAOS). porate Responsibility Committee. Made up PONLE FRENO GROWS AS QUALITY IS A PRIORITY of the company’s main divisions, its func- In addition to its support for the Ponle Freno A SOCIAL MOVEMENT In order to reduce incidents throughout tions include implementing and supervis- campaign in 2009, other socially oriented In its first two years, the initiative has the entire production process, taping and ing the action points in the Master Plan advertising campaigns have also been turned into a social movement promot- broadcasting and advertising, in 2009, the and keeping company management launched, such as Placa Azul, against ani- ing safer driving. Its implementation has ANTENA 3 implemented a system to obtain informed of any progress being made. mal abandonment, and Adeslas campaign coincided with a historical decline in car more information on the incidents and for the battle against breast cancer accidents. their causes. COMMITMENT TO TRANSPARENCY For the second consecutive year, ANTENA 3 THE ANTENA 3 FOUNDATION OPENS More than 8,000 people participated in All the functions of system monitoring, has verified the information of his Corpo- UP THE AUDIOVISUAL INDUSTRY the run, CARRERA PONLE FRENO 2009, information analysis and target setting rate Responsibility Report through an TO PERSONS WITH HANDICAPS the first massive march for Safe Driving. have been assumed by the Quality Com- external audit entity (AENOR) as part of In 2009, he ANTENA 3 FOUNDATION has con- Using the slogan “Don’t stop, running mittee, which is made up those areas most its commitment to transparency. tinued to develop its work for childhood today saves lives”, the registrations fees directly involved in the production and and adolescence. The foundation, which have been donated to the ANTENA 3 FOUN- broadcast processes. is in charge of the ANTENA 3 GROUP’s social DATION for other Safe Driving initiatives. initiatives, has consolidated its program of hospital care, as well as proposals pro-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 14 THE YEAR’S HIGHLIGHTS
MATIAS PRATS. Named “Ambassador” by the Laureus Foundation for his close ties with the world of sports throughout his career. PONLE FRENO. A GROUP initiative which has been recognized with several awards for its contribution to road safety.
moting volunteer work, among other social has implemented an Integral Waste Man- Road Safety Awareness Campaign at the The ANTENA 3 FOUNDATION has also initiatives. It has also promoted the PRO agement Plan, the Plan de Gestión Integral I Premios Nacionales de Seguridad Vial, received several awards in recognition of project, which seeks to incorporate people de Residuos, which established specific promoted by the Alcobendas City Hall and its efforts. Among them, the Publifestival with handicaps into the audiovisual indus- containers for each type of waste; paper, the Road Safety Foundation. The initiative Special Prize for promoting communica- try. cardboard, batteries, hardware waste and also received a Gold Medal from the Red tion campaigns that promote values and fluorescent tubes, among other things. Cross and Red Half Moon, in recognition ideas to raise social awareness, the gold NEW INTEGRAL WASTE of its contributions to road safety in Spain. broach of the Premio Corazon y Vida for MANAGEMENT PLAN RECOGNITION BY OUR STAKEHOLDERS the ANTENA 3 FOUNDATION’s work in Span- The ANTENA 3 GROUP’s commitment to the In 2009, the ANTENA 3 GROUP has seen Furthermore, the Laureus Foundation has ish hospitals and lastly, the Fundacion environment can be seen mainly in its its commitments to society rewarded with named Matías Prats one of its ambassa- Farmaindustria 2009 award to the chil- efforts directed towards energy savings various awards. The Ponle Freno cam- dors, for his commitment to the world of dren television channel FAN3, for the best and recycling. During 2009, the GROUP paign was awarded the prize for Best sports throughout his professional career. patient service initiative.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 15 ANTENA 3 GROUP
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 16 ANTENA 3 GROUP
1.1 MISSION, VISION 1.2 SHAREHOLDER PLANETA DE AGOSTINI GROUP: 44.58% AND VALUES STRUCTURE FREE-FLOAT: 29.93%
MISSION The ANTENA 3 GROUP is a multimedia group To be the leader and to gain the recog- headed by ANTENA 3 TELEVISION. It trades nition of its clients, through the broad- on the Spanish stock exchange since 2003 cast of an attractive offer, pluralistic and and its main shareholders are Spanish and independent, combining information and European communications companies. entertainment to transform this value into advertising revenue The Planeta de Agostini Group: It is the result of the strategic alliance between the VISION Planeta Group and De Agostini. Its goal is UFA FILM: 20.49% To be a reference multimedia Communica- to reinforce its leadership in the editorial TREASURY STOCK: 5% tions Group with the capacity to anticipate world, in new economic sectors and espe- audience tastes in order to remain very cially in audiovisual media. attractive for advertisers. Breakdown The Planeta Group: A Spanish multi- media editorial and Communications Group, leader in content production for the Spanish speaking market. It holds a privileged position with respect to its RTL GROUP1: With 45 television channels Banco Sabadell: After a year of being part competitors: it is the first Spanish edito- and 29 radio broadcasters in 11 countries, of the ANTENA 3 shareholder base, it sold Vision rial group and the seventh in the world. it is the leader in the European Entertain- 3% of its stake to institutional investors last ment market. It broadcasts more than September. It sold the remaining 2.87% by Multinational 10,000 hours of television every year in the end of the year. At the close of 2009 it Mission The De Agostini Group: Italian group with activity in the edito- the 57 countries in which it is present. was no longer a shareholder. rial market, in content production and Each day, more than 200 million viewers
distribution for television and cinema, all over the world watch an RTL television OBTAIN RESULTS and in the financial and insurance sec- channel. TEAMWORK CREATIVITY INNOVATION LEADERSHIP COMMITMENT tors. It is present in 30 countries and LONG-TERM VISION publishes in 13 different languages. 1 UFA FILM UND FERNSEH GMBH UNIPERSONAL (new shareholder of ANTENA 3 shares since it was absorbed by Values RTL Group Communication, S.L.U.)
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 17 ANTENA 3 GROUP
1.3 CORPORATE STRUCTURE 1.4 BOARD OF DIRECTORS
MR. JOSÉ MANUEL LARA BOSCH President
ANTENA 3 TV
MR. MAURIZIO CARLOTTI MR. SILVIO GONZÁLEZ MORENO MR. NICOLÁS ABEL BELLET DE TAVERNOST MR. MAURICIO CASALS ALDAMA Vice Pesident Chief Executive Officer Board Member Board Member A3 EVENTOS A3 ADVERTISING MOVIERECORD PUBLICIDAD 3 I3 TELEVISIÓN S.L.U. S.L.U. CINE S.A.U. S.A.U. S.L. 100% 100% 100% 100% 50%
A3 MULTIMEDIA MRS. AURORA CATÁ SALA MR. JOSÉ CREUHERAS MARGENAT MR. MARCO DRAGO MRS. MARÍA ENTRECANALES FRANCO UNIPREX S.A.U. S.L.U. Board Member Board Member Board Member Board Member 100% 100%
ANTENA 3 FILMS UNIPREX TV S.L.U. S.A.U. 100% 100% MR. ELMAR HEGGEN MR. PEDRO RAMÓN Y CAJAL AGÜERAS MR. LUIS GAYO DEL POZO MR. MANUEL DE LA VIUDA FDEZ. DE HEREDIA Board Member Board Member Secretary Vice Secretary
UNIPREX TDT MÚSICA APARTE CANARIAS S.A.U. 100% S.L.U. 1.5 MANAGEMENT STRUCTURE 100% CORPORATE STRUCTURE Audit and Processes RADIO DIVISION ADVERTISING DIVISION Chief Executive Officer Monitoring President of Uniprex Managing Director Mr. Silvio González Mr. Fernando Costi Mr. Javier González Ferrari Atres Advertising Mr. Eduardo Olano General Secretary Strategy Chief Executive Officer Mr. Luis Gayo Mr. José Manuel González Mr. Ramón Osorio MULTIMEDIA DIVISION Managing Director Communications and General Counsel TELEVISION DIVISION Mr. Javier Bardají Corporate Marketing Mr. Manuel de la Viuda Managing Director Mr. Javier Bardají Mr. Mikel Lejarza THE ANTENA 3 FOUNDATION AND CORPORATE Finance Director of Information RESPONSIBILITY More information on ANTENA 3 GROUP companies on the group’s website: Mr. Antonio Manso Services Executive Director www.grupoantena3.com and page 17 of the 2008 Corporate Responsibility Report Mrs. Gloria Lomana Mrs. Carmen Bieger
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1.6 THE LEADING AUDIOVISUAL AND ADVERTISING GROUP
Through its different lines of business, the ANTENA 3 GROUP is active in the most rel- evant means of communication: television, radio, cinema, internet, and advertising.
In 2009, despite increasing competition in the sector, the ANTENA 3 GROUP remained one of the main Spanish communications icent economic results which back them, The GROUP’s different business units shared companies. One of the reasons for our are two fundamental indicators attesting to the same aim: to offer success has been the implementation of their robust health. a quality product to the largest possible its 3.0 strategy, which promoted the single audience, and to give more efficient service to and integral management of the content ANTENA 3 MULTIMEDIA has experienced advertisers. generated by ANTENA 3 for broadcast on rapid growth with the GROUP’s policy of its three channels (ANTENA 3 TV, NEOX and integrating audiovisual content on all of NOVA) and on the three main screens (tel- their existing platforms and supports. As a evision, internet and mobile phone). result, the GROUP’s web pages ended 2009 solutions based on joint media management In 2009, it broadcast one of the year’s with a monthly average of 3.5 million sin- via the advertising bundling, allowing the biggest successes: Fuga de Cerebros, with UNIPREX, the GROUP’s radio affiliate, has gle visitors and more than 60 million hits, advertiser to increase campaign efficiency more than one million viewers, and Planet once again registered a record year. ONDA versus 2.5 and 37 million page hits in and to take advantage of complementary 51, with almost two million. It also pro- CERO is the second Spanish radio station; 2008. This translates into an increase of targets. In 2009, it has incorporated new duced Al Final del Camino and Pagafantas, far ahead the third place station. EUROPA 42% and 64%, respectively. clients that strengthen its capacity to reach which also opened to public acclaim. FM continues to climb the rankings as it all types of audiences. ends the best year in its history. Once again, ATRES ADVERTISING continues As far as made for TV movies, not only to add value to their clients’ communication ANTENA 3 FILMS maintains its commitment have they enjoyed unprecedented success The growth in audiences for both ONDA plans through its planning and creativity to Spanish cinema through the produc- in terms of audiences, but they have also CERO and EUROPA FM, as well as the magnif- advisory services. ATRES ADVERTISING offers tion of movies and made for TV movies. set the trend for this genre at other chan-
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1.7 ANTENA 3 US For its part, the US market performance TELEVISION STOCK was similar. The main indices went up in 2009. The Dow Jones gained 18.8%; the PERFORMANCE: UP S&P 23.5%; meanwhile the NASDAQ out- 81.3% paced them both with a 53.5% gain. Some countries also began their climb 2009 was a recovery year for the Span- out of the recession in 2009, while others ish equity market. The Ibex gained remained mired in their economic slump. 29.8% versus the 34.9% it lost in 2008. Germany and France were already show- ANTENA 3 experienced much more growth ing signs of positive GDP as of the sec- than the market and the value of its stock ond quarter; as did the United States and price increased by 81.3%. From the lows Japan. Spain and Greece however remain (€2.96/share) reached on 30 March, the in recession, along with declines in prices stock price had rebounded by 163% as due to low private spending. MARISOL, UNA BALA PARA EL REY, and DÍAS SIN LUZ, are just a few of of 31/12/09. the TV movies produced by Antena 2009 was a bad year for the Spanish 3 TV which enjoyed an excellent reception from the public. Europe economy: unemployment was close to The other European markets also made 20% of the active population (according some gains during this time, although to the EPA) reaching more than 4 million. less so than the Spanish market. The CAC GDP has been negative in all quarters, and nels. In 2009, premiering in the prime production and marketing services for 40 in Paris recovered 22.4% (versus the the Bank of Spain affirms that the Spanish time spots with very significant audiences other events, has created new advertising 42.7% it lost in 2008). The German Dax economy retracted by 3.6% in 2009. Fur- shares were; Días Sin Luz, 23F, Historia de venues through the organisation of large also increased its value by 23.8% (it fell thermore, the public deficit will close the Una Traición, Marisol, Una Bala Para el Rey y musical and promotional events, like the 40.4% in 2008), while the FTSE in London year at 10% of GDP, versus 4.1% in 2008. Un Burka Por Amor. Cycling tour Vuelta Ciclista a España and increased by 22.1% (-31% in 2008). The To make matters worse, household spend- the Ponle Freno Race, the first marathon Eurostoxx 50 index, which includes the 50 ing declined by 5.1% in the third quarter. In its second year, ANTENA 3 EVENTOS, for road safety, which was a great success. largest companies in Europe, increased by the company specializing in developing 20.9% compared with the 55.7% decline promotional events and which provides it suffered in 2008.
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Antena 3 stock performance in 2009
100%
80% The company continues“ its policy 60% of shareholder 40% retribution and 20% will pay out 80%
0% of net profits in backdrop, ANTENA 3 continues to maintain dividends. -20% its shareholder return policy and will pay ”
-40% out 80% of the net profit in dividends. As of 31 December 2009, the ANTENA 3 share price had increased by 23.5% since it began trading publicly in October 2003.
Stimulus measures The price of oil has once again shot up, Share capital 1.8 QUALITY AS In Europe, considering the financial insti- close to 60%, within a declining GDP envi- As of 31 December 2009, the share capi- tutions’ delicate situation which put the ronment. Part of that increase was due tal of ANTENA 3 reached 158, 335 million STRATEGY zone’s economic stability in danger, the to Dollar weakness. The scarce demand Euros, represented by 211,112,800 shares ECB decided to inject liquidity into the growth does not bode well for large price with a nominal value of €0.75. In 2009, the ANTENA 3 GROUP implemented central banks. In 2009, it held three one increases in 2010. a corporate quality system, applicable to year liquidity auctions, pumping 614,118 Stock figures program production and taping processes million Euros into the sector. In 2010, the SHAREHOLDER RETRIBUTION: 2009 and program and advertising broadcasts stimulus measures to the sector will be 80% OF NET PROFIT Share Capital (Thousands €) 158,335 for all their television channels. withdrawn to wean them off the funds. In a year in which the advertising market Number of shares 211,112,800 Interest rates have decline throughout suffered its worst performance of the last Market Capitalization at the close (mill €) 1,642.5 The system allows us to systematically Share price at 31/12 (€/share) 7.78 2009; the ECB began lowering interest decade (television advertising declined and homogenously measure incidents, as Maximum (€/share) 8.15 rates in October 2008 when they were at by 23%), ANTENA 3 faced this declining Minimum (€/share) 2.96 well as to obtain more incident information 4.25%, and it hit a historical low of 1% in environment with new income maximisa- Price Weighted Average (€/share) 5.42 and categorization, which facilitates a con- April 2009. The lack of inflationary pres- tion strategies (for example the advertising Average trade volume (in shares) 614,307 tinuous analysis of what causes the inci- sures makes us believe rates will remain bundling) that have allowed it to outper- Average trade volume (in €) 3,334,519 dents and the entities (equipment, soft- unchanged until the end of 2010 or the form the market and to maintain receiv- Source: Fininfo ware or other assets) and people (internal beginning of 2011. ables higher than expenses. Within this or providers) involved. It also established
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new controls for the more critical cases CORPORATE RESPONSIBILITY Likewise, the clause urges the successful Production Companies collaborating with 2007 2008 2009 and higher risk levels. The objective is bidder to undertake actions to reduce their Antena 3 Television to reduce incidents throughout the prod- environmental impact and forces produc- Number of production companies collaborating uct generation process, from planning to tion companies to consider including con- 20 24 20 to produce programs for broadcasting. 1.9 INTEGRATING tent in their programs which support the ANTENA 3 TELEVISIÓN GROUP’s CR philosophy. Worthy of note is Number of Programs 39 40 39 We are also elaborating indicators to meas- PROVIDERS INTO that in 2009, 100% of providers accepted Total instalments 1,464 1,327 1136 ure the quality of the processes which are this clause. subject to the system’s applications. We OUR CORPORATE The Third Party Production Department is have established objectives to this regard charged with managing broadcast rights More information on the CR clause on pages 24 and action plans to reach them. for all those broadcasts not produced RESPONSIBILITY and 26 of the Corporate Responsibility Report 08. exclusively for ANTENA 3 TELEVISION (dis- All the functions of system monitoring, STRATEGY tributors). In 2009, 95 proposals for third information analysis and target setting The ANTENA 3 GROUP distinguishes between party production were generated, 52% for have been assumed by the Quality Com- The ANTENA 3 GROUP maintains a relation- two types of providers: foreign distribution companies and 48% to mittee, which is made up of people from ship of constant dialogue, transparency national companies. the areas most directly involved in the pro- and trust with their suppliers, given that •• Production and distribution companies duction and broadcast processes : Con- they are a key stakeholder in the company. which supply fiction and entertainment Number of distribution tent, Continuity and Broadcasts, Channel Furthermore, through responsible and content. 2007 2008 2009 companies Marketing, Production, Operations Plan- sustainable buying criteria, the company •• Other goods and services suppliers. Total Spanish 8 12 14 ning, Advertising (ATRES ADVERTISING) and undertakes efforts to make them partici- Total foreign 38 28 20 the Technical Division. pants in their commitment to Corporate PRODUCTION AND Total 46 40 34 Responsibility. DISTRIBUTION COMPANIES The design and development, as well as The Production Division is responsible for the system implementation, have been led To this end, in 2008, the company added managing economic and operating rela- Number of third party bidding processes 2007 2008 2009 by ANTENA 3 TELEVISION, under the super- a Corporate Responsibility (CR) clause to tionships with the production compa- generated by Antena vision and coordination of the Internal their contracts with production companies nies charged with producing content for 3 Films Audit and Process Control Division. and product and service providers, which ANTENA 3 TELEVISION. In 2009, ANTENA 3 Total Spain 18 34 46 Total foreign 71 52 49 guarantees that the signatories respect TELEVISION collaborated with 20 production Total 89 86 95 equal opportunities among their employ- companies for a total of 39 programs and ees; do not discriminate on the basis of 1,136 instalments. age, sex, religion or the like; and that they assure the security of their employees.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 22 ANTENA 3 GROUP
OTHER PRODUCT AND process allows us to further guarantee a savings through the centralization of com- ANTENA 3): 50 with investors, 42 with sec- SERVICE PROVIDERS neutral and fair selection, comparison and ponents such as refrigeration or and unin- tor analysts and seven with service pro- The Purchasing Department is in charge of bidding process in our purchases, as well terrupted fuel supply, but also stimulate viders. optimizing the company’s relationships with as giving us more control over the process. a virtual environment, thanks to HP Var its suppliers and contractors. In 2009, the The web page is an integral tool in com- technology (virtual partition). The IR department has held 75 confer- purchase bids awarded from the ANTENA 3 munication with suppliers that will facilitate ence calls with investors and analysts to GROUP’s Purchasing Department amounted dialogue and transparency. discuss current news, market events and to €49,515,239, 5% less with respect to financial model revisions. 2008 due mainly to price adjustments, as Lastly, the corporate products and serv- well as the cost containment policy and the ice catalogue has been streamlined and 1.10 SHAREHOLDER In total, close to 700 contacts have been investments undertaken this year. has gone from having 11,400 articles to established with the financial community 3,800, resulting in a more agile purchas- AND INVESTOR throughout the year. Purchaising Department’s ing process. total awarding in 2009 RELATIONS Furthermore, in order to facilitate quick Green Purchasing access to clear information, the web page
2007 56,175,718 The ANTENA 3 GROUP opts for, when eco- Both the Investors Relations Department www.antena3.com has a specific section
2008 52,147,017 nomic and quality demands allow it, pur- and the Shareholder Office are in charge where relevant events, financial results
2009 49,515,239 chasing those goods and services which of disseminating the most relevant news, and other news of interest are published. respect the environment. For example, in and of informing investors of market devel- the technology arena, the GROUP has pur- opments and financial forecasts. In addition, investors may contact Man- The Madrid Regional Government repre- chased equipment designed and manu- agement by email to [email protected], and sents 83.5% of the Purchasing Depart- factured following ecological criteria, or In 2009, the Investor Relations Depart- non-institutional investors may do so via ment’s total awarding in 2009, Catalonia Green IT, which means it has been manu- ment has been very busy with confer- [email protected]. 3.8%, with the remaining regional govern- factured with recyclable or biodegradable ences and road shows. Specifically, it has ments accounting for 9.2%; other coun- materials; dangerous materials have been attended 9 conferences in different Euro- tries make up 3.5%. reduced significantly; and energy effi- pean cities, meeting 125 individual inves- ciency maximisation is taken into account, tors through one-to-ones, and has organ- In 2009, the ANTENA 3 Purchasing Depart- among other requirements. ised 10 road shows, visiting more than 100 ment advanced in the development of investors. some key projects begun in 2008: the For example, in 2009, the GROUP has provider homogenisation process and the increased their blade type servers, which More than 100 meetings have taken place designing of a web page made specifically have been purchased since 2007, and at ANTENA 3, both one-to-ones and reverse for this stakeholder. The homogenisation which not only allow much higher energy road shows (brokers bringing investors to
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CORPORATE RESPONSIBILITY Likewise, the commission for the Tele- (article 61 of the Regulation governing and consumer associations in order to bet- communications Market, another agency Electronic Communication markets, ter assure the maximum adherence to the which is also contingent upon the Minis- access to Networks and numerations, Law concerning advertising broadcasts. try of Industry, Tourism and Commerce approved by the RD 2296/2004 of 10 1.11 REGULATORY requires periodic reporting (quarterly and December. With respect to the Auto Regulation Code annual) from audiovisual service provid- •• With regard to short numbers, on Television and Child content, in 2009 COMPLIANCE ers. In addition, the activity of its subsidi- ANTENA 3 TELEVISION must submit on ANTENA 3 was in violation of the Code on ary UNIPREX, S.A.U. is also subject to CMT’s a quarterly basis, the forecast for use two occasions, a significant decline since AT ANTENA 3 information requirements. of the resources in the following 18 2007. Both violations were related to months, as well as certain information images inappropriate for children under TELEVISION The CMT also supervises the activity of relative to the six previous months. 13 (broadcast during a reinforced protec- ANTENA 3 TELEVISION as a provider of elec- (Order ITC/308/2008 of 31 January, tion time slot. The activities of ANTENA 3 TELEVISION are tronic communications services, and as which details the instruction for the tightly regulated by public organisms. such is required to notify this Commission use of public numeration resources IN 2009 ANTENA 3 TELEVISION every three years of its intention to con- for providing short text and multimedia REDUCED A 75% THE NUMBER OF The State Telecommunications and Infor- tinue providing these services (article 5.2 messages. INFRACTIONS IT COMMITTED mation Society Secretary (SETSI), an organ- of the Rules governing the conditions for •• Annually, ANTENA 3 TV must submit ism which is contingent upon The Ministry providing of Electronic Communications information on the gross operat- 2007 2008 2009 Number of Autoregulation of Industry, Tourism and Trade, requires services, universal service and user pro- ing income obtained in the previous 8 6 2 Code violations * periodic information regarding the require- tections, approved by the RD 424/2005 of year derived from its activity as an ments of ANTENA 3 TELEVISION’s obligations 15 April), as well as periodically submitting electronic communications service *Figures correspond to decisions taken by the Autoregulation committee during the year. as a Television service provider, among oth- the following information: provider and/or from operating public ers: electronic communications services. •• On an annual basis, ANTENA 3 TV is •• Broadcast quotas for European pro- required to submit the forecasts for the In addition, the ANTENA 3 GROUP, spe- The number of fines received for adver- ductions. utilisation of the resources it is allo- cifically through ATRES ADVERTISING, has tising regulations violations also declined •• Required investment in the financing of cated, specifically the 11843 number developed a series of specific supervisory significantly in 2009. The ANTENA 3 GROUP both European and Spanish short and for providing information on subscriber mechanisms in order to prevent infractions has not received any fines for violat- long films and made for TV movies. numbers and the short numbers in their advertising. ing the RD 1462/1997 of 17 September, assigned for providing short and multi- modified by the RD920/2006 of 20 July Requirements assumed by ANTENA 3 TELE- media message services, for the three Furthermore, there is continuous dialogue which sets out the obligation of informing VISION in the awarding process of the con- following years, as well as certain infor- between the operators, the Administration, users of programming. In fact, all the fines cession of two additional digital channels. mation relative to the previous year Sofres, Autocontrol, and other organisms received, a total of €493,781, are related
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 24 ANTENA 3 GROUP
to violations of advertising regulations, Lastly, none of the ANTENA 3 GROUP Com- 1.12 PARTICIPATING IN THE DEVELOPMENT among others, those contained in Law panies is involved in any judicial proc- 25/1994 of 12 July, regarding the incor- esses related to violations of monopoly or OF PUBLIC POLICIES poration to the Spanish Judicial order of free competition practices. The also have the Directive 89/552/CEE. These violations not received any administrative or judicial ANTENA 3 TELEVISION participates in several sector forums in order to debate and influence are reflected in further details on pages fines for violating laws and regulations gov- regulatory policies that affect the company’s activities and its competitive environment. 56-57 in “Beyond Regulation” section of erning accounting frauds, discrimination in this report. the workplace or corruption. Foro DESCRIPTION The Associated Union of Commercial Television Stations, La Unión de Televisiones Comerciales Asociadas (UTECA), was founded by Antena 3 Television and Telecinco. Currently, it is made of the six UTECA national private channels. As a member of UTECA, Antena 3 Television is an active participant in the elaboration of laws and regulations affecting the audiovisual, advertising and intellectual property Fines due to violations of regulation related to : sectors, among others. (amounts in €) 2007 2008 2009 IMPULSA was created after the Government approved of a series of urgent measures designed to stimulate Digital Terrestrial Television (Law of 14 June 2005). Antena 3 TV actively collaborates with IMPULSA the Administration and with the other national private operators, TVE, la FORTA and the Network Violations of the obligation to inform users of the program- 78,750 0 operator Retevision, in the transition from analogue to digital television. ming line-up Association of Commercial Televi- ANTENA 3 TELEVISION is a member of the ACT, an association created by the main private audiovisual Advertising violations 679,614 1,364,432 493,781 sion in Europe (ACT) groups in Europe to defend their rights before the competent EU organisms. TOTAL 679,614 1,443,182 493,781 The Telecommunications and As a member of CATSI, ANTENA 3 TELEVISION influences the reports issued by the organism’s Per- the Information Society Advisory manent Committee. These notifications are compulsory in the regulatory procedures which have an Council (CATSI) impact on the sector.
For more information on UTECA go to http://www.uteca.com For more information on IMPULSA go to http://www.impulsatdt.es For more information on ACT go to http://www.acte.be For more information on CATSI go to http://www.mityc.es
In the autoregulation of advertising material, ANTENA 3 TELEVISION boosted the creation, and is an active member, of the Association for the Autoregulation of Commercial Commu- nications (Autocontrol), from which it collaborates in order to better meet both regulatory advertising and competency requirements, expanding the guarantees of advertisers, TV stations and above all, consumers.
For more information go to http://www.autocontrol.es
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 25 ANTENA 3 GROUP
Among the diverse relevant sector issues in which ANTENA 3 TELEVISION has participated in throughout 2009, the following stand out:
RELEVANT ISSUES IN THE CONTEXT OF DEVELOPING DESCRIPTION PUBLIC POLICY DESCRIPTION In 2009, the process for the progressive implantation of DTT began and is legally expected to be finished by 3 April 2010. On 30 June, the Phase 1 blackouts were initiated, and were finished in November; more than five million citizens now receive only digital technology terrestrial television broadcasts. The intermediate phase concluded in January 2010, paving the way for, Digital Terrestrial Television on 3 April of the same year, the end of the process, which means that analogue technology will be abandoned definitively and will allow each private operator to offer a minimum of 4 channels, with the possibility of exploring and offering its television viewers new, high definition interactive services.
