2008 Annual Report Antena 3 Group » 2008 Annual Report Index 2

2008 ANNUAL REPORT ANTENA 3 GROUP » 2008 ANNUAL REPORT INDEX 2

INDEX

LETTER FROM THE PRESIDENT ______4 LETTER FROM THE CEO ______6 MILESTONES 2008 ______9 FINANTIAL RESULTS ______10 AUDIENCES ______11

ANTENA 3 GROUP ______19 A LEADING GROUP OF SHAREHOLDERS IN EUROPEAN MEDIA ______20 Shareholder structure ______21 Structure of the board of directors and its committees ______22 Corporate structure of the Antena 3 Group ______23 Management structure ______24 THE VALUE OF A GREAT GROUP ______25 ANTENA 3 TV ON THE STOCK MARKET ______26

ANTENA 3, TELEVISION ______30 THE FAMILY OF ANTENA 3 CHANNELS ______31 Innovation for a new generation of viewers ______32 VARIETY AND QUALITY IN PROGRAMMING ______32 Its own style of fiction ______33 Entertainment and current events ______34 Megatrix, the youngest television ______35 LEADER IN DTT ______36 Designed to become generalist tv ______38 ANTENA 3 FILMS, winner of an OSCAR ______39

RADIO, LOCAL DIGITAL TELEVISION ______42 A HISTORIC YEAR FOR ONDA CERO AND EUROPA FM ______43 ANTENA 3 GROUP » 2008 ANNUAL REPORT INDEX 3

A constantly evolving leader in programming ______43 The stars on the onda ______44 Independendent, plural and balanced new programmes ______45 The success of innovation on Europa FM ______46 Uniprex TV: new ideas for more personal television ______47

MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING ______48 PROTAGONISTS OF THE MULTIMEDIA REVOLUTION ______49 A year of important premiers on internet ______50 antena3videos.com, pioneers in commercialisation of video on internet ______52 Ponle freno, also on internet ______52 Triple play: strength in numbers ______52 Mobile telephony, a new line of business ______53 Movierecord, leader in movie theatre advertising ______54 Event organisation, also a way of advertising v54 Licenses: beyond the screen ______55

ADVERTISING ______56 LEADERS IN 360º COMMUNICATION ______57 The Antena 3 Group’s channels family, an example of commercial vision ______57 Uniprex: the most commercially efficient radio group ______59 ADN, the newspaper with the highest growth in audience and advertisers ______60 Movierecord, the absolute leader in the cinema sector ______61 Atres Advertising, a touchstone in the advertising commercialisation of video viewing on Internet _ _ _ _ _ 62 Events: new brand experiences ______62

CORPORATE RESPONSABILITY ______64 COMPROMISE, SUSTAINABILITY AND GROWTH ______65 ANTENA 3 GROUP » 2008 ANNUAL REPORT LETTER FROM THE PRESIDENT 4

LETTER FROM THE PRESIDENT

The year we cover in this annual report reflects the intense efforts that the ANTENA 3 GROUP has made in a difficult year for the economy and the media. 2008 has shown us, once again, that only the large media groups can face the challenges posed by an increasingly technological, informed and demanding society.

The ANTENA 3 GROUP has closed the year with 91 million euros in net profit. This figure is particularly important because it was obtained amid a clear global and national economic slowdown, in which the media groups have been hit in the stock markets harder than other sectors: in Spain the media groups have registered an overall fall of 68.4%, while European media companies fell 57.8%.

Despite this backdrop, ANTENA 3 continues to be one of the most profitable media groups in Europe. Furthermore, our high cash generation has allowed us to not only keep our debt under control, but also pay our highest cash dividend ever.

In fact, one of the most important goals set by the ANTENA 3 GROUP’s management team is that of compensating the confidence of our shareholders with highest dividend possible. This year, the Board of Directors proposed a final LETTER FROM THE PRESIDENT 5

dividend payment of 0.12 euros per share to the General Shareholders other’s growth. The have managed to perform their best when difficul- Meeting, which on top of the interim dividend of 0.32 euros, represents ties began to intensify and I am convinced that they are prepared to a payout of practically 100% of 2008’s profits. Furthermore, we must face the new times ahead with the same tenacity. point out that the dividend yield, around 10%, makes ANTENA 3 one of the most attractive companies in this regard. I must particularly point out the endeavours undertaken by the ANTENA 3 FOUNDATION. In its third year it has reinforced its commitment I would like to thank the Board of Directors for their confidence in the to social projects by making progress in its various initiatives, especially Group’s management team, which has invested its hard work and talent the hospital assistance programme for children. I sincerely believe that to achieve results that I consider positive in light of the current situation. this is the foundation that all of us wanted to have because it works on This has been a difficult task, which required the utmost responsibil- specific targets without seeking the limelight. Furthermore, the founda- ity and dedication. We can summarise this effort in two fundamental tion knows how to take advantage of the ANTENA 3 GROUP’s enormous variables: one is economic, in order to offer an optimum profit, and the media potential to enlighten, inform and generate opinions that make other is management, because the ANTENA 3 GROUP has designed a our society a better place. new business model that allows us to look to the future with optimism. Outdoing ourselves is also way of reinventing communication. The This new model is closely linked the changes taking place in the televi- ANTENA 3 GROUP has known how to correctly read the present in order sion markets. Audience fragmentation, the rise of theme channels, the to draw the future. If we have been able to come this far in difficult imminence of digital terrestrial television, or the force of Internet, forces times, I cannot even imagine how many opportunities we will have in us to keep innovating on all fronts. We must not let up, nor rest on our the coming years. laurels.

The ANTENA 3 GROUP’s strength resides precisely in the fact that we are José Manuel Lara a multimedia group, because the challenges posed by communication President of the Antena 3 Group in the future can only be dealt with through a global conception.

Both the ANTENA 3 GROUP’s family of channels, and UNIPREX’s radio stations and the rest of the business lines, have complemented each ANTENA 3 GROUP » 2008 ANNUAL REPORT LETTER FROM THE CEO 6

LETTER FROM THE CEO

Two factors have had a particularly important impact on our business in 2008. In the first place, the economic crisis, which has reached all sectors and particularly the media industry, with a sharp drop off in advertising spending. In second place, the audiovisual market, undergoing a change of model that will force us to work twice as hard in order to, once the crisis has been overcome and the new situation has been established, continue occupying the privileged position we have attained over the last few years.

Within this complex competitive context, the ANTENA 3 GROUP has obtained a net profit of 91 million euros. Net revenues amounted to 833.5 million, an EBITDA of 164.2 million euros and an EBITDA margin of 19.7%. Finally, I would like to point out the strict cost control policy we implemented, which allowed us to lower our operating expenses by 2%.

Apart from the crisis, we must stop to examine the far-reaching and fast trans- formation that the television and audiovisual business is undergoing in our country. The strength of the new domestic operators, the surge of the special- interest channels, the gradual implementation of digital terrestrial television, and more evident factors, but also a change in the way contents are consumed, have led the process of audience fragmentation we have seen over the last few years to continue in 2008. The outcome is a more dense market: the traditional generalist television market share has dropped to 51%.

In the context of increasingly stiff competition, theANTENA 3 GROUP continued to provide answers to the demands of a new model that continues to forge its path, while remaining one of the most important media groups in Spain. ANTENA 3 GROUP » 2008 ANNUAL REPORT LETTER FROM THE CEO 7

Our Group focuses on multimedia communication because the future I must mention the work done by ANTENA 3’s News Services, clearly the is multimedia. Analogue television, digital television, Internet, teleph- leader in the private television market. For yet another year they have ony, cinema and radio converge, more than ever, in a single market. given our programming sense, balance and personality. And just as citizens entertain themselves or obtain information in any media format, there are no barriers that limit the activity of the various If in television we have a family of channels of consolidated brands, in businesses that comprise our Group. This approach to the business also radio we have had another good year. In 2008, ONDA CERO was the sec- shapes our strategy and gives us the strength necessary to stand out ond-most followed radio station and is the only one to increase its audi- from our competitors. ence. This is important accomplishment, because it was achieved in a sector that changes more slowly. EUROPA FM has multiplied its audience Consequently, the ANTENA 3 GROUP has improved its two DTT channels, it had five years ago by four and is the fastest growing radio station. NEOX and NOVA, investing the talent and tools to create, along with ANTENA 3 TV, a large family of channels that has a combined audience A large multimedia group, would be nothing without being present share of 17%. This figure not only shows that it its possible to grow, but on Intenet. Throughout 2008 ANTENA 3 MULTIMEDIA has renewed all of also it also gives us a starting point to adapt to the changing scenario. our websites and has significantly increased the number of webpages visited and users. However, the most important accomplishment was The success of NEOX and NOVA tells us, in short, that we are headed antena3videos.com, because its success reaffirms our goal of integrat- in the right direction. Both have passed the year’s test with flying col- ing our different types of media and it also shows the enormous com- ours: NEOX continues to be the leading DTT channel and NOVA is ranked mercial possibilities to be had by approaching communication as a third. And what is even more important; in 2009 they have continued whole. to show growth based on well-designed, innovative, special and quality programming. This has been proven by ANTENA 3 ADVERTISING which, through the joint management of various types of media, has increased the effi- ANTENA 3 TV has closed the year as the third most viewed station. In ciency of its clients’ advertising campaigns. In 2008 it managed to place terms of commercial target, we came in second place, with a 16.8% itself above the market average and has obtained excellent efficiency share, by ensuring that our programming has protected our leadership ratios in a year in which the advertising market has been one of the among young people and, furthermore, the group has even added hardest hit by the crisis. new viewers which has enriched its profile. This trend held throughout 2008, making us the leaders in the last part of the year. All of this activity, which we are now evaluating, must integrate, more than ever, an effective Corporate Responsibility policy in order to ob- ANTENA 3 GROUP » 2008 ANNUAL REPORT LETTER FROM THE CEO 8

tain competitive advantages. The ANTENA 3 GROUP’s second Corporate The success of this campaign shows the Company’s ability, as an organi- Responsibility report shows that our commitment to these policies is sation and a media group, to propose initiatives, bring people together firm, and demonstrates the progress we have made in 2008. Therefore, and transform reality. Likewise, this has shown us that we have a huge for the first time it includes the outcome of an exhaustive process of public that backs us, while we must continue to provide answers. We consultation with our stakeholders, whose conclusions, have largely will do this in 2009, through the creation of a citizen platform that struc- been included in our management. Likewise, we should point out tures and participates in the activities planned by the PONLE FRENO the Company’s efforts to become the first audiovisual group to verify, campaign. through an independent organisation (AENOR), the truthfulness of its Corporate Responsibility report, which has been given the highest rat- Finally, we believe that we are going in the right direction to overcome ing granted by the GRI. difficulties and that it is precisely the challenges of the future that will make us grow. However, we also know that we must continue to work One of the Group’s main tools for channelling its commitment to soci- to adapt ourselves to the new audiovisual reality. ety is, undoubtedly, the ANTENA 3 FOUNDATION. In 2008 it has increased its extensive programme of activities aimed at children and young peo- The convergence of various types of media, a nonconformist attitude ple. The coverage of channel FAN3, the most ambitious project of the and the desire to innovate, as well as a highly professional management Hospital Assistance programme, has already reached over 30 hospitals team are the foundation on which we want to build the communica- throughout Spain, making their hospital stays more pleasant for over tion of the 21st century, an adventure that only a large group like ours 60,000 children and their families. can undertake.

