ANTENA 3 GROUP
ANNUAL AND CORPORATE
LETTER FROM THE PRESIDENT 3 3.4 SOLIDARITY WITH SOCIETY 43
Contact details LETTER FROM THE CEO 5 3.5 UNIPREX TV: GROWING AND ESTABLISHING ITSELF
THE ANTENA 3 GROUP INTEGRATES ITS CORPORATE AS A PRODUCTION COMPANY 44
ANTENA 3 GROUP RESPONSIBILITY REPORT WITHIN ITS ANNUAL REPORT 7
Communications and ANTENA 3 GROUP: MAIN ECONOMIC, MULTIMEDIA 45
SOCIAL AND ENVIRONMENTAL INDICATORS 8 NEW CONTENTS WHEREVER, WHENEVER AND
Corporate Marketing Division
THE YEAR’S HIGHLIGHTS 9 HOWEVER YOU WANT 45
Av. Isla Graciosa nº 13
FINANCIAL RESULTS 10
San Sebastián de los Reyes AUDIENCES 10 ADVERTISING AND EVENTS 51
28703 (Madrid) MILESTONES 11 COMMITMENT TO ADVERTISERS, INNOVATION
ANTENA 3 GROUP 16 AND EFFICIENCY 51
E-mail: 1.1 MISSION, VISION AND VALUES 17 5.1 THE ADVERTISING BUNDLING: THE ANTENA 3 SOLUTION
1.2 SHAREHOLDER STRUCTURE 17 TO FRAGMENTATION 52
1.3 CORPORATE STRUCTURE 18 5.2 ONDA CERO, OUTPERFOMING THE MARKET 53
1.4 BOARD OF DIRECTORS 18 5.3 ITS MARKET SHARE 53
www.grupoantena3.com 1.5 MANAGEMENT STRUCTURE 18 5.4 MOVIERECORD DOUBLES THE NUMBER OF THEATRES 54
www.fundacionantena3.es 1.6 THE LEADING AUDIOVISUAL AND ADVERTISING GROUP 19 5.5 ATRES ADVERTISING REINFORCES ITS INTERNET PRESENCE 54
1.7 ANTENA 3 TELEVISION STOCK PERFORMANCE: UP 81.3% 20 5.6 ANTENA 3 EVENTS, WHEN THE ORGANIZATION IS THE NEWS 55
Tel: (+34) 91 623 05 00 1.8 QUALITY AS STRATEGY 21 5.7 LICENSES, THE VALUE OF THE ANTENA 3 BRANDS 56
1.9 INTEGRATING PROVIDERS INTO OUR CORPORATE 5.8 BEYOND REGULATION 56
Fax: (+34) 91 654 92 04
RESPONSIBILITY STRATEGY 22
1.10 SHAREHOLDER AND INVESTOR RELATIONS 23 CORPORATE RESPONSIBILITY 58
1.11 REGULATORY COMPLIANCE AT ANTENA 3 TELEVISION 24 6.1 2009: ANTENA 3 GROUP STRENGTHENS ITS CORPORATE
1.12 PARTICIPATING IN THE DEVELOPMENT OF PUBLIC POLICIES 25 RESPONSIBILITY MODEL 59
6.2 GESTIÓN DE RECURSOS HUMANOS 65
TELEVISION 27 6.3 TWO YEARS PROMOTING ROAD SAFETY 72
TELEVISION OF NEW GENERATION 27 6.4 THE ANTENA 3 FOUNDATION 77
2.1 THE FAMILY OF CHANNELS, LEADER IN AUDIENCE SHARE 28 6.5 HELPING IMPROVE THE ENVIRONMENT 82
2.2 NEOX AND NOVA DOUBLE THEIR AUDIENCES 35
2.3 ANTENA 3 FILMS, THE ENGINE OF SPANISH CINEMA 36 CORPORATE GOVERNANCE 88
2.4 PROGRAMING THAT IS OPEN TO THE ISSUES FACING SOCIETY 37 7.1 CORPORATE GOVERNANCE AT ANTENA 3 TELEVISION 89
RADIO 39 ANNEXES 93
ONDA CERO AND EUROPA FM INCREASE THEIR AUDIENCES 39 8.1 DEFINING PRINCIPLES FOR THE 2009 ANNUAL REPORT 94
3.1 ONDA CERO SHOOTS UP IN THE GENERAL MEDIA SURVEY 8.2 MEETING 2008 COMPLIANCE STANDARD OBJECTIVES 96
This Annual Report was approved
AND IS BY FAR THE SECOND LEADING RADIO STATION 40 8.3 RISK CONTROL AND MANAGEMENT 98
by ANTENA 3 GROUP Board of 3.2 EUROPA FM CONTINUES ITS UNSTOPPABLE ASCENT 42 8.4 CR VERIFICATION REPORT 100
Directors on 17th February 2010. 3.3 RADIO INCREASES ITS WEB-BASED CONTENT 43 8.5 GRI INDEX 101
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 2
José Manuel Lara
2009 has been one of the most chal- continue building and strengthening the already leading private tations and to maintain our traditional policy of returns to share-
lenging years in private television his- communications group in the country. holders, with 80% of net profits going to dividend payments.