The ANTENA 3 GROUP actively contributes to the generation of a strong Spanish film industry. In 2009, the ANTENA 3 GROUP invested 50,902,622 Euros for the production and broadcasting rights of Spanish and European audiovisual productions, 19% more than last year. The regulators and TV stations have not yet reached an agreement on the obligatory investment quotas which requires television station operators to earmark 5% of annual income to financing full-length features and made for TV movies. ANTENA 3 TELEVISION and its UTECA member partners seek to stamp out this quota; in addition to being the only such quota in the Spanish economy, it has also proven to be inefficient in bolstering the Spanish film industry. According to the operators however, it is the television stations own activity, without the tax incentives, which has created a robust audiovisual industry. In December 2009, at the request of UTECA, the Supreme Court questioned the constitutionality of the measure and submit- Support for Spanish cinema ted it to the Constitutional Court for review. At the time of writing this Annual report, the General Audiovisual Communications Law is being processed in Congress, which after eight years of failed drafts, would unify the various regulations in the sector, establishing a single framework that would lend more stability and judicial security to audiovisual service providers. This proposed Law calls for a stricter financing requirements for public television, to which 6% of their income should be allocated to. It calls for the Private sector – which the Proposed Law considers electronic communications service providers which include television among their services offered and cable and satellite platforms – to designate 3% of its income to any type of film product, and the remaining 2% to the financing of made for TV movies and series and documentaries. After almost 20 years of state financed public television- a mix of financing-public aid and advertising revenues-, in 2009, the Law regarding the Financing of the RTVE Corporation was approved, prohibiting the corporation from generating income from advertising broadcasts. The law came into force in September 2009, although advertising on RTVE will not disappear completely until January 2010. Television channel Financing ANTENA 3 TELEVISION has always believed that public television should obtain its credibility and strength through its public service and not through advertising sales, creating television for the citizens and not advertisers. This is why it applauds the decision to eliminate advertising activity on RTVE, and is confident the initiative will soon be undertaken by the regional governments as well.
The ANTENA 3 GROUP is working to obtain regulatory reforms that will demand transparency from the collective entities managing intellectual property rights, establishing objective, equal and adequate criteria in the prices these entities may demand for the rights they manage. Reforms relative to the manage- In 2009, a historic milestone was reached; for the first time, the Supreme Court decided it was not legitimate to demand that television stations pay a percentage of their revenues to management entities, and that the amount for the use of the intel- ment of intellectual property lectual property rights must be fixed considering the specific repertoire that each entity manages, with attention to the real use that each television station makes of said repertoire, as well as the contribution that this would suppose with respect to rights the income obtained from the station. With this sentence, the Supreme Court has defended the position of the ANTENA 3 GROUP and its partners at UTECA, who are confident the initial work being undertaken at the House of Representatives for the Reform of the Intellectual Property Law will continue in the path set out by the High Court.
For its part, ONDA CERO is a member of the Spanish Association of Commercial Radiobroadcasters (AERC), and is member of its Executive Board, through which it actively participates in the elaboration of laws and regulations governing the audiovisual and advertising sectors, with a special interest in the management of the radio electrical spectrum and intellectual property, among other areas. It is also a member of the Catalan Radio Association (ACR), and has a lot of activity and influence on radio broadcasting in Catalonia.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 26 TELEVISION
TELEVISION OF NEW GENERATION
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 27 TELEVISION
3.0 Television is our response to audience“ fragmentation and the loss The technological revolution cur- new challenges facing the communication of advertising coverage. rently taking place is profoundly industry: audience fragmentation and loss ” changing consumer audiovis- of advertising coverage. ual habits. Being able to join the spectator, regardless of the moment or the platform he Last 1 February, the ANTENA 3 GROUP In a fragmented market, the ANTENA 3 THE FIRST CHOICE IN or she uses, makes the creation and distribu- launched a tool to go along with the new GROUP family of channels is, for the first COMMERCIAL TARGET tion of content for both television and other 3.0 concept and its family of channels: the time since 2002, the leader in the tel- En 2009, ANTENA 3 TV has dominated platforms, necessary. Integration means advertising bundling. This tool allows the evision marketplace thanks to the stable the commercial target, the most appreci- knowing how to benefit from the inherent joint sales of all its channels, so that the and quality programming on ANTENA 3 TV, ated by advertisers, with a 15.4% share, advantages that each has to offer so they same advertising clips are shown all three which ended 2009 with a 14.7% audience after taking the first place position from feed off each other. This is the 3.0 concept: channels simultaneously. A unique strat- share. Telecinco (15,3%) and widely beating La three Channels; ANTENA 3, NEOX and NOVA; egy in Europe which has allowed advertis- 1 (13.2%), Cuatro (10.7%) and La Sexta and three screens; television, monitor and ers to have a higher number of advertising This makes ANTENA 3 TV, among the big (8,7%), which has not happened since mobile phone. hits for a much wider public. generalist channels, the private television 1998. station which has withstood the increasing ANTENA 3 is the first television station number of options. ANTENA 3 is also the leader in the com- which has which has strategically uni- mercial target among private companies; fied its three channels in order to create with a 17.6% share the ANTENA 3 GROUP a family of channels which in 2009 has 2.1 THE FAMILY OF is 0.9 points ahead its direct competitor, managed to become the private audience Gestevisión Telecinco (16.7%), and more leader, despite the difficult context in the CHANNELS, LEADER than six points ahead of the third, Grupo audiovisual market in 2009. IN AUDIENCE SHARE Sogecable. ANTENA 3 has turned into a multiplatform Communications Group with more and ANTENA 3 has ended the year as the lead- Private television audience share in the commercial target more content being produced for broad- ing private group in television audience cast on all three screens, establishing syn- share in Spain, with a 16.6% share of ergies between the three channels and the the screen, beating the other commercial GRUPO ANTENA 3 17.6% three screens. offers and coming in ahead of the Grupo GESTEVISIÓN TELECINCO 16.7% Gestevisión Telecinco (16.2%), the Grupo A 3.0 television is the base from which to Sogecable (8.7%) and Grupo La Sexta GRUPO SOGECABLE 11.3% create a new industry that, with adequate (6.9%). GRUPO LA SEXTA commercial operation, will answer to the 8.8%
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The Antena 3 Group“ family of channels has, for the first time since 2002, captured the top spot in private television. ”
A YEAR OF BIG HITS The clear leader among young audiences The Antena 3 News editions garnered an The incorporation of new formats to the In 2009, ANTENA 3 was the clear favourite average of 16.8% audience share and 2.2 line-up, the wave of series and made for for young audiences; in the 13 to 24 year million viewers from Monday to Sunday, TV movies, which have become very pop- age group, ANTENA 3 is the clear leader and from Monday to Friday, a 17% audi- ANTENA 3 NEWS is a key pillar ular, and the variety of films offered, have with an 18.3% audience share, 4.4 points ence share with 2.2 million viewers, far in the Antena 3 portfolio. In been the fundamental pillars of ANTENA 3. ahead of Telecinco and 8 points ahead of ahead their competitors. 2009, the company increased its lead over competitors. With programming for viewers of all kinds, TVE-1. It was also the leader in the under ANTENA 3 has also managed to draw the 44 crowd (15.5%), 1.5 points ahead of Tel- more attractive viewers from a commercial ecinco and 3.5 ahead of TVE-1. News audience share from Monday to Friday standpoint. +1.4 By time spots, it was the morning leader, This lead widens on weekends: to 16.1% ANTENA 3 17.0% y 2,283,000 The most watched broadcast of the year both Monday through Friday (17.9%), audience share and 2,086,000 viewers of TELECINCO 15.6% y 2,098,000 ANTENA 3 TV drew the largest audience for and Monday to Sunday (15.6%), as well Antena 3 News, versus the 1.6 million view- CUATRO 8.3% y 1,027,000 a broadcast in 2009, the Champions final as daytime (17.9%) and evening (17.4%) ers and 12.7% share for Telecinco Week- LA SEXTA 6.7% y 630,000 between F.C Barcelona and Manchester weekends. By Days, ANTENA 3 is the lead- end News or the 7.4% (890,000 viewers) United, a historic match as which broke ing channel on Saturdays (14.9%). of Cuatro News. all previous audience records with an aver- News audience from Monday to Sunday age of 11.3 million viewers and a 61.7% Leading private news provider +2 In 2009, the first Edition of Antena 3 News audience share. for the ninth year in a row ANTENA 3 16.8% y 2,230,000 was the most watched private news broad-
During the year, Antena 3 News has been TELECINCO 14.8% y 1,958,000 cast, with and average of with an average
the leading private news provider, in all its CUATRO 8.1% y 988,000 of 19% and 2,462,000 viewers versus
editions, both Monday through Friday and LA SEXTA 6.9% y 723,000 14% and 1.8 million viewers for Telecin- Monday to Sunday. co’s edition.
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ANTENA 3 TV SERIES are unique for their innovation, quality, and success among audiences.
tery fiction show averaged 3 million viewers and an 18.1% audience share, while the police fiction registered 288 million specta- tors and a 16.6% audience share. Accord- ing to the Estudio de Imagen Geca, both are among the most highly regarded series on the national television scene.
There was also some room on the ANTENA 3 line-up for quality commercial cinema. The usual film broadcasting formats were kept (El Peliculón or Multicine) and gar- In newscasts, the channel broadcasts nered some very good audience results. In long running programs with good audi- fact, two of the movies broadcast, Mr. and ence results. In the morning time slots, Mrs. Smith (4,789,000, 25.6%) and Crep- the show Espejo Publico has consolidated úsculo (4,753,000, 28.9%), were among itself as the second most watched space, the top shows in audience share rankings meanwhile in the evening time slots, the for the year. highlight is the investigative reporting pro- for Un burka por amor especially stands The fiction series were also a prime time gram A fondo. out; it was the network’s most watched success in 2009. Doctor Mateo was the Curso del 63, hit show of the year mini-series of the year, with an average of leader in national fiction on Sundays this Another highlight of 2009 was the docu- Antena 3: the fiction channel 4 million viewers and a 22.7% audience year, with an average of 3.2 million view- reality show, Curso del 63, the surprise In fiction programming, ANTENA 3 TV has share. Other standouts included Dias sin ers and a 17.8% audience share. Física hit of the year, with an average audience had an excellent 2009, standing out both luz, which attracted 3.2 million viewers o Química did the same with its show on share of 19.5% and 3,597,000 viewers. in terms of its fiction series as well as in and a 20% audience share, Marisol with Mondays and Wednesdays, leading its made for TV movies, a genre which it has an average of 3.4 million viewers and a time slot with an average of 1,997,000 The show raised expectations for its first made very popular. 17.6% audience share, and Lola, the mini- viewers and 17.3% of the audience share. broadcast, registering an average of 4 series with an average of 3 million viewers million viewers (4,019,000) and a 21.8% In made for TV movies, ANTENA 3 TV has and an 18.4% audience share, and whose The more established shows however, El audience share, turning it into the most once again succeeded with practically all both instalments were the leaders their Internado and Los hombres de Paco, did not watched show of the day. Its second of its broadcasts in 2009. The audience time slots. fade into the background in 2009. The mys- broadcast confirmed its success with audi-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 30 TELEVISION
CORPORATE RESPONSIBILITY
AUDIENCE OPINION MATTERS the popularity of program hosts and the Audience satisfaction ranks high among television channels. According the latest ANTENA 3 TELEVISION’s main goals. In order research, Matías Prats was considered the to maintain satisfaction, the Marketing most prestigious personality on Spanish tel- Department undertakes several qualitative evision for the fifth consecutive year. “ask and listen” type studies. Viewer opin- ion is fundamental in drawing up story line INTERACTIVITY WITH THE VIEWER blueprints for new programs, including pro- Developments in communications and gramming line-ups, and more in general, to information technologies has allowed for create television that is closer to the viewer. increased interactivity with audiences.
LA RULETA DE LA Viewer participation in broadcasts strength- SUERTE has become the The goal of these studies is to find out the ens relationships and viewer loyalty, as well undisputed king of the morning slot. viewer’s opinion and his assessments, con- as strengthening ties and identification with tributions or criticism of the ANTENA 3 TV the shows broadcast. content. To accomplish this, the studies to do professional abandons his life to focus on a wide range of ages, social con- ANTENA 3 TELEVISION promotes viewer par- become a volunteer worker, are, along ditions and standing, encompassing the ticipation in its contests and programs with Arena Mix (16.8%), other examples of diversity in television viewers. ANTENA 3 TV through mobile phone text messaging and/ the innovative successes on the ANTENA 3 works with several Research Institutes in or telephone calls, integrating audience TELEVISION line-up. order to carry out their studies. suggestions into content in a natural way, and enhancing the shows without pauses The Wheel of Fortune, unbeatable Likewise, on a daily basis, ANTENA 3 or interruptions. The new shows of 2009 work side by side TELEVISION works with the SOFRES audi- ences, increasing viewership to 4,166,000 with other more veteran formats like the talk ence figures; which provide information The Navigator 3.0: changing the way people and 22.4% audience share, again becom- show El diario (17.4%), or the game show, on the number of television viewers who watch television ing the most watched show of the day. The Wheel of Fortune (22.7%), which con- choose their entertainment and informa- As of 12 May 2009, a set of graphic tools tinues to be the leader in its time slot with tion content. informs viewers of the ANTENA 3 global offer, On another note, the interview show, 1,774,000 viewers, and which this year it appears on the screens of the network’s Pánico en el plató (16.7%) or El secreto received the 2009 Gold Microphone prize Among these studies, of particular impor- three channels, (ANTENA 3 TV, NEOX y NOVA), (13.9%), a docu-reality in which a well for the best program. tance is the Índice Geca, which ranks as well as at antena3.com and antena3.mobi,
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This Code reinforces the Rights of the users of these services, obliging provid- ers to comply with a series of regulations guaranteeing that the user received com- plete and accurate information regard- ing the service they are contracting. The new SMS Premium regulation has established a new range of numbers for charity and benevolent activities. The Tel- ecommunications Market Commission (CMT) has assigned ANTENA 3 a number from this range, 28000, in order to finance the causes of the ANTENA 3 FOUNDATION and the ANTENA 3 brands for internet and mobile. Antena 3 supervision and applying its own for any other charitable endeavours the Thanks to the NAVIGATOR 3.0, the viewer According to the Resolution of 8 July quality standards. channel decides to assume in situations of can manage the way he watches television 2009, from the SETSI, which published social need. In 2005, when this range of on the different media, and it also gives the the modification of the code of conduct Furthermore, since last November, the new numbers was not yet in operation, ANTENA 3 viewer liberty to decide where, when and for Premium rate service providers from numeric ranges for the Premium rate tel- was the first organisation to bring all the tel- how to watch. 23 July 2004, the Code has been changed ephone message service numbers are in ephone operators in the market into and its to include the 905 code among the Pre- operation. Antena 3 has been assigned sev- platform into agreement in order to launch SMS, SMS Premium and 905 mium rate service numbers, with the serv- eral short numbers to offer these services. a charity event, with all proceeds donated number services ices rendered under this code subject to For this new numeration, a service identifi- to the cause. With the launch of the new Through, SMS, SMS Premium and num- the obligations of this Code of Conduct, cation system has been established using 28000 number, it will be easier and more bers beginning with 905, ANTENA 3 including information that should appear the first two digits of the number to which accessible for ANTENA 3 to undertake these TELEVISION gives viewers the opportunity to during the contest broadcasts. the message is sent. types of actions. participate in its shows and contests via their telephone, as well as to buy certain Likewise, in order to guarantee that the Those services based on sending mes- Antena 3 extends the legal products (ringtones, games, etc). Premium rate telephone service provid- sages via Mobile telephones are required protection of its audiences ers associated to ANTENA 3 programming to comply with the Code of Conduct for Before these regulations came into effect, In 2009, we saw several significant regu- adhere to these regulations, a clause has Premium rate message service provid- ANTENA 3 TELEVISION was already comply- latory changes in premium rate telephone been added to contracts with these pro- ers, subject to the 8 July Resolution 2009, ing with many of the obligations set out in number services, which strengthen the viders, demanding they comply with the from the State Secretary for Telecommuni- these Codes and which encouraged serv- rights of users. obligations established in the code, under cations and the Information Society. ice transparency and user information,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 32 TELEVISION In 2009 ANTENA 3 GROUP remained committed to subtitles as a way of facilitating access to its channels’ content for people with disabilities. specifically that relating to final prices and than 2,200 hours of child programming in service information and advertising, which 2009, which offsets the decrease in the is provided in an easy to read and fixed content for this public at ANTENA 3. format, and provides viewers with a cus- tomer service telephone number. Hours of children’s programming
In addition, ANTENA 3 TELEVISION does not 1128 autorregulación sobre contenidos televi- strictly limit itself to the legal requirements ANTENA 3 866 sivos e infancia, or Code of Autoregulation regarding Premium rate services, instead, 767 for Television and Child Content. Under and in line with its actions in the last few 260 the code, a series of principles relative years, it seeks to go further in viewer pro- TVE 1 280 to television content and children have webpage itself has a dedicated Auto- 391 tection and rights. Through its auto-regula- been established, specifically those gov- regulation Code section which also allows 803 tion policies, it adopts additional measures erning television programming broadcasts users to contact its agencies. LA2 150 to assure that its participation is informed 1140 between the hours of 6:00 and 22:00. and voluntary. 332 In order to protect children, ANTENA 3 TV T5 833 ANTENA 3 participated in the creation of always requires written authorization from CONTENT ACCESS 290 the Code, and is, along with the other tel- the parents or guardians of the minor par- Access to ANTENA 3 TELEVISION content by 25 evision operator signatories, member of ticipating in any of their programs. When CUATRO 132 the hearing impaired and childhood con- the Autoregulation Committee, as well as participation requires more of a commit- 249 cerns are other relevant issues addressed the Joint Monitoring Commission, which, ment, the company adopts the meas- in ANTENA 3 TELEVISION’s, and the entire 2007 2008 2009 in addition to the participation of other ures necessary to guarantee compatibility communication Group’s, content policies, operators and the Public State Television, between the actor’s studies and his work including protecting their rights and the includes other groups representing the activity. Note 1: Includes programmes classified by TNS as ‘target elaboration of specific content. child audience’, of more than 5 min, and level 1 populations concerned, such as the Par- Note 2: The 2008 Telecinco figures have been changed ent and Teacher Associations (CEAPA and Neox: the private channel with The private channel with the most due to a recalculation. CONCAPA), the Platform for Childhood the most closed captioning hours of childhood programming Organizations and the Consumer and User In line with its Corporate Responsibility ANTENA 3 TELEVISION is the private national According to internal company policies, Council. guidelines, the ANTENA 3 GROUP has contin- channel broadcasting the most childhood television programs are classified by the ued to wager on captioning the audiovisual programming in the Spanish audiovisual suitability of their contents for children, The Auto-regulation Code has its own content they broadcast in order to facilitate sector, a total of 767 hours, evidence of adolescents and adults, as called for in the website, http://www.tvinfancia.es, which access for those with hearing impairments. their commitment to this audience. NEOX, Royal Decree 410/2022 of 3 May, which allows users to consult the code and to NEOX has broadcast the most closed cap- the DTT channel, has broadcast more establishes the criteria of the Código de denounce any infractions. The ANTENA 3 tioned programming in 2009 with 3,878
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 33 TELEVISION
hours, more than any other private chan- Furthermore, the technical department is Hours of subtitles accumulated on main TV Close caption broadcast by slot channels in Spain nel and 0.47% more than in 2008. ANTENA working to facilitate closed captioning in 3 TELEVISION has broadcast a total of 2,465 Digital Terrestrial Television (DTT). In this LATE NIGHT EARLY MORNING 1.9% 3737 hours and NOVA 1,856 hours, slightly lower 13.4% arena, the ANTENA 3 GROUP has incorpo- MORNING NEOX 3860 than in 2008, 5.8% and 9.7%, respec- 40.3% rated new services into its three channels, PRIME TIME 3878 tively. This decline is due to live and non- 20.2% such as DVP closed captioning, in order 3587 closed captioned taped programming (in to increase access to its contents. DVP is LA SEXTA 3505 3428 the case of ANTENA 3) and is closely linked a closed captioning broadcasting method
3548 with the volume of reruns in NOVA’s case, adopted by the DVB consortium for DTT, LA2 3214 given that currently there is no investment which includes advances in access and 4355 being made into close captioning new pro- technology versus the traditional tele-text EVENING 2804 grams. AFTERNOON captioning, and which emits a clearer and 10.9% 13.3% ANTENA 3 TV 2627 sharper text. 2475 Feature Film formats accounted for the 2349 highest percentage of closed captioned In 2009, ANTENA 3 TELEVISION has made The ACANTO Project. TELECINCO 2525 2543 hours in 2009 (31%), followed by series progress in live captioning. The channel Television without barriers
1997 (28%) and animated cartoons (17%). The broadcast the Christmas message from As part of the Acanto Project, and encom- TVE 1 2063 time spots with the most closed caption- the King Juan Carlos I, as well as the spe- passed by the Avanza plans for 2008, the 3217 ing are mornings (40%), followed by prime cial program, Campanadas 2010. ANTENA 3 GROUP continues its commitment 1472 time (20%) and afternoon (13%). to research in access to broadcasting, NOVA 2055 Furthermore, in coordination with the putting into place an experimental inter- 1856 Close caption formats for 2009 ANTENA 3 FOUNDATION and with ANTENA 3 active application on the NEOX channel. 1418 Multimedia, they have continued caption- The application allows viewers to follow the CUATRO 1651 FEATURE FILMS 2093 31.1% ing all their own fiction series for sale on subtitled broadcast, with an added feature SERIES 1176 28.0% DVD. that allows users to select the font appear- TELEMADRID 1396 SIT COM 1.1% ing on the screen, as well as the colour 1565 REPORTS 0.1% As far as advertising, ANTENA 3 has contin- and its positioning, facilitating reading for
2007 2008 2009 ued to broadcast closed captioned adver- those with visual deficiencies, as well as by CULTURAL tising campaigns from different companies deaf and hearing impaired viewers. 4.9% free of charge, and has worked with ATRES SOURCE: Internal Broadcast Dept. figures. ENTERTAINMENT 5.3% ANIMATED CARTOONS ADVERTISING in searching for financing The results of the ACANTO PROJECT will GAME SHOWS 17.8% models to increase access to advertising. be of use to all the broadcasters and will 11.3% make the ANTENA 3 GROUP the reference
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 34 TELEVISION
in this arena, especially given that all the links in the value chain are participating The commercial success of NEOX and NOVA in the application’s development: research is due to their attractive new content for all agencies, technology and consulting com- audiences. In 2009, they broadcast over one thousand hours of their own programming. panies, user associations, TV operators and manufacturers.
In 2010, the ANTENA 3 TELEVISION’s cap- 2.2 NEOX AND NOVA average of 1.26% audience share due to adults between the ages of 13 and 24, tioning department seeks to increase movies, The Simpsons and the premieres where it clearly dominates with an audi- access services including: live program DOUBLE THEIR of self produced programming (Mamá, ence share of 2.9%. NOVA, with a 0.75% captioning, audio descriptions for the tú no mires, Meeting Point, Hablar de sexo of the commercial target, is in fourth blind or sign language; increasing the per- AUDIENCES con papá y mamá, Dirígeme), while in late place, which is not insignificant in this centage of closed captioned programming night, its audience share is at 1.83%, a very competitive marketplace. on the three channels; and continue col- Both NEOX (1.19%) and NOVA (0.66%), result of, among other shows, reruns of laborating with ATRES ADVERTISING in the have doubled their viewership in 2009, the emblematic series, Aquí no hay quien The Family of Channels has also facilitated search of ways to finance the closed cap- reaching a total audience share of 1.85%. viva. the considerable commercial push thanks tioning of advertising spots, and collabora- to the advertising bundling, which allows tion with other public and social agents in NEOX has become the leading prime NEOX is the third DTT channel and for the joint sale and broadcast of adver- order for ANTENA 3 to successfully adapt time DTT theme channel, as well as in the favourite of the commercial target tising campaigns on the three channels. the to technological changes and take late night, on both Monday to Sunday (1.44%). With its 1.01% share of the adult The results have been quick to material- advantage of the new resources available and Monday to Friday. Furthermore, in target audience, it is the most success- ize: both have broken into profitability in with DTT. Monday to Friday prime time, it has an ful with this public, as well as with young the fourth year of their broadcasts.
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PLANET 51 was awarded the Goya for Best Animated Film.
Premium content such as THE SIMPSONS or the top international series, such as BIG BANG, and MERLÍN belong to one of the most varied programming grids on DTT today.
This commercial success would not have 2.3 ANTENA 3 FILMS, Planet 51 with almost two million, were Velilla, and starring Carmen Machi and been possible without the broadcast of two of the year’s biggest hits in Spanish Javier Cámara. attractive and fresh content for all its view- THE ENGINE OF cinema. Al final del camino and Pagafantas, ing publics. In 2009, they broadcast more also enjoyed public acclaim. Also worthy of mention are Los ojos de than 1000 hours of their own program- SPANISH CINEMA Julia, a thriller presented by Guillermo del ming; contests (Numero Uno, La Biblio- Lope, a joint Hispanic-Brazilian produc- Toro, directed by Guillem Morales and star- teca), reality shows (Seducción en Miami), ANTENA 3 FILMS has once again embarked tion was also produced; it narrates the ring Belén Rueda and Pájaros de papel, the musicals (Estación Neox, EUROPA FM, Los on productions of significant reach, with romances of a young Lope de Vega in XV first film directed by Emilio Aragón, which Más), talk shows (Utilísima), docu-reporting the best directors and actors on the Span- century Madrid. Directed by the prestig- recounts the adventures of a vaudeville (Generación Neox, Meeting Point, Ruta 66, ish scene. All projects are created with ious Brazilian filmmaker Andrucha Wad- show in 1940’s Spain, starring Imanol Arias Mamá...tu no mires, Lo que sé del miedo), ticket sales in mind, and as a result prof- dington, it stars Alberto Ammann, Leonor and Luis Homar. and advice shows (Hablar de Sexo con Papá itability, is the premise under which all Watling and Pilar López de Ayala. y Mamá, Qué me pasa Doctor). In addition, projects are designed. They have also produced two other mov- international broadcasts included Merlín, Other titles introduced in 2009 were ies in conjunction with other prestigious Clone Wars, Big Bang, Kaya and the award In commercial theatres, Fuga de cerebros, Que se mueran los feos , a comedy set in European and American production com- winning Rockefeller Plaza. with more than one millions viewers and a rural venue directed by Nacho García panies: There Be Dragons, on the life of
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CORPORATE RESPONSIBILITY
2.4 PROGRAMING THAT IS OPEN TO THE ISSUES FACING SOCIETY
ANTENA 3 TELEVISION, like the other means of Communications in the ANTENA 3 GROUP, plays an important role in forming public opinion, and as such, it is committed to its program- LA ULTIMA GUARDIA, builds on the ming of special public interest. Programs such as , success of one of the most important A Fondo: Zona Cero GPS Testigo Directo shows on television: Farmacia de or debates and serious special reports on topics like education, the economic crisis, or Guardia immigration, in order to bring viewers closer with the problems facing the Spanish society ADOLFO SUÁREZ, tells the life story of the ex-president who led Spain through and fomenting the generation of opinions on current events. the transition years.
A Fondo: Zona Cero is the channel’s weekly investigative news reporting program, with an eye towards current events. In this format, reporters have an active presence and are in Monseñor Escrivá de Balaguer, founder of that a humble family experiences after charge of guiding the viewer through the facts, the locations, and the statements from the the Opus Dei, and You Will Meet a Tall Dark becoming millionaires; La piel azul, which shows subjects. Stranger, the new Woody Allen project, a recounts the ups and downs of a group of romantic comedy starring among others, friends after their boat goes adrift; and La 2009 TOPICS Police work followed in real time, from the time they receive a call to the intervention at the place of Antonio Banderas, Anthony Hopkins and última guardia, another adventure, twenty ‘091’ the incident. Naomi Watts. years later, from the family of one of the ‘Barajas: la gran ciudad’ On the ground in the day to day with the Police and Civil Guard flight control teams. most popular series in Spanish history: ‘Algeciras fronteras del sur’ Portrait of a city where illegal immigration and drug trafficking are usual. ANTENA 3 POPULARIZES Farmacia de guardia. Analysis of Obsessive Compulsive Disorder, a misunderstood illness which affects one million ‘Atrapados’ MADE FOR TV MOVIES Spaniards. In the made for TV movies, apart from the The success in made for TV movies in ‘Locuras al volante’ How and why do some drivers engage in reckless behaviour? An investigation into the controversial ways of making money : organ selling, surrogate mothers, ‘Todo por el dinero’ already broadcast Un burka por amor, four 2009 has led the Group to sign new agree- mercenaries, etc. other Films have been produced: Adolfo ments for 2010, such as No soy como tú, a ‘A hurtadillas’ The increase in robberies due to the economic crisis. Suárez, a portrait of the life of the former Vampire fantasy; Sofía, on the life and times ‘Y tú ¿de quién eres?’ An X-ray of urban tribes: aesthetics, philosophy and forms of entertainment. President who oversaw the political tran- of the Queen of Spain; Las maras, on the ‘Esclavos de la moda’ Fashion’s hidden facet: imitations and compulsive buying. sition in Spain, El gordo, based on a real South America urban gangs and Raphael, ‘Este trabajo me mata’ The inconveniences of night work and deaths associated. story which narrates the unexpected turn which narrates the life of the famous singer. ‘Las calles más peligrosas’ Crime levels in the big cities: Madrid, Barcelona, Seville and Valencia.