Our social action initiatives are rounded out by the PONLE FRENO campaign, whose greatest achievement, the platform to put up signs at the most dangerous parts of Spanish motorways, has managed in only three Silvio González months to convince the Administration to promise to eliminate those CEO stretches of our motorways that account for the most traffic accidents. MILESTONES 2008

» FINANTIAL RESULTS » AUDIENCES ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 10

FINANTIAL RESULTS

The Antena 3 Group Uniprex

Thanks to the solidity of its business model, the ANTENA 3 GROUP has The group’s two major radio stations reported significant increases in managed to achieve excellent results in a year in which the advertising audience share. 2008 was a great year. market fell 11%. » In 2008, it reported net revenues of 96 million euros. » Net revenues for the ANTENA 3 GROUP amounted to 833 million euros. » Its operating profit came to 20 million euros; an EBITDA/Sales Margin » Operating profit came to 164 million euros, tantamount to an of 20.8%. EBITDA/Sales Margin of 19.7%. » Net profit came to 11 million euros. » Net profit amounted to 91 million euros.

Antena 3 TV

It closed the year with an audience share of 16.0%. ANTENA 3 TV reached a commercial target of 16.8%, second in the ranking, due to its ability to draw advertisers’ favourite audiences.

» Net revenues came to 722 million euros. » Operating profit came to 148 million euros, tantamount to an EBITDA/Sales Margin of 20.5%. » Net profit came to 92 million euros. ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 11

AUDIENCES

Although TV consumption continued to rise in 2008, the growing competition between channels has led to a greater fragmentation of audience share. In fact, this year the traditional general channels reported a 51% fall in market share. Television is still changing greatly due to the boom in thematic channels, the steady process of digitalisation and the consolidation of Internet as a leisure and advertising medium.

In this context, the ANTENA 3 business model is geared towards communications without limits, where its family of channels - general television, digital channels, and Internet – make up the new current TV Audience share of Antena 3’s family of channels multi-screen scenario.

ANTENA 3 TV has remained attractive to advertisers, coming second in 17.9% 17.0% the commercial target ranking. NEOX and NOVA: 0.5% NEOX and NOVA: 1.0% ANTENA 3TV reported an audience share of 16.0%. Moreover, this figure is more positive when taking into account the family of channels, which reached 17.0% (17.9% in Commercial Target). ANTENA 3: ANTENA 3: 17.4% 16.0% What is more, in December the channel was the absolute leader in commercial target, with 17.3%.

ANTENA 3 was leader with 17.3% of audience share in the commercial target on the strength of its quality programming. 2007 2008 ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 12

Audience share Antena 3 2008 vs. 2007 2007 2008

Total Day Total Individuals Prime Time Total Individuals

16.8

17.4 15.2 16.0

Total Day Commercial Target Prime Time Commercial Target

16.8 17.8 16.1

16.8 ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 13

« Antena 3 reached 16.0% audience share, which reaches 17.0% when taking into account the family of channels »

Audience share total day total individuals

20.3 17.4 18.1 17.2 16.9 16.0 14.5 14.1

7.7 8.6 4.6 5.5 4.5 4.0

Antena 3 Telecinco TVE1 La2 Autonómicas Cuatro La Sexta

2007 2008 ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 14

A young and urban audience The morning leader In terms of commercial target, ANTENA 3 TV reported an audience share ANTENA 3 TV topped the morning ranking in 2008, from Monday to of 16.8%, eight tenths above its average audience share. ANTENA 3 TV’s Friday, with 18.8%. ESPEJO PÚBLICO, the morning TV magazine present- programming is popular with viewers below the age of 44, and is the ed by Susanna Griso, saw out the year with an audience share of 17.9%, preferred option for viewers below 24, who are offered an excellent up on last year’s 15.3%, showing accumulated growth of 2.6 points. range of programs (including THE SIMPSONS, CLUB MEGATRIX, 18, EL IN- TERNADO, FÍSICA O QUÍMICA). The morning game show LA RULETA DE LA SUERTE, presented by Jorge Fernández, obtained a yearly average of 24.5% and 1,199,000 viewers; it The best offer of drama series has now kept the top spot for 30 months in a row. ANTENA 3 boasts the best selection of drama series for all the channels. National and foreign series, miniseries and films are the hallmark ANTENA 3 also tops the rankings for lunchtimes and weekend after- of ANTENA 3. noons, with 19.7% and 18.3% respectively.

EL INTERNADO saw out the year as the channel’s most popular series ANTENA 3 is the second most popular option in the late night slot, from with an average of 3,507,000 viewers (20.8% audience share). Monday to Friday, with 18.3%. The average of 2,430,000 viewers (20.8%) who watched the DEC space in 2008 helped the channel to achieve this After EL INTERNADO, the series with the next highest audience share was impressive result. FÍSICA O QUÍMICA, with 2,941,000 viewers (17.4%). This was followed by LA FAMILIA MATA, with 2.4 million, and LOS HOMBRES DE PACO, with 2.2.

Turning now to cinema, in 2008 ANTENA 3 TV produced a total of 18 films which were among the ranking of the 30 most viewed films in 2008. EL CASTIGO, produced by ANTENA 3 TV, was the most seen drama in 2008; the first part claimed an audience share of 26.5%, and the final part of 27.8%.

Furthermore, INDIANA JONES AND THE TEMPLE OF DOOM (30.9%) and INDIANA JONES AND THE LAST CRUSADE (30.3%), which were shown as part of MULTICINE; and IN SEARCH OF THE LOST ARK (28.9%) in CINEMATRIX, were among the 10 most viewed films in 2008.

Física o Química ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 15

« Antena 3 led the morning ranking in 2008, from Monday to Friday, with 18.8% » Antena 3 News: leaders in private television For yet another year, ANTENA 3 TV provided the most popular news services of all the private channels. ANTENA 3 NOTICIAS scored a further victory against its rivals (18.9% on average considering both the 1st and 2nd news programme, from Monday to Sunday), for the programmes from Monday to Friday, and also those from Monday to Sunday.

What is more, Matías Prats, the presenter of the prime time programme, was considered to be the best newscaster in Spain, according to GECA, the consultancy firm.Matías Prats has also been voted the TV personality with the best image – for the fourth successive year.

“Territorio Champions” ANTENA 3 TV once again offered the UEFA CHAMPIONS LEAGUE, featur- ing the best European clubs and the best players worldwide. Although La Ruleta de la Suerte there were many top level sporting events in 2008, the UEFA CHAMPIONS LEAGUE continued with its outstanding figures: 31.2% audience share and 5,266,000 viewers.

The channel’s most popular broadcast was the extra time played in the UEFA match between Getafe and Bayern de Munich on 10 April, with an average of 9,416,000 viewers and 46.5% audience share.

All the matches broadcast by the channel were watched by over four million viewers. Over five million people watched the final of this competition, between Manchester United and Chelsea, even though it did not include Spanish teams.

Antena 3 News ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 16

« Neox is the absolute « Onda Cero is the only leader in the new digital commercial radio station which terrestrial television » has seen a growth in audience and reaches the second position »

Neox, leading DTT channel The ANTENA 3 GROUP’s digital channels have dominated Prime Time since At 2008 year end, NEOX was the leading DTT channel, with an average DTT was launched: NEOX has been the leader in this slot in every month audience share of 0.57%. for the last three years, while NOVA is the second most attractive option. NEOX was the most seen channel during 84.4% of the months over Six of the ten most viewed programs were broadcast on NEOX*: these three years. What is more, NEOX and NOVA spaces account for 75% of the thousand most seen broadcasts in the history of DTT. 1 NEOX SHREKETEFELIZ NAVIDAD 310,000 2 NEOX STAR WARS: CLON WARS 214,000 Together, NEOX and NOVA now account for 1.23% of audience share. 3 NEOX LOS SIMPSON 18 164,000 Both channels have obtained over 1.0% audience share since July 2008. 4 NEOX LOS SIMPSON 160,000 5 DISNEY CHANNEL FRONTY, EL MUÑECO DE NIEVE 153,000 Since DTT was launched in 2006, NEOX and NOVA are the digital chan- ESTUDIO DC: CASI CASI EN 6 DISNEY CHANNEL 147,000 nels which have broadcasted the highest number of self-produced DIRECTO programs or programs acquired exclusively for them, with a total of 50 7 DISNEY CHANNEL SATURDAY ROCK 141,000 spaces over the last year. 8 TELEDEPORTE JJ.OO. INAUGURAL CEREMONY 130,000 9 NEOX LA BIBLIOTECA 129,000 10 NEOX FATHER MADE IN USA 126,000 A great year for radio Without a shadow of a doubt, 2008 has been the best year ever for the *Figures at 30/12/2008 ANTENA 3 GROUP’s radio stations. ONDA CERO, which gained 94,000 new listeners, is the only commercial station to report a higher audience. It Only 7 of the first 100 most viewed programs in 2008 do not belong to NEOX. is currently the second-ranking radio station, with 2,091,000 listeners.

EUROPA FM is the result of successful innovation. It has in the region of a million listeners, and it is the fastest-growing musical radio station. In ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 17

« The Group’s websites reported a 67% increase in unique users »

2008, it reported 97,000 new listeners, an increase of 11%. EUROPA FM is a very highly valued product, with a loyalty ratio per listener of close to 170 minutes. In December 2008, it registered 965,000 listeners, the best ever figure in this radio station’s history, according to the General Media

Carlos Herrera interviews the President of the Government Study (Estudio General de Medios).

Internet: unlimited communications In 2008, the ANTENA 3 GROUP completely renewed its portals for ANTENA 3 NOTICIAS, ONDA CERO and EUROPA FM, and also the Group’s own corporate portal.

The most important step forward, however, was the development and launch of antena3videos.com, the final stage in the project for the up- loading of complete series and programs on Internet.