tory. During the year, several impor-
tant and positive legislative reforms have taken ANTENA 3 GROUP was able to mitigate the effects of the economic As indicated previously, we do not just want to face the changes
place, as well as technological advances and recession in 2009, obtaining excellent results in a year in which in the audiovisual sector; we want to be the engine of the new
continuous changes in social habits which the advertising market suffered the worst crisis in history, drop- industry. The 3.0 strategy is the Group’s response to the wave
have caused the country’s audiovisual indus- ping by over 20%. of new televisions channels, audience fragmentation and the
try to change dramatically. These changes have new challenges facing multimedia communication. We want to
demonstrated not only our capacity to adapt to The ANTENA 3 stock has also outperformed the market. The be where the audience is, no matter the time or the support
a new reality, but also a true desire to change stock price has increased by 81.3% while the IBEX increased used. Three channels, ANTENA 3, NEOX and NOVA, make up the
in order to lead them. This is the only way we by only 29.8%. In the worst year of the last decade for adver- GROUP’s Family of Channels, and their content is adapted to the
can aspire to be the leaders in new communica- tising investment, we implemented new strategies to maximise three screens: television, computer and mobile phone.
tions, and we are already seeing the first results. income, which has allowed us to bring in income above expec-
Added to this incessant succession of events
has been the difficult economic situation that is
affecting the country, and which, far from keep-
“ We do not wantbe the engine ofthe changes in the audiovisual
to merely face
ing us down, has motivated us even more to sector; we want to the new audiovisual industry.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 3
LETTER FROM THE PRESIDENT INDEX
“ 2009 have been carried out
All the projects
directed to “ For another year, we Corporate Responsibility as a
remained committed to
at the Antena 3 Group have
obtain a two-pronged objective:
attract the best audience and
means of reaching our business goals.
satisfy advertiser needs.
All the projects carried out in 2009 have other lines of business have grown. I lines that will mean more legal security. the reference in public service announce-
been directed to obtain a two-pronged would not want to leave out the magnifi- The Law will surpass the Television with- ments from a communications group in
objective: attract the best audience and cent results from ONDA CERO and EUROPA out Borders Directive, which will bring us Spain. The initiative still has the support of
satisfy advertiser needs. We have thus FM, who have for another year beat all closer to Europe in audiovisual policies. all the ANTENA 3 and all the agents involved
come up with innovative solutions that expectations in both audience share and in safe driving issues.
have noticeably increased our advertising profitability. For another year, we at the ANTENA 3 GROUP
efficiency, like the advertising bundling, have remained committed to Corporate The ANTENA 3 FOUNDATION is in my opinion
which consists of the simultaneous broad- 2009 has also been a year of important Responsibility as a means of reaching our one of the most efficient tools to develop
casting of an advertisement spots on the legislative improvements which lend more business goals. We have implemented our CR policy. This year, its activity has
GROUP’s three channels, and their bundled stability to the audiovisual market. The many measures; we have included pub- increased due to its active involvement in
sale. Government approved the RTVE Corpo- lic service messages in our programming different programs such as hospital aid to
ration Financing Law, which prohibits and have signed various agreements in children and adolescents, as well as sev-
This has been one of the ANTENA 3 GROUP’s the public network from financing itself our quest for responsible communication eral awareness campaigns.