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2009 TOPICS PROGRAMING THAT IS OPEN TO content also tends to its specific respon- ‘Atrapados en el gueto’ The difficulties faced by the more than 5.5 million immigrants living in Spain. THE ISSUES FACING SOCIETY sibility as a means to information directed As a means of communications wielding towards educated and adult audiences. GPS Testigo Directo is a show dedicated to special reports based on investigative journalism great influence on society, the ANTENA 3 focusing on current events. GROUP makes efforts to identify the impact With respect to content included on web of its activities in order to study, develop pages associated with its programming, and implement procedures to measure, ANTENA 3 screens and monitors user com- 2009 TOPICS channel and track them. ments and immediately deletes those ‘Jugando a ser mamás’ The day to day of teenage mothers. opinions or messages which are in viola- ‘Todo lo que siempre The Programming Committee responsibil- tion of legal requirements or auto-regula- quisiste saber sobre el The answers to the 20 most often asked questions about sex. sexo y nunca te atreviste ity is to make sure that the content broad- tion codes, or which contain statements a preguntar’ cast on the different channels is in accord- which could place user security or health ‘Tópicos: tal como somos’ Clichés: the truths behind them. ance with the norms and principles of the at risk. ‘Prostitución: el problema Prostitution from the vantage point of the conflict it generates with residents and how luxury establishments más antiguo del mundo’ operate. Code of Autoregulation of Content and ‘Yo trabajo por placer’ The business of pleasure from the worker and the client viewpoints. Childhood. In addition to these safeguards, the GROUP ‘Alcohol, quién paga la Portrait of the nightlife in different parts of Spain and its relationship to alcohol consumption. encourages the collaboration of its users in ronda’ Without detriment to this general commit- order to correct errors and avoid abuse; it ment, it is clear and unavoidable that the also invites users to report any illegal activ- In 2009, ANTENA 3 TELEVISION broadcast specials and debates focused on topics such as daily activity of a means of communication ity or irregularities in a simple and immedi- education and the crisis. is a priori subject to unforeseen or non- ate fashion to the email address webmas- censurable situations, especially in live [email protected]. Report ‘Un problema de Analysis of the bright and low spots of the current education system in Spain, with contributions from stu- programming and in broadcasts directed educación’ dents, parents and teachers. towards adult audiences, at an appropri- Debate: ‘¿Estamos Representatives from teacher, parent and student associations, psychologists and sociologists Exchange educando bien a nuestros ate time. opinions on today’s education, both in schools and at home. hijos? Representatives from the different stakeholders in the social dialogue, such as Celestino Corbacho, Cristóbal Debate: ‘¿Cómo salimos Montoro, Jesús Bárcenas, Gerardo Díaz Ferrán, Ignacio Fernández Tozo and Cándido Méndez, discuss strate- The ANTENA 3 GROUP considers that its de la crisis?’ gies to exit from the crisis. responsibility to audiences also includes the right to information and analysis – critical, rigorous and qualified – of difficult or controversial topics which are a part of the current social debate, including disa- greement and contrasting opinions. This
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ONDA CERO AND EUROPA FM INCREASE THEIR AUDIENCES
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For the last several seasons, Onda Cero has“ been the Spanish radio station with the best profitability rate per listener.”
The ANTENA 3 GROUP’s main radio 3.1 ONDA CERO stations, ONDA CERO and EUROPA FM, have garnered exceptional SHOOTS UP IN THE audience results in 2009. They have both ONDA CERO has balanced and entertaining programming which is clearly identifiable by revolutionized audiences and are among GENERAL MEDIA audiences, which has led to growth in both audiences and advertising. the top national radio stations. SURVEY AND IS BY ONDA CERO’s audience continues to grow, 2009. The station has established a clear vency and profitability are the logical out- attracting 166,000 new listeners in 2009, FAR THE SECOND brand, and is characterised by moderation comes of the credibility and widespread 8% more than in 2008. It is now the sec- and respect for all points of view. success of its programming over the last ond ranked station in Spain, according to LEADING RADIO several years. the General Media Study. In light of the most recent figures from the STATION General Media Study, the station headed CARLOS HERRERA, JULIA OTERO AND ONDA CERO had its twentieth anniversary by Javier González Ferrari considers itself, CARLOS ALSINA BEAT THEIR OWN ALL- in November in 2010, and its winning for- UNIPREX, the generalist radio station has “a leader in the Spanish radio world”. TIME RECORDS mula has been further reinforced in recent solidified its standing as the second most The increases in audience numbers in the seasons by its rigorous news programmes listened to radio station in Spain after add- The audience figures represent, for many last year are due to ONDA CERO’s different and intelligent entertainment, combined ing 227,000 listeners in the latest EGM items, all time records, and bolster the programming, especially the three cor- with various modifications to content, survey. It now has 700,000 more listeners station’s positioning, as evidenced by the nerstones of Herrera en la Onda, Julia en la incorporating new sections and adding than the third ranked contender. The data audience share in the radio market. ONDA Onda and La Brújula. collaborators. This balanced, entertain- collected in this survey attest to the solid, CERO’s audience share rose from 16.0% in ing programming has established a clearly strong programming of this station, which 2008 to 18.3% in 2009, an increase of The programme directed and presented recognisable brand among audiences, closed the year with 2,257,000 listeners. over two percentage points, while its direct by Carlos Herrera had an audience of and has resulted in growth in listener and ONDA CERO was, for the second year run- competitor’s share fell. These robust audi- 1,782,000 listeners in 2009, making it advertising figures. ning, the commercial radio station with the ence figures, combined with a sound com- the morning programme that has regis- largest increase in listeners. mercial strategy and strict cost controls, tered the most growth in the last year, with has made ONDA CERO the Spanish radio 257,000 new listeners. We would high- ONDA CERO, with almost 2,300,000 daily station with the best profitability rate per light that this is the best figure posted by listeners, achieved its growth goals is listener for the last several seasons. Its sol- Herrera en la Onda since its debut in the
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Carlos Herrera’s is“ the morning programme that has registered the most growth in the last year. ”
morning slot of ONDA CERO, in September 2004. Between 6:00am and 12:30am, Carlos Herrera hosts a radio show that is a masterful combination of news and enter- tainment. Each season small changes and adjustments are made, and new collabora- tors enrich the programme. seasons, Ángel Rodríguez, director of sports Gente Viajera, which had its twentieth anni- audience figure in eight years, according programming and head of the Al primer versary in the 2009/2010 season, also to the EGM statistics. Both La Brújula and In just a few seasons, Julia Otero, host of toque show, has improved audience fig- obtained excellent results. Esther Eiros Noticias Mediodía, which has been directed the Julia en la Onda show, has been able ures for this evening slot and found the and her team of collaborators set a clear and presented by Elena Gijón since Sep- to make afternoons on ONDA CERO a lead- winning model for reaching our targets. benchmark for discerning listeners who tember, is currently the second ranked ing programme in the Spanish radio world. are interested in travelling and tourism. news programme among listeners. Her strategy entailed winning new listen- In this same vein, the Te doy mi palabra ers in a gradual manner, especially in the show, directed and hosted by Isabel Gemio LA BRÚJULA OBTAINS ITS Over one million people listen to ONDA last quarter of the year, when she had on Saturday and Sunday mornings, with BEST RESULT EVER CERO. The news programmes directed by 160,000 new listeners. Julia en la Onda, almost a million and a half listeners for the The ONDA CERO news programmes have Julián Cabrera are characterised by rigour with 500,000 listeners, is the second most two editions, making it the second-ranked also made a significant contribution to and professionalism, as well as independ- listened to programmes in the afternoon commercial radio show on weekends. Sim- increasing the station’s global audience ence and pluralism. ONDA CERO has been slot, surpassing the third-ranked pro- ilarly, the sports show, Radioestadio, with figures. La Brújula, with Carlos Alsina, set present at the most important events in gramme by over 250,000 listeners. Javier Ares and Javier Ruiz Taboada has over new records: for the first time in its his- 2009, both on the domestic and interna- 500,000 listeners, both on Saturday and tory, it became the second most listened tional level. ONDA CERO has covered every- Sports also hold an important position in Sunday, and is the second most listened to evening news programme, surpassing la thing from the European elections to elec- ONDA CERO programming. In the last two to programme in its time slot. Cope’s La Linterna, and obtaining the best tions in the autonomous regions of Galicia
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music station is the one that has grown the most in this segment in recent years. In 2009, it won 208,000 new listeners, a 21.6% increase.
While ONDA CERO continued growing and reinforcing its status as the second ranked generalist radios station in Spain, EUROPA FM has increased its audience fourfold in only four years. The secret of EUROPA FM’s success, with almost 1,200,000 listeners, has been its ability to adapt to changes in society and to the musical tastes of the Spanish people. And of course, the key is the careful selection of good music.
OWN PERSONALITY Europa FM has increased “ EUROPA FM has developed its own strong its audience fourfold in only personality, following a rigorous format, EUROPA FM closed 2009 four years. with an all-time record creating a sound that its million plus lis- ” audience figure. 3.2 EUROPA FM teners can easily identify. The consist- ency and solidity of its product is the best CONTINUES ITS guarantee for achieving new successes. and the Basque country, and features The growth potential, as has been clearly special programmes and on the ground UNSTOPPABLE demonstrated up to now, is based on reporting. Its microphones are where The increase in the ONDA CERO audience is interesting programming which is further the news is, whether on an international, also evidenced by the superb results from ASCENT enhanced by the professionalism of the domestic, regional, or local level. Noticias Fin de Semana, with Juan Diego ONDA CERO team. Guerrero and Mercedes Albelda. According EUROPA FM achieved two important mile- ONDA CERO gives an account of what is to the data from the latest survey by the stones in 2009: all-time record audience The early morning programme Ya te digo happening, providing the most in depth General Media Study, every day more and figures, with 1,173,000 listeners, and was among the highlights of EUROPA FM this information possible, and offering keys for more listeners are choosing our station to achieved fourth place in the rankings of year. It has been hosted by Isabel Marco, helping listeners interpret current events. stay informed on weekends. music stations, beating Kiss FM. This from Cadena Dial, since the season began.
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We would also underscore the leadership activity with listeners has been increased, tion. Therefore, only music which is highly of the station in the 23:00 to 4:00 slot. and an application has been rolled out valued by audiences is given airtime. They Meanwhile, since the 2008/2009 season, which allows listeners to comment on pro- decide the songs which get played and Ponte a prueba has become the leading grammes they are listening to in real time how many times they get played. programme in its time slot (from 23:00 to with friends or other listeners who belong 1:00). In addition, the success of La noche to the Facebook social network. From the more strategic point of view, the es nuestra, with Julie Thomasoro, extended musical styles which best fit theEUROPA FM the station’s leadership in 2009, until 4:00 In just over a year, ondacero.es has formula can be pinpointed, while from the in the morning. increased its internet audience five-fold, tactical point of view, the station’s music
with over half a million users, and over programming schedule can be deter- The “BICIS POR AFRICA” initiative According to all surveys, EUROPA FM is a eight million page visits. This commitment mined, along with the rotation schedule collected over 700 bicycles for Moroccan children. highly valued product with each listener to interactivity also includes an iPhone for each song. tuning in for over 170 minutes. One of the application, which allows users to listen to music station’s main commitments is to ONDA CERO from their mobile handset. All of this requires the use of different tools “guarantee the best mix of domestic and and methodologies, which, among other periodically) or more global assessments, international rock from the nineties up to things allow highly focused analysis of new where the radio station’s mix can be evalu- the present day, and also to broadcast CORPORATE RESPONSIBILITY music (thirty or forty songs are evaluated ated over longer periods of time (some 600 the most groundbreaking programmes in in each one of the Call Outs carried out songs are evaluated in each musical test. Spanish music radio”. ONDA CERO AND EUROPA FM: IMPROVING BY LISTENING TO AUDIENCES 3.4 SOLIDARITY WITH SOCIETY In the design and development of its radio 3.3 RADIO programmes, UNIPREX has carried out ANTENA 3 GROUP’s radio stations, ONDA CERO and EUROPA FM, aware of their role as opinion several market studies in order to adjust shapers, and that a large number of young people are among their listeners, have sought INCREASES ITS WEB- its products to its listeners’ tastes and to to program content with a strong social and environmental component. increase audience levels. Furthermore, it Dedicates a slot, on a weekly basis, to ‘Mundo Social’, sponsored by ONCE, aimed at informing BASED CONTENT allows the station to evaluate the position- Herrera en la Onda listeners about the realities and challenges facing disabled people. ing of the ONDA CERO and EUROPA FM brand. Hosted by Isabel Gemio, this programme focuses on issues related to minority and underprivileged Te doy mi palabra Both ONDA CERO and EUROPA FM have also groups as well as to topics related to psychology and self-help. increased their Internet offerings, with more For example, all the music that is played Gente Viajera Travel programme in which respect for and knowledge about other cultures is promoted. information, interviews, forums, chats, by EUROPA FM has been subject to an eval- Como el perro y el gato Programme which offers advice and opinions about the defence, protection and care of animals. debates, audio content and photos. Inter- uation by the objective public of the sta- Onda Agraria Programme focused on nature, which offers useful advice and information.
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This show discusses hunting and fishing, and from the very first edition, shown its commitment to Linde y Ribera the environment and rural living. 3.5 UNIPREX TV: UNIPREX TV created another programme
En buenas manos The doctor Bartolomé Beltrán hosts a show in which health experts give advice to listeners. to be broadcast on DDT in 2009, called Programmes which deal, in an open and rigorous manner, with important youth issues, such as GROWING AND El futuro en tus manos, which is broadcast Ponte a prueba / Ya te digo responsible driving, safe sex, gender equality, anorexia and bulimia. live from Monday to Friday through NOVA. ESTABLISHING Furthermore, over the course of these 12 months, the UNIPREX production company In 2009, ONDA CERO and EUROPA FM showed life balance. ONDA CERO’s support helped ITSELF AS A has also provided services to other com- their support for social causes through ini- win 60,000 and 2,000 new members to panies and business areas of the GROUP, tiatives promoting infant welfare, volun- the two platforms, respectively. PRODUCTION such as A3EVENTOS, A3MULTIMEDIA and teerism in companies, and improving the ATRES ADVERTISING, for whom it has car- overall health of the population, among Meanwhile, the programmes Herrera en la COMPANY ried out over one hundred broadcasts. other issues. Onda, Julia en la Onda and Como el perro y el gato supported the Placa Azul campaign UNIPREX TV – a subsidiary company of Similarly during this period, UNIPREX TV ONDA CERO supported the ANTENA 3 FOUN- sought to raise consciousness about the UNIPREX dedicated to the exploitation of has continued to produce, on a weekly DATION’s initiative, Bicycles for Africa whose dangers related to the abandonment of local television licenses and audiovisual basis, the journalistic programme VerCine aim was to collect used bicycles fans at domestic animals. This initiative won over production for third parties – has contin- for the Extremadura autonomous region’s each stage of the 2009 Tour of Spain 120,000 new members. ued the trend of strong growth it has reg- television station. Cycle Race, to donate them to Moroccan istered since its creation in 2006. children, thereby facilitating their access ONDA CERO also had other noteworthy The final triumph in this year of constant to school. Similarly the radio station col- social initiatives, such as the ‘World Heart In addition to contributing over 500 hours growth, came in September, when UNI- laborated with the Messengers of Peace Disease Day”, during which it broadcast of programming to EsMadridTv (local DTT PREX TV was awarded a tender from Pro- Foundation and Imaginarium, whose pro- information regarding this illness; and the of the Madrid city government), this year moción Madrid to produce new content for gramme “Children in solidarity” collected support given by the two ANTENA 3 GROUP UNIPREX TV has produced its first pro- the municipal channel EsMadridTv, which second hand toys in good condition to give radio stations to the United Nations cam- grammes for different ANTENA 3 GROUP. would build on the content it has been them to underprivileged children as Christ- paign, “March Against Poverty”, through The Ládrame mucho, which focuses on providing since September 2006. mas presents. the broadcast of the official announcement man’s best friend, the dog, is meeting with of the initiative during the peak audience success in its weekend morning slot on In regard to the other business area, the We would also highlight the socially respon- period, and the playing of the march’s offi- ANTENA 3 TV. Similarly, Mama, tú no mires management of the local digital television sible initiative on the programme ‘Te doy cial music. (Guide to student life around the world) licenses, UNIPREX TV continued to oper- mi palabra’ on which two citizen platforms has allowed NEOX viewers to learn during ate through 2009 with the VER-T brand in were given airtime, one aiming to promote prime time every Tuesday, how students the Madrid and Valencia regions, and has the anti-tobacco law, and the other, for live and take classes around the world. started the testing phase for broadcasting now, seeking to promote a healthy work- in Seville.
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NEW CONTENTS WHEREVER, WHENEVER AND HOWEVER YOU WANT
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This year over 200 million videos were downloaded. The Antena 3 Group’s webs are no longer just“ a place where users can watch what’s being broadcast, but a medium where new content is generated for the online public. ”
In 2009, the ANTENA 3 GROUP development took place, taking advantage maintained its commitment of the social networks Facebook, Windows had and monthly average of 3.5 million to new technologies, with the Live and Tuenti. unique users, and over 60 million page launch of new products and applications, views, versus 2.5 million and 37 million some of which are groundbreaking devel- This year, over 200 million videos were in 2008, respectively. This represents an The 3.0 opments on the global level. The con- downloaded and in the case of YouTube, increase of 42% and 64% respectively. strategy“ has vergence of technologies and the three ANTENA 3 continues to be the leader in given the screens had its first iteration in the launch Spanish. In telephony, ANTENA 3 continues to be the Antena 3 greater of the 3.0 project. This breakthrough cre- leading mean of communication via infor- ated a new way of watching television, 60 MILLION PAGE VIEWS mation alerts, with over 13 million mes- interactivity with where, how, and when you want. Three ANTENA 3 GROUP, has developed interac- sages sent. Furthermore, it has over 19 web users. screens: television, computer, and mobile, tivity on all of its main websites (antena3. mobile TV channels among the three main ” and three channels, ANTENA 3 TV, NEOX and com; antena3noticias.com; ondacero.es operators in the country. NOVA. This concept means that the web and europafm.com) as well as on its spe- The initiative was a resounding success, is no longer just a place where users can cific radio and television programme web- THE YEAR OF INTERACTIVITY winning an 18.8% television audience watch what’s being broadcast, but is now sites but above all on its own website. At A large part of this growth is due to the share, with 5,000 people commenting on a medium where new content and specific the end of 2009, the GROUP’s web pages 3.0 strategy, which has give, the channel each episode broadcast over the internet content can be generated for and con- greater interactivity and more direct con- and 300,000 on-line views of the episode Antena 3 Group Website audiences evolution sumed by the online public. tact with spectators and web users. in the hours prior to its television premiere. Unique users
42% In addition to this concept, which revolu- The 3.0 strategy was launched in May Cross sales and promotions between the tionises how television is watched, in 2009, 2008 2009, with a special roll-out which included internet and television, an array of interac- two other factors were explored in 2009: 2009 broadcasts on three channels (ANTENA 3 TV, tive initiatives for programmes, and exclu- video and social networks. After the agree- NEOX and NOVA) of the first episode of the sive web content related to the series, Page views ment with YouTube, which made ANTENA 3 season of El Internado. The broadcast of have been the main drivers of the 3.0 64% the first private television station in Europe NOVA includes the comments of web users projects on the web. The ongoing project to forge an alliance with the most impor- 2008 thanks to the Watch & Chat application that remains extremely dynamic, and has tant video website in the world, another 2009 the channel launched for its users. made clear to viewers that ANTENA 3 is not
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This way of watching television has been further enhanced this year, because not only does broadcasting episodes on the internet not erode television audiences, it represents a new revenue source through the incorporation of advertising into on-line videos. The latest studies indicate that in 2011, one of every 10 dollars invested in on-line advertising went towards so-called in-video advertising. The evolution of the The broadcast of series’ episodes and complete programmes on Group internet and of computer technology in websites has attracted a large number general, as well as the increasing ubiquity of users, reinforcing their loyalty to its television content and leading to of mobile and broadband connections has increased demand for new content on this platform. made brands and advertisers take a closer look at on-line advertising formats, with the aim of reaching consumers through more interactive and creative ads.
television. NEOX has broadcast Let´s FoQ ANTENA 3 is aware of this phenomenon and El Pasadizo, where actors and fans and has directed a great deal of energy can chat and see exclusive previews of towards promoting on-line advertising, just a television channel, but is also deeply in turn requested new content related upcoming episodes of the series. Both with excellent results. The launch of the involved in new technologies (internet and to these programmes. Digital Q&A ses- programmes had a good response from 3.0 strategy was accompanied by the roll- mobile, mainly) and has allowed the televi- sions, “behind the scene” specials, and the NEOX public. out of its new NEOX website. The growth of sion experience to be enhanced, allowing live broadcasts followed by fans who have the DTT entailed a greater commitment to viewers to maximise their enjoyment of the created their own communities in their NEOX PREMIERES ON THE WEB its online content, thereby establishing its channel’s news, series, and programmes. respective regions, and the 60,000 friends ANTENA 3 was the first channel to offer own online brand. One of the main initia- Física o Química, El Internado or Curso del it has on Facebook are powerful evidence whole episodes of its series on the web in tives has been the micro sites dedicated 63 have been highly interactive and built of the success of these initiatives. 2007, and it continues to hold a leadership to specific NEOX programmes, giving them up a massive following on the web. The full position in the distribution of audiovisual the same importance as those which were episodes or programmes have allowed us In addition, three programmes produced content over the internet, as evidenced by created for the ANTENA 3 TV programmes. to amass many faithful viewers who have for the internet have made the jump to the millions of videos viewed. Programmes such as La Biblioteka, Mamá,
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“ Antena 3 is the leading channel in terms of positioning and content in mobile television in Spain. ANTENA 3 was the first ” channel to broadcast its signal for mobile handsets. tú no mires, Hablar de sexo con mamá y With this same system, ANTENA 3 TV has papá, Meeting Point and Generación Neox offered special events, ranging from the have established a major presence on presentation of Kaká and Cristiano Ron- the web, generating over 150,000 unique aldo, to the funeral of Michael Jackson; views to the website per month. The pro- from the fan event of the film Luna Nueva, gramme Dirígeme deserves special men- part of the Crepúsculo saga, to video tion, as it was the first programme pro- encounters with characters out of El Inter- duced in our country whose plot unfolded nado. the first TV station in the world to launch based on viewer votes received over the this innovative application of Windows Live web, and through SMS messages. In addi- In addition, the webs of ANTENA 3 have Messenger. tion, viewers have been able to watch the integrated with the social networks in such series from start to finish on the website. a way that the visitors who wish to com- The latest initiative with a major social net- ment on the news, interviews, or news sto- work was the pre-premiere sneak preview SOCIAL NETWORKS FORGE ries, may do so using their Facebook of of the series of Los Protegidos on Tuenti, the ALLIANCES WITH ANTENA 3 Messenger user name and then exporting leader in the audience segment between In 2009 we launched a new services and The other cornerstone in the internet their actions to these networks. 14 and 18 years old in Spain. business lines. Five new mobile TV chan- strategy of antena3.com capitalises on the nels, which are in addition to the twelve increasing presence of social networks In general, during 2009 ANTENA 3 MOBILE TELEPHONY, already existing channels, has allowed us and integration of community and socially enhanced applications that enabled CONSTANTLY GROWING to retain our position as the leading chan- oriented applications on its websites. greater participation and exchanges of In the mobile world, where ANTENA 3 was nel in terms of positioning and content in opinions, increasing the number of blogs, a pioneer, with the launch of numerous mobile television in Spain. Facebook and Windows Live have become digital and video encounters, on-line formats, it has maintained its leadership invaluable collaborators with ANTENA 3 in retransmissions and other initiatives. position in the SMS news and information We were the first channel to directly broad- this regard. Thanks to the Live Stream tool segment, expanding the number of infor- cast ANTENA 3 TV, the first to launch a 24 on Facebook, web users have been able to The last initiatives of the year involved an mation products based on message serv- hour news channel on mobile television, follow the broadcast of programmes such agreement with Microsoft which allows ices. Thirteen million messages last year and to generate a wide an array of the- as Espejo Público, Tal Cual, El Diario, DEC fans of El Internado to watch highlights and close to half a million minutes con- matic channels and loops with our most and Curso del 63 while commenting about of the programme on the official website sumed in voice information on our 303 successful series and programmes. Our the programmes with friends on their while chatting with friends via Messenger. portal testify to the success of our efforts channels are included in the package social network. In November, ANTENA 3 TV converted into in this regard. deals of operators that have access to
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over 125,000 users monthly. The world of video and our communities and WAP portals, continue to enjoy widespread acceptance, with o a public of over 28,000 monthly subscribers.
ANTENA 3 is also the world leader in mobile applications, the latest cutting edge devel- opment in the sector. We were the first television station to offer applications for mobiles with different platforms, such as the iPhone, (apple store), Mstore (Tele- fónica store), the Vodafone store, Nokia, Blackberry under the brands antena3. mobi and antena3noticias.mobi.
AGREEMENTS WITH LARGE MANUFACTURERS ANTENA 3 maintains its position on the cut- ting edge of multiplatform content, with the aim of benefiting from the massive direct and indirect advantages they offer. Along with video game consoles, the new ONDA CERO AND EUROPA FM Ondacero. There is no doubt that in this day and age, high-end televisions all offer internet con- INCREASE THEIR ONLINE CONTENT es“ increased its the multiplatform world includes videog- nections, which allows users to enjoy our After overhauling its website last year, audience by 34% ame consoles. Before this was just a plat- web content through their TV screens, ONDA CERO has increased its ties with audi- form for games and very young people, which our applications imbedded in their ences through the Internet. The formula unique users in but there is an increasing number of afi- software. This process started in the for doing so involved enhancing interactiv- respect to last cionados. IN November, ANTENA 3 together mobile world with Nokia, and now includes ity: its direct broadcasts of programmes year. with the BBC and the Australian channel major brands such as Play Station, Sony, allow viewers to make comments in real ” ABC became the first TV channels in the Samsung and Philips, which integrate time on Facebook. Furthermore, in addi- world to offer direct access to their videos applications allowing users to access the tion to the almost 20 blogs which the through the Play Station 3. content of ANTENA 3. website featured at the close of last year,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 49 MULTIMEDIA
and the incorporation of forums on its registering over 500,000 users in total. In ular artists from the music world, such as programmes’ micro sites, it has also held addition, it increased its page views 183%, Chambao, Estopa, Sidonie, Billie The Vision numerous digital Q&A sessions so that surpassing 8.5 million, in total. and The Dancers, and Porta. web users can address their queries to the station’s personalities and collaborators. In regard to EUROPA FM’s website, in 2009 In terms of music video content, which Internet and radio enjoyed fruitful syner- has formed a part of the website’s content Video was an important tool on the ONDA gies. The radio station used its official since its inception, the online offering has CERO website in 2009. The most successful webpage to launch several important con- been greatly expanded, and now features example of this was the video blog series tests, generating a high degree of partici- many of the music concerts broadcast on featuring by Carlos Herrera, Carlos Alsina, pation among its users. the Estación Neox programme. Ángel Rodríguez and Javier Ares where they offered their opinions on current events in Furthermore, the direct broadcast of EUROPA For these reasons, the europafm.com short videos. We would also highlight the FM on the internet was complemented by audience continues to grow: in 2009 re-broadcasting of the presentation of the a Facebook module where listeners could it surpassed the milestone of 300,000 station’s new 2009/2010 season, in which make real-time comments. This feature is unique users, which represents a 50% users could also participate via Facebook. identical to that which is in place for ONDA increase on the previous year, and also Ondacero.es increased its audience by CERO. Europafm.com also offered a large broke through the 7 million mark in terms 34% unique users in respect to last year, number of video Q&A sessions with pop- of page views, a 25% increase on 2008.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 50 ADVERTISING AND EVENTS
COMMITMENT TO ADVERTISERS, INNOVATION AND EFFICIENCY
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For yet another year, ATRES 5.1 THE The result was extraordinary, given that it ADVERTISING continued with the allowed ANTENA 3 to soften the impact of spirit of innovation and continual ADVERTISING the deterioration in the advertising market, The average rating improvement that has been its hallmark increasing its market share of 23.5% to since its creation as ANTENA 3 GROUP’s BUNDLING: THE levels of close to 26%. 2.4 exclusive advertising operator four years % RATING 2.6 ago. ANTENA 3 SOLUTION Right now ATRES ADVERTISING jointly man- 16.2 ages the advertising of the ANTENA 3 media % INSERTIONS 4 + RATINGS 23.5 In 2009 all the projects that it carried out TO FRAGMENTATION family, which includes the Disney Channel, were aimed at a single objective: to satisfy the ONDA CERO and EUROPA FM, the daily ANTENA 3 ANTENA 3 GROUP the needs of the advertiser. In this way, it The proliferation of channels and the ADN, Movierecord and the GROUP’s inter- The coverage managed to find innovative solutions to growth in penetration of DDT made a sig- net website. In 2010 it incorporated Veo7 obtain greater advertising efficiency and nificant impact on generalist channels in after signing a deal with Unidad Editorial. 77.2 better results from campaigns using all 2009, which faced the challenge of guar- ADULTS 78.0 media formats and platforms. anteeing coverage, something ever more The profile 78.5 HOUSEWIFES difficult to obtain. 79.3 With multimedia products on the forefront 41.8 and the deployment of the innovative 3.0 In the current television panorama, of MEN ANTENA 3 ANTENA 3 GROUP 42.2 idea, which offers the possibility of com- declining advertising, ATRES ADVERTIS- 58.2 SOURCE: TNS PYB, February-December 2009.Total Day. WOMEN municating interconnected content which ING has created an innovative solution for 57.8 are broadcast in a multiform, multiplatform the advertising market which is global in 5.4 form, the advertiser has the possibility of scope: Advertising Bundling. CHILDREN (4-12) 6.1 reaching its public like never before. THE LARGEST ADVERTISING OPERATOR TEENAGERS 10.6 Started in February of 2009, advertising (13-24) 11.5 FOR THE CHILDREN’S SEGMENT consists in the simultaneous The programming of ANTENA 3 TV and bundling 31.5 25-44 The advertising broadcast of advertising on the GROUP’s 32.3 NEOX, together with the DISNEY CHANNEL, “ three television stations (ANTENA 3 TV, NEOX 17.0 which enjoys strong links to a leading bundling initiative has 45-54 been able to mitigate and NOVA), which act as a single advertis- 16.5 brand with excellent potential, positions ing channel. In this manner, ATRES ADVER- 35.5 ATRES ADVERTISING as the exclusive adver- >55 audience fragmentation by TISING was able to mitigate the disaggrega- 33.6 tising operator with access to the highest offering better coverage to tion of audiences and improve the average quality and greatest quantity of child and ANTENA 3 ANTENA 3 GROUP companies. rating and the global coverage of compa- family oriented content. ” nies.