In 2008, the total number of videos downloaded was practically four times the total for 2007. It went from 49.5 million to 196.3 million – to which we must also add the 37 million videos seen on the ANTENA 3 TV

www.antena3videos.com channel on YouTube. ANTENA 3 GROUP » 2008 ANNUAL REPORT MILESTONES 2008 18

In total, the Group’s websites have recorded 3,354,000 single users and 51,122,000 pages seen, growths of 67% and 55% respectively. « Ponle Freno manages to signpost the most dangerous Ponle Freno secures the Government’s support sections on Spanish roads » PONLE FRENO (“Put the Brakes on”) is a joint initiative by ANTENA 3 TV and ONDA CERO; its object is to help save lives by improving road safety using messages and also actions. The most noteworthy initiative is to consider the support from 117 bodies and institutions which repre- the Plataforma por la Señalización de Puntos Negros y Tramos Peligrosos sent over 3 million citizens. After receiving the backing of the Senate (“Platform for Signposting Black Spots and Dangerous Road Sections”) and Autonomous Communities of Castile-La Mancha, Castile and Leon, Murcia and Cantabria, the platform secured the definitive support of This Platform, which was set up on 10 October, managed to secure the Government. the support of 200,000 members of the public and 200 personalities from different fields in a record time of only 3 months. We also have Finally, in 2009 the Ministries of the Interior and Development signed an agreement to address the signposting of dangerous sections on Spain’s roads. The plan has a budget of 1.2 billion euros, and will affect 776 sections identified in 2008 – a total length of 1,300 kilometres, i.e. 5% of the road network.

The Antena 3’s Corporate Responsibility Report, gets the highest rating from the Global Reporting Initiative (GRI) ANTENA 3 GROUP has made a significant effort in 2008 to promote transparency and information with respect to Corporate Responsibility. The second CR Report has been verified by an external company, AENOR, and written in accordance with the principles set forth in the 2006 Guide for the preparation of Annual Sustainability Reports of the Global Reporting Initiative (GRI). In order to make the report as useful as possible, ANTENA 3 has carried out a consultation process with internal and external stakeholders, in order to identify areas in which we can im- www.ponlefreno.com prove the focus of ANTENA 3’s Corporate Responsibility. ANTENA 3 GROUP

» A LEADING GROUP OF SHAREHOLDERS IN EUROPEAN MEDIA » THE VALUE OF A GREAT GROUP » ANTENA 3 TV ON THE STOCK MARKET ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 20

A LEADING GROUP OF SHAREHOLDERS IN EUROPEAN MEDIA

The ANTENA 3 GROUP is a major multimedia group led by ANTENA 3 GRUPO DE AGOSTINI. Italian multi-national group TELEVISIÓN. It has been listed on the Spanish stock market since which operates in the publishing market, in the October 2003, and its core shareholders are made up of Spanish and production and distribution of TV and cinema European media companies. In 2008, BANCO SABADELL became one of contents, and in the financial and insurance sec- the Group’s shareholders; it bought most of its shareholding from the tors. Agostini operates in 30 countries and pub- RAYET GROUP. Sabadell is one of the most solid banks in the Spanish lishes in 13 languages. financial world.. RTL GROUP. Boasting 45 television channels and GRUPO PLANETA DE AGOSTINI. The result of a stra- 33 radio stations in 11 countries, it is the European tegic alliance between Grupo Planeta and De leader in the entertainment market. Every day, Agostini. Its objective is to consolidate its lead- over 200 million viewers worldwide watch one of ing position in the world of publishing by mov- the TV channels in which RTL has a stake. ing into new sectors of the economy, and into the audio-visual media sector in particular. . BANCO SABADELL. On 1 August 2008, Banco Sabadell announced that it was buying 4.9% of GRUPO PLANETA. Planeta is a Spanish publishing the share capital of ANTENA 3 TELEVISIÓN from the and media group with a leading position in con- Rayet Group, and that it intended to acquire the tent production in the Spanish language market. remaining 0.97% still in Rayet’s hands. Having ac- Planeta has a dominant position, overshadowing quired the remaining percentage, Banco Sabadell its competitors: it is the leading Spanish publish- now owns 5.87% of the Group. ing group and the seventh worldwide. ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 21

Shareholder structure

Grupo Planeta de Agostini: 44.58%

RTL Group: 20.49%

Banco Sabadell: 5.87% Rest: 25.57%

Treasury shares: 3.49% ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 22

Structure of the board of directors and its committees

Board of directors Audit and Control Committee Chairman José Manuel Lara Bosch Chairman Elmar Heggen Deputy chairman Maurizio Carlotti Deputy chairman Pedro Ramón y Cajal Agüeras CEO Silvio González Moreno Members José Miguel Abad Silvestre Members José Miguel Abad Silvestre José Luis López de Garayo Gallardo Nicolás Abel Bellet de Tavernost Secretariy Manuel de la Viuda Fdez. de Heredia José Creuheras Margenat Marco Drago Appointments and Remuneration Committee Elmar Heggen Chairman José Luis López de Garayo Gallardo José Luis López de Garayo Gallardo Deputy chairman Nicolas Abel Bellet de Tavernost Pedro Antonio Martín Marín Members José Miguel Abad Silvestre Pedro Ramón y Cajal Agüeras José Creuheras Margenat Secretary Luis Gayo del Pozo Pedro Antonio Martín Marín Deputy secretary Manuel de la Viuda Fdez. de Heredia Secretariy Luis Gayo del Pozo

Executive Commission Chairman José Manuel Lara Bosch Deputy chairman Maurizio Carlotti Silvio González Moreno Nicolas Abel Bellet de Tavernost Marco Drago Secretariy Luis Gayo del Pozo Deputy secretary Manuel de la Viuda Fdez. de Heredia ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 23

Corporate structure of the Antena 3 Group

ANTENA 3 TV

A3 ADVERTISING, S.L.U. ANTENA 3 FILMS, S.L.U. PUBLICIDAD 3, S.A.U. UNIPUBLIC, S.A. 100% 100% 100% 51%

A3 EVENTOS, S.L.U. A3 MULTIMEDIA, S.L.U. UNIPREX, S.A.U. I3 TELEVISIÓN, S.L. 100% 100% 100% 50%

MOVIERECORD MÚSICA APARTE, S.A.U. UNIPREX TV, S.A.U. CINE, S.A.U. 100% 100% 100%

ANTENA 3 TDT CANARIAS, S.A.U. 100% ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 24

Management structure

CORPORATE STRUCTURE TELEVISION DIVISION Chief Executive Officer General Director of Television Division Silvio González Mikel Lejarza

General Secretary’s Office Director of News Services Luis Gayo Gloria Lomana

Communications and Corporate Marketing Division RADIO DIVISION Javier Bardají Chairman of Uniprex Javier González Ferrari Financial Division Antonio Manso General Director Ramón Osorio Central Legal Office Division Manuel de la Viuda ADVERTISING DIVISION Regulation and Institutional Relations Division General Director A3 ADVERTISING Carmen Rodríguez Eduardo Olano

Audits and Control of Processes Division NEW BUSINESSES DIVISION Fernando Costi General Director A3 MULTIMEDIA Giorgio Sbampato Strategy Division José Manuel González FUNDACIÓN ANTENA 3 AND CR Executive Director Carmen Bieger ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 25

THE VALUE OF A GREAT GROUP « The Antena 3 Group’s business model is geared towards global Through its different lines of business, theANTENA 3 GROUP operates in the most important media: television, radio, films, Internet and digital communications without terrestrial television. limits or barriers. Today its different business divisions are In 2008, the ANTENA 3 GROUP continued to be one of Spain’s most important media companies despite the growing competition in the sector. the key components of the new multimedia scenario » The Antena 3 channels family closed 2008 with 17% audience share. ANTENA 3 TV was ranked third in audience share, but because of its commercial efficiency it comes second in terms of market share. ANTENA 3 MULTIMEDIA. This is the result of the ANTENA 3 GROUP’s interest in new forms of communication. In 2008, the ANTENA 3 GROUP re- ANTENA 3’s channels (NEOX and NOVA) are leaders in DTT. In December newed its portals for ANTENA 3 TV, ANTENA 3 NOTICIAS, ONDA CERO and 2008, NEOX and NOVA reported over 1.2% of total audience. NEOX be- EUROPA FM, and also the Group’s own corporate portal. The Group’s came the sixth most viewed national channel for digital households, websites reported a 67% increase in single users and a 55% rise in outstripping La 2’s audience in this field. pages seen.

UNIPREX, the Group’s radio subsidiary has once again had a record The development and launch of antena3videos.com has been critical in year. ONDA CERO is ranked second amongst Spanish radio stations, and order to complete the project for showing series and programs on the EUROPA FM has seen dramatic growth. UNIPREX has also made a firm Internet. This initiative has been extremely well received by the public. commitment to local digital television, with the VER-T brand, thus com- Furthermore, telephone, teletext and licenses activities have been suc- pleting the previous offers. cessfully developed, making the Group a leader in digital solutions.

The increased audiences in ONDA CERO and EUROPA FM and the sta- The ANTENA 3 GROUP also takes part in commercialising advertising tions’ splendid economic results are the main driving forces behind the in cinemas, through the market leader, MOVIERECORD, which in 2008 subsidiary’s excellent performance. maintained an audience share of 45%. ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 26

For yet another year, ATRES ADVERTISING continued to create value for ANTENA 3 TV ON THE its clients’ communications plans, through its advisory planning and creativity services. ATRES ADVERTISING offers a solution based on joint STOCK MARKET media management which enables advertisers to make campaigns more efficient and to take advantage of complementary targets. 2008 was a bad year for the Spanish stock market. The IBEX 35 fell a total 2008 saw the creation of ANTENA 3 EVENTOS, a company specialising in of 34.9% over the year, hitting its lowest levels on 28 October (7,905.40 the development of promotional events, and in rendering services for points). Despite these negative figures, Antena 3 is still one of the most the production and commercialisation of other sporting events. It is the attractive companies in terms of dividend yield, which stands in the result of the development and specialisation achieved by virtue of the region of 10%. diversification plan started by UNIPUBLIC in previous years, and it came about through the spin-off of this company. The other European stock markets have reported similar performances. The French stock market saw the steepest fall: the CAC 40 slipped ANTENA 3 FILMS has continued with its firm commitment to Spanish 42.7%. The German Dax was down 40.4%, while London’s FOTSE saw its cinema, producing films and TV movies which have proved popular with the public at large and with critics. Nine films and four TV movies came out in 2008. The films includeVICKY CRISTINA BARCELONA, written and directed by Woody Allen; MORTADELO Y FILEMÓN: MISIÓN SALVAR LA TIERRA, FUERA DE CARTA, COBARDES and SÓLO QUIERO CAMINAR. New works have continued to be produced at the same impressive pace; e.g. PLANET 51 and FINAL DEL CAMINO.