biggest contributions to the audiovisual through advertising. An old reproach and advertising.
industry. The 3.0 strategy and the advertis- from the sector that we hope will extend 2009 has definitely been a year of big
ing bundling have strengthened our young to the public channels in the autonomous Furthermore, as signatory of the United transformations which portend a decisive
digital channels, which have now turned a regions and that it will stimulate the antici- Nations Global Pact, we continue to 2010 for the audiovisual industry. We are
profit; the GROUP’s web pages have been pated change in the model towards televi- develop our commitment to the respect not satisfied with just being prepared; we
re-launched; and we have halted audience sion in the authentic public interest. of human rights and the environment, are working to continue leading new mul-
fragmentation and the loss of advertising through our support of charity initiatives timedia communications, contributing all
coverage. Lastly, the upcoming approval of the Gen- and awareness campaigns. our capacity to innovate.
eral Audiovisual Communications Law
Both the ANTENA 3 GROUP Family of Chan- would unify the different regulations in the For another year, the outstanding results
nels, the UNIPREX broadcasters and the sector, establishing a single set of guide- of the Ponle Freno campaign continue to be José Manuel Lara
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 4
LETTER “ With thebundling,of the 3
has withstood the decline in the
FROM advertising market better than any of
its competitors. In 2009, our share of
THE CEO the advertising market reached 26%,
3 points more than last year.
2009 was undeniably marked by amounted to 81.1 million, a sales margin of 11.5%. The distrib- private leading group in terms of audience share, 16.6%, and
the economic crisis. All sectors were uted economic value reached 489,908 thousand Euros. the commercial target, 17.6%.
affected to a certain degree. We com-
munications companies were no exception; in These figures demonstrate the solidness of our Company’s posi- ANTENA 3 TELEVISION, our main channel, also ended the year as
fact the crisis has been so severe that it pro- tion, as well as the capacity of the Organization to react and the most watched television network by advertisers preferred
voked the sharpest decline to date in the adver- adapt to change; definitely in order to continue responding effi- groups, thanks to the combination of innovative formats and
tising market, our main source of revenue. At ciently to moments of uncertainty, like the climate we are in consolidated programs, the success of our national fiction series
the same time, the audiovisual business is cur- today. This attitude towards the new backdrop has led us to and made for TV movies, which we have recovered for televi-
rently still undergoing a process of profound formulate innovative solutions and to be in the vanguard of mul- sion, and our wide range of news programs that have been the
and rapid changes (legislative, technological, timedia communications. private market leaders for the ninth consecutive year.
sociological, etc), which are creating the foun-
dations of a new scenario in which we must In the television arena, the Family of Channels, designed to inte- However, we have know for quite a while that there was more
develop our activity. grate ANTENA 3 TV, NEOX and NOVA under the same strategy, than one single screen to distribute television and that internet
has resulted in an efficient remedy against audience fragmen- and mobile telephony, as main alternative supports, continue
Within this complex but fascinating context, the tation and the consequent loss of advertising coverage. Figures to drive a path in audiovisual consumption. From this certainty,
ANTENA 3 GROUP has obtained net profits of 60.8 show that our bet on DTT was on the mark. In 2009, NEOX and and our ability to connect with the viewer, regardless of how,
million Euros. Net income reached 703.9 mil- NOVA doubled their audience share with respect to last year and when or where he decides to see our product, the 3.0 TELEVI-
lion Euros, while net operating results (EBITDA) ANTENA 3’s Global offer beat the others and turned us into the SION concept was born. With its, ANTENA 3 becomes a global
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 5
LETTER FROM THE CEO INDEX
“ These figuresposition, as well assolidness of
the capacity “ The Radio Divisiona
have once again had
of the Organization to react and adapt to change; historic year. Onda Cero is
definitely in order to continue responding the only real alternative in
efficiently to moments of uncertainty, like the generalist radio stations,
climate we are in today.