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2009 2008
Disney Channel once again chose ATRES ADN daily share ADVERTISING in 2009 with the launch in 3ª wave 2009 vs. 2ª wave 2009 October of the Disney XD channel, which 35.8% ONDA CERO 227 34.2% 34.5% allowed ATRES to increase its advertising 33.0% 33.9% 33.9% 30.9% 31.5% footprint during children’s programming. CADENA SER 146 30.2% 29.4% 27.8% 28.0% COPE -535 27.1% 24.4% 25.0% 24.3% 25.9% Since Disney Channel started its free-to-air P. RADIO -137 25.3% 23.6% (FTA) broadcasting on 1 July, 2008, it has 22.7% 20.6% 20.8% increased its audience, obtaining record SOURCE: EGM Listeners 3rd Wave 2009 vs. 2nd Wave audience levels in its children target audi- 2009. LV. APRIL MAY JUNE JULY ence in August 2009. Today it has wid- JANUARY MARCH OCTOBER FEBRUARY SEPTEMBER NOVEMBER DECEMBER ened its target audience and is the leading DTT channel. Meanwhile, EUROPA FM continued growing and now has easily over a million listeners, making it the thematic station which grew the most. In terms of advertising invest- General information newspaper ranking (,000) ment, it continued to perform well, sur- 5.3 ITS MARKET 5.2 ONDA CERO, passing its 2008 advertising figures. 20 MINUTOS 2,376 SHARE EL PAÍS 2,081 OUTPERFOMING THE Following the strategy of satisfying the QUE 1,698 needs of advertisers, it continues to seek Print media has suffered more than any ADN 1,381 MARKET out innovative and creative solutions, with other from digitalisation and has been in EL MUNDO 1,309 major special events in which advertisers decline since 1994. EL PERIÓDICO 749
Radio is the most stable media format dur- and ONDA CERO and EUROPA FM listeners LA VANGUARDIA 731 ing crisis periods, and it is the only one, are the protagonists. Two examples of this Despite the fact that 2009 was a critical ABC 728 along with the internet, to have increased its effort are the Crucero Generación Europa year for the free press with the closure of LA VOZ DE GALICIA 597 market share. In fact, in 2009, ONDA CERO and El Día D multimedia product which Metro Directo and numerous local delega- SOURCE: Audience (Thousands of readers) EGM 3 and EUROPA FM achieved record audience transforms a city or a community into the tions, AND stood out for the strong per- Year Mobile 2009 levels for the GROUP. ONDA CERO is the station centre of ONDA CERO and other GROUP plat- formance of its advertising investment. In SOURCE: ARCE, January-December 2009 which has the most listeners with respect to form’s programming. terms of audience, it’s the free newspaper its competition, an accomplishment which which lost the least number of readers, In two years, ADN was able too reduce by half has allowed it to reduce the impact from the and consolidated its fourth place ranking the gap in readers between it and its closest downturn in the advertising market. in general information newspapers. competitor, the free newspaper, QUÉ!
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 53 ADVERTISING AND Events
In 2009, ATRES ADVERTISING bolstered its web presence with the integration of Plan- eta Ad Network, which has become one of the benchmarks in online advertising sales.
The wide array of categories, which includes news websites, leisure-entertain- ment, and e-commerce websites, gives extensive coverage, thematic segmenta- tion options, and the possibility of multi- media synergies, with video as the start product. 5.4 MOVIERECORD ther bolstered its privileged position by 5.5 ATRES digitalising advertising, which is allowing it During this year ATRES ADVERTISING had DOUBLES THE to improve the image quality of the spots, ADVERTISING a very robust performance, registering and adding flexibility and immediacy to growth of 29% with respect to 2008, and NUMBER OF the campaigns, while reducing production REINFORCES ITS winning the trust of 293 advertisers who costs. view it as the ideal platform for advertising THEATRES INTERNET PRESENCE their brands. In only nine months, MOVIERECORD has Movies are one of the main leisure activi- doubled the number of its digital theatres, This is the platform that has been the least One of the leading brands in entertain- ties pursued outside the home. In the last bring the total to 111. affected by the current economic crisis. ment, Disney.es has joined this success- quarter of 2009, this segment increased In 2009, it was the third media format in ful commercial venture, providing quality its number of spectators by 26%. Since October 2009, 39 advertisers have terms of investment and in some coun- content and a high segmentation capac- acquired the ATRES ADVERTISING digital tries, such as the United Kingdom, it sur- ity, giving advertisers advertising that is In addition to being the most efficient packet, representing 45% of MOVIERE- passed television. tailored to their specific needs. media in terms of notoriety, film has fur- CORD’s total domestic advertisers.
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5.6 ANTENA 3 EVENTS, WHEN THE ORGANIZATION IS THE NEWS
ANTENA 3 EVENTS’ business In its second year of existence, ANTENA 3 consists of organising sports EVENTS strengthened its positioning in the events, roadshows, promotional marketing and cultural events, market thanks to its tremendous capacity among others. to seize the media spotlight in each of the actions it undertakes.
ANTENA 3 EVENTS defines itself as an events In fact, the company’s experience allowed which visited cities all over Spain in 2009, over 60 square meters. This screen turned agency that seeks to meet the needs of its ANTENA 3 EVENTS to successfully execute and enjoyed great success, while being into the centre of attention for over 15,000 clients and to offer custom-made solutions one of its most important initiatives in 2009: highly efficient at getting its message fans who watched the final of the Cham- to brands. the PONLE FRENO race. Under the motto, No across, with over 20,000 people using the pions League in which Barcelona won te pares, hoy correr salva vidas, this first race brand’s shaving products at their mobile the Triple Crown, as part of a huge party During 2009 the ANTENA 3 EVENTS busi- in support of road safety was a big success, stand. organised by Heineken in Barcelona. ness encompassed the efficient organisa- with over 8,000 participants. tion of sporting events, promotional mar- CONCERTS: 100,000 PEOPLE PROMOTIONAL MARKETING: keting, product testing, cultural events, Other Group brands also participated in IN THE MALAGA FAIR EXPERIMENTAL ADVERTISING and conventions, among others. ANTENA 3 EVENTS happenings, in order Music also played an important role in the Learning about different products through to meet fans and generate new forms of company’s activities in 2009. The open- experience, or experiential advertising, is THE PONLE FRENO RACE interaction with consumers. Among them ing concert of the Malaga Fair, which was one of the most highly demanded seg- ATTRACTS 8,000 PARTICIPANTS we would highlight the premieres of Física attended by over 200,000 people who ments in the industry today. Axe and Mag- The company continues to carry out pro- o Química and El Internado. enjoyed the performances of Estopa, num, are some of the clients which have duction work on the Tour of Spain Cycle Despistados and Kate Ryan, show the bet on innovative communication strate- Race, a competition which it has organ- LARGE ROADSHOWS AND TOURS, ambitious scale of these types of events. gies, which create the optimal environ- ised jointly with Unipublic since its incep- ANOTHER FORM OF ADVERTISING ment, where the public interacts, learns, tion and which has given it an excellent Among the different activities of this type, Another great milestone for ANTENA 3 and socialises with brand. all-around knowledge of the sector. we would highlight the Gillette Series tour, EVENTOS involved its spectacular screen of
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In addition government bodies have tives, which are in a state of continuous MERCHANDISING: In 2009, we launched Responsibility policy, ATRES ADVERTISING placed its trust in the organisational tal- development. over 90 products under the ANTENA 3 subscribes to numerous voluntary initia- ents of ANTENA 3 EVENTS. Public institu- brand: Toys and Technology were the tives which aim to promote responsible tions such as Red.es entrusted the com- This year was especially important given main categories apart from DVDs, CDs advertising. pany with one of its key projects in 2009, that the new legal regulations governing and publishing. the implementation of DTT and the use of SMS Premium and 905 entered into effect. ADHESION TO THE SELF- electronic IDs. These laws give users new guarantees and PUBLISHING: The Licensing department REGULATION CODES safeguards, and have modified the way in promotes and markets various publishing As a full-fledged member of the Associa- which companies can interact with con- initiatives, and in addition to books based tion for the Self-Regulation of Commer- sumers. ANTENA 3 has adapted to the new on our series, it edits magazines (Pelopico- cial Communications (Asociación para legal framework without any problem, and pata, FoQ), and collaborates on ventures la Autorregulación de la Comunicación 5.7 LICENSES, was the only national television station to with other publishing houses. This year it Comercial, or Autocontrol), ANTENA 3 be awarded its own short number by the also launched Especiales de FoQ and the TELEVISION is committed to ensuring that THE VALUE OF THE CMT in its transition to the new scenario. Guía Oficial de El Internado). all its advertising complies with the Adver- tising Code of Conduct of this body, based ANTENA 3 BRANDS Over the course of the year, the differ- on the Code of Advertising Practices of the ent GROUP’s different brand offerings have International Chamber of Commerce. In 2009, the channel diversified its offer- been developed in other markets, generat- CORPORATE RESPONSIBILITY ing of interactive programmes with the ing higher revenues. The sale of licenses In 2009, ANTENA 3 TELEVISION signed an launch of self-help, and personal devel- encompasses many types of products, such agreement in which it subscribed to all of opment formats, hosted by professionals, as DVDs, promotions and merchandising. the regulations set forth in the “Self-Reg- such as El Futuro en tus Manos. 5.8 BEYOND ulation Code for Food Advertising aimed DVD: Despite the impact of illegal down- at minors, obesity prevention, and health In addition it has maintained the use of loading, our series still have strong public REGULATION (PAOS), an initiative jointly developed in interactive technology as a cornerstone of support, obtaining good sales figures. 2005 between the Health Ministry (Span- its business, using SMS and voice mes- The main commercial activity of ATRES ish Agency of Food Safety and Nutrition) sages as a means to propose different PROMOTIONS: This continues to be one of ADVERTISING, a business belonging to the and the food industry. The Spanish Federa- offerings to viewers, such as contests, the our strongest billing streams, where we were ANTENA 3 GROUP, responsible for managing tion of Food and Beverage Industries, the opportunity to give their opinions about able to both improve our results and have advertising on all of its platforms, is regu- Federation of Regional Radio and Television programme content, hold polls about dif- also rolled out the first print media promo- lated by Law 25/1994 and by the General Regulatory Bodies (Organismos de Radio y ferent themes, and to carry out castings tion with the Playstation brand. In addition Advertising Law. In addition to complying Televisión Autonómicos), and the Union to select participants in different pro- we support new formats such as the e-book with this regulation, ATRES ADVERTISING, in of Commercial Television, also subscribed grammes, among an array of other initia- and other electronic book formats. accordance with the Group’s Corporate to this agreement, whose aim is to reduce
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 56 ADVERTISING AND Events
the advertising pressure placed on minors EXCELLENCE IN SERVICE sibilities of this position include preparing ulations applicable to television operators under 12 years old, and to foster healthy ATRES ADVERTISING has launched the daily, weekly and monthly reports which (regulations which regulate the maximum life habits in this segment of the population. ‘Garantía Atres’ product line, which is guar- assess whether the information issued by daily broadcast time for advertisements or antees the advertiser that the company will the audience measuring company Sofres the hours in which certain types of adver- Similarly, ATRES ADVERTISING supports the honour the commitments it takes on and is in line with the company’s internal infor- tising can be shown, etc.) and include self-regulation codes in the alcoholic bev- that in the event that this does not occur, mation. In addition, it files complaints sanctions which have been impose on erage sector – Código FEBE. http://www. will provide economic compensation. with this company whenever errors are ANTENA 3 TELEVISION for disseminating febe.es/contenidos/industria/codigo_index. detected, and maintains a fluid dialogue third party advertisements which, due as - and the beer sector – Self Regula- The “Garantía Atres” is nothing more than with the Government, self-regulating bod- to their content, were considered illegal tion Code for Advertising of Spanish Beer the culmination of a commercial policy ies and other bodies, to ensure the law is by the government, In addition in these Manufacturers, http://www.cerveceros.org/ that is based on excellence and client sat- strictly adhered to in regard to advertising. cases, the sanction is imposed on the tel- cont_codig_autore.asp -, requiring that its isfaction, something which is also demon- evision operator because the legal regula- clients comply with these documents. strated by the support offered by ATRES Despite these efforts, in 2009, ANTENA 3 tions stipulate that the television operator ADVERTISING and by the entire ANTENA 3 TELEVISION committed 15 infractions, must monitor and control the content of ADVERTISING WITH SOCIAL CONTENT GROUP to advertisers, in the efforts made which represents a major drop from the third party advertisements, and that if they In 2009, ATRES ADVERTISING carried out to develop and back their brands, in the previous year. All of the sanctions imposed do not, they too are responsible for said various communication and advertising face of a critical situation due to the crisis were due to non-compliance with the reg- content. campaigns with a marked social content, facing house brands caused by the eco- offering advertisers the opportunity the nomic crisis. possibility of positioning themselves as 2007 2008 2009 responsible companies. In addition to sup- Lastly, we would highlight the commitment No. of disciplinary actions 5 5 4 porting the corporate campaign promoting of ATRES ADVERTISING to constantly rein- No. of infractions 25 45 15 Fine amount 679,614 € 1,364,432 € 493,781 € road safety, Ponle Freno ATRES ADVERTIS- vent itself and its increased commercial ING also carried out other initiatives, some offerings. In 2009l it added the Disney.es Nota1: Includes all the incidents that took place, both the government sanctions and the complaints presented to of which were highly innovative, such as and Disney XD websites to its portfolio of Autocontrol, independent of their nature and amount. the campaign aimed at raising aware- advertising platforms, providing advertis- Nota 2: Private domestic television operators are in constant contact with the government, which is responsible for monitoring the sector’s activity. A strict historical comparison of non-compliance events is not possible, since the ness about abandoned pets, Placa Azul, ers of children’s products a new outlet for strictness or flexibility of the regulations applied by the government are not always exactly the same, nor are the technical in collaboration with MedicAnimal.com; their communications. control methods and procedures applied by this controlling body. the Adeslas campaign against breast can- cer: BBVA’s campaign ‘Destructores de MANAGEMENT OF INFRACTIONS paro’, aimed at reducing unemployment ATRES ADVERTISING has professionals who in Spain; or the ’Buena Noticia del Día‘, are responsible for minimising the number sponsored by Caja Madrid. of infractions in its advertising. The respon-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 57 ANTENA 3 has initiated an energy saving plan and a programme to reduce the environmental impact of its sets.
CORPORATE RESPONSIBILITY
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 58 Corporate responsibility
CR at the Antena 3 Group OUR FOCUS 6.1 2009:
ANTENA 3 GROUP has OWNERS OF ANTENA 3 GROUP’S VALUE ANTENA 3 GROUP ANNOUNCERS I EMPLOYEES I AUDIENCE I COMPETITORS I ORGANISATIONS I REGULATORS I SOCIETY I MEDIA CENTRES I PROVIDERS I FINANCIAL assumed the commitment ANALYSTS I SHAREHOLDERS and the responsibility to STRENGTHENS put its communications media at the service of society, to ensure that its ITS CORPORATE RELEVANT MATTERS CONSIDERED BY STAKEHOLDERS content and advertising are respon- RESPONSIBLE COMMUNICATION I ATTRACT AND RETAIN TALENT I VANGUARD IN DIGITAL DEVELOPMENT I MANAGEMENT OF AUDIENCES I ENVIRONMENTAL PROTECTION RESPONSES sible, and to guarantee access and RESPONSIBILITY EXPECTATIONS transparency. Impartiality, liberty of expression, plurality and protection MODEL of the most vulnerable groups are VALUES LONG-TERM VISION I INNOVATION I LEADERSHIP I TEAM WORK I CREATIVITY I also part of the GROUP’s guiding prin- 2009 was characterised by the difficult COMMITMENT I RESULTS ORIENTED ciples. global economic context. The audiovisual sector was also impacted. However, the ANTENA 3 GROUP continued to strengthen its commitment to Corporate Responsibility and to all of its stakeholders, through innovation, a responsible communications policy, to which will allow the company to become sustainability and dialogue, and consolidat- attract and retain talent, to remain on the a benchmark for CR in the Spanish audio- ing the company’s position as a benchmark vanguard of digital development, to appro- visual sector. in the Spanish audiovisual sector. priately manage audiences and to protect the environment. The Master Plan aims to reinforce ANTENA 3 The ANTENA 3 GROUP understands Corpo- GROUP’s commitment to Corporate Respon- rate Responsibility (CR) as way of earning sibility and its implementation, focusing on the trust of society and its stakeholders, 6.1.1 FIRST CORPORATE the key aspects that will allow the company basing its initiatives on principles of trans- RESPONSIBILITY MASTER PLAN to become a leader in CR in its sector. The parency, freedom of expression and com- In the last quarter of the year, and in line objective is to define the initiatives that will mitment to the environment. with the commitments assumed by the have to be implemented for the company ANTENA 3 GROUP in 2008, preparation of to assume a leadership position: the work This consolidation as a responsible and the 2010-2012 Corporate Responsibility vectors to pursued to this end, and the sustainable company, entails responding Master Plan has been initiated. The aim of specific actions to be taken by each execu- to stakeholder expectations, carrying out this project is to establish the foundation tive and operating unit.
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VISION TRADEMARKS
TO BE THE LEADERS IN THE CHARACTERISTICS OF OUR AUDIOVISUAL SECTOR RESPONSIBLE BEHAVIOUR
STRATEGIC TARGETS PROPOSALS
IMPLEMENTING OUR TRADEMARKS SUGGESTIONS FOR ACTION
UNITS
SPECIFIC ACTS
LIMITS In November 2009 the Corporate SPECIFIC ACTIONS BY THE UNITS Responsibility Committee was formed, which will assure the correct implementation of the corporate WHICH LINES OF BUSINESS ARE RELEVANT FOR OUR UNIT? responsibility initiatives carried out by Antena 3 Group.
As a preliminary step to the definition of 6.1.2 CREATION OF THE CORPORATE •• Implement the initiatives entailed in the 2010-2012 Corporate Responsibility RESPONSIBILITY COMMITTEE the Master Plan and keep the compa- Master Plan, a benchmarking study was The comprehensive nature of ANTENA 3 ny’s administrative and executive bod- carried out in which the best practices of GROUP’s Corporate Responsibility policy ies informed of the progress thereof. companies in the sector were researched, required the creation of a body that was •• Ensure compliance with the commit- The committee is run by the Corporate along with the practices of other pioneers represented in the main areas of the ments acquired by the ANTENA 3 GROUP Responsibility department and reports on in this field, in order to identify the action company and which would ensure the in regard to Corporate Responsibility. its activities to the General Secretary of the vectors to be taken into account. The con- correct implementation of the CR initia- •• Support the identification, dialogue Board of Directors. It is comprised of the clusions of this analysis were discussed tives taken on. and cooperation with different stake- following areas: Human Resources, Envi- with the different divisions of the company holders. ronment, ANTENA 3 FOUNDATION and Cor- in meetings. In response to this need, last 26 Novem- •• Collaborate in the preparation of the porate Responsibility, Television Content, ber 2009, ANTENA 3 GROUP created the Corporate Responsibility report. Marketing and Audiences, Radio content, This Corporate Responsibility Master Plan Corporate Responsibility Committee, •• Disseminate the company’s Corporate Advertising and Advertisers, Audit, Invest- is scheduled to be approved and imple- whose responsibilities are the following: Responsibility policy in its manage- ment Relations, Suppliers, and News con- mented in 2010. ment areas. tent.
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Employee comments from surveys “Steps have been taken which show that the Group takes CR seriously and that it’s not just a façade to win over public opinion.” 6.1.3 THE COMPANY REMAINS Consultation process with stakeholders “It provides exhaustive detail on CR initiatives in all areas of the company.” IN CONSTANT DIALOGUE WITH In the framework of preparing the Corpo- “Transmits a very clear message.” ITS STAKEHOLDERS rate Responsibility Master Plan, in the last “The effort expended in developing Corporate Responsibility activities over the course Dialogue with stakeholders is a funda- quarter of 2009, ANTENA 3 GROUP carried of the year is demonstrated, and gives a positive impressions of the company’s mental part of ANTENA 3 GROUP’s Corpo- out a consultation process with its internal commitment in this regard.” rate Responsibility Strategy. The company and external stakeholders. has various dialogue channels, which are complemented with participation in vari- ous sector forums and involvement in civil CONSULT WITH STAKEHOLDERS •• 91% of survey respondents believed that the 2008 CR Report was an improvement society initiatives. on the 2007 report. A high percentage thought that its design, degree of detail and scope were appropriate and made the 2008 CR Report easy to read. In addition to the dialogue channels with ONLINE SURVEY OF advertisers, audiences, society, employ- INTERNAL AND EXTERNAL ONLINE WITH SURVEYS ees, competitors, regulating bodies, sup- STAKEHOLDERS Percentage of respondents who believed that the 2008 CR Report improved on that of the previous year pliers and shareholders, formally estab- lished and detailed in the 2008 Corporate NO 9.0% Responsibility Report, the following mech- anisms were incorporated in 2009: » PERCEPTION OF 2008 CR REPORT » PERCEPTION OF ANTNEA 3 GROUP’S FOCUS ON CR » PERCEPTION OF ANTENA 3 FOUNDATION
•• The Ponle freno Platform: all the YES 91.0% members of this platform, centralised on the www.ponlefreno.com web- On-line employee survey
page, may actively participate in the In order to receive suggestions and feed- EASY TO READ 20.59% 47.06% 17.65% 14.71% road safety campaigns promoted by back from ANTENA 3 GROUP employees ANTENA 3 GROUP. regarding Corporate Responsibility, and SUITABLE DESIGN 26.47% 47.06% 20.59%
•• Bimonthly Newsletters aimed at the the 2008 CR Report, in 2009, the com- THE LEVEL OF INFORMATION DETAIL IS ENOUGH 17.65% 52.94% 20.59% members of the Ponle Freno Platform, pany carried out, for the second consecu- which provide information on the sta- tive year, an on-line survey of its employ- THE EXTENSION IS ADEQUATE 17.65% 41.18% 20.59% 20.59% tus of the campaign. ees. The results of this survey can be PICK THE MOST RELEVANT ISSUES 14.71% 52.94% 26.47% •• A section on the ANTENA 3 FOUNDATION summarised in the following conclusions: webpage for queries and suggestions, STRONGLY AGREE AGREE NO ANSWER DISAGREE through which stakeholders can com- municate their comments and concerns.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 61 Corporate responsibility
•• The most significant improvements were concentrated in the writing, and the struc- •• Although the vast majority of the respondents believed that the 2008 report was ture, depth and credibility of the information. Similarly, the employees believed that an honest and transparent document, reflecting clear principles and values, some the initiatives included in the report were relevant. respondents believed that it did not stimulate debate about important issues.
Grades of the Corporate Responsibility activities included in the 2008 Report IT IS AN USEFUL DOCUMENT 8.82% 58.82% 29.41%
GOOD 65,0% HONEST AND TRANSPARENT IN CONTENTS 55.88% 32.35% 8.82%
EXCELLENT 3,0% REFLECTS CLEAR PRINCIPLES AND VALUES 61.76% 26.47%
UNSUITABLE STIMULATES DEBATE ABOUT IMPORTANT ISSUES 41.18% 41.18% 17.65% 6,0%
NO ANSWER 26,0% STRONGLY AGREE AGREE NO ANSWER DISAGREE
IS WELL WRITTEN 67.47% 29.03% •• Lastly, the three sections that generated the most interest were “Corporate Respon- sibility in the ANTENA 3 GROUP”, “The ANTENA 3 GROUP and digital development” and HAS A CLEARER STRUCTURE 74.19% 16.13% ANTENA 3 GROUP, a communications leader in Spain”.