As far as TV movies are concerned, ANTENA 3 TV has shown series such as YO EL SOLITARIO, FUTURO 48 HORAS, 20N and EL CASTIGO; while other series have been produced, such as STEVE, 23F, DÍAS SIN LUZ, MARISOL or UNA BALA PARA EL REY. Agreements have also been signed for new productions.

Madrid stock market ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 27

value shrink by 31.3%. The Eurostoxx 50 Index, which includes the 50 approved on 3 October, it was finally focused primarily on recapitalising most important companies in Europe, slid 55.7%. US banks’ balance sheets.

The fact that the financial crisis spread to the real economy and to prac- US stock market tically the entire world meant that a coordinated and global response to the crisis was needed. This led to the extraordinary G-20 summit in The US stock market behaved in a similar manner. The main indices fell Washington on 15 November, in which Spain was included. in 2008. The Dow Jones shrank 33.84%; the S&P 500, 38.49%; while the Nasdaq reported an even steeper fall of 41.9%. US interest rates have fallen steadily over the course of 2008 and now stand at 2%. 2008 has been a particularly tough year for the US economy and markets. Since the subprime mortgage crisis in 2007, a lack of confidence In Europe, it has been a similar situation. The panic amongst investors was evident which considerably reduced sources of financing. Large and the consequences of Lehmann’s collapse on the balance sheets of banks collapsed or had to be bought out: this was the case with financial entities all over the world, prompted a succession of public bail- Bear Sterns, which in March was bought by JP Morgan, and also with outs of banks in both sides of the Atlantic. Belgium, Luxembourg and the Lehmann Brothers, which declared itself bankrupt in September (the Netherlands were forced to rescue Fortis, and then Dexia, and ING; Germany same day that Bank of America had to buy Merrill Lynch). The two larg- had to come to the aid of Hypo Real Estate; while the UK, after the collapse est survivors, Morgan Stanley and Goldman Sachs, which were hit very hard by the liquidity crisis, agreed to become large commercial banks.

What is more, Freddie Mac and Fannie Mae, the mortgage security agencies, were nationalised midway through 2008; and AIG, the insurance company, had to be bailed out through Government funds to avert collapse.

The US authorities were forced to approve measures to deal with the economic crisis triggered by all these events. One of the most important measures was the 700 billion dollar bail-out plan proposed by Henry Paulson, the secretary of the Federal Reserve; the plan was ini- tially designed to acquire the banks’ toxic assets - however, after being Madrid stock market ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 28

of Northern Rock in 2007, nationalised Bradford & Bingley and offered a re- West Texas broke through the barrier of 100 dollars a barrel. Brent – the capitalisation plan to the country’s leading financial entities. benchmark in Europe – reached 98 dollars that same day, and began to rise in 2008 until it went beyond 140 dollars. In July, it went close to 150 dollars. However, the slump in demand, triggered by the recession Spain in the world’s developed countries, brought barrel prices down to less than 50 dollars. In Spain, the situation has been no better: growth in GDP has gone from 0.4% q-o-q in 1Q08 to negative growth in the last two quarters, pushing Spain into a recession. The trend has been similar in the job market. In High dividend yield 2008, unemployment rose by 1,280,000, meaning that 3,200,000 people are jobless (14% of the active population). The fall in Spanish purchasing ANTENA 3 still offers one of the highest dividend yields to be found on power, in conjunction with growing job destruction, has triggered a fall in the market. On 26 March 2008, the General Shareholders’ Meeting ap- consumption. Meanwhile, consumer confidence stands at all-time lows. proved the payment of an extra dividend of €0.40/share charged against 2007 results, which goes along with the interim dividend of €0.32/share Oil prices had already risen 57% in 2007, and they started off 2008 by paid on 15 October. Dividend yield amounted to approximately 10%. rising around 4% on the first day’s trading in New York. On 2 January, This is a particularly eye-catching figure taking into account the back- ground of an extremely negative year for media companies, which have seen sharper corrections than in other sectors. Media companies in Spain fell 68.4% on average, while European TV companies did so with an average of 57.8%.

During 2008, the ANTENA 3 share price fell 59.1%. At the close of 2008, its market cap amounted to 905 million euros.

Share capital

At 31 de December de 2008, the share capital of ANTENA 3 amounted Madrid stock market to €158.33Mn, consisting of 211,112,800 shares with a par value of €0.75. ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3 GROUP 29

Stock trading figures

2008 Share Capital (€ thousand) 158,335 Number of shares 211,112,800 Year end market cap (€ million) 905.6 Share price 31/12 (€/share) 4.29 High (€/share) 10.55 Low (€/share) 4.07 Weighted Average Price (€/share) 6.89 Average trading volume (shares) 825,779 Average trading volume (€ thousand) 5,689,617 « Antena 3 is one of the companies

Source: Fininfo with highest dividend yield »

Shareholders and investors The IR department has held 124 Conference Calls, which have been fol- The Investor Relations Department and the Shareholders Office are re- lowed by around 300 investors and analysts. sponsible for releasing relevant news and furnishing market performance and financial outlook. In total, 190 meetings were held with analysts and investors. The company Management took part in over 65% of these meetings (a similar During 2008, the Investor Relations Department carried out a constant figure to 2007). stream of activities, largely conferences and roadshows. It took part in four conferences in various European cities, making individual contact Furthermore, in order to provide access to fast and clear information, with 46 investors through one on ones, and organised seven road- the www.antena3.com website has a specific section publishing regu- shows, visiting the offices of 74 investors. latory announcements, financial results and other interesting news.

62 meetings were held in ANTENA 3, via one-on-ones or reverse road And it does not stop there: investors can get in contact by e-mail at shows (whereby a group of investors visits ANTENA 3 through a broker): [email protected], and non-institutional shareholders can do so at the fol- 45 with investors, 10 with sector analysts and 7 with service providers. lowing address: [email protected] ANTENA 3, TELEVISION

» THE FAMILY OF ANTENA 3 CHANNELS » VARIETY AND QUALITY IN PROGRAMMING » LEADER IN DTT » ANTENA 3 FILMS, WINNER OF AN OSCARS ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 31

THE FAMILY OF ANTENA 3 CHANNELS

In the new audiovisual context, the ANTENA 3 GROUP focuses on tation data: on one hand, we have seen the smallest leading share ever multimedia and multi-screen communication. Within this innovative (18.1% for Telecinco) and, on the other, the traditional general TV market concept, which only a large group can undertake, the new Digital share (TVE1, ANTENA 3 TV and Telecinco) has fallen to 51%, almost four Terrestrial Television has played a bigger role than ever. The group’s points lower than the previous year. current TV programming is not limited to its main station, ANTENA 3 TV, but rather includes two younger channels, NEOX and NOVA, which Meanwhile, the share obtained by theme channels has increased to makes up the current “ANTENA 3 family of channels”. Playing an im- 13.0% (11% in 2007) backed in turn by growth of the new DTT. The gen- portant role in the communication of the very near future also means eralist channels are fighting for market in which DTT has a penetration investing talent and tools in the digital channels in order to lead the of 42.9% (share over total households, in December, 2008). Therefore, al- new audiovisual revolution. ready more than 18 million Spaniards receive DTT in their homes (44.5% of the population). A revolution that began quietly a few years ago, has clearly asserted itself in 2008. Last year television consumption once again registered a In 2008 ANTENA 3’s family of channels obtained an average audience new high, amounting to 227 minutes on average per person (this is the share of 17%, 17.9% in the commercial target. NEOX is currently the lead- highest average since 1994 and implies 1.8% growth versus 2007). At ing channel with a share of 0.57% in 2008 and NOVA is ranked third with the same time, we have seen some very significant audience fragmen- a 0.35% share. ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 32

Innovation for a new generation audience. In 2008 ANTENA 3 TV has made a considerable effort to main- of viewers tain this leading position by launching new products which, besides ensuring good results in terms of audience, guarantees the loyalty of ANTENA 3 TV closed 2008 as the third most watched channel in Spain, this target. with an average audience share of 16.0%. In terms of commercial target, the broadcaster has achieved 16.8%, leaving it in second place, which For yet another year, ANTENA 3 TV has once again stood out as the most demonstrates its capacity to attract the most interesting audiences innovative generalist channel. ANTENA 3 TV accounted for around 30% from the advertising point of view. of all the television premiers in Spanish television in 2008. This commitment to innovation is particularly important for the fiction segment, ANTENA 3 TV’s programming has a considerable audience under 44 with many daily and weekly series, as well as mini-series based on true years of age and is the first choice of viewers under 24, a segment stories, having achieved critical and public acclaim. that has excellent programming to choose from (THE SIMPSON, CLUB MEGATRIX, 18, EL INTERNADO, FÍSICA O QUÍMICA, among others).

ANTENA 3 TV’s success with this segment enables it to be very well po- sitioned in the commercial target, which is the most sought-after target VARIETY AND QUALITY IN PROGRAMMING

« The family of channels of ANTENA 3 TV offers multi-genre programming capable of reaching all kinds of audiences in order to adapt to changing consumer trends and be com- Antena 3 continues to grow, petitive. Series, magazines, game shows, “talk shows”, cinema, children’s obtaining in 2008 a 17% average shows, comedy, special reports and news programmes give ANTENA 3 TV audience share and registering among the most complete programming in generalist television.

a 17.9% in commercial target » News programmes are the most strategic pillars in station’s programming. ANTENA 3 TV is the most followed and highly-valued private broadcasters due to its credibility. Its presenters are also highly-valued, compared to various image studies. ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 33

The public’s trust in ANTENA 3 TV’s new services are one of the main factors behind the consolidation of the magazine ESPEJO PÚBLICO, every morning Monday to Friday. This programme, produced by ANTENA 3 TV’s news team, has been gaining traction in the battle to win a considerable and loyal number of followers which have given it the top ranking on several occasions.

Antena 3 Noticias 1 Its own style of fiction

Entertainment is another one of the main pillars ANTENA 3 TV’s programming. Fiction, especially our own style of fiction, plays a special role in this genre. In fact, 2008 has been the year of national series for the generalist channels. In this regard, ANTENA 3 TV has many hits. The biggest one of all, for the second year in a row, is EL INTERNADO (21.2%), which closed 2008 as the third-most viewed national fiction series. This series’ success with younger audiences has led to the production of a similar series, FÍSICA O QUÍMICA (17.6%), which has become a TV phe- Espejo Público nomenon.

Another of the genres that exemplifies ANTENA 3 TV in-house production of series is comedy. Many of ANTENA 3 TV’s proposals are in this genre. On one hand, you have solid hits from previous years such as LOS HOMBRES DE PACO, LA FAMILIA MATA or EL SÍNDROME DE ULISEs. Followed by LEX and the series LALOLA, which premiered this year.

