How Atresmedia Became a CR Leader in Spain's TV Industry
Total Page：16
File Type：pdf, Size：1020Kb
week 46 / 14 November 2013 A SUSTAINABLE BUSINESS MODEL How Atresmedia became a CR leader in Spain’s TV industry Luxembourg Australia / Germany France Canada RTL Group reports FremantleMedia Groupe M6 sets Broadband TV significant profit locks in first up Multi-Channel announces growth adaptation deal Network a production for Wentworth programme week 46 / 14 November 2013 A SUSTAINABLE BUSINESS MODEL How Atresmedia became a CR leader in Spain’s TV industry Luxembourg Australia / Germany France Canada RTL Group reports FremantleMedia Groupe M6 sets Broadband TV significant profit locks in first up Multi-Channel announces growth adaptation deal Network a production for Wentworth programme Cover Montage with photos of Atresmedia CR initiatives Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg Editor, Design, Production RTL Group Corporate Communications & Marketing k before y hin ou T p r in t backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de QUICK VIEW RTL Group reports signifi cant profi t growth RTL Group p. 9-11 FremantleMedia locks in fi rst adaptation deal for Wentworth UFA Serial Drama / RTL Television / FremantleMedia “Our goal as a company Australia p. 12 is to generate economic growth, as well as social Groupe M6 sets up progress” its multi-channel Atresmedia network p.4–8 Groupe M6 p. 13 Broadband TV announces a production programme Big Picture Broadband TV p.15 p. 14 SHORT NEWS p. 16–17 PEOPLE p.18 Spanish broadcasting company Atresmedia – formerly Grupo Antena 3 “OUR GOAL AS – has been committed to Corporate Responsibility A COMPANY IS (CR) for many years, through the work of its TO GENERATE Foundation (Fundación Atresmedia) and a wide range of concrete initiatives. ECONOMIC GROWTH, Backstage found out more about this enduring AS WELL AS SOCIAL commitment to good causes. PROGRESS” Spain – 14 November 2013 Atresmedia A race in the aid of Ponle Freno 4 IN 2013, 68 EMPLOYEES HAVE DONATED AROUND 1,500 HOURS OF THEIR TIME TO CORPORATE VOLUNTEERING Atresmedia was created in 2012 through the merger of Grupo Antena 3 and La Sexta. RTL Group owns a 20.5 per cent stake in Atresmedia, whose family of channels is comprised of Antena 3, La Sexta, Neox, Nova, Nitro and Xplora, among other companies. Atresmedia’s employees volunteering in Senegal Aware of its ability to infl uence society as a whole, Atresmedia has also put a focus on Atresmedia has been a front runner in actively corporate volunteering. During 2013, 68 engaging in the fi eld of CR. Among a series of employees have participated in soup kitchens initiatives already organised by the company, activities for the most deprived communities, Ponle Freno, which aims to improve road safety accompanied people with disabilities, and helped in Spain, is certainly one of the most socially the Banco de Alimentos and the Fundación recognisable in the country. However, subsequent AMREF Flying Doctors in Senegal, donating campaigns like El Estirón, which combats childhood around 1,500 hours of their time. The company obesity, and Hazte Eco, which raises awareness on also organised a corporate volunteer day ‘Día environmental protection, have followed Ponle Solidario de las Empresas’ (Corporate Solidarity Freno’s philosophy of responding to social concerns Day) and is a partner of the ‘Voluntare’ platform. and achieving positive results. Aldeas Infantile: an organisation supported by Atresmedia Alongside these campaigns, Atresmedia strives to make the most of its infl uential reach by putting its entertainment and news programmes to the Silvio González, CEO Atresmedia use of good causes. Familiar TV faces from the company also support joint social projects with organisations such as the Red Cross, “CR IS NOW PART OF OUR Aldeas Infantiles and the Banco de Alimentos BUSINESS MODEL” (Food Fund) to try to fi ght problems such Silvio González , Atresmedia CEO as eviction, child poverty and food wastage. Thanks to their support, throughout 2013, Atresmedia has Positioning for competitive advantage managed to raise more than €2,050,000 that will be But what are the motivations behind such a used to help solve these problems. commitment? Atresmedia CEO Silvio González says: “CR is now part of our business model. Our goal as a company is to generate economic growth Next > 5 and profi tability, as well as social progress and the Broadcasting at the service of society confi dence of our stakeholders, promoting values of quality and commitment”. Atresmedia began In order to identify relevant issues for the noticing the profound positive consequences of its company to make a positive and responsible ability to infl uence through the fundraising campaign, contribution, Atresmedia has defi ned a organised together with the