USES GRAPHS AND CHARTS TO FACILITATE READING 58.06% 32.26% CORPORATE RESPONSIBILITY AT THE ANTENA 3 GROUP 13.76% INCLUDES REAL LIFE EXAMPLES WHICH MAKE THE 32.26% 54.84% INFORMATION EASIER TO DIGEST THE ANTENA 3 GROUP AND DIGITAL DEVELOPMENT 11.01% HAS UNDERTAKEN A CONSULTATIVE PROCESS 25.81% 61.29% THE ANTENA 3 GROUP: A REFERENCE IN SPANISH COMMUNICATIONS 10.09% WITH ITS STAKEHOLDERS COMMITMENT TO RESPONSIBLE COMMUNICATION AND ADVERTISING 9.17% EXPANDED ON AND WIDENED THE ISSUES WITH 67.74% 29.03% RESPECT TO 2007 MAIN ECONOMIC, SOCIAL AND ENVIRONMENTAL INDICATORS 7.34% TAKES STAKEHOLDER EXPECTATIONS INTO 45.16% 51.61% ANTENA 3’S COMMITMENT TO SAFE DRIVING 7.34% CONSIDERATION INTERVIEW WITH THE CEO 5.50% REFLECTS THE GOALS OF THE COMING YEARS 58.06% 32.26% THE ANTENA 3 GROUP IN 2008 5.50%
DEGREE OF 2008 GOAL ACCOMPLISHING REFLECTS THE DEGREE OF ACHIEVEMENT 54.84% 38.71% 5.50% GENERATING ADDED VALUE 4.59% VERIFICATION LENDS CREDIBILITY TO THE 61.29% 29.03% INFORMATION REPORTED COMMITMENT TO ITS EMPLOYEES 4.59%
COMMITMENT TO SOCIETY 4.59% STRONGLY AGREE AGREE NO ANSWER DISAGREE INVESTOR RELATIONS 3.67%
RESPONSIBILITY IN IMPROVING THE ENVIRONMENT 3.67%
LETTER FROM THE CHAIRMAN 1.83%
VERIFICATION 1.83%
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External stakeholder comments extracted from survey responses “The Report generates confidence in the Group’s activities; they are aligned with soci- ety’s interests and involve stakeholders to the appropriate degree.” Consultations with external stakeholder groups “The CSR policy adopted is clearly different than that of other companies and has This year, the ANTENA 3 GROUP decided to expand the on-line survey to include external become an intangible asset of Antena 3.” stakeholders. The main conclusions of this part of the survey were the following: “Some of the initiatives presented are groundbreaking in the sector.” “Every year the commitment of Antena 3 to society undergoes an evolution.” •• 83% of the respondents believed that the 2008 CR Report was an improvement on the 2007 report. As with the internal survey, a high percentage of respondents thought that its design, degree of detail and scope were appropriate and made the 2008 CR Report easy to read. Grades of the Corporate Responsibility activities included in the 2008 Report
GOOD 68.0% Percentage of respondents who believed that the 2008 CR Report improved on that of the previous year EXCELLENT 16.0% NO 17.0% UNSUITABLE 3.0%
NO ANSWER 13.0% YES 83.0%
IS WELL WRITTEN 16.67% 70.00% 13.33%
HAS A CLEARER STRUCTURE 10.00% 83.33%
EASY TO READ 16.67% 63.89% 13.89% USES GRAPHS AND CHARTS TO FACILITATE READING 16.67% 70.00% 13.33%
SUITABLE DESIGN 27.78% 44.44% 16.67% 8.33% INCLUDES REAL LIFE EXAMPLES WHICH MAKE THE 16.67% 56.67% 23.33% INFORMATION EASIER TO DIGEST
THE LEVEL OF INFORMATION DETAIL IS ENOUGH 19.44% 52.78% 19.44% 8.33% HAS UNDERTAKEN A CONSULTATIVE PROCESS 36.67% 36.67% 26.67% WITH ITS STAKEHOLDERS
THE EXTENSION IS ADEQUATE 19.44% 41.67% 19.44% 16.67% EXPANDED ON AND WIDENED THE ISSUES WITH 26.67% 50.00% 20.00% RESPECT TO 2007
PICK THE MOST RELEVANT ISSUES 16.67% 55.56% 16.67% 11.11% TAKES STAKEHOLDER EXPECTATIONS INTO 13.33% 36.67% 46.67% CONSIDERATION
STRONGLY AGREE AGREE NO ANSWER DISAGREE STRONGLY DISAGREE REFLECTS THE GOALS OF THE COMING YEARS 23.33% 56.67% 16.67%
•• The most significant improvements were concentrated in the writing and graphic REFLECTS THE DEGREE OF ACHIEVEMENT 16.67% 66.67% 16.67%
design, which made it easier to read. Similarly, the external stakeholders employees VERIFICATION LENDS CREDIBILITY TO THE 23.33% 43.33% 23.33% believed that the initiatives included in the report were relevant. INFORMATION REPORTED
STRONGLY AGREE AGREE NO ANSWER DISAGREE STRONGLY DISAGREE
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ANTENA 3’S COMMITMENT TO SAFE DRIVING 11.01%
COMMITMENT TO SOCIETY 11.01%
CORPORATE RESPONSIBILITY AT THE ANTENA 3 GROUP 9.17%
COMMITMENT TO RESPONSIBLE COMMUNICATION AND ADVERTISING 9.17%
MAIN ECONOMIC, SOCIAL AND ENVIRONMENTAL INDICATORS 8.26%
THE ANTENA 3 GROUP AND GENERATING ADDED VALUE THROUGH ITS PROVIDERS 7.34%
COMMITMENT TO ITS EMPLOYEES 7.34%
DEGREE OF 2008 GOAL ACCOMPLISHING 6.42%
GENERATING ADDED VALUE 5.50%
THE ANTENA 3 GROUP IN 2008 5.50% ANTENA 3 GROUP hosted the working group which is preparing GRI’s sector supplement for communications media. From left to right: Susana Gato (Antena 3 Group), John Devit (Transparency THE ANTENA 3 GROUP AND DIGITAL DEVELOPMENT 5.50% International), Barbara Weil (Vivendi), María Julia Diaz (Grupo Clarín), Felipe Arango (BSD), Wendy Arenas INTERVIEW WITH THE CEO 4.59% (Avina), Jo Cofino (The Guardian, BBC and Reed Elsevier), Carmen Bieger (Antena 3 Group), Barbara Kutscher (Bertlesmann),Veet Vivarta (ANDI-Brazilian News Agency for Children Rights), Jean Meacham THE ANTENA 3 GROUP: A REFERENCE IN SPANISH COMMUNICATIONS 4.59% (Risk Metrics) Katherine Milles (GRI) and Mike McCluskey (Australian Broadcasting Corporation). RESPONSIBILITY IN IMPROVING THE ENVIRONMENT 3.67%
VERIFICATION 3.67%
INVESTOR RELATIONS 2.75%
•• Although the majority of the respondents believed that the 2008 report was an THE PROCESS OF ELABORATING THE CORPORATE RESPONSIBILITY REPORT 1.83% honest, transparent, and useful document, reflecting clear principles and values, a quarter of the respondents took a neutral stance on whether the document stimulated debate about important issues. 6.1.4 PARTICIPATION IN CORPORATE ings, the first Communications Media Sec- RESPONSIBILITY INITIATIVES tor Supplement which is being backed by As part of its commitment to Corporate the Global Reporting Initiative (GRI). Lead- IT IS AN USEFUL DOCUMENT 25.00% 55.56% 13.89% Social Responsibility, ANTENA 3 GROUP ing companies in the audiovisual world, HONEST AND TRANSPARENT IN CONTENTS 19.44% 58.33% 11.11% 11.11% actively participates in initiatives which such as BBC, Bertelsmann, Vivendi, The entail exchanges and learning from Guardian, Grupo Clarín and Australian REFLECTS CLEAR PRINCIPLES AND VALUES 19.44% 61.11% 16.67% the experiences of other organisations Broadcasting Corporation form a part of STIMULATES DEBATE ABOUT IMPORTANT ISSUES 22.22% 38.89% 27.78% 11.11% involved in this area, both in and outside this working group. The aim of this sup- the audiovisual sector. plement is to ensure that the sustainabil- STRONGLY AGREE AGREE NO ANSWER DISAGREE ity reports of the communication compa- Antena 3, the global group that nies address the main issues in the sector •• The two sections that generated the most interest among respondents were “the com- is preparing the new Corporate in the most effective manner possible, mitment of Antena 3 Group to Road Safety and to Society”. In second place came the Responsibility guide for the media sector thereby facilitating comparison between section concerning “Corporate responsibility at the Antena 3 Group and its commit- The company has joined the working companies. ment to responsible communication”. group which will prepare, over six meet-
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The ANTENA 3 GROUP is OUR FOCUS 6.2 GESTIÓN a member of the most important organizations in Corporate Responsibility. ANTENA 3 GROUP’s DE RECURSOS human resources management and HUMANOS policy is aimed at achieving the ANTENA 3 GROUP hosted the first work ses- Spanish Alliance against Poverty, which objectives of the company and 6.2.1 THE ANTENA 3 TEAM sion which was held on 2 December in aims o increase the quantity and quality at offering the employees an In 2009, ANTENA 3 GROUP adapted to Madrid. In addition, the company organ- of aid to underdeveloped countries, can- environment where they can a new business model with the aim of ised a series of interrelated events which cel their foreign debt and to establish new receive training and develop guaranteeing its profitability and finan- complemented these work sessions. trade regulations which would eliminate themselves professionally in cial sustainability, against the backdrop of Among them, it carried out a presentation injustice, inequality and discrimination. setting which places a high the current economic context and major of best practices in Corporate Responsibil- value on equality and diversity. changes in the audiovisual sector. In the ity developed by the Group in recent years, The ANTENA 3 GROUP, through ONDA CERO y human resources area, the company has and gave a tour of the company’s facilities, EUROPA FM, has also supported the ‘Hopen- undertaken a Restructuring Plan to give where participants could see the most hagen’ movement, a campaign supported the business greater flexibility and reduce recent investments carried out to improve by the UN, in which several communica- fixed costs, thereby increasing its com- energy efficiency on the sets. tion agencies have formed a multidisci- petitiveness. This has entailed outsourc- plinary team in support of the new post- ing part of its work force. The Plan is the Committed to implementing the Kyoto international climate change pact company’s response to the extremely dif- principles of the UN’s Global Pact which is to be formalised in Copenhagen. ficult economic environment and serves Meanwhile, the company remains com- to guarantee its employees, shareholders, mitted to the Global Compact it signed, Lastly, for yet another year, the ANTENA 3 investors, and other stakeholders the long which comprises ten principles promoting GROUP formed a part of the sustainabil- term viability of the business. human and labour rights, the environment ity index, FTSE4Good Ibex, comprising and the fight against corruption. 32 medium- and large-sized companies The ANTENA 3 GROUP has 2,071 employees, which are committed to society and the of which 53% are men and the remain- In this regard, in 2009, all of ANTENA 3 environment. ing 47% are women. The large majority GROUP’s communications media (ANTENA of the company’s personnel (85%) have 3 TELEVISION, ONDA CERO y EUROPA FM) sup- permanent contracts, while 67% of the ported the initiative Rebélate Contra la Pob- work force has the professional category reza (Rebel against poverty), backed by the of technicians.
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In 2009, ANTENA 3 GROUP invested over one million euros in training its employees.
The turnover in ANTENA 3 GROUP should be understood in the context of the audio- visual sector, with a large amount of con- tracting for specific projects of services. In 2009, however, the turnover rate stood at 3.3%, exactly 3.3% less than in 2008. Professional category breakdown at Madrid, the company’s main headquar- The average seniority of the professionals the Antena 3 Group ters, is the region where the most of the in the group stands at 7.67 years.. ANTENA 3 GROUP (70%); professionals con- 12.14% 64.16% centrate their activity, followed by Andalu- Antena 3 Group turnover rate 2008 2009 2007 8.62% sia, with 6% of the work force, and Cata- Voluntary departures 157 68 Number of Antena 3 Group Employees 15.07% lonia, with 4%. Turnover rate 6.9% 3.3% 11.82% 2007 2,355 67.86% Note: From de 68 voluntary departures in 2009, 33 are 2008 Breakdown of Antena 3 Group 2008 2,273 2009 men and 35 are women. 8.06% employees by geographic area 2009 2,071 12.26% Andalucía 6.04% 12.75% Aragón 0.58% 67.07% Average employee seniority at the 2009 Asturias 0.92% 8.55% Antena 3 Group in years Baleares 0.97% 11.64% Castilla La Mancha 1.88% 2007 7.4 Gender breakdown at the Antena 3 Group Castilla y León 2.27% DIRECTOR TÉCNICOS ADMINISTRATIVOS OTROS 2008 7.52 Canarias 2.17% 55.84% 2009 7.67 2007 Cantabria 0.53% 44.16% Cataluña 4.01% 56.93% Contract type breakdown at the 2008 Ceuta 0.19% 43.07% Antena 3 Group 6.2.2 TRAINING AND Extremadura 0.68% 52.97% 2009 85.0% Galicia 2.32% PROFESSIONAL DEVELOPMENT 43.07% 2007 15.0% La Rioja 0.43% The training and professional development 86.0% Comunidad de Madrid 70.40% of its employees is one of ANTENA 3’s pri- HOMBRES MUJERES 2008 14.0% Murcia 0.87% orities in the human resources area. In 85.0% Navarra 0.58% 2009 2009, over 600 workers have benefited 15.0% País Vasco 1.69% from an offering of over 300 training cer- Comunidad Valenciana 3.48% tificate programmes. INDEFINIDO TEMPORALES
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Number of employees trained by professional Antena 3 Group train- The GROUP’s training plans, which are designed on an annual basis, comprise language 2007 2008 2009 category at the Antena 3 Group ing statistics classes (39%); technology (32%) and other skills in pertinent areas (29%), such as techno- Training offered (# of logical advances. There are training programmes in project and human resource manage- 312 338 353 129 courses) ment, personal development, aimed at executive and talent management teams. In total, 579 Courses managed 125 139 120 2007 the GROUP invested over one million Euros in training in 2009. 73 Employees trained 1,284 1056 634 142 Hours per employee 16.86 28.57 29 Number of internal Average investment in employee training at Antena 3 Group 158 25 20 25 2007 2008 2009 trainers broken down by professional category (in Euros) 663 2008 Executives 90,779.26 143,939.86 102,338.51 67 Technical 198,057.14 749,170.37 601,510.06 168 Administrative 101,329.49 58,588.65 78,728.56 59 Group employees had an excellent opinion 446 of the training received, giving it a score Rest 675,214.26 225,219.90 219,761.65 2009 TOTAL 1,065,380.14 1,176,918.78 1,002,338.78 54 of 8.5 out of 10. The results of this eval- 75 uation of training quality in 2009 clearly surpassed the results of recent years, and EXECUTIVES TECHNICAL ADMINISTRATIVE REST receiving the best ratings of the last sev- Out of the 634 employees who received training this year, 70.35% were in technical staff, eral years. while 9.31% were executives and 20.35% were administrative staff and other categories. Average training hours by professional category at the Antena 3 Group In total, the work force received 19,641 hours of training, a figure that is 43% lower than RATING OF ANTENA 3 Evaluation in 2008, as a result of the budget cuts implemented as a result of the economic crisis last GROUP COURSES* 2007 2008 2009 18.02 Overall quality of course 8.2 8.3 8.5 year. The average number of training hours per employee stood at 29. 31.51 2007 Technical competence 34.74 8.2 8.3 8.5 of trainer 24.23 2007 2008 2009 Teaching competence of Antena 3 Group 8.2 8.3 8.5 Partici- Partici- Partici- 43.32 trainer Training areas Hours Hours Hours pants pants pants 26.04 2008 Communication 940 47 678 36 678 36 27.00 *Note: Courses of under 10 hours undergo a verbal quality control assessment Skills 2,174 121 1,660 120 1,660 120 25.33 Languages 10,050 104 7,268 82 7,268 82 50.00 Technologies 13,946 1,082 6,361 381 6,361 381 20.00 2009 Other 7,242 507 3,674 248 3,674 248 22.00 TOTAL 34,352 1,861 19,641 867 19,641 867 25.00
EXECUTIVES TECHNICAL ADMINISTRATIVE REST
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Supporting education 6.2.3 EQUALITY AND DIVERSITY Number employees Professional category In addition to training its employees, the ANTENA 3’s human resources policy 2007 2008 2009 Women 82 79 83 ANTENA 3 GROUP continues to support reflects its respect for equality and diver- EXECUTIVES higher education through its participa- sity, which forms an integral part of the Men 204 192 181 Women 561 589 616 tion in Masters Programmes for the audio- company’s philosophy and shows its com- TECHNICAL Men 950 941 773 visual sector, such as the Masters in the mitment to human rights, as evidenced by Women 163 155 142 ADMINISTRATIVE Management of Audiovisual Companies its signing of the UN Global Compact. Men 40 33 35 offered by the Universidad Carlos III; and Women 189 156 133 REST the MBA for Television companies offered ANTENA 3 GROUP is composed of a young Men 166 128 108 by the Universidad de Salamanca. team, with an average age of 37.25 years, TOTAL 2,355 2,273 2,071 and a high percentage of women (47%), of which 63% have a professional category In regard to the integration of disabled people, el ANTENA 3 GROUP has over 42 disabled Human rights training of technicians. 31% of the executive posi- people on its work force, of which 69% are men and 31% are women. We would highlight All the security employees contracted by tions are held by women. the work being carried out by ANTENA 3 FOUNDATION to help integrate this segment of the the ANTENA 3 GROUP have the official secu- population into the workplace through its PRO project. rity guard certificate, which includes a Average age of Antena 3 Group employees training module on human rights (which covers ethics and conduct for security 2007 36.79 personnel). Similarly, these professionals 2008 37.43 are required to take a refresher course 2009 37.25 every year, which also includes training in 2008 2009 ANTENA 3 GROUP DIVERSITY STATISTICS this area. These initiatives are part of the Men Women Men Women company’s compliance with the UN Global Disabled 25 17 29 13 Pact on human rights. Foreigners 14 7 4 8
Training in human rights of Antena 3 More information about “Project PRO” can be found on page 81 of this report and on the webpage 2007 2008 2009 Group security per- www.proyectopro.org sonnel No. of security personnel 98 95 79 % of employees with 100 100 100 human rights training Equality plan In 2009, the ANTENA 3 GROUP designed a proposal to implement an Equality Plan at ANTENA 3 TELEVISION. The aim, in addition to complying with the legislation in force and the stipulations of the VII Collective Agreement of ANTENA 3 TV, was to gain an in depth
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knowledge about the company and define the objectives and initiatives necessary to opti- 6.2.4 BENEFITS mise the GROUP’s efforts in this regard. With the aim of guaranteeing conditions and a labour environment which ensure the well being of employees and facilitate a healthy work-life balance, the ANTENA 3 GROUP offers In short, the Equality Plan seeks to be a key factor in improving the work environment, its work force the following benefits: increasing productivity and helping attract and retain talent, as well as reinforcing the inter- nal and external image of the company. •• Life Insurance. •• Accident insurance for employees on business trips, in accordance with the collective agreement. WORK ENVIRONMENT AND LABOUR RELATIONS •• Training/Education assistance. ATTRACT AND RETAIN TALENT PERFORMANCE •• Company cafeteria.
MANAGEMENT IMPROVEMENTS EXPECTED IN QUALITY OF LIFE EQUALITY PLAN 2007 2008 2009 LABOUR HEALTH INTERNAL COMMUNICATIONS ANTENA 3 GROUP EMPLOYEE BENEFITS Full time Temporary Full time Temporary Full time Temporary employees employees employees employees employees employees COMPLY WITH LEGISLATION IN FORCE CONSOLIDATE CSR Life insurance x x x x x x Flexible work week and THE WORK ENVIRONMENT WILL IMPROVE, ABSENTEEISM WILL DECREASE, PRODUCTIVITY x x x x x x WILL INCREASE AND COMPANY’S INTERNAL AND EXTERNAL IMAGE WILL IMPROVE job location Salary advances x x x x x x The implementation of the Equality Plan will entail the following phases: Accident insurance x x x x x x Leave of absence x x x x x x Training/educational x x x x x x assistance
MAKING THE DIAGNOSIS. DEFINE NEEDS AND PLANNING Therefore in 2009, an agreement was reached with external companies who offered their OBJECTIVES TRAINING services to ANTENA 3 GROUP employees at a reduced price. Among these offers, we would highlight those related to public and private health clubs, gymnasiums, and ophthalmo- INITIATIVE DESIGN, DEVELOPMENT logical clinics. CREATION OF THE AND IMPLEMENTATION EQUALITY COMMISSION
OF THE EQUALITY PLAN DESIGN
IMPLEMENTATION AND MONITORING MONITORING AND EVALUATION OF THE COMMITMENT TO EQUALITY PLAN MAINSTREAM GENDER COMMUNICATION CONSOLIDATION OF THE EQUALITY INTO THE PROCESS OF EQUALITY CORPORATE GOVERNANCE
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COMPARISON OF INITIAL SAL- 2007 2008 2009 2008 2009 ARY WITH LOCAL MINIMUM At Antena 3 SALARY FOR ANTENA 3 GROUP Initial Minimum Initial Minimum Initial Minimum BASE SALARY BROKEN DOWN BY PROFESSIONAL CATEGORY Group* 2008 2009 Mujeres EMPLOYEES salary salary salary salary salary salary (in Euros) ANTENA 3 TV 14,511.38 € 7,988 € 14,801 € 8,400 € 14,832.26€ 8,736€ Men Women Men Women UNIPREX 12,339 € 7,988 € 12,863 € 8,400 € 12,787.65 € 8,736€ Technical 30,938 28,986 27,861 25,711 ATRES ADVERTISING 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€ Administrative 15,227 18,456 19,876 19,706 MOVIERECORD 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€ Other 21,388 19,226 21,979 22,320 UNIPUBLIC 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€ ANTENA 3 EVENTOS 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€ Note: The figures for 2008 and 2009 have been recalculated, given that the data corresponded to gross salary and not to ANTENA 3 FOUNDATION 8,014.19 € 7,988 € 14,503.44 € 8,400 € 8,610€ 8,736€ base salary. *For the calculation of base salary, a weighted average divided by the number of employees at each Antena 3 Group I3 TV - 7,988 € 12,754.98 € 8,400 € 13,827.66€ 8,736€ company has been used. UNIPREX TV 8,565 € 7,988 € 8,925 € 8,400 € 9,104.24€ 8,736€ MULTIMEDIA 8,565 € 7,988 € 8,925 € 8,400 € 9,104.24€ 8,736€ In addition, ANTENA 3 GROUP has an annual variable remuneration plan for certain manage- TDT CANARIAS 8,565 € 7,988 € 8,925 € 8,400 € 9,104.24€ 8,736€ ment personnel (senior management, middle management, team leaders) which is based A3 FILMS 8,565 € 7,988 € 8.925 € 8,400 € 9,104.24€ 8,736€ on a system of targets, linked to the company’s objectives in terms of achieving the budg- The initial salary is defined as the entry level salary offered the lowest level employee for a fulltime position. eted EBITDA; individual qualitative and quantitative targets measured through surveys and The minimum salary refers to the minimum salary which by law, the employee is entitled to receive as compensation for his or her work. results, in function of the evaluated manager’s area of responsibility; and an evaluation based on competencies.
The remuneration of the ANTENA 3 GROUP is composed of the base salary plus additional Due to the difficult economic context, in 2009 the “effort evaluation” process was sus- salary components, which may be related to personal or seniority factors, extra pay for pended in all the ANTENA 3 GROUP companies, except Uniprex. However, the Human night shifts or other work shifts, or based on the quantity and quality of overtime work Resources department expects to re-establish this process in 2010. during overtime, and extraordinary payments, such as stipends and mileage payments. EFFORT EVALUATION AT ANTENA 3 GROUP 2007 2008 2009 The base salary is the part of remuneration which corresponds to his or her professional Total number of employees 2,355 2,273 2,071 Number of employees who receive a formal effort evaluation and review category for a normal day of work, regardless of any objective or subjective circumstances 211 213 72* during the period corresponding to the position or the worker. Percentage of employees who receive a formal effort evaluation and 9.0% 9.4% 3.5% review during the period
*Data is for Uniprex .
Communication and labour relations Employees at the ANTENA 3 GROUP receive frequent updates on significant organisational changes that may take place. In this regard, all the information that may affect employees
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or their representatives is communicated with as much advance notice as possible, based 6.2.5 HEALTH AND SAFETY •• The Health and Safety Committee held on its nature, impact and the situation of the people who will be affected. In addition IN THE WORKPLACE two meetings. through the employee website, the company’s workers can receive updated information. Aspects related to the health and job safety of the employees are covered by the Risk Prevention and Health has been pur- Geographical mobility 1 day 1 week 2 weeks 3 weeks 1 month 3 months collective agreements currently in force in sued mainly by focusing on implementing Transfers the group companies. The group has a joint Prevention Services. Temporary transfers committee, made up equally of represent- Working conditions atives from management and the workers, The number of accidents at work has Functional mobility in charge of health and job safety, located fallen 14% vs. 2008, and there were no Remuneration systems in its office in San Sebastián de los Reyes serious accidents in 2009. Work and performance systems (Madrid), in keeping with pertinent job- Working day safety legislation (Ley de Prevención de We should point out that over a third of Timetable Shift work Riesgos Laborales), to guide and control the accidents reported while commuting Termination of work contract compliance with the group’s initiatives in to or from work did not cause any personal Dismissal this matter. damage. Excluding commuting accidents, the frequency of work accidents improved The employees’ representatives are deter- compared to 2008. The following section details the percentage of employees who are part of collective agree- mined on the basis of the group’s work ments made with the different ANTENA 3 GROUP companies: centres or company and therefore the The absentee rate, for common and pro- committee in ANTENA 3 covers the entire fessional reasons, has fallen slightly due to •• ANTENA 3 TELEVISION: 7º Collective Agreement, of Antena 3 Television S.A, signed in country (Madrid central office and repre- fewer sick leaves and their duration. The 2008, (87% of staff). sentatives or regional centres). frequency has also improved, given that •• UNIPREX: Collective Agreement signed with Uniprex, S.A. commuting accidents were not included, •• A3 ADVERTISING:Advertising Company Agreement, (84% of staff). Throughout 2009 management has held a which in the case of the ANTENA 3 GROUP •• ANTENA 3 FILMS: Audiovisual Production Agreement, (91% of staff). smooth dialogue with the two trade unions represents a third of the total. As regards •• ANTENA 3 MULTIMEDIA: Audiovisual Production Agreement, (87% of staff). representing workers in the ANTENA 3 the seriousness index this figure has also •• I3TV. Planning and organisation consultancies, software, market study, and public GROUP on matters related to Risk Preven- improved as there were fewer accidents opinion companies Agreement, (94% of staff). tion and Health in the workforce. Specifi- than in previous years and they resulted in •• FUNDACIÓN ANTENA 3. Professional Office Worker Agreement, (80% of staff). cally, the following actions were taken: less time off work.
•• A monthly report on work absentee- We should also point out the Swine Flu ism, related to common and profes- Prevention and Control Campaign was sional contingencies. set up and implemented throughout the
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Labour risk training courses in Antena 3 Group (number of ANTENA 3 GROUP though an action plan that was announced on the GROUP’s intranet. 2007 2008 2009 attendees) Working at heights 32 115 24 Accidents at the Antena 3 2007 2008 2009 Stress management 13 6 6 Group At work Commute At work Commute At work Commute Other Risk Prevention courses, emergencies, evacuation and Number of accidents resulting in 0 0 106 18 5 20 6 18 8 first aid sick leave Total 45 121 136 Number of accidents not resulting 51 0 54 0 31 4 in sick leave Number of job-related deaths 0 0 0 0 0 0
Note: The data for 2007 and 2008 was recalculated, given that in 2009 the Antena 3 Group’s data was reported.
ACCIDENTS AND ABSENTEEISM AT THE ANTENA 3 GROUP 2007 2008 2009 OUR FOCUS 6.3 TWO YEARS Frequency of accidents 9.58 11.74 8.99 Seriousness of accidents 1.10 1.91 1.26 Traffic accidents PROMOTING ROAD Absenteeism due to common illness (%) 2.37 2.37 1.52 are one of the main Work absenteeism (%) 3.54 3.20 2.48 causes of unnatu- SAFETY Note: the data for 2007 and 2008 was recalculated, given that in 2009 the Antena 3 Group’s data was reported. ral death in Spain. In order to face this problem, in 2008 the 6.3.1 PONLE FRENO, RAISING ANTENA 3 GROUP’S MEDICAL SERVICES 2007 2008 2009 ANTENA 3 GROUP launched an AWARENESS AND TAKING ACTION TO Cases attended 7,846 5,753 4,375 ambitious plan that was unprec- HELP REDUCE TRAFFIC ACCIDENTS Emergency cases 35 29 30 edented for the company: Ponle In 2009 the Ponle Freno campaign took Dressing and injections 260 357 403 Freno. This initiative was sup- root. In its firs two years this initiative has Blood testing and other 18 492 422 ported by all the GROUP’s media become a reference in raising awareness Minor surgery and specialised assistance 0 0 0 Medical check-ups 18 492 422 channels and numerous social about road safety, coinciding with the Vaccinations 30 20 15 organisations and well-known drop in traffic accidents. In 2009 there Evaluation of job-related risks 201 177 165 personalities, who have aided were 1,690 deadly traffic accidents with the company in achieving the a total of 1,897 deaths, 12.3% and 13%, campaign’s goal: save lives. respectively, less than in 2008. These are Finally, in 2009 we continued to provide training in Labour Risk Prevention through the considerable drops considering that the following courses: number of road trips increased 0.8%.
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WHAT DOES THE PONLE FRENO CAMPAIGN DO DIFFERENTLY? The Ponle Freno campaign on the various media channels of the Antena 3 Group The website www.ponlefreno.com has been redesigned with the creation of the Plataforma Ciu- dadana, which allows citizens to participate by sending advice, filing complaints, etc. This website THE CAMPAIGN DOES MORE THAN JUST INFORM, On Internet CALENDAR OF SPECIFIC ACTIONS TO IMPROVE IT ALSO GETS INVOLVED IN SOLVING PROBLEMS, has a blog on which experts discuss road safety. Likewise, both on the website www.antena3noticias SAFETY, BOTH NATIONALLY AND LOCALLY WHILE THE CITIZEN IS ALWAYS THE PROTAGONIST and other Group websites that provide information on road safety. SPECIFIC ACTIONS TAKEN IN PONLE FRENO In 2009 Antena 3 Television aired bi-weekly special reports related to the Ponle Freno campaign. CAMPAIGN These announcements, broadcast during commercial breaks, have benefited from the help of the PROPOSES SPECIFIC ACTIONS TO CHANGE LAWS COLLABORATES WITH PUBLIC ADMINISTRATIONS Ponle Freno Group of Experts, who have discussed subjects such as the impact of alcohol on safe AND REGULATIONS THAT HELPS SAVE LIVES TO PROMOTE SAFE DRIVING, ALTHOUGH THROUGH Ponle Freno special reports driving, using cell phones, fatigue, training drivers, etc. LOOKING FOR POSITIVE OUTCOMES SPECIFIC ACTIONS
Check out one of these special reports at http://www.ponlefreno.com
The Ponle Freno campaign aims to reduce distractions and the number of traffic infractions through preventative messages, and by involving citizens in improving road safety by filing 6.3.3 BEYOND TV SCREENS AND AIRWAVES complaints and raising awareness. To achieve this goal, the initiative is promoted on the In addition to the messages launched on its media channels, the ANTENA 3 GROUP has sup- webpage www.ponlefreno.com, and institutional campaign on television and radio, and the ported the campaign with initiatives focused on citizens, pedestrians and drivers. contents of the group’s various media channels (news programmes, fiction, entertainment).