” and Europe FM continues
to climb the rankings and
currently is in the fourth
contents operator strategically managing
three channels: ANTENA 3 TV, NEOX and
continues to climb the rankings in an oth-
erwise very established market holding the
In 2009 we consolidated the ANTENA 3
GROUP’s Corporate Responsibility (CR) pol-
NOVA and, at least three screens: televi- fourth position among the music radio sta- icy. To this point, I would like to highlight
sion, computer and mobile. tions. They registered net profits of 12.9 two facets that demonstrate our Compa- carry out. The launch of the PRO Project
million Euros and continue to increase ny’s bet on understanding business in this is especially commendable due to its rele-
Simultaneously, with the creation of the their weight in the GROUP. way and the commitment we are making vance to the company’s strategy. The PRO
advertising bundling, an innovative ini- with the environment in which we develop Project aims to integrate people with dis-
tiative based on the bundled advertising The company’s Multimedia Division is our activities. abilities or handicaps into the audiovisual
sales of our channels, ATRES ADVERTISING playing a fundamental role in this strategy. sector, and to be a model for Companies
has allowed advertisers to maintain an The GROUP’s web pages, the presence of The first of which was the design of the which need to meet the existing require-
optimal level of coverage for its campaigns, our brand on the main web networking Master Corporate Responsibility Plan ments with regard to their integration into
and our Company to maximise profits from sites (YouTube, Facebook, Tuenti, Haboo, 2010-2012, a document which estab- the workplace.
its bet on DTT; as a result, we have with- Windows Live Messenger...), the applica- lished the foundations so that we can be
stood the decline in the advertising market tions created for mobile telephony, as well the CR leaders within the Spanish audio- Managing a large Communications group
better than any other competitor: in 2009, as the series of developments designed for visual sector. in an environment of complete transfor-
our share of the advertising market grew video consoles or new generation televi- mation like the one we are living today
by 3 points to 26%. sions, constitute the true bridge between The second was the creation of the Cor- requires a large capacity to innovate. It
our content and those viewers who are porate Responsibility Committee. Through also requires a team of people who do not
Special mention to the the Radio Division no longer content exclusively with tradi- this group, in which the Organization’s scrimp on effort and who understand that
that have once again had a historic year. tional television. In this arena as well, fig- main divisions are represented, we are change leads to progress. We at ANTENA 3
Both ONDA CERO and EUROPA FM have rev- ures prove that once again we are going equipped with the mechanisms necessary want to be the stars of the new audiovisual
olutionized the Spanish radio audiences in the right direction. Coinciding with the to adequately implement the Master Plan, industry. This is the path we undertook a
and had an extraordinary year. ONDA CERO 3.0 strategy, visits to our web pages have as well as diffuse our CR policy. few years ago, and the one we wish to con-
is the only real alternative in generalist increased by 64%, with more than 60 mil- tinue on in the future.
radio stations, opening a significant gap lion hits. I would also like to highlight the work that
with the third operator, and EUROPE FM the ANTENA 3 FOUNDATION continues to Silvio González
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 6
THE ANTENA 3 GROUP INTEGRATES ITS CORPORATE RESPONSIBILITY REPORT WITHIN ITS ANNUAL REPORT INDEX
THE ANTENA 3 GROUP INTEGRATES ITS
CORPORATE RESPONSIBILITY REPORT
WITHIN ITS ANNUAL REPORT
The ANTENA 3 GROUP is committed to improving the information disseminated The 2009 Annual Report has been coor- The ANTENA 3 GROUP has self-verified
to its stakeholders in its annual reports. As a result of this commitment, and dinated by the General Secretary, the this Report, which has been verified by
in line with best international practices, the Company has decided to report its Corporate Communications and Market- AENOR with an A+ rating, the same rating
economic, social and environmental impact in one document, integrating its Corporate ing Department, and the ANTENA 3 FOUN- GRI granted the company after its review.