We do not rule out other genres, as we try to create dramas more aimed at adult audiences. This is the case with 700 euros (17.1%), which was the revelation of the summer, and miniseries based on El Internado true stories, such as LOS BORGIA, SOY EL SOLITARIO, 48 HORAS and ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 34

20-N: FRANCOS’S LAST DAYS. As regards miniseries, we should highlight (27.6%), which was audience leader in its time slot for both of its epi- sodes and one of the most-watched fictional programmes all year.

Fiction is also present in our programming through other genres such as soap operas, cinema and international series. ANTENA 3 TV has the best cinema, according to the GECA audiovisual report 08. This was made possible thanks to the strength of the movies of the week on programmes such as EL PELICULÓN, CINEMATRIX, or MULTICINE; this last one was the leader in the weekend afternoon and late afternoon slots. Meanwhile, in the international series segment, in 2008, DIRTY SEXY MONEY and SIN CITA PREVIA were premiered. These series come on top of other titles from the year before: SIN RASTRO and NUMB3RS.

Los Hombres de Paco Entertainment and current events

The magazines play an important role in ANTENA 3 TV’s programming. Once ESPEJO PÚBLICO consolidated its position in the morning, the channel focused our strategy on making TAL CUAL LO CONTAMOS a fix- ture in the afternoon slot. Current events and entertainment are the building blocks on which ANTENA 3 TV builds the magazine hosted by Cristina Lasvignes, a fresh face in the world of TV after establishing a successful career in radio.

ANTENA 3 TV also has the longest-running, most successful talks-shows on Spanish television. In 2008, the first of these, EL DIARIO (18.5%) revamped, after seven years on the air, its format and contents and added a new host, Sandra Daviu. Thanks to these changes, the programme 20-N: los últimos días de Franco has beat its previous success and has recovered its dominance in the ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 35

afternoon. On the other hand, ther is DÓNDE ESTÁS CORAZÓN (20.6%), the leading show on Friday nights. This show is still hosted by Jaime Cantizano, one of the most well-known personalities on ANTENA 3TV. This classic talk show maintains its attraction thanks to the most well- known and controversial personalities in Spain.

There are also plenty of daily game shows included in the programming grid, such as LA RULETA DE LA SUERTE (24.5%), by far the most popular show in its time slot, for the third straight year, or AL PIE DE LA LETRA, which is an adaptation of NBC’s variety-competition show The singing bee.

Megatrix, the youngest television Al pie de la letra As usual, children’s shows are an important part of ANTENA 3 TV’s programming. It is one of our signature segments and key to the channel’s historic leadership in television shows for kids. They are the reason that the now classic MEGATRIX has remained on the air for so long. This programme has some of the most widely followed children’s series and cartoons.

Cartoons such as THE SIMPSONS (22.2%) are unbeatable in the afternoon from Monday to Friday. This series’ loyal fan base has favoured the success of PADRE DE FAMILIA which appears in the slot before THE SIMPSONS at the weekends.

El Diario ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 36

The importance of fiction in 2008 has not keptANTENA 3 TV from focus- LEADER IN DTT ing on innovative and internationally successful entertainment, like the reality show THREE WISHES, which comes to Spain after premiering in the United States; the game show ¿SABES MAS QUE UN NIÑO DE PRIMA- Digital Terrestrial Television (DTT) started up 3 years ago in Spain. During RIA?; COME DINE WITH ME, which debuts in Spain after being successful this period, NEOX and NOVA, which form part of ANTENA 3 GROUP’s fam- throughout Europe and EXTRME MAKEOVER HOME EDITION, started at ily of digital channels, have become the undeniable leaders. the end of 2007 with an excellent response from the audience. NEOX with a 0.57% share is the most watched channel. By far the leader Finally, it is important to point out the current in prime time since it started broadcasting and, for the entire day, it is the events, special reports and debate pro- most viewed station in most of the months. NOVA, with a share of 0.35%, grammes, broadcasted in the late-night is the fourth ranked for the entire day and second during prime time. slot, such as GPS, TES- TIGO DIRECTO, PUNTO. 0.22 DOC and 360º. NEOX 0.57 0.18 CLAN TVE 0.53 0.13 NOVA 0.35 0.15 TDP 0.26 0.01 DISNEY* 0.29 0.10 FDF* 0.15 0.06 CNN+ 0.14 0.05 24H TVE 0.14 0.03 TELECINCO 2* 0.12 0.08 40 Latino 0.12

2007 2008 * Compare with Flymusic, T5 Estrellas and T5 Sport in 2007. ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 37

In December, NEOX and NOVA had a combined audience share of 1.23%. Both channels have surpassed a one point share since last July 2008.

Since DTT started up in Spain, on 30 November 2005, until now, the ANTENA 3 GROUP has been committed to NEOX and NOVA, making them the public’s preferred channels. Out of the thousand most- watched broadcast in the history of DTT, 75% were seen on NEOX and NOVA thanks to its innovative programming.

The commitment means providing these channels with quality contents. In 2008 both NOVA and NEOX were the two digital channels with the most premiers, a total of 50 new programmes. To this it is necessary to add the rest of their respective programmes and ANTENA 3 TV’s most important premieres. La Pecera

« Both Nova and Neox were the two digital channels with the most premiers, a total of 50 new programmes »

Bravo Neox ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 38

Designed to become generalist tv

NEOX and NOVA, which were designed with clear focus on becoming generalist TV channels, continue to improve their programming by adding new shows that give them a distinct personality: NEOX, is a young, contemporary and dynamic channel, while NOVA, is like a leisure and lifestyle magazine for the entire family.

NEOX’s programming is a complete and wide-ranging catalogue of programmes, focused on fiction (along with ANTENA 3 TV’s hit series, IMPARES, SKINS, EVA AND COLEGAS, SCHOOL GIRLS), cinema (national and international super-productions), cartoons (THE SIMPSONS, SHIN CHAN, HUNTIK, series for teenagers), informative programmes (VU 87, BRAVO NEOX, ¿XQ?, LA PCERA), sports (CHAMPIONS LEAGUE, NBA, skiing, tennis, cycling, DXT.NEOX) and game shows (WEBMASTER, DIME SÍ O NO).

Cibeles Madrid fashion week

24 Gervasio Defer visits Círculo Neox ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 39

NOVA, on the other hand, bring its audience major films on CINE NOVA. It has broadcast films that it has produced itself OCHO( MUJERES, ¿QUÉ PIENSAN LAS MUJERES?, GPS, ATRAPADOS POR LA HISTORIA, HOGAR ÚTIL, POKER, Y LEÓN, CIBELES, SOLO ELLAS y LA TELETECA), fictional series SÍ( CARIÑO, 24, AMORES DE MERCADO, DUELO DE PASIONES, CLA NO SOMOS ÁNGELES, DAME CHOCOLATE and LA LOLA) and live broadcasts (TENIS OPEN CASTILLA, PASARELA CIBELES and GALA MISS MUNDO).

2008 was only the beginning. On 1 January 2009, ANTENA 3 changed ANTENA 3 FILMS, WINNER the numbering of NEOX and NOVA to 8 and 9 on the remote control. ANTENA 3 TV will simultaneously launch a marketing campaign in the OF AN OSCAR first quarter, inviting viewers to tune in NEOX and NOVA through their new numbers on the remote control, which coincides with the natural positioning of the two leading DTT channels. The ANTENA 3 GROUP stands by its commitment to produce quality Spanish cinema, which can be successful with the critics and public alike. In 2008 we premiered nine films and four made for TV movies that were big hits. We also closed deals to broadcast new super-productions.

« Vicky Cristina Barcelona, which was written and directed by Woody Allen, was seen by over one million spectators in Spain and received international acclaim in the Golden Globe awards and the Oscars »

Penélope Cruz ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 40

MORTADELO Y FILEMÓN: MISIÓN SALVAR LA TIERRA and FUERA DE CARTA were two of the most widely-viewed Spanish films in 2008; to these we must add VICKY CRISTINA BARCELONA, written and produced by Woody Allen. This film was watched by over a million people in Spain and was internationally recognised by winning the Golden Globes for best comedy and has won an Oscar for best actress in a secondary role for Penelope Cruz. Furthermore, at the last Goya awards, Cruz won the award for best actress in a secondary role.

Apart from these three films, we should highlight COBARDES and SÓLO QUIERO CAMINAR which were also recognised by the Spanish Film Academy, both boasting nominations in various categories. SÓLO QUIERO CAMINAR, in particular stands out, as it received 11 nominations, among them; best picture, best directing, best screen- play, best actress and best actor and which in the end won the award for best photography.

Other titles such as EL ÚLTIMO JUSTO, CARLITOS, SEXY KILLER and LOS AÑOS DESNUDOS have also been well received by the public. The TV movies YO EL SOLITARIO, FUTURO 48 HORAS, 20N and EL CASTIGO, broadcast by ANTENA 3 TV during prime time, also enjoyed a substantial audience share.

ANTENA 3 FILMS has also produced the feature films PLANET 51, the most ambitious 3D animation films made in Spain;AL FINAL DEL CAMI- NO, a comedy that takes place on the Way of St.James, directed by Roberto Santiago, with Malena Alterio and Fernando Tejero in the leading roles; FUGA DE CEREBROS, a teen comedy movie directed by Fernando Gonzalez, starring Amaia Salamanca and Mario Casas; and the comedy PAGAFANTAS. Poster ‘Vicky Cristina Barcelona’ ANTENA 3 GROUP » 2008 ANNUAL REPORT ANTENA 3, TELEVISION 41

ANTENA 3 FILMS has participated, jointly with important European pro- ducers, in different films such as IMPERIAL LIFE IN THE EMERALD CITY, CRACKS y JOHN RABE.

Talking about TV movies, some other productions, apart from the ones broadcasted in 2008, have been made: STEVE, supernatural thriller that deal with a terrified family; MARISOL, based on the life of the popular actress; 23F, that tells the story of the coup d’état in Spain in 1981, DÍAS SIN LUZ, drama about the dissapearance of the girl Mari Luz Cortés in Huelva; UNA BALA PARA EL REY, that relates the murdering trial to His Majesty Mr. Juan Carlos, in Mallorca.

Moreover, other agreements to produce tv movies have been signed, one based on the novel UN BURKA POR AMOR and another one based on the life of ADOLFO SUÁREZ (ex president of the Spanish Government).

Coming back to Spanish cinema, ANTENA 3 FILMS is preparing a big production with a Brazilian company, that tells the story of a young LOPE DE VEGA, trying to start a new life in Madrid in the 16th. Century. Regarding to European cinema, another agreement has been signed to produce BEN-HUR.