OFF-SCREEN ACTIONS TAKEN BY THE PONLE FRENO CAMPAIGN 6.3.2 THE INFLUENCE AND INVOLVEMENT OF A MAJOR GROUP CAMPAIGN PROMOTING USE OF SEAT BELTS CAMPAIGN ON USE OF MONEY COLLECTED The ANTENA 3 GROUP’s media channels have undertaken to meet the challenge of road PONLE FRENO AWARDS ON SCHOOL BUSES THROUGH TRAFFIC FINES safety , either through institutional campaigns, messages on programmes or special reports. This initiative has also been broadcast via numerous spots and slots on ANTENA 3, INVOLVEMENT FROM CYCLISTS OF VUELTA SPECIAL PREVENTION AND INFORMATION RAISE AWARENESS AMONG CHILDREN AND ONDA CERO and Movierecord cinemas. BIKE RACE IN SPAIN DEVICES YOUNG PEOPLE THROUGH A3 FOUNDATION
The Ponle Freno campaign on the various media channels of the Antena 3 Group PONLE FRENO PLATFORM RAISES CITIZENS SAFE DRIVING DAY THOUGH INTERNET Antena 3 Noticias 1 and 2 dedicate at least one weekly Ponle Freno section to training and research AWARENESS on road safety. News programmes Roberto Brasero, during the El Ti3mpo weather forecast, has provided Ponle Freno advice during particularly bad weather conditions in Spain. Antena 3’s programmes have supported all the social actions taken by the campaign in 2009. Every Entertainment programmes Friday, El Diario, for example, has asked viewers to drive safely over the weekend. Every Friday and during long weekends and the holidays, on the Mid-day news, Weekend news and ‘La Brújula’, aired a Ponle Freno announcement , with advice on road safety. Locally, small reports on the subject were aired and listeners were encouraged to participate by filing complaints on poor In the radio driving practices. Special road-safety initiatives were undertaken, featuring the Ponle Freno campaign, such as the Road-Safety Days on Onda Cero Asturias.
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The PONLE FRENO awards The Ponle Freno awards have acknowledged those The Ponle Freno awards annually acknowl- people, institutions and public organisations most committed to edge those people, institutions and public road safety. organisations that have most actively col- laborated in promoting road safety. The 2009 award winners were the Zaragoza Town Hall for Most active ‘Regional Gov- ernment/Town Hall/ Institution in road safety; RACE, for ‘Journalism or Special Reporting of the year; Instituto de Seguri- dad Vial Montesa Honda, for ‘Best Safety Initiative of he year; Mar Cogollos, for Ponle Freno Personality if the Year’; and the Bosch Pedestrian Protection system, parents to demand that schools use vehi- for the new I&D category. Furthermore, an cles with seat belts to transport their chil- honorary award was unanimously awarded dren, and also urge the Ministry of Indus- to the Guardia Civil Traffic Unit and its try to promote the use of school buses with Campaign on use of money leader over the last few years, Rogelio seat belts by providing subsidiaries for the collected from fines Martínez Masegosa. acquisition of such vehicles. This initia- Last 18 March, the Road Safety Commis- tive was supported by the CEAPA (Span- sion of the Spanish Congress approved a The panel for these awards, which will be ish Parents Association) and CONCAPA CiU amendment that makes it possible “A clean highway is a safer awarded in 2010, was presided by Carlos (National Catholic Parents Association). to use all the money collected from traf- highway” campaign Sainz and was made up of representatives This took place after holding talks with the fic fines for road safety. The approval of In August Ponle Freno focused on its A clean from institutions involved in road safety. passenger transport sector to seek ways this measure backs a proposal launched highway is a safer highway campaign, which to minimise the impact on companies that by the Ponle Freno platform that promoted raised the ecological awareness of travel- Campaign on use of safety need to make these investments. the same concept. Along with the use of lers by giving away 9,000 garbage bags belts in school buses headlights 24 hours a day, providing signs on the roads leading out of Madrid. The In 2009 the Ponle Freno campaign This campaign was successful in obtain- to indicate dangerous areas on streets and campaign reminded travellers, amongst focused on the use of safety belts on ing government approval of ‘Plan Vive’ for motorways and the use of seat belts on other aspects, that throwing objects on the school buses. Currently, the school buses school buses, whose objective is to mod- school business, this is the fourth measure roads is an infraction that takes 4 points made since October 2007 are obligated to ernise vehicles that are over ten-years old approved by Public Administrations since of their driving licenses. This initiative was have safety belts on all the seats, and so and, furthermore, provide incentives to the Ponle Freno campaign was started and backed by RACE and TNT Auto. the campaign has focused on encouraging install seat belts on school buses. proof of the good work it is doing.
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Ponle Freno, an awarded and acknowledged initiative On 8 May, in celebration of the World Red Cross and Red Crescent Day, Ponle Freno received the highest award granted by this institution, the Gold Medal, “in recognition of its contribution to improving road safety in Spain”. This distinction, included in the original statutes of the Spanish Red Cross of 1868 and currently included in its General Rules, which recognises people who have stood out in developing voluntary activities or who have supported, collaborated, defended, informed or carried out the principles and achieved the goals of the Spanish Red Cross. Personalities such as Adolfo Suárez, the princess Margarita, Muhammad Yunus and the institutions and/or initiatives such as the Guardia Civil, Proyecto Hombre or the Spanish Cancer Association have received this award. The World Red Cross and Red Crescent Day commemorates the ideal of solidarity and mutual aid that characterises the people, institu- tions and entities that represent these two emblematic organisations. The International Red Cross and Red Crescent Day Movement, present in 186 countries, is the largest humanitarian assistance network in the world. It currently has 190,000 volunteers and nearly 900,000 members. The other awards that Ponle Freno received in 2009 were: • Award for the best Road Safety Awareness campaign, granted by the Alcobendas Town Hall and the Safety Club, within the framework of the National Road Safety Awards. • Alambique Award for the journalism initiative that has most contributed to promote the responsible consumption of alcoholic beverages, Educating the drivers of the future The Platform, found on www.ponlefreno. from the Spanish Spirits Federation. The ANTENA 3 FOUNDATION is in charge of com, allows all its members to make pro- • Award for best social campaign, in the II Publifestival: International Social Advertising Festival. • Honorary Mention of 2009, at the V National ACEX Award for Safety in Conservation. coordinating, through Ponle Freno Junior, all posals, file complaints or make queries. • II Adecose Award for Initiative of the Year, granted by the Spanish Insurance Brokerage Association. endeavours of road safety aimed at chil- In 2009 they have received more than • Bridgestone Award for Raising Road Safety Awareness. • Citizen Award at the VII Award Ceremony of the Digital Television and Radio Association (AERTEDI). dren and adolescents. For the ANTENA 3 4,000 suggestions, some of which would • 2009 ASEFMA award, for “Social Campaigns and prevention of accidents in our country”. GROUP, it is vital that children and adoles- lead to campaigns such as ‘Pedestrian of • European Transport Award, from the Spanish Merchandise Transport Award. • Acknowledgement Award given to the media for social campaigns, within the Citizens Award 2009. cents, the drivers of the future, are from a the Year”, which arise from a query made • 2009 Golden Chair Awards given to the media, granted by ASPAYM de Cuenca. • Award from the Traffic Prevention Association for Effectiveness 2009, within the framework of the XI Award for effective commercial very young age aware of the importance on the platform. All the members, already communication. of prevention and education in improving more than 36,000 strong are informed safe driving. of the progress made by the campaign The initiative, with the Spanish “Vuelta” cycling competition through bi-weekly newsletters. For the second straight year, the ANTENA 3 GROUP has joined the Spanish “Vuelta” bike race More information on children and young people in its goal of improving road safety for bike riders. In 2009, for the first time, the Andalucía road safety activities on page 79. You can consult the companies, institutions CajaSur team took a day off to train with a Ponle Freno reflector jacket to promote prac- and personalities who participate in the PONLE tices that improve visibility amongst cyclists. Likewise, the official cars used the campaigns FRENO campaign at http://www.ponlefreno.com stickers throughout the competition, in order to promote mutual respect between drivers Direct support from mover 36,000 citizens and bike riders. Following the success of the “Platform to provide signs for dangerous areas on the Road Safety Days on Internet Ponle Freno, also supports company’s workers roads”, the Ponle Freno initiative has cre- On 23 June, Ponle Freno organised the In 2009, the ANTENA 3 GROUP raised awareness amongst its employees. A total of 119 ated the Ponle Freno Citizens Platform, a first Road Safety Days on Internet, which employees from the Group’s various companies have participated in initiatives, which new active and permanent space whose can be followed live worldwide at www. include safe and efficient driving courses, online training in Work Driving Risk and Preven- aim is to encourage participation by all ponlefreno.com and which, furthermore, tion, in collaboration with Mapfre, and several practice sessions using a car and motorcycle those interested in improving road safety. allows for anyone to participate without simulator with the advice of specialised trainers. any barriers.
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PONLE FRENO RACE, the first race for road safety held in Spain with over 8,000 participants.
Ponle Freno Group of Experts D. Carlos Sainz: Ponle Freno Adviser Dña. Teresa González: Department of Traffic (DGT) D. Josu Benaito: Head of Transport Basque regional govern- The forum was exclusively dedicated The first Road Safety 3.0 Day, apart from which will use these funds to improve road ment to aspects and problems related to traf- discussing and debating the doubts and safety. May well-known personalities par- D. Luis Montoro: Spanish Road Safety Foundation (FESVIAL) fic and was aided by the collaboration of questions raised by citizens about road ticipated including, among others, Miguel D. Fernando Santamaría: Catalonia Royal Motor Club (RACC) experts on safe driving such as the Head safety, offered the opportunity to know the Sebastián, Pere Navarro, Carlos Sainz, D. Tomás Santa Cecilia: Spain’s Royal Motor Club (RACE) D. Eugenio de Dobrynine: European Motor Commissar (CEA) of the Department of Traffic (DGT), Pere future plans for road safety in Spain first Bartolomé Vargas and Roberto Brasero. D. David Barrientos: National Car and Truck Manufacturer Navarro; the President of the Congress’s hand. Association (ANFAC) Road Safety Commission and the Vice- 6.3.4 EXPERT AND INSTITUTIONAL D. Agustín del Río Martín: Guardia Civil Traffic Unit President of the Lower House, Jordi Jané; More than 8,000 people run to save lives ENDORSEMENTS D. Carlos Arregui: European Centre of Injury Prevention (ECIP)/Universidad de Navarra The Head of the of the Driving and Road Under the Slogan “Don’t stop, run today The Ponle Freno campaign was created D. Mario Arnaldo: European Motorist Association (AEA) Safety School of the CEA, Paco Costas; to save lives”, on 29 November the Ponle by the ANTENA 3 GROUP, which has enjoyed D. Elena de la Peña: Spanish Highway Association (AEC) and the Director General of RACE, Igna- Freno 10k Race, the first race for road the support, at all times, of experts in D. Francisco Aparicio Izquierdo: University Automobile Research Institute (INSIA) cio Díaz Pines. This goal of this day was safety held in Spain. road safety, as well as many organisations Roberto Durán Romero: Psychological Orientation Institute to debate and discuss all the doubts and related to this area. (EOS) questions raised by citizens regarding road The 10k race was open to all ages, and Juan de Dios Izquierdo: Sociologist (UNED) safety (speed limits, the safety of drivers, started and ended at Madrid’s Retiro Park. In 2009, the Ponle Freno Group of Experts María Jesús Magro: José Pons Foundation cyclists and pedestrians or the progress At each kilometre point road safety advice met three times to assess the campaign and changes in awareness regarding driv- was provided, and the money collected and make proposals. All the information on the PONLE FRENO cam- ing practices). was sent to the ANTENA 3 FOUNDATION, paign at http://www.ponlefreno.com
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OUR FOCUS 6.4 THE ANTENA 3
The ANTENA 3 GROUP FOUNDATION has made a firm commitment to soci- The ANTENA 3 FOUNDATION was formed in to diversify its sources of financing to guarantee its economic sustainability. Therefore, it is ety, mainly promoted through 2005 with the goal of uniting the compa- supported by contributions from the ANTENA 3 GROUP and funds from sponsors and private the ANTENA 3 FOUNDATION, a ny’s social projects and effectively chan- donations. In 2009 some of ANTENA 3 TELEVISION’s programmes, such as Espejo Público, la non-profit organisation since its nelling the group’s efforts to protect chil- Gala Inocente Inocente and the Wheel of Fortune. Likewise, the Foundation has carried out a creation which has focused on dren and young people. This is a national campaign on ANTENA 3 TV, NEOX and NOVA to promote its activities. activities related to children and non-profit organisation, which is managed young people, as well as soci- by the ANTENA 3 GROUP’s Board of Direc-
ety’s more vulnerable groups. tors. HOSPITAL ASSISTANCE TRANSMIT VALUES AND PRINCIPLES
The Foundation’s activities are focused on the welfare and proper training of chil- dren and young people, as well as raising the awareness of the society in general as regards their rights and interests. The THEORETICAL PROJECTS PROMOTION AND PROFESSIONALIZATION OF VOLUNTEER SERVICES foundation also works towards improving the relationship between young people and the media.
Overall, the FOUNDATION’s activity is Antena 3 Group donations to the Foundation focused on four main areas: hospital
assistance, promoting values and princi- 2007 963,000
ples, promoting and professionalizing vol- 2008 1,193,000
unteer work and the development of theo- 2009 500,000 retical projects. In addition, in 2009, new projects related to social integration have also been undertaken. All of the Foundation’s economic information can be consulted on the webpage www.fundacionantena3.es Since its creation, the Foundation has tried
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The FAN3 channel is the Canal FAN3: “Smiles are urgent too” that promote protection of the environ- leading children’s channel for hospitalized children, CANAL FAN3, the first children’s channel ment and road safety. reaching close to 90,000 designed for hospitalised children and children in hospitals all over Spain. young people, has increased its 2009 Canal FAN3 is supervised by the Official broadcasting schedule and added new School of Psychologists and the Spanish contents, in another step towards its goal Paediatrician Association, which guar- of making hospital stays more bearable for antee the quality of the contents that children and young people. are designed for their target audience. Furthermore, the ANTENA 3 FOUNDATION At the request of medical centres, and the periodically sends quality questionnaires hospitalised children themselves, chan- to the hospitals so that the children can nel FAN3 has gone from broadcasting from make suggestions and requests. Monday thru Friday, from 10 in the morn- ing to 10 in the evening continuously at Hospital visits nearly 40 hospitals. In 2009, the personalities of ANTENA 3 have visited children in the hospital, trying 6.4.1 THE HOSPITAL ASSISTANCE PROGRAMME ALREADY As regards the programming, apart form to encourage them to stay positive. Among IMPLANTED IN 12 AUTONOMOUS COMMUNITIES informative programmes and entertain- others, Jaime Cantizano visited the Ciudad ment shows such as Who is who in the Real hospital to promote mouth hygiene The Hospital Assistance Programme is one of the pillars of the ANTENA 3 FOUNDATION. hospital?, Los chistes de Jeringuillo, A toda amongst the children. Likewise, Marta In 2009 it continued to consolidate its main activities and is increasing its reach to new máquina and Fan-tasticos de la ciencia, Torné visited the Infanta Sofía de Madrid autonomous communities such as Asturias, Cantabria and Ceuta, thanks to the collabora- two new in-house productions have been hospital to promote reading among the tion agreements it has signed. added in 2009: Los dibujos de mi hospital, children who were hospitalised. a programme in which the children’s draw- Main activities of the hospital assistance programme ings of the hospitals come alive through Furthermore, the ANTENA 3 FOUNDATION music and other sound effects; and has organised guided tours of the compa- CANA FAN3 Aprende magia, a programme produced ny’s facilities. Young people from the eat- along with the Abracadabra Foundation, ing disorder programme of the Niño Jesús HOSPITAL VISITS FUN ACTIVITIES AND CONTEST which teaches magic tricks with objects Hospital and the Prodis Foundation, an HOSPITAL ASSISTANCE PROGRAMME that children can find in a hospital. Fur- institution that promotes the social integra- ACTIVITIES TO PROMOTE READING HAND OUT LAPTOPS thermore, they have added other entertain- tion of young people with intellectual dis- ment series from various production com- abilities, have participated in this initiative panies, as well as specific programmes in 2009.
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The HOSPITAL ASSISTANCE PROGRAMME continued to consolidate its activities in 2009, and has expanded into three new autonomous regions.
Reading promotion campaign tion of the Childhood Fair in which over to promote interaction among hospitalised broadcast of the Luz Verde road-safety Within the framework of the Hospital 5,000 children participated. children. series on ANTENA 3 TV and CANAL FAN3. Assistance Programme, the Foundation This campaign also raised awareness on has organised several activities to promote Other activities 6.4.2 PROMOTING VALUES the use of seat belts, pets in cars and reading among young people. For exam- In 2009, the Foundation continued with its AND PRINCIPLES proper driving practices in cars and school ple, in celebration of the Book Day, on 23 programme to donate laptops to children Raising awareness about the rights of buses. April and for the second year in a row, the who are hospitalised so they can stay in children and young people is one of the Foundation gave a book, as well as well as touch with their families. ANTENA 3 FOUNDATION’s main goals. Within Likewise, in celebration of the 1st Ponle flower-shaped candies, to the children in this context, the FOUNDATION as continued Freno 10k race, the Foundation organised the hospitals that participate in the pro- Another of the foundations more emblem- to raise awareness about subjects such a workshop to raise awareness about the gramme. The same book was also given atic activities is the second drawing con- as protecting children’s vision, promoting importance of pedestrians and cyclists to the employees of the ANTENA 3 GROUP test for hospitalised children, which was reading, defending Children’s Rights and making themselves visible on the roads. in order to promote the habit of reading organised at 14 hospitals. The ANTENA 3 the integration of the disabled and children in their families. Over 8,000 books were FOUNDATION used the drawings to make its with special needs. This workshop was taken to all the grade handed out. 2010 Calendar, which was handed out to schools in the province of La Rioja –79 the Group’s employees and the children at Furthermore, the FOUNDATION maintains schools in total- involving 5,800 3rd and The Foundation also brought story-tellers the hospitals. its commitment to children’s road safety 4th grade students, in order to teach them to the Toledo Hospital, teaching children through the Ponle Freno Junior initiative. about the importance of seeing pedestri- the value of generosity, and it has collabo- Finally, we should also point out the third ans, cyclists and other objects in the dark rated in a reading workshop organised by consecutive Board Game Championship at In 2009 the Ponle Freno Junior campaign ahead of time. the San Joan de Deu Hospital in celebra- the Niño Jesús Hospital in Madrid, in order carried out various initiatives, such as the
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ANTENA 3 GROUP VOLUNTEER WORKERS with children from the PRODIS Foundation, at the Third Edition of Company Solidarity Day. LUZ VERDE, the 3D children’s television series promoting safe driving, was broadcast by ANTENA 3 and FAN3 in 2009.
6.4.3 PROMOTIING AND ación Internacional, whose goal is to make In the third year, 40 companies par- order to collaborate in that country with PROFESSIONALIZING companies and their workers aware of ticipated in 25 social and environmental ANETA (Ecuador Automobile club). These VOLUNTEER WORK their ability to collaborate in improving and activities of various charities. Business volunteers made eight spots, which will be The promotion and professionalization of attending society’s needs. Solidarity Day took place simultaneously broadcast in Ecuador to raise awareness volunteer services is another of the FOUN- in Madrid, Valencia and Zaragoza. about using seat belts speeding and the
DATION’s main activities. In 2009, The Number of employees working as volunteers consequences of drunk driving, in order to FOUNDATION continued to promote volun- and companies participating Antena 3 Volunteers for road safety help lower traffic-related deaths. Foundation’s volunteer programme teer work among its employees through For the third straight year, the ANTENA 3 the 3rd of Business Solidarity Day and the 245 FOUNDATION has offered its employees the Other activities 2007 creation of the Ponle Freno Ecuador initia- 16 possibility of participating in a corporate Other noteworthy activities carried out tive. 272 volunteer project during their summer by volunteers include the I Corporate Vol- 2008 17 vacations. In 2009, and given the ANTENA unteers At Home, which aims to raise the 450 Record participation at III 2009 3 GROUP’s commitment to road safety, the awareness of ANTENA 3 GROUP employees 25 Business Solidarity Day Ponle Freno Ecuador initiative was created. and their families about taking care of the Over 450 employees and 25 companies The FOUNDATION allowed two of the Group’s environment by planting trees and seeds. EMPLOYEES AS VOLUNTEERS PARTICIPATING COMPANIES participated in the 3rd Business Solidar- volunteers to travel to Ecuador for three ity Day, a day of corporate volunteer work weeks, a country that has an alarmingly The ANTENA 3 FOUNDATION also collaborates organised along with the NGO Cooper- high number of traffic related deaths, in with the Corporate Volunteer Observatory,
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The ANTENA 3 FOUNDATION PRO PROJECT is backed by the main employment institutions and organizations that work towards the integration of people with disabilities. COLLABORATION WITH OTHER ORGANISATIONS: TOGETHER WE DO MORE ‘Great Small Vacations’ In 2009, the ANTENA 3 FOUNDATION created the ‘Pequeñas Grandes Vacaciones (Great Small Vacations), which aims to finance the projects of foundations and associations that seek to organise vacations and camps for children and young people with special needs (disabilities, illness, social exclusion...) In 2009 the ANTENA 3 FOUNDATION helped finance the summer vacations in Asturias of the children of parents who are mem- bers of Insolamis, an association of parents of intellectually disadvantaged children in Salamanca, which works to integrate this group of people into the workplace. created by Cooperación Internacional and tive that seeks to help disabled people– project seeks to encourage the hiring of Other projects IESE, which seeks to provide business over 4 million in Spain– to overcome the the disabled through participation, guid- In 2009 the ANTENA 3 FOUNDATION signed new collaboration agreements with organisations such as the Bertelsmann Foun- leaders with a training and research tool obstacles that prevent them from finding a ance and support of the main employ- dation, the SEUR Foundation and the CTIC Foundation, in order that improves the management of corpo- job. These obstacles often include insuffi- ment agencies. The first course, designed to share experiences and collaborate on other social projects. Likewise, they have developed joint projects with the Coca Cola rate volunteer services as a successful tool cient training, social rejection and difficul- to train production assistants, will start in Foundation in the “Bikes for Africa” campaign and Messengers in the administration of their organisations. ties adapting. 2010. of Peace and Imaginarium in the “Child Solidarity “, “Bikes for Africa”, is an initiative promoted by the ANTENA 3 and Coca Cola Foundations in collaboration with the NGO SOS Children’s 6.4.4 TRAINING AND INTEGRATING At the same time, the initiative seeks to The PRO project enjoys the support of the Villages and la Vuelta a España, which collect bikes in order make it easier for hundreds of Moroccan children from rural THE DISABLED: PROJECT PRO help companies and organisations in the Universidad Carlos III and the Royal Disa- areas to attend school. This campaign managed to collect over 700 bikes that were delivered to children from the Dar Bouazza, The particular characteristics of the audi- sector to comply with the regulations gov- bled Foundation and the collaboration of Aït Ourir, Imzouren and Agadir regions, among others. ovisual industry make it difficult to find, erning the integration of disabled people. some of the main training and employment “Child Solidarity”, is a joint initiative of ANTENA 3 FOUNDATION, Imaginarium and Messengers of Peace, which for the second among the disabled, candidates who have agencies, such as the ONCE Founda- year in a row has given gifts, placed in shoe boxes, to children the training and experience necessary to In order to achieve these objectives, the tion, Adecco, Manpower, Randstad, Inte- who are in difficult situations. In the second year of this initia- tive put together 40,000 boxes, almost 40% more than in the work in the sector. That is why the ANTENA PRO project focuses on professional train- gra and the Disabled Persons Telephone first year. 3 FOUNDATION decided to start Proyecto ing, through courses for the audiovisual Assistance (ATAM). More information on the Antena 3 Foundation can be found at http://www.fundacionantena3.es PRO in 2009. This is an ambitious initia- sector and internships. Likewise, PRO
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OUR FOCUS 6.5 HELPING In line with the directives established in Some of these measures, along those that 2008, the ANTENA 3 GROUP continued to are detailed in this section have led to Even though the activ- IMPROVE THE implement initiatives to improve its envi- significant reductions in the GROUP’s con- ities carried out by ronmental practices. The most noteworthy sumption of materials and energy, waste the ANTENA 3 GROUP ENVIRONMENT actions in 2009 were the following: and emissions; not has this only had a do not have a significant impact positive impact on the environment, but it on the environment, the com- 6.5.1 ENVIRONMENTAL •• Reuse of telephone handsets, until no has also led to economic savings. pany has drawn up a strategy MANAGEMENT POLICY longer work. focused on lowering the compa- The Operational Management Depart- •• Extend the preventive maintenance Finally, we should point out, as in previous ny’s impact on the environment ment, which is in charge of the ANTENA 3 calendar: clean filters monthly (previ- years, the ANTENA 3 GROUP has not been and promote the efficient use of GROUP’s environmental policy, tries to mini- ously every six months); and bi-annual fined in 2009 for any infractions of envi- energy and other resources. mise the company’s environmental impact, revision of cleaning pumps. ronmental law. among other foundations on the environ- •• Substitute use of compressors and ment by developing a strategy based on elevators that are fuelled with diesel for 6.5.2 EFFICIENT USE OF two main lines of action: those that are electric. ENERGY AND RESOURCES •• Studies to improve telecommunica- •• Achieve the maximum environmental tions such as the creation of virtual IP Savings in commonly used materials efficiency by using the most modern call centres. In 2009 the ANTENA 3 GROUP has contin- technology and optimising resources. •• Maintain policy of reusing obsolete ued to work on reducing the consumption •• Raise the public’s awareness, through technical material by companies of office materials such as paper, enve- the GROUP’s media channels, about that do not have the same technical lopes, toner, print cartridges, recording what everyday citizens can do to pro- requirements as ANTENA 3. In 2009, tape and other materials, as well as the tect the environment. towards this end, 265 technical audio, efficiently using and reusing raw materials. video and lighting units and around In order to contribute to sustainable devel- 1,000 square metres of metal shelves opment, the ANTENA 3 GROUP has created were reused. a series of initiatives focused on environ- mental protection and action that goes You can consult the Antena 3 Group’s environ- beyond what is required by law, in with its mental policy on page 143 of the 2008 Corpo- Corporate Responsibility policy. rate Responsibility Report.
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The ANTENA 3 GROUP has continued implementing initiatives directed towards improving its energy efficiency, and to the reduction of material consumption, carbon emissions and other polluting gases.