Responsibility Report within its Annual Report 2009. DATION. Throughout its elaboration, we
have adhered to Global Reporting Initia-
With this move, company management seeks to prove the integration of its Corporate tive (GRI) protocols and guidelines. There
Responsibility (CR) into its business strategy, and to demonstrate the transversal nature have been no major changes in the tech-
of the organization, as well as facilitate reading and understanding of the Report by its niques used to calculate the indicators in
stakeholders. this Report.
Likewise, in order to help the reader easily identify the sections of most interest, the sec-
C C+ B B+ A A+
tions on Corporate Responsibility have been highlighted in a different font colour. We hope
this makes it easier to consult the Report and gives it a clearer and easier to understand
Self verification ✔
External verification ✔
Graphic support identifying
content relative to Corporate
Responsibility in the report.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 7
THE ANTENA 3 GROUP INTEGRATES ITS CORPORATE RESPONSIBILITY REPORT WITHIN ITS ANNUAL REPORT INDEX
ANTENA 3 GROUP: MAIN ECONOMIC,
SOCIAL AND ENVIRONMENTAL INDICATORS
2007 2008 2009 2007 2008 2009
Investment in training (€) 1,065,380.14 1,176,918 1,002,338
Training hours per employee 16.9 28.6 29.0
Ordinary net income (Millions of €) 937 767 651
Training offered (number of courses) 312 338 353
Operating profits (Thousands of €) 316,032 147,491 64,047
Training course evaluations (0-10) 8.2 8.3 8.5
Operating income (Millions of €) 1,015 833 704
Number of medical service consults 7,846 5,753 4,375
Dividend per share (Thousands of €) 0.80 0.72 0.20
ANTENA 3 GROUP donations to the FOUNDATION 963,000 1,193,000 500,000
Distributed economic value (Thousands of €) 705,353 686,433 489,908
Financial Assistance from Public Administration (Thousand of €) 13,317 17,891 2,736 Environmental
Advertising efficiency ratio (adults) 1.49 1.50 1.61 White paper consumption (pages) 7,500,000 7,250,000 7,165,000
Advertising efficiency ratio (individuals) 1.45 1.47 1.59 Toner and cartridge consumption (units) 1,002 925 901
Average audience share ANTENA 3 TELEVISION (%) 17.4 16.0 16.6 White envelope consumption (units) 30,000 29,750 29,550
Average audience share NEOX (%) 0.2 0.6 1.2 Fluorescent light consumption (units) 1,026 1,018 1,580
Average audience share NOVA 0.1 0.3 0.7 Waste generated (metric tons) 759.8 638.9 452.3
Share ONDA CERO (%) 15.8 16.0 18.3 Gas consumption (m3) 13,303 13,441 13,064
Share EUROPA FM (%) 6 6 7 Unleaded gas consumption (litres) 602,692 563,991 423,861
Number of ONDA CERO listeners 1,997,000 2,091,000 2,257,000 Electrical consumption (Kw.h) 18,880,076 19,584,752 19,534,953
Number of EUROPA FM listeners 868.000 965.000 1.173.000 Water consumption (litres) 54,534 50,770 49,371
Number of advertisers 20,395 20,108 19,521 GEI Emission (ton of CO2 equivalents) 5,775 4,379.73 4,316.32
Number of videos hosted on www.antena3.com 49,696,414 196,292,713 197,541,000 Environmental investment (Thousands de €) 33.4 93.2 80.5
Environmental spending (Thousands de €) 30.9 24.6 22.4
Child programming broadcast hours 1,128 866 767
Accumulated captioning hours 2,804 3,860 3,878
Number of special radio services 482 512 659
Number of employees 2,355 2,273 2,071
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 8
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 9
THE YEAR’S HIGHLIGHTS INDEX
FINANCIAL RESULTS • In 2009 it registered a net income of TELEVISION 3.0
88.6 million Euros. The company has broken with traditional
• Operating profits amounted to 20.5 television in 2009 with the launch of its
million Euros (sales margin 23.1%). TELEVISION 3.0, denoting the evolution of
T he ANTENA 3 GROUP has weathered the
2009 economic crisis exceptionally
well, outperforming the advertising mar-
The company’s traditional capacity to
attract the most attractive public from a
commercial point of view, and especially
• Net profits came in at 12.9 million
ANTENA 3 TELEVISION into becoming a glo-
bal and multi-support content operator.
ket, which suffered the worst crisis of the the 3 channels’ advertising bundling, have The advertising bundling has revolution-
last decade with losses in excess of 20%. helped ANTENA 3 outperform the market in ised the advertising market: as a direct
an economically challenging environment. result, the two digital channels have
• The ANTENA 3 GROUP’s net income AUDIENCES become profitable and are the veritable
amounted to 703.9 million Euros • Net income from ANTENA 3 TV reached engines of the new digital television.