Poster ‘Cobardes’ RADIO, LOCAL DIGITAL TELEVISION UNIPREX

» A HISTORIC YEAR FOR ONDA CERO AND EUROPA FM ANTENA 3 GROUP » 2008 ANNUAL REPORT RADIO, LOCAL DIGITAL TELEVISION 43

« Onda Cero was, in 2008, the second most listened radio in Spain, being the only one increasing its number of listeners. » A HISTORIC YEAR FOR ONDA 94,000 more listeners. This radio station had an average of 2,091,000 lis- CERO AND EUROPA FM teners, making it the second-ranked radio station.

The accumulated audience data this year, along with a smart commer- The ANTENA 3 GROUP’s main radio stations, ONDA CERO and EUROPA FM, cial policy, has enabled ONDA CERO to maintain the best profitability per are two major assets today. 2008 was the best year ever for both of listener ratio in Spanish radio. these stations. While ONDA CERO is the second most-listened to radio station and the only one to attract new listeners, EUROPA FM has managed to increase its audience by 11 percent and is the fastest-growing A constantly evolving leader music station. in programming

ONDA CERO’s audience share continues to grow. Since December 2007 ONDA CERO has a proven, yet evolving formula. Throughout 2008 they its audience share has grown from 15.8% to 16.0% in 2008, which implies have bolstered the the participation on HERRERA EN LA ONDA; the sta- ANTENA 3 GROUP » 2008 ANNUAL REPORT RADIO, LOCAL DIGITAL TELEVISION 44

« Audience Share figures, together with an adequate commercial policy, make Onda Cero the most profitable radio station in Spain.»

tion has focused on current events and analysis on the JULIA EN LA ONDA programme; and the have put special emphasis on rigorous news programmes.

Carlos Herrera The nature of this programming requires that small changes and additions be considered. In 2008, for example, LA PARROQUIA DEL MONAGUILLO, a programme that bears the stamp and unmistakable humour of Sergio Fernández, “El Monaguillo”, has been added to the early morning slot. His “parroquia” is open until the wee hours. Debates and listeners’ calls are also open on the AL PRIMER TOQUE programme, which is bolstered by well-known personalities such as Santiago Segurola.

The stars on the onda

HERRERA EN LA ONDA, with Carlos Herrera, has become the second most followed programme in the morning, from Monday to Friday, pull- Julia Otero interviews Mariano Rajoy ing further away from the third-ranked show and catching up with the ANTENA 3 GROUP » 2008 ANNUAL REPORT RADIO, LOCAL DIGITAL TELEVISION 45

over 400,000 listeners, and is the main news programme. AL PRIMER TOQUE, the evening sports programme which followed a similar trend, as it saw its audience increase by 51,000 listeners, according to data compiled by EGM, and was the only evening sports programme to gain followers throughout the year.

ONDA CERO’s weekend programming also boasts sustained growth for programmes such as GENTE VIAJERA and RADIOESTADIO and, particularly, TE DOY MI PALABRA, the morning magazine directed and presented by Isabel Gemio. .

Julia Otero interviews the President of the Government Independendent, plural and balanced new programmes top-ranked programme. With 1,525,000 listeners, this programme has The news, directed by Julián Cabrera, is the connecting thread that registered the highest numbers since its premiere in autumn of 2004. runs through ONDA CERO’s programming, and a good example of in- dependence and plurality. This could be seen during the last General JULIA EN LA ONDA, hosted by Julia Otero, is the second-most fol- Elections in Spain and those controversial social events that led to na- lowed programme in the afternoons, from Monday to Friday; while LA tional debate. ONDA CERO’s microphones are always where the news is. BRÚJULA, which is directed and presented by Carlos Alsina, has way The 800,000 thousand people who listen to ONDA CERO’s news programmes and follow current events through our radio station demon- strate the rigour and seriousness of our coverage.

« Europa FM is a high valued Over the last five years ONDA CERO has known how to build an ambi- product, with a high loyalty: close tious project, through the creation and consolidation of an attractive to 170 minutes per listener a day » and profitable radio station. Furthermore, it has managed to gradually increase its audience and results. ANTENA 3 GROUP » 2008 ANNUAL REPORT RADIO, LOCAL DIGITAL TELEVISION 46

The success of innovation on Europa FM « Europa FM has almost In 2008, EUROPA FM has obtained spectacular results, both in terms of multiplied by four its audience audience and awareness. Today it boasts nearly one million listeners and share in five years» is the fastest growing radio channel, according to the General Media Studies compiled in December. Just between July and December of 2008, coinciding with the changes made for the new season, its audience share rose 22%, the highest amongst all the radio stations. Most of the changes in programming are based on meticulous market research, carried out over the last few years, which suggest that If ONDA CERO is one of the most influential radio stations in Spain, and EUROPA FM is a highly-valued product, with each listener tuning in for ranked second in terms of audience, EUROPA FM has multiplied its nearly 170 minutes. Perhaps this has something to with the fact that number of listeners by nearly four-fold in barely five years. In 2008 it the 965,000 followers registered by the General Media Studies last gained 97,000 listeners, which represents an increase of 11%. December set a record for the station.

Image campaign Europa FM Main studio ONDA CERO ANTENA 3 GROUP » 2008 ANNUAL REPORT RADIO, LOCAL DIGITAL TELEVISION 47

« Uniprex TV focused its efforts on bolstering the low-cost audiovisual production business »

This research allows EUROPA FM to adapt its music selection to the taste UNIPREX TV has been the only producer to have their contract renewed of Spaniards by maintaining a rigorous format with its own personality. by the Madrid Town Hall to produce another 1000 hours of television over the next two years for the local channel EsMadrid. The wake up show YA TE DIGO was revamped, with the addition of Valeriano Campillos – coming from Los Cuarenta – and Manuel Acedo, In 2008 the company reached an agreement with Extremadura the programmes new director. The evening show PONTE A PRUEBA has Televisión to produce the VER CINE programme. At the same time it has signed Víctor Cortés, replacing Josep Lobató. been in permanent contact with other regional TV stations which have already shown their interest in some of the formats and ideas we have developed to make quality television at very competitive prices. Uniprex TV: new ideas for more personal television Other significant events in 2008 include the technical production of the MOSTRA DE CINEMA DEL MEDITERRANI, various audiovisual projects UNIPREX TV is UNIPREX’s subsidiary, which manages DTT licenses operated for ANTENA 3 GROUP (ANTENA 3 TELEVISIÓN, NEOX, A3 ADVERTISING, by the ANTENA 3 GROUP in various parts of Spain under the brand VER-T. FUNDACIÓN ANTENA 3 and ANTENA 3 EVENTOS), as well as for other companies that trust UNIPREX TV to carry out their corporate audio- In 2008, as we waited for the definitive migration from analogue to dig- visual projects. ital to enable growth in local television, UNIPREX TV focused its efforts on bolstering the low-cost audiovisual production business. MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING A3 MULTIMEDIA, A3 EVENTOS AND MOVIERECORD

» PROTAGONISTS OF THE MULTIMEDIA REVOLUTION ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 49

PROTAGONISTS OF THE MULTIMEDIA REVOLUTION

Communication no longer has any barriers. Internet, radio, television, Therefore, the number of videos downloaded in 2008 has practically cinema, cell phones, and even event organisation, converge on the quadrupled over 2007, going from 49.5 to 196.3 million. To this fig- same path shaped by a new multimedia concept. ANTENA 3 TV’s se- ure we must also add the 37 million Antena 3 videos viewed on the ries premiere on Internet which, in turn, are used to drive promotion, ANTENA 3 TV’s channel on YouTube. thereby opening new commercial possibilities. Radio reaches out to listeners through its different web pages and blogs. Cell phones are Improved results do not stop here: if all of the ANTENA 3 GROUP’s web- another window, which offers excellent opportunities: Mobile TV. sites ended 2007 with more than 2 million users and 33 million visits, in Everyone interacts and there is mutual feedback; this is a new form December 2008 the Group had 3,354,000 users and 51,122,000 pages of communication. visited, which represents growth of 67% and 55% respectively.

In 2008, the ANTENA 3 GROUP has continued to focus on new technolo- gies by renewing all its web sites. The biggest step forward was developing and starting up antena3videos.com, which is the culmination « In 2008 the number of videos of the project to release complete series and programmes on Internet. downloaded has quadrupled » This project intensified in 2008 with new initiatives, and has been very well received by the public. ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 50

A year of important premiers on internet « Grupo Antena 3’s websites have registered 3,354,000 unique users In January antena3noticias.com was launched. This webpage provides permanent information, especially audiovisual, in order to compete in and 51,122,000 pages were visited, the tough digital information market currently dominated by the on- which represents an increase of line dailies, which take after the traditional press. This portal contin- 67% and 55% respectively » ues to constantly evolve and its audience has increased six-fold since January 2008, ending the year with 600,000 unique users.

The elections were an excellent opportunity to kick off this focus on in- Throughout the year we have increased the participation and opinion teractivity. Internet users could, through ANTENA 3 TV’s You Tube chan- tools through the blogs written by our team of specialist who have cov- nel, send their questions via video to the candidates of the two main ered the general elections in Spain, the Oscar awards or the US elec- political parties. Both José Luis Rodríguez Zapatero and Mariano Rajoy tions live. answered these questions live on television. In July the EUROPA FM portal premiered a radically different development in order to offer more in-depth contents on its popular programmes, building bridges of communication with the audience and taking advantage of various aspects of the fan phenomenon that arises around the radio formula. The number of unique users for this webpage has grown by around 25%, easily surpassing 200,000, and the number pages visited has multiplied five-fold, up to 6 and a half million in December.

Live broadcasting via Internet is followed daily by thousands of people throughout Spain, even in places where there still isn’t any coverage.

At the end of August, ONDA CERO presented its new Internet portal. More than just aesthetic changes were made: this website has a very Antena 3 Noticias’ webpage strong news component, while at the same time the stars on its radio ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 51

broadcast and programmes play a considerable role. The aim was to reach a balance between these two facets while offering comfortable and easy navigation for users. Unique users have increased 37% up to 373,000 by the end of the year, while the number of pages visited has doubled to almost 3 million in December 2008.

Carlos Alsina, RADIO ESTADIO or GENTE VIAJERA have their own blogs in order to communicate more directly with listeners.

In September the corporate website grupoantena3.com premiered. This website brings together all the group’s information and makes a series of services and contents available for shareholders and investors, allowing them to follow our company’s performance more closely.