CONSUMPTION OF MATERIALS IN ANTENA 3 GROUP 2007 2008 2009 White paper (units) 7,500,000 7,250,000 7,165,000 Toner and printing cartridges (units) 1,002 925 901 White envelopes (units) 30,000 29,750 29,550 Fluorescent lights (units) 1,026 1,018 1,580 False ceilings (m2) 819.2 603 395.52 Initiatives implemented in 2009 to reduce consumption of materials Raised flooring (m2) 157 497 300.78 • Investment in new purchase of new technologies that have a low impact on the environment and which favour communication via Partitions (m2) 135.73 57.63 18.75 videoconference, online systems, 3G modems, etc. • Use of obsolete equipment for the company’s main activity, such as analogue audio tables, for internal use in the company for which Shelves (m) 0 900 415 they are very useful (meeting rooms, etc.). • Reuse of furniture and work materials. • Restricted use of colour photocopiers and planimetry. • As the continuation of the pilot project in 2008 of roving the fax machine from the Sub-Department of Operations , in January 2009 the photocopier of the General Services Department was replaced with a multi-function machine, which has led to 15,000 page reduc- tion per year, a photocopier toner and another fax machine. Therefore, the company has made more progress towards a “paperless” Efficient use of raw materials and waste management office model. In 2009, the ANTENA 3 GROUP has continued to develop the process stated in 2008 of reducing the use of raw materials and the optimal waste management. Through these initiatives, in 2009 paper consumption has fallen 1.18% (0.4 tonnes per year), white envelopes 0.67% and toners and printing cartridges, 2.59%, compared to Initiatives implemented in 2009 to increase efficient use of raw materials and waste management 20008. Furthermore, during the same period, the ANTENA 3 GROUP has managed to reduce • Storage space was reduced 745.32 m2, 51.75% vs. 2008 and 76.75% vs. 2007, which has led to a reduction and optimisation of material stored. the waste generated from batteries by 63%. • Reuse of cardboard boxes for moving, which has led to an economic savings of 70% vs. 2008. • Use of non-contaminating materials and equipment, such as electric elevators instead of those fuelled by diesel. • Separation and collection of materials and industrial waste at the ANTENA 3 installations. • Increase in recycling of input waste encouraging separation at source, thereby reducing waste taken to the dump. We should point out that the increase in the tonnes of paper and cardboard recycled and valued in 2009.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 83 Corporate responsibility
The ANTENA 3 GROUP’s waste management is totally outsourced, either through contractors INPUT WASTE 2007 2008 2009 MATERIAL (works) or specialised providers (lighting and batteries). The company demands that the Total Total Total Total Total IN ANTENA 3 Total % % % materials that are removed be taken to the waste treatment plants or recycling centres. GROUP valued used valued used valued Paper 7,500,000 3,300,000 44% 7,250,000 3,760,000 51.86% 7,165,000 4,012,400 56% Toners and print- Waste generated by Antena 3 Group 2007 2008 2009 ing cartridges 1,002 1,002 100 % 925 925 100% 901 901 100% Paper and waste (tonnes) 6 41 75.84 (units) Battery waste (tonnes) 4.2 3.3 1.20 Electronic and IT 1,196 718 60.03% 1,478 1,203 81.39% Batteries (units) 190 82 370 material (units) Fluorescent 1,026 Fluorescent tubes (units) 1,026 1,018 1,580 1,026 100% 1,018 1,018 100% 1,580 1,580 100% lights Rubble from works (m3) 192 117 False ceilings Toner (tonnes) 0,6 0.54 819,32 603 178 29.51% 395,52 133,28 33.69% (m2) Solid urban waste 594 374.78 Raised flooring 157 497 312 62.77% 300.78 260.78 86.70% (m2) Partitions (units) 135.73 57.63 57.63 100% 18.75 18.75 100% Waste generated by Antena 3 Group (in metric tonnes) 2007 2008 2009 Bookshelves (m) 900 900 100% 415 1,415 340.96% Mobile phones Hazardous waste 4.8 3.9 1.70 440 155 35% 311 111 35.69% 181 98 54,14% (units) Non-hazardous waste 755 635 450.62 TOTAL 759.8 638.9 452.32 Stable water consumption 2007 2008 2009 The control and reduction of water consumption is one of the targets included in the Hazardous and Non-hazard- Non-haz- Non-haz- Non-haz- ous waste Hazardous Hazardous Hazardous ANTENA 3 GROUP’s environmental policy, which has implemented a series of measures to ardous ardous ardous achieve this goal. Reuse of computer equipment n/a n/a 0 718 0 1,203 (units) Recycling of fluorescent tubes Antena 3 Group initiatives to reduce water consumption 0 1,026 0 1,018 0 1,580 (units) • Substitution of cooling towers, obsolete equipment that led to many leaks and lower efficiency. Paper and cardboard (tonnes) n/a n/a 0 41 0 75.84 • Installation of aerators for 100% of the taps. Recovery of televisions (units) 0 39 0 24 0 6 • Improvement of protocols for preventive maintenance of installations. • Raise employee awareness through guidelines set by the General Secretariat. Dumping waste (S.U.W) tonnes. 0 755 0 594 0 374.78 Dumping waste (works) m3 n/a n/a 0 192 0 117 Batteries and toners (tonnes) n/a n/a 3.9 0 1.70 0 The consumption of water in the ANTENA 3 GROUP, mainly domestic use, which comes n/a: no available. 100% from the city water system, has been decreasing over the last few years. In 2009, this reduction totalled 2.76%, despite the adverse conditions during the hotter months (May-October) which has prevented a better optimisation of the water used in the irriga- tion system.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 84 Corporate responsibility
Energy efficiency Antena 3 environmental expenses In 2009 the ANTENA 3 GROUP continued to Throughout 2009, due to the implementation of all these measures, the consumption (thousands of €) improve its processes, optimise the per- of these primary energy sources (gas, gasoil and electricity) has reduced. Particularly
2007 54,534 formance of its equipment and use new noteworthy is the electricity savings obtained, 0.25%, even though the weather conditions
2008 50,770 technologies. necessitated the use of air conditioning.
2009 49,371 The main actions taken were: ENERGY CONSUMPTION IN ANTENA 3 GROUP 2007 2008 2009 Gas (m3) 13,303 13,441 13,064 Even though the water consumption in Redesigning processes Gasoil (litres) 602,692 563,991 423,861 Electricity (Kwh) 18,880,076 19,584,752 19,534,953 the ANTENA 3 GROUP is mainly for domestic •• Control room temperature during sum- use, the company has performed inspec- mer and winter (± 2ºC). tions (obligatory and voluntary), with an •• Optimise lighting in general. Reduction As regards indirect energy consumption, in accordance with the data provided by Iberdrola optimal outcome: no irregularities that of hours lighting is used and number for 2009, 90% of the energy was generated from renewable energy sources (hydro and need special attention were detected. of lights in corridors. wind), and 10% from Highly Efficient Cogeneration. •• Increase use of sound proofing and Waste emissions thermal insulation in improvements % 2007 % 2008 2009 Non-renew- Non-renew- Non-renew- The ANTENA 3 GROUP does not issue any made. Renewable Renewable Renewable able able able waste, except for the discharge of water •• Improvement in insulation through new Indirect energy 43% 57% 0% 100% 10% 90% for domestic use within the general drain- layers and air spaces. age system. To assure maximum control •• Adjustment time technical equipment NB: On 15 July 2007, Antena 3 changed to the liberalised market (according to the contract signed with Iberdrola), which and compliance with standards, a com- is turned on in the production rooms means that from that date it changed from the ‘National Electricity Mix’, to the ‘Iberdrola Mix. pany authorised by the Ministry of Indus- and sets, delaying the time until they try (O.C.A) carries out a control and prior are turned on and turning them off analysis of the aforesaid discharge to the sooner, which saves energy. In 2009, in order to improve energy efficiency at the ANTENA 3 GROUP’s facilities, the fol- general drainage system. lowing projects were taken into consideration: Improvements in performance of Although it is not possible to measure the equipment and use of new technologies Lighting substitution discharge of waste into the public drainage •• Installation of solar filters. Although currently 90% of the general lighting is low consumption, the GROUP is consider- system, the ANTENA 3 GROUP has estimate •• Substitution of old heat exchanger and ing the possibility of substituting part of said lighting for 3G LED. The objective is to main- the quantity, which turns out to be insignif- cooling tower for more modern and tain the same level of lighting but with a substantial energy savings, which would cut CO2 icant and with a low environmental impact. efficient equipment. emissions, and would also generate less waste thanks to its longer useful life.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 85 Corporate responsibility
Energy savings management As far as the emission of substances that destroy the ozone layer such as SOX, NOX and The ANTENA 3 GROUP is studying, in collaboration with the company Unitronics, the possi- CO, the ANTENA 3 GROUP has registered an improvement over 2008. The official organisa- bility of implementing the automation/programming of the air conditioning lighting spaces tion authorised by the Ministry of Industry, ATISAE, is in charge of revising the boilers, with used in dark areas. approved equipment, which allows it to register how many hours it is working and the data necessary to calculate the emissions level for these substances. Unified messaging Through this project the company wants to incorporate a messaging system that will EMISSIONS NOX, SOX AND CO IN reduce the equipment necessary (fax, answering machines), and take better advantage of Measurement 2007 2008 2009 ANTENA 3 GROUP the existing PCs, reduce direct energy consumption and produce less waste. NOX (2008 22.67% of limit) Tonnes 5,48 3,45 3,40 SOX (2008 4.12% of limit) Tonnes 1,98 0,885 0,87 6.5.3 CLIMATE CHANGE, A GLOBAL CHALLENGE CO (2008 1.17% of limit) Tonnes 0.178 0.154 0.152 The ANTENA 3 GROUP has proposed implementing initiatives aimed at reducing CO2 emis- sions and other contaminating gases, which come from transportation and the daily use of its facilities, as its main contribution to the fight against climate change. Apart from The ANTENA 3 GROUP’s facilities do not emit CFC gases. Only Freon 22 is present en in some the action already taken in terms of energy and fuel consumption for transportation, the closed circuits of the air conditioning equipment. The ANTENA 3 GROUP, which is already ANTENA 3 GROUP has undertaken other initiatives. meeting the regulations that require that these types of gases be eliminated by 2015, is changing it for “ecological gas”. In 2009 nine units have been replaced (54,000 Frg.).
Antena 3 Group’s main initiatives to cut CO2 emissions • Increase the use of online connection systems for e-mail by 13.44%, as well as the use of 3G modems in laptops by 36.17%. Impact from transportation • Implement a virtual private network in Spain, linking the Antena 3 Group’s various centres with the headquarters in Madrid, as well as a 25% increase in the use of video and conference call systems. The environmental impacts of the ANTENA 3 GROUP caused by the transport of employees, collaborators and materials necessary for the production of TV content are insignificant. Despite this low impact, the company continues to carry out different initiatives to reduce
CO2 emissions and other hazardous substances its consumption of diesel and petrol, such as planning and minimising trips, by using new The various initiatives undertaken have led the ANTENA 3 GROUP to cut its C02 emissions communications technologies (videoconference and conference calls, e-mail, blackberry, 1.4% compared to 2008. fax, etc.); and taking advantage of new routes, and using railway more than air travel.
Antena 3 Group GEI Emissions (in tons of CO ) 2 In 2009 more than 7,930 airplane trips were taken, compared to 9,552 in 2008; while
2007 5,775 railway trips went from 4,492 in 2008 to 5,528 in 2009.
2008 4,379.73
2009 4,316.32
NB: ATISAE, a company authorised by the Ministry of industry and the Autonomous Community of Madrid, uses standardised equipment to measure the flow and quantity of CO2 in situ as a % of the emissions from boilers.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 86 Corporate responsibility
ANTENA 3 GROUP environmental risk of waste is channelled Environmental expenses in 2009 have GASOLINE AND DIESEL 2007 2008 2009 FUEL CONSUMPTION through authorised agents with sustain- focused on: (IN LITRES) ability criteria Lorries (diesel A) 336.12 235.25 •• Maintenance of boilers and inspection Light lorries (diesel) 16,232 3,096.96 0* 6.5.5 ENVIRONMENTAL of emissions. Light lorries (gasoline) 43,932 41,868.30 0* INVESTMENTS AND EXPENSES •• Maintenance and improvement of *Note: In 2009, ANTENA 3 no longer owned vehicles for Investments and expenses related to boiler chimneys. transporting employees for news coverage. measures implemented to protect and •• Anti- legionnaire’s disease treatment reduce environmental impact allow the and collection of grease. 6.5.4 PROTECTING BIODIVERSITY ANTENA 3 GROUP to show its commitment •• Fixing waste collectors. ANTENA 3 is located in what is considered in this regard. In 2009, the ANTENA 3 •• Revision of diesel heating tanks. to be an urban area (an industrial GROUP has spent a total of 80,530 Euros to estate); therefore, it does not stand in pro- gradually improve its facilities, preventative tected natural areas or high biodiversity maintenance and regulatory compliance. Environmental investment at Antena 3 (in thousands of Euros) areas, nor does it threaten any endan- These investments have focused on: gered species; it complies with the urban 2007 33.38 planning standards in force. •• Improved insulation and water-proofing 2008 93.27
The ANTENA 3 GROUP’s facilities in San of various rooms. 2009 80.53 Sebastián de los Reyes have a green sur- •• Replacement on air conditioning with face area, with trees, of approximately ‘ecological gas” systems. 9,000 m2, accounting for 10% of the total •• Replacement of heat exchanger in Environmental spending at Antena 3 (in thousands of Euros) surface area. generators /boilers.
•• Acquisition of new cooling tower with 2007 30.97
With the object of assessing the impact anti-legionnaire’s disease materials. 2008 24.56 that the ANTENA 3 GROUP’s activities could •• Increased use of videoconference 2009 22.37 have on biodiversity, the Operational Man- equipment. agement Department carries out the fol- lowing tasks of assessing and monitoring the environmental regulations in force; inspections, required by law and those that are voluntary, through authorised internal and external agents; and the GROUP also monitors external waste management. The
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 87 CORPORATE GOVERNANCE
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 88 CORPORATE GOVERNANCE
7.1 CORPORATE •• Articles of incorporation To conclude this process, on 28 Novem- of the Board itself and the different •• By-laws of the Board of Directors ber 2007, a new Board of Directors By-law Committees: Executive Committee, GOVERNANCE •• By-laws of the General Shareholders’ was approved, still in force today, which Audit and Control Committee, and Meeting includes in its regulation all the new items the Appointments and Compensation AT ANTENA 3 •• By-laws of Conduct relative to the in the Unified Code which were considered Committees. Stock Market applicable to the Company’s situation. •• Integration of the contents of the arti- TELEVISION cles of incorporation regarding board Also in 2003, the Investor and shareholder •• More detailed responsibilities and member compensation. In accordance with the ANTENA 3 TEL- relations section was added to the website, competencies attributed to the Board EVISION By-laws of the Board of Director, whose structure and contents are changed of Directors, with specific mention of Although the Recommendations of the the Board itself has the competency to to comply with changes in regulations, some, such as: general policies and Unified Code of corporate Governance are approve the company’s Corporate Govern- more specifically, with that established strategies, Board member compensa- not universally applicable, publicly traded ance and Corporate Responsibility Policy. in the Circular 1/2004 of 17 March of the tion, related operations, etc. companies are subject to the “comply or Likewise, the Appointments and Compen- National Securities Regulator (CNMV). Dif- •• Adoption of the new maximum period explain” principle. As a result, since 2007, sation Committee is responsible for com- ferent departments contribute to the web of serving Board members, accord- the ANTENA 3 DE TELEVISION, S.A Corporate pliance with the Corporate Governance page’s creation and maintenance includ- ing to the articles of incorporation: six Governance Report has been created in Policy and Internal Conduct Regulations. ing: Investor Relations, Communications, years. accordance with this criteria, and detailed Internal Audit and Process Control Depart- •• Technical improvements in the clas- in it are the Recommendations which the The ANTENA 3 Governance Policy has a ment and the Legal Department. It is the sification and definition of the type of company complies with and those which medium and long term focus, so that its Legal department’s task to coordinate and Board members: internal, external, it partially or does not comply with at all, strategic plans have a multiple year out- supervise all the legal aspects. controlling shareholder members and with the necessary justifications in each look and are not subject to changes every independents. case. year, except in the case of unforeseen Following the CNMV’s approval of the Uni- •• An increase in the occasions calling or exceptional circumstances, neither of fied Code of Good Governance in May for the forced demission of the Board which occurred in 2009. 2006, the Secretary of the Board of Direc- members: damages to the credit and tors of ANTENA 3 TELEVISION, S.A analysed reputation of the company or judicial The GROUP’s first legal regulations in Cor- the company’s situation in this matter, in procedures. porate Governance were created on the order to propose to the President of the •• Redefinition of the competencies of all occasion of the Initial Public Offering of Board and the competent social agencies the Board functions (President, Vice ANTENA 3 de Television, S.A. (in October opportune measures to carry out the nec- president, Chief Executive Officer, 2003) and were the following: essary changes in order to adapt to the Secretary and Vice Secretary) and its new legal Framework. Committee, as well as the functioning
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 89 CORPORATE GOVERNANCE
ANTENA 3 DE TELEVISION, S.A. The Board of Directors Number of Board Meetings The Board of Directors shall always have CORPORATE GOVERNANCE MODEL It is the Corporation’s highest Representa- Board of Directors 10 knowledge of the issues being discussed tive, Administrative, Management, and Con- Executive Committee 10 and the decisions taken by the Executive Audit and Control Committee 5 Board’s committees trol Body, which determines the Company’s Committee. The Secretary of the Board Appointments and Compensation Committee 1 general direction and economic objectives. should assure that all Board members MANAGEMENT CHAIRMAN CEO COMMITTEE As a result, the Board assumes and carries receive a copy of the minutes of the Execu- out, exclusively, the responsibilities pertain- In accordance with that stipulated in the tive Committee meetings. In order to com- ing to strategy (to direct and promote Com- articles of incorporation, the Board of ply with this requirement, all Board mem- pany policy), surveillance (to control Man- Directors has created specialised com- bers receive the Minutes of the Executive Board of directors agement Powers) and communications (to missions in order to assure the advisory Committee as soon as they are approved.
BOARD’S REGULATION INSTITUTIONAL PRINCIPLES act as a link with shareholders). function of the governing agencies. These committees are: When possible and when necessary, the Board of Directors Type provisions included in the Articles of Incor- D. José Manuel Lara President Executive The Executive Committee poration and in the Bylaws relative to the General Shareholders Meeting Bosch It is made up of five board members, organisation and functioning of the Board Vice President D. Maurizio Carlotti Executive Chief Executive D. Silvio González within the limits established in the Articles of Directors are applied. MISSION VISION GSM RULES BY-LAWS Executive Officer Moreno of Incorporation (between 3 and 9 mem- D. Nicolás Abel Bel- Controlling bers). Its members are designated with a let de Tavernost Shareholder two thirds vote from the Board of Directors. D. Mauricio Casals Controlling The General Shareholders Meeting Aldama Shareholder The number of members on the Commit- Executive Committee Dña. Aurora Catá President D. José Manuel Lara Bosch It is the highest of the Representing Bod- Independent tee at any given time is determined by the Sala ies representing company share capital of Board, which should keep in mind its main Members D. Maurizio Carlotti D. José Creuheras Controlling D. Silvio González Moreno ANTENA 3 TELEVISION S.A., and it exercises Margenat Shareholder function, optimal operation and maximum Board Members D. Nicolas Abel Bellet de Tavernost Controlling exclusively the faculties reserved for it in D. Marco Drago efficiency as well as the number of mem- Shareholder D. Marco Drago the Law of Corporations and in the Arti- bers on the other committees. Members Dña. María Entreca- Secretary D. Luis Gayo del Pozo Independent cles of Incorporation. In accordance with nales Franco of the Delegate Committee are the Presi- Controlling that established in these legal regulations, D. Elmar Heggen dent of the Board of Directors, when he Shareholder the meeting should take place once a year is a member of the Committee, and the Audit and Control Committee D. Pedro Ramón y Independent within the first six months of the year, in Cajal Agüeras Chief Executive Officer. Currently, the Vice The Audit and Control Committee is cur- order to deliberate and adopt agreements D. Luis Gayo del President of the Board is also a member of rently made up of 4 Board Members Secretary on its exclusive competencies, which are Pozo this committee. . (according to the articles of incorporation, D. Manuel de la of the utmost economic and judicial rel- Vice Secretary Viuda Fdez. de 3 is the minimum number of board mem- evance. Heredia bers and 5 is the maximum).
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 90 CORPORATE GOVERNANCE
The President of the Audit and Control Audit and Control Committee Compliance with the recommendations with this provision taken into consideration Committee is named by the Committee President D. Elmar Heggen of the Unified Code of Good Governance as the mandates of the board members itself among its members for a maximum Vice President Dña. Aurora Catá Sala In 2009, the General Shareholders Meet- appointed before the law was in effect (24 of four (4) years, and may be re-elected Members D. José Creuheras Margenat ing, by an initiative from the Board of March 2007). D. Pedro Ramón y Cajal Agüeras once, one (1) year after the end of his first Directors and a previous proposal from the Secretary D. Manuel de la Viuda Fdez. de Heredia mandate. Appointments and Compensation Com- In accordance with that stipulated in arti- mittee, decided to appoint two new inde- cle 126.3 of Corporate Law, at the time This Members deliberate proposals and Appointments and pendent Board members, even though the 2009 General Shareholders meet- reports made to the Commission in the Compensation Committee the independent Board members whose ing was set to take place, the mandates first Board meeting following each of its This committee is made up of five Board period had expired had not yet reached of several of the Company Board mem- meetings, the Committee reports on its members, within the limits established in the maximum period of twelve years bers were expiring, members which had activities and responds to the work under- the Articles of Incorporation, (between established in the Unified Code. These been named in 2003 for a period of five taken in the material included in their three and five members). They are all exter- appointments have allowed the two new years. As a result, the Appointments and areas of competency. nal and have been designated by the Board Board Members to join the company on Compensation Committee proposed to the of Directors from their members, heeding both its Board of Directors and its Com- Board of Directors the re-election of some The Committee is entirely made of up to the Company’s specific circumstances mittees, as established by the previous of the Board members and also other can- external Board Members, not excluding to determine the number of members and information. didates of recognised solvency, competen- Executive Members or upper Manage- in addition taking into consideration the cies and professional experience which ment, when the Committee members are knowledge, skills and experience of the With the incorporation of the new Board could be ideal for the vacancies that were in agreement. Board members assigned to the Commit- Members, Recommendation 14 of the to take place at that time. tee. The President of the Appointments and Unified Code of Good Governance has The Audit and Control Commission Compensation Committee is named by the been taking into account, which proposes The Board of Directors re-elected in their advises the Board in its specialty areas Committee itself from among its members measures favouring the incorporation of positions, for the now statutory six year and especially in the knowledge and anal- for a maximum period of four (4) years. women in the Board of Directors, as well as period, the President of the Board, Mr. ysis of the annual balance sheet and the the Organic Law 3/2007 of 22 March, call- José Manuel Lara Bosch, the Vice-pres- periodic reports for the financial markets ing for equality between men and women, ident, Mr. Maurizio Carlotti, and Board Appointments and Compensation Committee (bi-annually and quarterly) which are dif- of which Article 75 stipulates that corpo- members Mr. Nicolás Abel Bellet de Tav- President D. Pedro Ramón y Cajal Agüeras fused through the (CNMV). It also regularly rations required to report consolidated ernost, Mr. José Creuheras, Mr. Marco Vice President D. Nicolas Abel Bellet de Tavernost supervises the operations between the profit and loss statements should seek to Drago and Mr. Pedro Ramón y Cajal. In Members D. Mauricio Casals Aldama company and its more significant share- D. José Creuheras Margenat include women in their Board of Direc- addition, it named three new members: holders and receives direct and regular Dña. María Entrecanales Franco tors in such a way that 8 years after the Mr. Mauricio Casals, Mrs. Aurora Catá and information about this activity from both Secretary D. Luis Gayo del Pozo establishment of the law, an equilibrium of Mrs. María Entrecanales (these last two internal and external company auditors. men and women will have been reached, as independent board members and the
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 91 CORPORATE GOVERNANCE
former representing a controlling share- same provision included for the share- holder). holder right to vote by proxy or through any of the systems designed for General As far as the Ordinary Shareholders Meet- Shareholder absentee voting. ing and the agreements adopted therein, Lastly, during 2009, the section of the worthy of mention are the following Rec- Group’s web page entitled “Board Mem- ommendations of the Unified Code of Good ber Information”, which includes the date Governance, with the goal of increasing of their appointment, the type of member the transparency in the management and and the appointment procedure, has been decision making process. Given that the improved. These figures were already Board of Director agreement proposals are available in the Corporate Governance made public at the Shareholders Meeting, Annual Reports. The Board members pro- information on the identities of the Board fessional details have also been completed Members proposed to the Shareholders and edited, and a picture of each of them has been included, in addition to estab- has also been included. lishing the types applicable, heeding to classifications such as external, executive, and controlling shareholder or independ- More information on the Antena 3 Group’s Cor- ent. The criteria establishing a separate porate Governance Policy may be found in the vote for each Board member appointment 2009 Corporate Governance Report or re-election was also applied, with this
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 92 ANNEXES
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 93 ANNEXES
8.1 DEFINING evance of different aspects of sustainability As in 2008, in establishing the contents of The scope of the report on the activities to the business” this report, internal and external stakehold- of the ANTENA 3 GROUP should be clearly PRINCIPLES FOR ers of ANTENA 3 GROUP were consulted so defined, with priority given to information In 2007 a materiality study was carried out that their concerns could be borne in mind that is considered material, including all THE 2009 ANNUAL to identify the most important issues for during this process. To find out their con- the significant events that took place in the Company’s stakeholders. The study cerns, an internal and external online sur- 2009, without omitting information that REPORT concluded that there are seven key issues vey was carried out. In the chapter ‘Con- may be relevant for the Company’s stake- for the ANTENA 3 GROUP, all of them are cov- solidating the ANTENA 3 GROUP’s Corporate holders. The definition of the contents in this 2009 ered in this Report. Responsibility Model‘, more detailed infor- Annual Report has gone through the fol- mation on this activity can be found. The environmental indicators reported in lowing stages: •• Responsible programming and adver- this report only refer to Antena 3 Group’s tising Sustainability headquarters in San Sebastián de los •• Retaining talent “The report should present the organiza- Reyes Process follwed to draw up 2009 Annual •• Development of digital services and tion’s performance in the wider context of Report content sustainability.” In the event that there are modifications to •• Value generation the scope and coverage of the information, •• Social responsibility This report aims to detail the perform- these must be indicated. GRI PRINCIPLES PROCESS OF IDENTIFICATION FOR DEFINING CONSULTING •• Commitment to safeguard the environ- ance of the ANTENA 3 GROUP in the follow- OF MATERIAL CONTENT AND INTERNAL AND MATTERS (STUDY ment. ing three branches of sustainability: eco- QUALITY OF EXTERNAL PRINCIPLES FOR DEFINING QUALITY OF MATERIALITY) INFORMATION STAKEHOLDERS nomic, social and environmental. OF 2009 ANNUAL REPORT Information will be provided throughout The principles required by GRI were also More information on the materiality in the Cor- the report to contextualise each one of taken into account when defining the qual- porate Responsibility Reports of 2007 and 2008 To define the contents of the Report the are available at them. ity of information: Group has followed these principles rec- www.grupoantena3.com ommended by the GRI: Complete coverage Balance ““Coverage of the material topics and indi- “The report should reflect positive and Materiality Stakeholder inclusiveness cators and definition of the report’s scope negative aspects of the organization’s per- “Information is considered material if its “The reporting organization should identify should reflect significant economic, envi- formance to enable a reasoned assess- omission or distortion in a report could its stakeholders and explain in the report ronmental, and social impacts and ena- ment of overall performance.” influence the assessments or decisions of how it has responded to their reasonable ble stakeholders to assess the reporting stakeholders in the informing organisation. expectations and interests.” organization’s performance in the report- The report should include both favourable Materiality refers to the importance or rel- ing period.” and unfavourable results, with the aim of
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 94 ANNEXES
providing an unbiased account and allow- GROUP’s performance. Furthermore, to ing the stakeholders to carry out a reason- the extent possible, it seeks to avoid using able assessment of the Company’s per- technical terms whose meaning may not formance. be known to stakeholders.
Comparability Reliability “Issues and information should be “Information and processes used in the selected, compiled, and reported con- preparation of a report should be gath- sistently. Reported information should be ered, recorded, compiled, analysed, and presented in a manner that enables stake- disclosed in a way that could be subject to holders to analyze changes in the organi- examination and that establishes the qual- zation’s performance over time, and could ity and materiality of the information.” support analysis relative to other organiza- tions.” The reliability of the data contained in this report was checked by AENOR, the firm To the degree possible, information must which carried out the verification of the be organised in such a way that the stake- 2008 Corporate Responsibility Report. holders can assess the changes under- gone in the ANTENA 3 GROUP with respect Timeliness to previous years. “Reporting occurs on a regular schedule and information is available in time for Accuracy stakeholders to make informed decisions.” “The reported information should be suf- ficiently accurate and detailed for stake- The ANTENA 3 GROUP is committed to holders to assess the reporting organiza- reporting annually on its performance in tion’s performance.” the sphere of Corporate Responsibility. This report details its performance dur- The Report contains numerous tables, ing 2008, and covers all the relevant eco- charts and graphs, with the aim of making nomic, social and environmental aspects. it easier to understand. The information herein is intended to be clear and precise to allow for an assessment of ANTENA 3
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 95 ANNEXES
8.2 MEETING 2008 COMPLIANCE STANDARD
OBJECTIVES
TELEVISION AUDIENCES PEOPLE 2009 Challenges Degree of success 2009 Milestones 2010 Challenges 2009 Challenges Degree of success 2009 Milestones 2010 Challenges Maintain competitiveness com- Launch pilot telework pro- Launch Internal Communication For the first time in the decade Group’s restructuring plan. Maintain the audience level in pared to other private broadcast- gramme. Plan. the Antena 3 Group is the leader the face of fragmentation. ers in new Spanish audiovisual amongst private media groups. Promote internal communica- sector context. tion and design a programme Design company’s organisational Equality Plan. Encourage viewer participation Market share gain in prime-time Achieve significant audience gains to improve communication structure. through new technologies. commercial target. in NEOX and NOVA. amongst Group’s professionals. Successful addition of new Focus on training in new high- Promote HR development pro- Launching of a project to New technology training plan. products aimed at family target. Increase number of programmes definition technologies. gramme. develop convergence of Antena Curso del 63 has become the most available on 3.0. 3 TV, Neox and Nova. Company’s Management Training. viewed programme of the year.
Close the gap with the market NEOX y NOVA leaders amongst Remain leader in social projects. leader in radio and television. private DTT channels. CORPORATE RESPONSABILITY 2009 Challenges Degree of success 2009 Milestones 2010 Challenges Start work on drawing up RADIO AUDIENCES Creation of internal Corporate and implementing Corporate Finish CR Mater Plan. Responsibility Committee. 2009 Challenges Degree of success 2009 Milestones 2010 Challenges Responsibility Master Plan.