(833,5 million € in 2008).
• Net operating results came in at 81.1
million Euros, a sales margin of 11.5%.
604.3 million Euros.
• Operating results amounted to 68.8
million Euros, resulting in a sales mar-
I n a year wrought with fragmentation, the
family of ANTENA 3 GROUP channels was,
for the first time since 2002, the leader
• Net profits added up to 60.8 million gin of 11.4%. in private television due to its stable and
Euros. • Net profits reached 47.8 million Euros. high quality programming with a 16.6%
• The Economic value distributed was audience share, beating the other com-
489,908 million Euros. UNIPREX mercial offers, and coming in ahead the
Both ONDA CERO and EUROPA FM’ s audiences Gestevisión Telecinco Group (16.2%), the
ANTENA 3 have skyrocketed. 2009 was an undoubt- Sogecable Group (8.7%) and the La Sexta
The Family of Channels (ANTENA 3 TV, NEOX edly extraordinary year for both. ONDA CERO Group (6.9%).
and NOVA) was the first private television solidified its position as the only alternative
group in 2009, only three months from the on generalist radio and increased its audi-
analogue blackout. The ANTENA 3 GROUP is ence becoming the second most listened to
also the audience leader in the commer- national radio station towards the end of the
cial target. NEOX and NOVA have doubled year. EUROPA FM continues to gain ground in
their audiences with respect to last year. a very stable market.
Television 3.0 presenter
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 10
THE YEAR’S HIGHLIGHTS INDEX
24h, Individual Audience Totals by Groups
Television consumption has remained very “ The Familythe
high in 2009 (226 minutes per person per
Source: Sofres first private television
day), only one minute less than in 2008.
The television market continues down the
path of change begun in 2006: increasing
group in 2009.
16.6 16.2 fragmentation due to the consolidation of
digital television, the peak in theme chan-
6.9 nels and the consolidation of the internet.
AN LA obtaining a 1.9% share. NEOX was also
THE LEADING PRIVATE the leader in prime time and late night
TELEVISION GROUP among the DTT channels.
With a 16.6% audience share, ANTENA 3
beat out the other commercial offers and LEADING GLOBAL CONTENT OPERATOR
24h, Commercial Target Audiences by Groups was the first private television group in ANTENA 3 is breaking with the traditional
2009, only three months from the ana- television model with the launch of the 3.0
logue blackout. Of the large generalist concept, a natural step for the family of
19.0 private channels, ANTENA 3 has best with- channels to assure its presence on all the
stood the flood of supply. supports: television, internet and mobile.
• LEADER IN THE COMMERCIAL TARGET 3.0 means that now more than ever,
1.4 1.8 ANTENA 3 is in first place among the ANTENA 3 is not one but three channels
most commercially attractive audi- ( ANTENA 3 TV, NEOX and NOVA), so the
ence, with 17.6%. Its main channel, viewer can choose where, when and how
ANTENA 3, is also the absolute leader he accesses our content.
P P P P UP V TV T IC ERS
OU OU OU OU RO TT MA with 15.4% of the commercial target.
GR GR GR GR G NE V EO OT H
A3 TL5 T VE RO TA T HE
C UAT SE X
A LA • NEOX AND NOVA DOUBLE THEIR AUDI-
ENCES with respect to the year before,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 11
THE YEAR’S HIGHLIGHTS INDEX
raging success the competing networks
have tried to imitate.