Grupo Antena 3’s webpage

Onda Cero’s webpage Europa FM’s webpage ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 52 antena3videos.com, pioneers in needs. Along with the previously mentioned successful consumption commercialisation of videos on of ANTENA 3 TV videos, customers have also approved of the portal, internet which has had a considerable amount of advertising from the onset. Another success in the development of the audiovisual business on Finally, October saw the completion of the ambitious project, Internet has been the commercial agreement with Youtube, which was antena3videos.com, which was created thanks to the success of the sta- reached in the summer of 2008. This allowed ANTENA 3 to expand what tion’s programmes and services on Internet. On this occasion, the goal was a simple promotional collaboration into a partnership with Google. was to provide users with unique access to all our video material available on Internet. Ponle freno, also on internet However, above all, what makes this portal particularly special are the possibilities that it creates for its commercialisation, allowing announc- The multimedia division also supports the Group’s social initiatives. ers to get around the limitations of pre-roll videos (spot prior to viewing The PONLE FRENO campaign to signpost the dangerous parts of the a video) which opens a series of options that can be adjusted to their motorways brought together the signatures of over 200,000 citizens through the web, in an unprecedented campaign on television, radio and Internet. Finally, the Administration gave the final push–in 2009- through the agreement between the Ministry of Development and the Ministry of the National Affairs to signpost and fix these dangerous stretches as soon as possible.

Triple play: strength in numbers

ANTENA 3 maintains its leadership in the field of multi-platform contents. In addition to providing an up-to-date and innovative image, as well as meeting the needs of an increasingly demanding audience, the new windows opened through a given product undoubtedly attract the interest of announcers who are always looking for new way of im- antena3videos’ webpage proving the effectiveness of their campaigns. ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 53

In this regard, we have stressed the need to increase the links between As regards programming, the most important milestone was the idea ANTENA 3 TV’s productions, whether they be series or programmes, and of adding a live chat to the programme EL DIARIO. Viewers had the op- its multimedia profile. One of the most glaring examples is the preview portunity to talk with the shows protagonists, hear about their concerns of some major television series on Internet, which started in the second and help solve some of the cases. Thousands of users participated on week of the year with the fifth season ofLOS HOMBRES DE PACO, offered each occasion. on Internet 36 hours before it was shown on television. Furthermore, based on the success with internet users –in this case, more than a mil- Finally, in this section, we must point out that ANTENA 3 TV has gone lion downloads only during the preview–, this initiative has proven to from analogue to DTT through Internet to reach mobile telephony with be a powerful promotional tool. live broadcasts from Vodafone Live!

Shortly afterwards this type of event was expanded upon with an innovative component: the preview was also shown via cell phone, with Mobile telephony, the new super-production FÍSICA O QUÍMICA. This pioneering project a new line of business generated almost 2,200,000 downloads on Internet worldwide in the first week and 20,000 access via Vodafone Live! In the mobile world ANTENA 3 is still the leader in sending news alerts through its 303 product. In 2008 new lines of business have been opened such as the alerts on Orange and new services via Movistar and Vodafone.

The sector to have undergone the greatest development in the last few years is MOBILE TV, in which ANTENA 3 has once again participated in launching products for all the operators. ANTENA 3 is (either through video on demand, live broadcasts or loops), in a very advan- tageous position in relation to the future development of television via mobile handsets. The year’s two most important milestones in this regard were the exclusive preview (Internet and mobile) of the first chapter of FÍSICA O QUÍMICA and the launch of ANTENA 3 TV live by Vodafone Live! through a package of two channels: A3N24HORAS and ANTENA 3 SERIES.

Antena 3 previews webpage ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 54

« Movierecord has obtained a « In 2009 Antena 3 Eventos market share of 45% in 2008, both expects to position itself as the in terms of screens and viewers » leading events organisation agency in Spain, thereby complementing the Group’s other means of advertising »

Movierecord, leader in movie Antena 3 Eventos: specialisation, theatre advertising capacity and experience

MOVIERECORD, the leader in movie theatre advertising, has obtained a ANTENA 3 EVENTOS was created the development and specialisation market share of 45% in 2008, both in terms of screens and viewers. achieved through the diversification plan started a few years back by UNIPUBLIC, as it was created through the spin-off of the latter. In 2008 movierecord maintained its contract policy with the movie theatres, which sets expenses according to sales. This year, over ten con- Therefore, it has all the experience and capacity accumulated by tracts have been modified under these terms, which adjust payments UNIPUBLIC and, at the same time, it has the level of specialisation re- to collection systems in order to improve cash management. Contract quired by an incredibly demanding and aggressive market. costs have been cut by 35%. ANTENA 3 EVENTOS goal is to focus on organising promotional events, as In 2008 the market has maintained the same number of screens and well as provide production and marketing services for sporting events. movie-goers as in the previous year. ANTENA 3 GROUP » 2008 ANNUAL REPORT MULTIMEDIA, EVENTS AND MOVIE THEATRE ADVERTISING 55

In 2008 the company organised the following events: ANTENA 3 EVENTOS aims to position itself in 2009 as the main event or- » Cultural events, such as the Mostra de Valencia, “CINEMA DEL ganisation agency, thereby complementing the Group’s other means MEDITERRANI” of advertising. » Sporting events such as the THE MODERN PENTATHALON WORLD Championship, held in Madrid; or the PEOPLE OF MADRID’S MARATHON; as well as the SPANISH SUPERCROSS CHAMPIONSHIP, or Licenses: beyond the screen VUELTA CICLISTA A ESPAÑA organised by UNIPUBLIC. » Tours, promotional marketing and others. This area includes the Throughout 2008 ANTENA 3 signed various agreements with leading Gira AMBILAMP tour; to promote the recycling of light bulbs; the companies in its sector to commercialise their successful products and PROMOCIÓN DE LA LECTURA tour, organised on several Spanish brands through other types of advertising. Therefore, Sony Pictures beaches; and the SEAT EXPERIENCE TOUR, to promote the new markets the series EL INTERNADO on DVD; it carries out technological SEAT IBIZA. promotions, especially in the press, taking advantage of synergies with the daily La Razón; or, due to the rise in series for teenagers, we have de- ANTENA 3 EVENTOS has also organised several Business Conventions, veloped a great number of related products, which includes everything such as the one for SEUR, or promotional marketing events for from snacks to parties with live performances. Gillette, through the MEN’S CHALLENGE contest. Likewise, ANTENA 3 EVENTOS has organised several events in Alicante during the Volvo Lastly, in the music industry, ANTENA 3 has been involved in the entire Ocean Race and promoted Telefónica products through the show- artist selection process, coordinating music production and managing ing of Free-Style Soccer at the main soccer tournaments held in the the sale of work done by 18 RDC instead of merely limiting itself to man- summer of 2008. aging brand promotions.

El Desafío ‘08 Free-Style Soccer Promotional event for Gillette ‘Men’s Challenge’ ADVERTISING ATRES ADVERTISING

» LEADERS IN 360º COMMUNICATION ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 57

LEADERS IN 360º COMMUNICATION Above the market average

In an economic setting shaped by the global crisis, and despite the Two words accurately defineATRES ADVERTISING’s activities in 2008: “in- fact that the advertising market has been one of the worst hit sectors, tegration” and “multimedia”. Given that ATRES ADVERTISING is an exclu- ANTENA 3 managed to close 2008 in a position of strength in prices. It sive advertising operator, it does not merely provide spaces, it actually has been able to stand 11.3%(1) above the market average due to values offers the most efficient advertising to its clients. Innovative advertising, such as coverage and its commercial profile. Another clear sign of its with a 360º multimedia spirit. For yet another year, ATRES ADVERTISING healthy situation and commercial drive is its improved efficiency ratio, has focused on working together with clients for preparing their com- which was up 1.5% on the 2007 figure. munications plans, providing necessary guidance for planning and creativity. The result: integral and integrated campaigns, based on a NEOX and NOVA, the other two channels in the family, command a splen- multimedia strategy. ATRES ADVERTISING offers a solution based on did position in the ranking: first and fourth, respectively. Their leading po- joint media management which enables advertisers to increase their sitions are the result of their character: the two companies were created efficiency, taking advantage of complementary targets and the ben- with a marked commercial spirit and a firm focus on quality contents. It efits of the different media. is no coincidence that the ANTENA 3 GROUP is the company which most invests in its own production for DTT, and which is the most innovative ATRES ADVERTISING stuck to this strategy of diversification to seek new in terms of broadcasting formulas. media, with an eye on all advertising markets, and in the first half of 2008, it was awarded the Disney Channel’s contract for the commercialisation of advertising space on its DTT channel. (1) Total Adults Advertising ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 58

Disney Channel is another one of ATRES ADVERTISING’s most important Now that it has added Disney Channel to its portfolio of supports and strategic bids within DTT. The exclusive advertising company of ANTENA media, ATRES ADVERTISING is able to offer the best and most compre- 3 GROUP, began to commercialise its advertising space on 1 July 2008, hensive offer of children’s and family consumption contents, through when Disney Channel began to broadcast free-to-air through DTT. all the programs broadcast on ANTENA 3 TV, NEOX and Disney Channel.

Because of this offer of TV programs in DTT,ATRES ADVERTISING has had a more powerful position when attracting advertising investment to these channels. Indeed, 2008 figures show that the ANTENA 3 GROUP leads the GRPs ranking in DTT and thematic channels with a share of 21.6%.

Group GRPs Share Nº Advertisers Grupo A3 19,938 21.6% 478 Grupo TVE 12,591 13.7% 502 SONY 11,905 12.9% 295 NEWS CORPORATION 9,590 10.4% 334 Grupo T5 8,312 9.0% 289 La Sexta 5,304 5.8% 36 GRUPO PRISA 5,282 5.7% 349

Atres Advertising headquarters in Madrid UNIVERSAL (CALLE13) 4,753 5.2% 192 RESTO DE TEMATICAS 4,665 5.1% 695 VIACOM 4,267 4.6% 266 VEO 2,512 2.7% 111 « Atres Advertising offers its clients MULTICANAL 2,405 2.6% 189 the most efficient advertising CARTOON NETWORK 339 0.4% 191 JETIX EUROPE 281 0.3% 82 thanks to its multimedia strategy » TURNER 27 0.0% 56 TOTAL 92,172 100.0% 1,457

Source: TNS: January-December 2008 ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 59

Uniprex: the most commercially Number of advertisers. Europa FM efficient radio group 500 425 399 UNIPREX, the radio broadcasting group, closed 2008 with its best ever 400 figures due to the increased audience of its stations, enabling the com- 300 pany to report excellent results at sales level. 200

ATRES ADVERTISING has achieved its objective: for UNIPREX to be the radio 100 group with the highest advertising return on its audience. Indeed, its ef- 0 ficiency ratio is significantly higher than those of its most direct rivals. 2007 2008

Source: Internal data Efficiency Ratio

1.5 1.3

1.0 0.9

0.5

0 ONDA CERO SER

EGM: 3rd. survey 2008 Internal data estimated among the three main radio groups

For yet another year, EUROPA FM continued with its unstoppable growth in both audience and in the clients portfolio. In 2008, a total of 425 advertisers trusted in the advertising efficiency of EUROPA FM, 6.5% up on the previous year. Atres Advertising Management team ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 60

ADN, the newspaper with the highest growth in audience and advertisers

On top of UNIPREX’s two main radio stations, ONDA CERO and EUROPA FM, we also have to consider ADN. This newspaper has managed to improve its results in both audience and number of clients, despite the fact that 2008 has been a tough year for general newspapers.