ONDA CERO, the fastest growing ANTENA 3 GROUP’s participation in Maintain commitment to commercial radio station between drawing up Media sector’s sup- Incorporate CR actions in Group’s verify Corporate Responsibil- 2009 December 2008 + 166,000, plement to GRI (Global Reporting strategy. ity Report. + 7.9%. ONDA CERO: Increase audience. Initiative). Consolidation as 2nd commercial Consolidate 2nd position and radio station, increasing distance increase distance over rivals. Started second process of consult- Increase audience on commer- ing with internal and external over rivals. Main programme grid _ 2nd option. Continue commitment to verify cial radio and music radio. stakeholders to find out their Record audience for EUROPA FM Maintain growth and consolidate CR Report. perceptions of Group’s CR policy with 1,173,000 listeners, which EUROPA FM’s 4th place ranking. and 2008 Annual Report. implies 208,000 more listeners Grow EUROPA FM’s “Morning Show”. (21.8% more) vs. December 2008. Supported principles of Global For first time Europa FM is ranked Compact by broadcasting aware- Launch “Co-Creation Workshop”. fourth in theme radio audience. ness campaigns on ANTENA 3 GROUP’s media channels.
Renewal ANTENA 3 GROUP’s partici- pation on FTSE4Good Ibex.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 96 ANNEXES
ROAD SAFETY ENVIRONMENT 2009 Challenges Degree of success 2009 Milestones 2010 Challenges 2009 Challenges Degree of success 2009 Milestones 2010 Challenges Creation of a platform to Reduce consumption of energy actively and permanently supplies and electricity on sets Continue process to optimise light- Achieved goal of ensuring that Reduce diesel consumption. improve road safety, which through initiatives such as the ing at facilities with LED. money collected from traffic fines brings together a conscientious Raise awareness on holidays and new fluorescent projectors. be used for Road Safety initiatives group that fights against traffic long weekends. Replace cooling tower for a more Start plan to replace gas air through “Destino de las Multas” Finish study of “Superwiring”, accidents and one that is aware efficient one that increases protec- conditioning with ecological gases campaigns. and “energy recovery” of the need to fight these seri- tion of environment. (not required). ous problem. To continue reducing waste Set up a “VPN”, that improves Continue to implement and execute Raised awareness among parents Promote, through PONLE generation through the communications with headquar- project to replace incandescent and users on safety measures Issue first Ponle Freno report on FRENO, the hiring of people implementation of the “Waste ters in Madrid, reducing number of bulbs with fluorescent tubes in in transportation used by school road safety. affected by traffic accidents. Management Plan employee trips. two studios. children. Plan VIVE. Greater use new communication Maintain waste management Creation of a style book to Continue cutting CO2 emis- Launch road safety manual for technologies, such as videoconfer- policy, stressing control and sepa- provide rigorous information on Road Safety 3.0 days celebrated. sions, with initiatives motorists. ence and 3G modems for laptops. ration of waste. road safety. such as national routes where Placement of containers for spe- Promote “new culture” of waste Launch of awareness campaigns Take action on raod safety trains can be used instead of cific waste, which optimises waste treatment when acquiring equip- road-safety training courses spe- Continue to raise awareness with help of Antena 3 Group’s aircraft to transport people . management. ment. cifically designed for children and among Antena 3 Group employees. employees. young people. Maintaining the policy of hand- Replacement of incandescent ing in obsolete IT and techno- bulbs with fluorescent tubes in Mobilise civil society to fight for logical material for reuse. two studios. Second annual Ponle Freno Awards. road safety.
Ponle Freno takes international stage.
SOCIETY 2009 Challenges Degree of success 2009 Milestones 2010 Challenges Creation and launch of Proyecto Obtain external resources to Position ANTENA 3 FOUNDATION in PRO to train and integrate disabled lower dependence on advertis- institutions and organisations people so they can work in the ing revenues. which work towards similar goals. audiovisual sector. Draw up Internal Commu- Increase percentage revenues Increase number of hours that nication Plan for ANTENA 3 obtained through external financ- Canal FAN3 is broadcast. FOUNDATION. ing sources.
Set up mechanism to evaluate Launch ANTENA 3 FOUNDATION Develop strategic lines set in real impact of projects and website 2009. their effectiveness. www.fundacionantena3.es ncreased collaboration agreements Set up guidelines for Founda- signed with foundations and tion’s future development. organisations in order to undertake new projects.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 97 ANNEXES
8.3 RISK CONTROL OBJECTIVES OF RISK MANAGEMENT MODEL, A TOOL TO TYPE OF RISK HELP MANAGEMENT TAKE DECISIONS AND MANAGEMENT CONSISTENCY WHEN APPLYING RISKS RISKS RELATED TO INTERNAL RISKS RELATED TO STRATEGY MANAGEMENT MODEL PROCESSES ANTENA 3 risk management model is tool GUARANTEE UNIFORM DECISIONS, IDENTIFICATION used to support the Company’s manage- AND RISK MANAGEMENT THROUGHOUT THE GROUP. ment team when taking decisions in an INTERNAL CONTROL ENVIRONMENT uncertain environment. This model con- RISKS RELATED TO OPERATION AND INFORMATION RISKS IN DECISION- UPDATE EXISTING CONTROLS AND CONTINUOUSLY RISKS RELATED TO COMPLIANCE sists of eight interrelated components, MEASURE EFFECTIVENESS. PROCESSES MAKING which assesses the risk levels assigned to OPERATING RISKS each process and strategic target. CONTINUOUS ASSESSMENT AND IMPROVEMENT TECHNOLOGICAL RISKS OPERATIONAL CONTINUOUSLY IMPROVE THE MODEL THROUGH TOOLS INTEGRITY RISKS FINANCIAL AND INDICATORS THAT FACILITATE ASSESSMENT AND FINANCIAL RISKS STRATEGIC IMPROVEMENT. MANAGEMENT RISKS
POLICIES, REGULATIONS AND PROCEDURES
A3TV GROUP’S RISK MANAGEMENT MODEL VEHICLE FOR COMMUNICATION WITH BUSINESS AREAS THROUGHOUT THE GROUP. Likewise, the ANTENA 3 GROUP has the fol- have compromised the company’s or the lowing control mechanism in place: employees’ integrity. COMPLIANCE WITH RULES AND REGULATIONS ENSURE COMPLIANCE WITH ALL REGULATION AND RULES IN FORCE WITH RESPECT TO ALL THE GROUP’S •• Rules and procedures for employees. BUSINESSES AND OPERATIONS. More information on the Antena 3 Group’s risk •• Internal code of conduct for securities management system in 2009 Corporate Govern- markets. ance Report available at http://www.grupoan- •• Procedures related to purchase of tena3.com/GrupoAntena3/historico/es/informes. products and services REGULATION ENVIRONMENT OF INTERNAL CONTROL SET TARGETS •• Procedures related to negotiating and selling advertising. •• Corporate IT systems: sales manage- COMPONENTS ANTENA 3 GROUP’S RISK IDENTIFICATION OF EVENTS ASSESS RISKS ment system, purchasing management MANAGEMENT INTERNAL CODE OF CONDUCT system and contract proposal manage- As a publicly-quoted company, ANTENA 3 ment system. TELEVISION has an Internal Code of Con- duct related to securities markets, which RESPONSE TO RISKS CONTROL ACTIVITIES INFORMATION AND COMMUNICATION The GROUP’s risk management systems concerns the obligations and procedures and internal controls work adequately that employees must follow, given that they and nothing occurred in 2009 that could have access to information that is relevant
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 98 ANNEXES
to the company’s stock performance. Spe- From an organisational point of view, the THE ANTENA 3 GROUP AND No sanctions have been filed in 2009 as cifically, these rules govern: management of Internal Auditing, or, fail- DATA PROTECTION regards the failure to comply with privacy ing that, the Financial Department, is The IT security model applied in the laws and personal data leaking. •• Actions related to handling confidential responsible for supervising compliance ANTENA 3 GROUP ensures that any action and relevant information. with the responsibilities and procedures launched by another area of the company Lastly, the GROUP has applied the meas- •• The company’s treasury stock. established in the Code of Conduct. or by one of the GROUP’s subsidiaries com- ures needed to comply with the Data Pro- •• Conflicts of interests; meaning any plies with the current law regarding per- tection Law, approved by Royal Decree situation that could involve (regard- sonal information. This model includes all 1720/2007. As of March 2009, all of the Access Internal Code of Conduct at: ing some action related to the securi- the company’s external service providers. Group’s security models were already http://www.grupoantena3.com/nuevaa3tv/doc/ ties market), an employees’ personal reglamento.pdf adapted to these regulations and it has interests, affected by the Internal Code The Security Department is the ANTENA 3 complied with the obligation to declare the of Conduct, that clash with the com- GROUP’s highest authority in terms of the Mixed Files to the Data Protection Agency. pany’s, thereby compromising their company’s computer security. The head impartiality. of security is in charge of coordinating and RISKS STEMMING FROM PROVISION OF monitoring the ANTENA 3 GROUP’s objec- The company’s Internal Code of Conduct SERVICES AND PRODUCT LABELLING tives in complying with the security meas- are available on the CNMV’s website and The ANTENA 3 GROUP also engages in other ures required by the Organic Securities the GROUP’s website and has been read economic activities, such as granting the Measures Law 15/1999, Data Protection and accepted by all the relevant employ- right of use or licenses for its brands for Law, and the Law in general. ees. the sale of products, including its logo and registered trademark. Agreements are The Committee’s functions include revis- The ANTENA 3 GROUP also has an IT system reached with manufacturers or shops to ing whether or not the regulations and linked to the application of this Code called launch the products. internal procedures are being followed; SRC (System for enforcing the Internal draw up specific IT security training plans; Code of Conduct regarding the securities Before signing a licence agreement, the carry out internal awareness plans in order markets), which is available in the Intranet ANTENA 3 GROUP ensures that the other to incorporate security measures into daily (A3NET). The system allows for a smooth party meets the national, local and Euro- work activity. Furthermore, the periodic flow of information between the affected pean laws regarding safety in general and internal and external audits required by parties and the pertinent ad hoc bodies product labelling. The Group ensures Law to detect risks in this area have been that supervise compliance. This applica- that the production process meets all the conducted. tion guarantees confidentiality and is only safety standards, and that there is respect available to those included in the applica- for the protection of consumer safety and tion of the Code. health to avoid risks to the public.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 99 ANNEXES
8.4 CR VERIFICATION REPORT
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 100 ANNEXES
8.5 GRI INDEX
GRI G3 CONTENT INDEX
1 STRATEGY AND ANALYSIS PAGES- COMMENTS 3 REPORT PARAMETRES PAGES- COMMENTS 1.1 Statement from the most senior decision-maker, strategy 6-7 3.1 Reporting period (e.g., fiscal/calendar year) for information provided. 94-95 1.2 Description of key impacts, risks, and opportunities 98-99 3.2 Date of most recent previous report (if any). 94-95 3.3 Reporting cycle (annual, biennial, etc.) 94-95 3.4 Contact point for questions regarding the report or its contents. 2 2 ORGANISATIONAL PROFILE PAGES- COMMENTS Process for defining report content, including: 2.1 Name of the organization 2 • Determining materiality; 3.5 7, 94-95 2.2 Primary brands, products, and/or services 18-19 • Prioritizing topics within the report; and • Identifying stakeholders the organization expects to use the report. 2.3 Operational structure of the organization 18 Boundary of the report (e.g., countries, divisions, subsidiaries, leased facilities, joint 2.4 Location of organization’s headquarters 2 3.6 7, 94-95 ventures, suppliers). El Grupo Antena 3 desarrolla 3.7 State any specific limitations on the scope or boundary of the report 94-95 sus actividades en el territorio 2.5 Number of countries where the organization operates, and names of countries español, aunque algunos de sus Basis for reporting on joint ventures, subsidiaries, leased facilities, outsourced opera- canales puedan ser visualizados 3.8 tions, and other entities that can significantly affect comparability from period to period 7, 94-95 en el extranjero. and/or between organizations. with Data measurement techniques and the bases of calculations, including assumptions and major 3.9 techniques underlying estimations applied to the compilation of the Indicators and other 7 The Antena 3 Group takes place in Spain, although some channels may be seen abroad. 18 opera- information in the report. tions Explanation of the effect of any re-statements of information provided in earlier reports, 2.6 Nature of ownership and legal form 18 3.10 and the reasons for such re-statement (e.g., mergers/ acquisitions, change of base years/ 7, 94-95 periods, nature of business, measurement methods) El Grupo Antena 3 The business of Antena 3 Group takes place in Significant changes from previous reporting periods in the scope, boundary, or measure- 2.7 Markets served Pages 3.11 7, 94-95 Spain, although some channels ment methods applied in the report. may be seen abroad, page 18 3.12 Table identifying the location of the Standard Disclosures in the report. 101-107 2.8 Scale of the reporting organization (net sales, total capitalization, etc.) 10,20-21,66 This report on corporate responsi- 3.13 Policy and current practice with regard to seeking external assurance for the report. Significant changes during the reporting period regarding size, structure, or ownership bility has been verified by AENOR. including: • The location of, or changes in operations, including facility openings, closings, and 2.9 17 other capital formation, maintenance, and expansions; and • Changes in the share capital structure and alteration operations (for private sector organisations). 2.10 Awards received in the reporting period 15
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 101 ANNEXES
4 GOVERNMENT, COMMITMENTS AND ENGAGEMENT PAGES-COMMENTS 4 GOVERNMENT, COMMITMENTS AND ENGAGEMENT PAGES-COMMENTS 4.14 List of stakeholder groups engaged by the organization. 59 Governance structure of the organization, including committees under the highest gov- 4.1 ernance body responsible for specific tasks, such as setting strategy or organizational 88-92 4.15 Basis for identification and selection of stakeholders with whom to engage. 94-95 oversight. Approaches to stakeholder engagement, including frequency of engagement by type and 4.16 61-64 Indicate whether the Chair of the highest governance body is also an executive officer by stakeholder group. 4.2 (and, if so, their function within the organization’s management and the reasons for this 90 Key topics and concerns that have been raised through stakeholder engagement, and how arrangement). 4.17 the organization has responded to those key topics and concerns, including through its 61-64 For organizations that have a unitary board structure, state the number of members of the reporting. 4.3 90 highest governance body that are independent and/or non-executive members. Corporate Governance Report: pages 45-46 (E4) and 61-62 Mechanisms for shareholders and employees to provide recommendations or direction to 4.4 ( F.50) GLO- the highest governance body. Annual and CR report: pages BAL MANAGEMENT APPROACH AND PERFORMANCE INDICATORS PAGES- COMMENTS 23-24 COM- PACT Linkage between compensation for members of the highest governance body, senior Corporate Governance Report: 4.5 managers, and executives (including departure arrangements), and the organization’s pages 18- 19 (. B.1.14), 58-60 Financial results 10 performance (including social and environmental performance). (F.35) Antena 3 Films: the engine of Spanish cinema 36-37 Any conflicts of interest arising in Integration of providers in the corporate responsibility strategy 22-23 the highest body of governance are to be dealt with as set forth Investor and shareholder relations 23-24 Processes in place for the highest governance body to ensure conflicts of interest are 4.6 in the internal rules of conduct Direct economic value generated and distributed, including avoided. regarding the securities market revenues, operating costs, employee compensation, donations and CORE EC1 10 and by the regulations of the other community investments, retained earnings, and payments to board of directors. capital providers and governments. Process for determining the qualifications and expertise of the members of the highest Corporate Governance Report: The business of Antena 3 Group Financial implications and other risks and opportunities for the 4.7 governance body for guiding the organization’s strategy on economic, environmental, and pages 21-22 ( B.1.19 y B.1.20) CORE EC2 GC7 does not significantly impact the organization’s activities due to climate change. social topics. and page 63 ( F.55) environment. Page 82,86-87 Internally developed statements of mission or values, codes of conduct, and principles CORE EC3 Coverage of the organization’s defined benefit plan obligations. 69 4.8 relevant to economic, environmental, and social performance and the status of their 17,64-65,98-99 CORE EC4 Significant financial assistance received from government. 8 implementation. Range of ratios of standard entry-level wage compared to local Procedures of the highest governance body for overseeing the organization’s identification CORE EC5 GC6 70 98-99, Corporate Governance minimum wage at significant locations of operation. and management of economic, environmental, and social performance, including relevant 4.9 Report: page 27 (B.1.35) and risks and opportunities, and adherence or compliance with internationally agreed stand- Policy, practices, and proportion of spending on locally-based sup- 31-32 (B.2.2 y B.2.3) CORE EC6 22-23 ards, codes of conduct, and principles. pliers at significant locations of operation. Procedures for local hiring and proportion of senior management Processes for evaluating the highest governance body’s own performance, particularly Corporate Governance Report: Antena 3 Group does business 4.10 CORE EC7 hired from the local community at locations of significant opera- GC6 with respect to economic, environmental, and social performance. page 54-55 ( F.18 and F.22) in Spain. tion. Explanation of whether and how the precautionary approach or principle is addressed by Corporate Governance Report: 4.11 the organization. page 37-45 ( D) Antena 3 Group has not made any Development and impact of infrastructure investments and investments in infrastructure nor Externally developed economic, environmental, and social charters, principles, or other 4.12 64-65,72-81 CORE EC8 services provided primarily for public benefit through commercial, provided any services through initiatives to which the organization subscribes or endorses. in-kind, or pro bono engagement. commercial, in-kind, or pro bono Memberships in associations (such as industry associations) and/or national/interna- engagement. tional advocacy organizations in which the organization: Understanding and describing significant indirect economic • Has positions in governance bodies; ADD EC9 26,36-37 4.13 25-26,33 impacts, including the extent of impacts. • Participates in projects or committees; • Provides substantive funding beyond routine membership dues; or • Views membership as strategic
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 102 ANNEXES
GLO- GLO- BAL BAL ENVIRONMENTAL PERFORMANEC INDICATORS PAGES-COMMENTS ENVIRONMENTAL PERFORMANEC INDICATORS PAGES-COMMENTS COM- COM- PACT PACT Environmental management policy 82 - Antena 3 Group’s facilities do Energy efficiency and efficient use of resources 82-86 not emit CFC. Only these gases are present, Climate change, a global challenge 86-87 CORE EN19 Emissions of ozone-depleting substances by weight. GC8 specifically Freon 22, in some Protection of biodiversity 87 closed circuits of air conditioning equipment. In 2008 there have Environmental investments and expenses 87 been no leaks or incidents. CORE EN1 Materials used by weight or volume. GC8 83 CORE EN20 NO, SO, and other significant air emissions by type and weight. GC8 86 CORE EN2 Percentage of materials used that are recycled input materials. GC8 84 CORE EN21 Total water discharge by quality and destination. GC8 85 CORE EN3 Direct energy consumption by primary energy source. GC8 85 CORE EN22 Total weight of waste by type and disposal method. GC8 84 CORE EN4 Indirect energy consumption by primary source. GC8 85 The business of Antena 3 Group, ADD EN5 Energy saved due to conservation and efficiency improvements. GC9 85 CORE EN23 Total number and volume of significant spills. GC8 as a media group, does not Initiatives to provide energy-efficient or renewable energy based involve the possibility of spills. ADD EN6 products and services, and reductions in energy requirements as a GC9 85-86 Weight of transported, imported, exported, or treated waste deemed result of these initiatives. hazardous under the terms of the Basel Convention Annex I, II, III, ADD EN24 GC8 84 Initiatives to reduce indirect energy consumption and reductions and VIII, and percentage of transported waste shipped internation- ADD EN7 85 achieved. ally. CORE EN8 Total water withdrawal by source. GC8 84-85 Identity, size, protected status, and biodiversity value of water ADD EN25 bodies and related habitats significantly affected by the reporting GC8 85 ADD EN9 Water sources significantly affected by withdrawal of water. GC8 84-85 organization’s discharges of water and runoff. ADD EN10 Percentage and total volume of water recycled and reused. GC8 85 Initiatives to mitigate environmental impacts of products and CORE EN26 GC8 82 Location and size of land owned, leased, managed in, or adjacent services, and extent of impact mitigation. CORE EN11 to, protected areas and areas of high biodiversity value outside GC8 87 Percentage of products sold and their packaging materials that are CORE EN27 GC8 84 protected areas. reclaimed by category. Description of significant impacts of activities, products, and Monetary value of significant fines and total number of non- CORE EN12 services on biodiversity in protected areas and areas of high biodi- GC8 87 CORE EN28 monetary sanctions for noncompliance with environmental laws GC8 82 versity value outside protected areas.. and regulations. ADD EN13 Habitats protected or restored. GC8 87 Significant environmental impacts of transporting products and Strategies, current actions, and future plans For managing impacts ADD EN29 other goods and materials used for the organization’s operations, GC8 86-87 ADD EN14 GC8 87 on biodiversity. and transporting members of the workforce. Number of IUCN Red List species and national conservation list Total environmental protection expenditures and investments by ADD EN30 GC8 87 ADD EN15 species with habitats in areas affected by operations, by level of GC8 87 type. extinction risk. CORE EN16 Total direct and indirect greenhouse gas emissions by weight. GC8 86 CORE EN17 Other relevant indirect greenhouse gas emissions by weight. GC8 86-87 Initiatives to reduce greenhouse gas emissions and reductions ADD EN18 GC8 86 achieved.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 103 ANNEXES
GLO- SOCIAL PERFORMANCE INDICATORS PAGES-COMMENTS BAL LABOUR PRACTICES PAGES-COMMENTS Labour Practices Performance COM- The Antena 3 Group talent 65-66 PACT Rates of injury, occupational diseases, lost days, and absenteeism, Professional development and training 66-67 CORE LA7 72 and number of work-related fatalities by region. Equality and diversity 68-69 Education, training, counselling, prevention, and risk-control Social benefits 69-71 CORE LA8 programs in place to assist workforce members, their families, or 72 Health and job safety 71-72 community members regarding serious diseases. Society Performance Health and safety topics covered in formal agreements with trade ADD LA9 71-72 unions. Antena 3 Foundation 77-81 Average hours of training per year per Employee By employee Two years working on road safety 72-76 CORE LA10 67 category. Human Rights Performance Programs for skills management and lifelong learning that sup- 2009 Target is to strengthen our Corporate Responsibility Model 59 ADD LA11 port the continued employability of employees and assist them in 67 Committed to the development of the World Pact principles 65 managing career endings. Percentage of employees receiving regular performance and career Integrating providers in our responsibility strategy 22-23 ADD LA12 70 development reviews. Content Access 33-35 Composition of governance bodies and breakdown of employees per GC1 68. Corporate Governance Report: Product Responsibililty Performance CORE LA13 category according to gender, age group, minority group member- GC6 page 3 (A.3) Regulatory compliance by Antena 3 Television 24-25 ship, and other indicators of diversity. Risks stemming from provision of services and product labelling 99 GC1 CORE LA14 Ratio of basic salary of men to women by employee category. 70 GC6 Antena 3 Group and data protection 99
GLO- BAL LABOUR PRACTICES PAGES-COMMENTS COM- PACT Total workforce by employment type, employment contract, and CORE LA1 66 region. Total number and rate of employee turnover by age group, gender, CORE LA2 GC6 66 and region. Benefits provided to full-time employees that are not provided to ADD LA3 GC6 69 temporary or part-time employees, by major operations. Percentage of employees covered by collective bargaining agree- GC1 CORE LA4 70-71 ments. GC3 Minimum notice period(s) regarding operational changes, including CORE LA5 GC3 71 whether it is specified in collective agreements. Percentage of total workforce represented in formal joint manage- ADD LA6 ment–worker health and safety committees that help monitor and 71-72 advise on occupational health and safety programs.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 104 ANNEXES
GLO- GLO- BAL BAL HUMAN RIGHTS PAGES-COMMENTS HUMAN RIGHTS PAGES-COMMENTS COM- COM- PACT PACT All agreements on investment The business of Antena 3 Group include clauses on compliance involves no risk of forced or with current Spanish legislation, unconsented labour. Furthermore, Operations identified as having significant risk for incidents of the provisions of which include the participation of any minors in CORE HR7 forced or compulsory labour, and measures to contribute to the GC4 these principles of this kind. TV programmes requires previous elimination of forced or compulsory labour. Spanish Constitution; TITLE I: on parental consent and working fundamental rights and obliga- hours that do not interfere with tions. Article 10: 1. Individual schooling. Page 33 dignity, the unalienable rights to Percentage of security personnel trained in the organization’s GC1 which he or she is entitled, the Percentage and total number of significant investment agreements ADD HR8 policies or procedures concerning aspects of human rights that are GC1 68 GC2 free development of personalities, CORE HR1 that include human rights clauses or that have undergone human relevant to operations. GC4 respecting the law and the rights rights screening. The business of Antena 3 Group GC5 of others are fundamental to Total number of incidents of violations involving rights of indig- ADD HR9 GC1 takes place in regions where there political order and social peace. enous people and actions taken. 2. Rules regarding fundamental are no indigenous communities. rights and liberties set forth in the Constitution, are interpreted in keeping with the Universal Declaration of Human Rights GLO- BAL and international treaties and SOCIETY PAGES-COMMENTS agreements on these matters COM- undersigned by Spain. PACT GC1 Nature, scope, and effectiveness of any programs and practices Percentage of significant suppliers and contractors that have GC2 CORE SO1 that assess and manage the impacts of operations on communities, GC1 77 CORE HR2 22 undergone screening on human rights and actions taken. GC4 including entering, operating, and exiting. GC5 The risk-management model of GC1 Antena 3 Group foresees defence Total hours of employee training on policies and procedures con- Percentage and total number of business units analyzed for risks GC2 CORE SO2 GC10 against certain integrity gaps. ADD HR3 cerning aspects of human rights that are relevant to operations, 68 related to corruption. GC4 The map of risks is updated including the percentage of employees trained. GC5 annually . GC1- In 2009, there were no incidents Antena 3 Group does not have an CORE HR4 Total number of incidents of discrimination and actions taken. anticorruption policy. This issue GC6 involving discrimination. Percentage of employees trained in organisation’s anti-corruption CORE SO3 GC10 will be dealt with in the future Operations identified in which the right to exercise freedom of asso- policies and procedures. corporate responsibility master CORE HR5 ciation and collective bargaining may be at significant risk, and GC3 71 plan. actions taken to support these rights. The group’s systems of risk Operations identified as having significant risk for incidents of management and internal control CORE HR6 child labour, and measures taken to contribute to the elimination GC5 33 function satisfactorily. In this of child labour. CORE SO4 Actions taken in response to incidents of corruption. GC10 sense, there were no develop- ments in 2008 that constituted a gap in the integrity of the com- pany or of its employees. Public policy positions and participation in public policy develop- CORE SO5 GC10 25-26 ment and lobbying.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 105 ANNEXES
GLO- BAL SOCIETY PAGES-COMMENTS COM- PACT The Antena 3 Group has not made Total value of financial and in-kind contributions to political par- ADD SO6 GC10 any financial and in-kind contri- ties, politicians, and related institutions by country. butions to political parties Total number of legal actions for anticompetitive behaviour, anti- ADD SO7 25 trust, and monopoly practices and their outcomes. Monetary value of significant fines and total number of non-mone- CORE SO8 25 tary sanctions for noncompliance with laws and regulations.
GLO- BAL PRODUCT REPONSABILITY PAGES-COMMENTS COM- PACT Life cycle stages in which health and safety impacts of products and services are assessed for improvement, and percentage CORE PR1 99 of significant products and services categories subject to such procedures. Total number of incidents of non-compliance with regulations and PR2 voluntary codes concerning health and safety impacts of products 25 and services during their life cycle, by type of outcomes. Type of product and service information required by procedures, CORE PR3 and percentage of significant products and services subject to GC8 24 such information requirements. Total number of incidents of non-compliance with regulations and ADD PR4 voluntary codes concerning product and service information and 25 labelling, by type of outcomes. Practices related to customer satisfaction, including results of ADD PR5 31-32 surveys measuring customer satisfaction. Programs for adherence to laws, standards, and voluntary codes CORE PR6 related to marketing communications, including advertising, pro- 56-57 motion, and sponsorship. Total number of incidents of non-compliance with regulations and CORE PR7 voluntary codes concerning marketing communications, including 57 advertising, promotion, and sponsorship by type of outcomes. Total number of substantiated complaints regarding breaches of ADD PR8 99 customer privacy and losses of customer data. Monetary value of significant fines for noncompliance with laws CORE PR9 and regulations concerning the provision and use of products and 25 services.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 106 Antena 3 Group Communications and Corporate Marketing Division Av. Isla Graciosa nº 13 San Sebastián de los Reyes, 28703 (Madrid)
[email protected] [email protected]
Tel: (+34) 91 623 05 00 Fax: (+34) 91 654 92 04