Spanish Red Cross, for CR strategy which consists of providing society the victims of the 2004 Indian Ocean tsunami. with the use of the media’s broadcasting capacity, focusing on the quality and responsible treatment One of the main goals that encourage the company of content and commercial communications, as well to focus on CR is to position the company for being accessible and transparent. The protection sustainable competitive advantage. An ambition of the most vulnerable social groups, advertising which is publicly recognised, with fl agship channel self-regulation and media literacy are also pertinent Antena 3 topping the 2012 CR ranking for Public issues for the company. and Private Television in Spain, released by the Fundación Compromiso Empresarial (Business Commitment Foundation). To make all these initiatives happen and strengthen the cross-sector integration of CR within the company, Atresmedia set up a proper CR organisation. While CR is managed at General Management level, a CR Committee was created in 2009 with representatives from the main strategic areas of the company: Television and Radio Content, News, Investor Relations, Internal Audit, Human Resources, Operations Management, Legal, Advertising and Marketing, as well as the Foundation Atresmedia. Patricia Pérez, Corporate General Manager Atresmedia “SINCE 2007, ATRESMEDIA IS WORKING HARD TO INTEGRATE CORPORATE RESPONSIBILITY INTO THE CULTURE AND THE BUSINESS Foundation Atresmedia visits hospitalised children STRATEGY OF THE GROUP” The Foundation Atresmedia (formerly Foundation Patricia Pérez, Corporate General Manager Atresmedia Antena 3) – which currently channels a signifi cant portion of the company’s social actions – was Beyond this, Atresmedia recognises that CR has created in 2005 and is now focusing its efforts on become a management tool that allows it to carry children and young population. The Foundation’s out a business model that generates sustainable main line of work is not only to ensure that these profi tability, while at the same time promoting particularly vulnerable groups social progress and confi dence among receive the necessary support stakeholders. Indeed, the company has more and training needed for their recently taken CR a step further. “Since 2007, welfare, but also to promote Atresmedia is working hard to integrate Corporate social awareness bout their Responsibility into the culture and the business rights, needs and interests. strategy of the Group,” explains Patricia Pérez, Atresmedia Corporate General Manager. “We Foundation Atresmedia are aware that our stakeholders demand greater website accountability and transparency in the Next > 6 non-fi nancial aspects of the company. For this A proactive CR approach with regards to reason, we continue to make progress in CR. Also investors and analysts we are currently implementing new actions that will have a positive impact on society.” An example of Among the on-going projects, Atresmedia – as a the CR integration process in the organisation was listed company – strives to have a proactive CR Atresmedia’s 2011 review of their mission, vision approach with regards to investors and analysts, and values in order to better adapt and respond to and the information they provide to the CNMV (the this new reality for the company. agency in charge of supervising and inspecting the Spanish Stock Markets and the activities of all “IN RECENT YEARS the participants in those markets), which discloses their CR activities. Indeed, although investors who ATRESMEDIA HAS take non-fi nancial aspects into account in their TAKEN SIGNIFICANT STEPS investment decisions are still a minority, Atresmedia TOWARDS BECOMING consider that in the medium term, investors will A BROADCASTING LEADER demand more information concerning non-fi nancial aspects of a company. Also, since 2008 Atresmedia IN CR IN SPAIN” is included in the FTSE4Good Ibex Sustainability Susana Gato, Atresmedia CR Manager Index, which allows shareholders and investors to learn about the company’s CR commitment level and facilitate the comparison of its CR performance with other companies. A positive outcome Susana Gato, Corporate Responsibility Manager Atresmedia Atresmedia’s efforts to position itself as a sustainable company providing diversifi ed, Susana Gato, Corporate Responsibility Manager entertaining and, above all, responsible television, at Atresmedia, adds: “In recent years Atresmedia that addresses the major problems of our society, has taken signifi cant steps towards becoming a has delivered positive results to the company. In broadcasting leader in CR in Spain. Implementing a terms of audience, Antena 3 is the only television CR Management Plan for three years, learning from channel in Spain that maintains an uninterrupted the experiences of other international