In made for TV movies, ANTENA 3 has once
again hit the spot in practically all the TV
movies it broadcast in 2009. Un Burka Por
Amor stands out as the channel’s most
watched mini series, with an average of
4 million viewers and a 22.7% audience
share. Other winners in their respective
time slots were Dias Sin Luz , with 3.2 mil-
In addition to the success of the
THE ADVERTISING BUNDLING NEWS programmes, fiction also lion viewers and a 20% audience share;
REVOLUTIONIZES THE posted superb results in 2009. Marisol with an average of 3.4 million view-
DOCTOR MATEO (above) and
ADVERTISING MARKET FÍSICA O QUÍMICA (right) both ers and a 17.6% share; and Lola the mini-
had a stellar year.
3.0 brings the integration between the series , with an average of 3 million viewers
channels full circle with the creation and and 18.4% for both episodes.
implementation of the advertising bun-
dling, which allows for bundled advertising The fiction series have also been a mark
sales on its three channels, a unique idea of excellence and success in prime time
in Europe which gives advertisers efficient The Antena 3 News Monday to Sunday edi- viewers, versus 14% and 1.8 million for in 2009. Doctor Mateo was the leader in
solutions in a new and competitive envi- tion reached an average audience share of the Telecinco edition. national fiction on Sunday nights, averag-
ronment. 16.8% and 2.2 million viewers, while the ing 3.2 million viewers and a 17.8% audi-
Monday to Friday edition had a 17% share THE BEST SPANISH FICTION ence share.
ANTENA 3 NEWS, THE LEADING PRIVATE and 2.2 million viewers. They both came ON ANTENA 3
NEWS NETWORK NINE YEARS RUNNING in far ahead their competitors. In the fiction area, ANTENA 3 has reaped CURSO DEL 63
Antena 3 News is for the ninth consecutive excellent rewards in 2009, year in which The reality documentary Curso del 63 , has
year, the leading private news provider in In 2009, Antena 3 News 1 was the most it has stood out due to both its fiction sit- become the surprise hit of the year with
all its editions, both on Monday to Friday watched private news broadcast with an coms, as well as its made for TV movies, a an average audience share of 19.5% and
and Monday to Sunday. average share of 19% and 2,462,000 genre which it has popularized and whose 3,597,000 viewers.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 12
THE YEAR’S HIGHLIGHTS INDEX
For its first broadcast, the program had tively. This translates into an increase of
raised expectations and averaged 4 mil- 42% and 64%, respectively.
lion viewers and a 21.8% audience share,
which made it the most watched broadcast ONDA CERO AND EUROPA FM REACH
of the day. Its second broadcast increased HISTORICAL AUDIENCE LEVELS
the audience figure to 4,166,000 viewers Both ONDA CERO and EUROPA FM have once
and a 22.4% audience share, becoming again beaten their own audience records.
once again the most watched show of the ONDA CERO has reached exceptional audi-
day. ence levels. With 166,000 new listeners
in 2009, 8% more than in 2008, it is the
THE CHAMPIONS FINAL, THE MOST second national broadcaster, according
VIEWED BROADCAST OF THE YEAR to the General Media Report, the Estudio
ANTENA 3 transmitted the most watched General de Medios (EGM). ONDA CERO is for
broadcast in 2009, the Champions the second year in a row, the commercial
League final between F.C Barcelona and radio station with the highest increase in
Manchester United, a historic match that listenership.
beat all records with an average viewership
of 11.3 million and a 61.7% share. This ranking is especially significant given
the latest wave of EGM figures. Accord-
ANTENA 3 MULTIMEDIA ing to these figures the generalist station,
REACHES 60 MILLION VISITS UNIPREX, has added 227,000 new listen-
The 3.0 concept has also had a positive ers, far ahead their closest competitor, the
impact on the GROUP’s web pages, which Cope network, by no less than 700,000
is no longer only a site to consult what is listeners.
playing, but a means of information which
generates and consumes new content cre- EUROPA FM has for its part hit two impor-
ated specifically for its on line audience. tant milestones: a historical record audi-
ence, with 1,173,000 listeners, and fourth
The GROUP ’s web pages ended the year place among music stations. Its ascent
with an average of 3.5 million single visitors has been extraordinary: in only four years
and more than 60 million hits, versus 2.5 it has quadrupled its listenership.