Ranking (.000) General Information Newspapers % variation vs. 3rd. mobile year 2007

20 Minutos 2,889 20 Minutos 15.0%

Que 2,255 Que 15.0%

El País 2,218 El País -1.0%

Metro Directo 1,823 Metro Directo 6.0%

adn 1,787 adn 26.0%

El Mundo 1,348 El Mundo -4.0%

El Periódico 808 El Periódico 2.0%

La Vanguardia 695 La Vanguardia -2.0%

ABC 701 ABC 6.0%

La Voz de Galicia 602 La Voz de Galicia 3.0%

Source: EGM. 3rd. mobile year 2008 vs. 3rd. mobile year 2007 Source: EGM. 3rd. mobile year 2008 vs. 3rd. mobile year 2007

ADN stands fifth in the ranking of general information newspapers, and As far as advertising is concerned, ADN, with a total of 952 clients, was according to the latest figures released by EGM in 2008, it has managed also the only free newspaper to increase its number of advertisers to grow 26.0%, making it the newspaper with the highest growth in against 2007. audience. ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 61

Movierecord, the absolute leader in the cinema sector « Atres Advertising began to MOVIERECORD is the leader in all fields of the cinema sector: coverage, commercialise the advertising audience and cinema theatres. 2008 was another year in which the company confirmed its position in a highly profitable market by virtue space of Disney Channel of its reputation. when it started to broadcast free-to-air through DTT » Given that it is the leading distributor in the film market, it has 45% of a public of great commercial interest – a public, what is more, which likes advertising and believes that it is helpful when deciding what to buy, according to important studies in the advertising sector, such as AIMC Marcas.

Share per spectator

50% 45% 40% 36%

30% 19% 20%

10%

0% Movierecord Discine Screenvision

Source: NIELSEN EDI 2008

Movierecord webpage ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 62

This new line of business has proved successful, with a dramatic rise in audience. The figures say it all: viewing of theANTENA 3 GROUP’s audio- « 360º communications visual contents rose 247% against 2007. revolve around a single Slowly but steadily, the audio-visual format is becoming a strong player axis: the audience » in the world of the Internet. Until now, the most popular formats were the traditional banners or skyscrapers; but now this trend is changing. Advertisers are increasingly inclined to favour the advertising advantages offered by audio-visual formats: this include greater visibility, the desire to interact with brands and achieving higher response ratios. Atres Advertising, a touchstone in the advertising commercialisation of video viewing on Internet Events: new brand experiences It is increasingly common for advertisers and media to find that their Over the last year, there has been marked growth in the ANTENA 3 public wishes to play a more active role. In light of this revolutionary GROUP’s media on Internet, due to the commercialisation of video change, communication groups such as ANTENA 3 are focused on a downloads. ATRES ADVERTISING is now one of the touchstones in the new media current, where 360º communications revolve around a sin- sale of advertising spaces in this environment. gle axis: the audience.

In 2007, the exclusive advertising company of the ANTENA 3 GROUP moved into the Internet world as a pioneer, commercialising audio-visual contents uploaded on the group’s different websites; its objective « A clear sign of Atres was to find synergies in the commercialisation of the core business – Advertising healthy situation and television – on the Internet. commercial drive is its improved The company has concluded that this innovative system for viewing efficiency ratio, which was up the chapters of ANTENA 3 series is interesting not only for viewers but 1.5% on the 2007 figure» also for advertisers, who found it to be an innovative and very qualita- tive way of having an impact on their public. ANTENA 3 GROUP » 2008 ANNUAL REPORT ADVERTISING 63

This has sparked a new trend in which programs and series are no longer contents but become brands to aspire to with their own presence. In this respect, a large number of innovative initiatives have been created « Atres Advertising has over this last year. Events concerning successful series, where the public achieved its objective: for can enjoy seeing their idols together with other faithful fans. On line game shows where the audience takes part eager to be given some Uniprex to be the radio group kind of personal object from TV actors, to be able to meet them in per- with the highest advertising son and even take part in the shoots. Internet forums where one can return on its audience » chat with characters in the series, have an influence on how the future stories will unfold and talk about the highlights of the series with other Internet users. Websites such as antena3vídeos.com, where Internet users are given the chance to design their own customised TV. Or others such as cuentaseloaolmedo.com where the idea is to get the public involved in shooting an advert to promote the channel. These are only some of the projects which the ANTENA 3 GROUP has launched in order to achieve a communications experience with their viewers which goes beyond the small screen. Generating new interac- tion scenarios with consumers can be used not only to create loyalty in an audience which is eager to play an active role, but as an appropriate atmosphere in which the public can interact with the brand and experience a product close up.

For example, Malibú sponsored the cinema preview of the first chapter of the third series of EL SÍNDROME DE ULISES. With EL INTERNADO, an event was organised for the preview of the third series sponsored by Central Leche Asturiana, and, looking forward to the fourth series, a premier was organised in cinemas in different cities all over Spain. All these initiatives had a great impact for the brands which were involved with the preview, thanks to the successful attendance and the result- http://cuentaseloaolmedo.com/ ing media exposure, and to the multimedia campaign launched around each event to promote it. CORPORATE RESPONSABILITY

» COMPROMISE, SUSTAINABILITY AND GROWTH ANTENA 3 GROUP » 2008 ANNUAL REPORT CORPORATE RESPONSABILITY 65

COMPROMISE, In order for the Company to meet these expectations and demands, SUSTAINABILITY AND ANTENA 3 GROUP’s Board of Directors approved its Corporate Responsibility Action Plan for 2008. Said plan consists of 6 main commitments that consti- GROWTH tute ANTENA 3 GROUP’s goal of building trust in the public.

The ANTENA 3 GROUP believes that Corporate Responsibility consists Compromises with Corporate Responsibility of Grupo Antena 3 of developing a business model that, through the creation of economic growth and social progress, enables it to instil confidence in its various stakeholders. This not only has to do with satisfying the demands of Compromise with stakeholders and investors society, but also protecting the Company’s reputation, improving risk management and developing special abilities that give it a competitive Compromise with the audience edge when applied to the market. Compromise with employees Responsibility in terms of content and advertising, taking care of its employees, innovation, promoting social initiatives, and respect for the Compromise with the environment environment are the main goals that ANTENA 3 GROUP seeks to achieve through its Corporate Responsibility (CR). Through CR the company en- Compromise with suppliers deavours to meet the demands and expectations of its stakeholders, in line with the group’s corporate values. Compromise with the society ANTENA 3 GROUP » 2008 ANNUAL REPORT CORPORATE RESPONSABILITY 66

Based on these commitments, six strategic goals were established and incorporated into the 2008 Corporate Responsibility Action Plan:

1. Dialogue with stakeholders: Transparency in relations with stakeholders is one of the key principles on which the ANTENA 3 GROUP’s CR strategy is based. In this regard, in 2008 the Group consulted with its internal and external stakeholders in order to gauge the CR actions undertaken by the group and detect improvements and consider suggestions, many of which have already been incorporated into the 2008 CR report. Therefore, for example, we have proceeded to verify said improvements and suggestions: more space has been given to social initiatives and more information on the environment has been added, amongst other steps we have taken.

2.Commitment to employees: The ANTENA 3 GROUP aspires to become Antena 3 Foundation hand out its 2009 calendar among employees. 19 December 2008 one of the companies at which professionals most want to work in the audiovisual sector, thanks to its culture based on developing employees’ careers, innovation, excellence, and team work, all while focusing on results. As a sample of our commitment to help employees develop their careers, in 2008 ANTENA 3 GROUP invested €1,176,918 in training, while introducing new courses on DTT.

3. Helping with social problems: ANTENA 3 GROUP’s social projects are channelled through its Foundation, which aims to actively help solve problems in society and those of the more disadvantaged amongst us, especially children and young people. The ANTENA 3 FOUNDATION is working on taking care of hospitalised children, promoting and making voluntary services more professional, as well as teaching values and principles and developing theoretical projects in social work.

Hospital General de Alicante. “Celebración Día del Libro” 23 April 2008. ANTENA 3 GROUP » 2008 ANNUAL REPORT CORPORATE RESPONSABILITY 67

Furthermore, in 2008 the PONLE FRENO campaign was launched. This As regards advertising, apart from obeying the Law, ANTENA 3 GROUP initiative, apart from the foundation, has included the participation adheres to several sector auto-regulation codes and participates in or- of all the Company’s media in order to help reduce accidents on the ganisations such as Autocontrol. motorways. The campaign has obtained enormous support and has played an important role in implementing measures that promote traf- ANTENA 3 GROUP’s commitment to Corporate Responsibility achieved fic safety. two major milestones in 2008. The Company joined the UN’s Global Compact, undertaking to support and comply with this initiative’s 10 4. Supporting children: ANTENA 3 GROUP’s support of children is mani- principles regarding Human and Labour Rights, the environment and fest through the programming ANTENA 3 TELEVISION broadcasts, a total the fight against corruption. Furthermore, since September ANTENA 3 of 866 hours, the most among all Spanish private channels. Likewise, GROUP forms part of the FTSE4Good Ibex index, one of the main sus- this can be seen in the ANTENA 3 FOUNDATION’s children’s activities. tainable indices worldwide, which is used to identify those companies that use socially responsible business practices. 5. Freedom of expression and transparency: The Company’s journal- ism is based on values such as responsibility and respect for those men- For more information you can consult our 2008 Corporate Responsibility Report, also available on www.antena3.com tioned in the news, which includes everything from tolerance for different cultures to coverage of very important subjects such as domestic violence and the defence of children’s rights. Likewise, transparency implies just, honest and respectful treatment of those interviewed and the people involved in news stories, all while protecting their privacy.

6. Contents and responsible advertising: Apart from meeting the expectations and satisfying the taste of all segments of the public, the professionals at ANTENA 3 GROUP promote the ethical handling of information and creating a free and responsible public opinion. The Group also demonstrates its commitment by dedicating part of its programming to those subjects that particularly concern society, such as access to housing, activities for young people and living together in cities. Antena 3 Group Corporate Marketing and Communications Division Av. Isla Graciosa nº 13 San Sebastián de los Reyes, 28703 (Madrid)

comunicació[email protected] [email protected]

Tel: (+ 34) 91 623 05 00 Fax: (+ 34) 91 654 92 04 Legal Deposit: M-7337-2009