CURSO DEL 63. Had over 4 million viewers
on the day of its premiere. and 37 million page hits in 2008, respec-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 13
THE YEAR’S HIGHLIGHTS INDEX
CORPORATE RESPONSIBILITY CAMPAIGNS PROMOTING
Aware of the influence that a means of
FIRST CR MASTER PLAN FOR communications exercises on society, the
THE ANTENA 3 GROUP ANTENA 3 GROUP is considering the includ-
Throughout 2009 the ANTENA 3 GROUP has ing public service content in its program-
been working on its Master Plan for Cor- ming and it goes beyond legal advertising
porate Responsibility. It has carried out a requirements, actively participating with
consulting process with both internal and associations attempting to regulate com-
external stakeholders in order to identify mercial communications. In this vein,
the Companies trademarks in its Corpo- ANTENA 3 has signed an agreement to help
LA I CARRERA PONLE rate Responsibility. prevent childhood obesity, in accordance
together 8,000 people with the ethical norms found in the Code
in support of increased CREATION OF A CORPORATE of Self-Regulation in Food Advertising,
RESPONSIBILITY COMMITTEE Código de Autorregulación de la Publici-
ANTENA 3 GROUP has also created the Cor- dad de Alimentos (PAOS).
porate Responsibility Committee. Made up
PONLE FRENO GROWS AS QUALITY IS A PRIORITY of the company’s main divisions, its func- In addition to its support for the Ponle Freno
A SOCIAL MOVEMENT In order to reduce incidents throughout tions include implementing and supervis- campaign in 2009, other socially oriented
In its first two years, the initiative has the entire production process, taping and ing the action points in the Master Plan advertising campaigns have also been
turned into a social movement promot- broadcasting and advertising, in 2009, the and keeping company management launched, such as Placa Azul, against ani-
ing safer driving. Its implementation has ANTENA 3 implemented a system to obtain informed of any progress being made. mal abandonment, and Adeslas campaign
coincided with a historical decline in car more information on the incidents and for the battle against breast cancer
accidents. their causes. COMMITMENT TO TRANSPARENCY
For the second consecutive year, ANTENA 3 THE ANTENA 3 FOUNDATION OPENS
More than 8,000 people participated in All the functions of system monitoring, has verified the information of his Corpo- UP THE AUDIOVISUAL INDUSTRY
the run, CARRERA PONLE FRENO 2009, information analysis and target setting rate Responsibility Report through an TO PERSONS WITH HANDICAPS
the first massive march for Safe Driving. have been assumed by the Quality Com- external audit entity (AENOR) as part of In 2009, he ANTENA 3 FOUNDATION has con-
Using the slogan “Don’t stop, running mittee, which is made up those areas most its commitment to transparency. tinued to develop its work for childhood
today saves lives”, the registrations fees directly involved in the production and and adolescence. The foundation, which
have been donated to the ANTENA 3 FOUN- broadcast processes. is in charge of the ANTENA 3 GROUP’s social
DATION for other Safe Driving initiatives. initiatives, has consolidated its program
of hospital care, as well as proposals pro-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 14
THE YEAR’S HIGHLIGHTS INDEX
MATIAS PRATS. Named “Ambassador” by the Laureus Foundation for his close
ties with the world of sports throughout his career.
PONLE FRENO. A GROUP initiative which has been recognized with several
awards for its contribution to road safety.
moting volunteer work, among other social has implemented an Integral Waste Man- Road Safety Awareness Campaign at the The ANTENA 3 FOUNDATION has also
initiatives. It has also promoted the PRO agement Plan, the Plan de Gestión Integral I Premios Nacionales de Seguridad Vial, received several awards in recognition of
project , which seeks to incorporate people de Residuos, which established specific promoted by the Alcobendas City Hall and its efforts. Among them, the Publifestival
with handicaps into the audiovisual indus- containers for each type of waste; paper, the Road Safety Foundation. The initiative Special Prize for promoting communica-
try. cardboard, batteries, hardware waste and also received a Gold Medal from the Red tion campaigns that promote values and
fluorescent tubes, among other things. Cross and Red Half Moon, in recognition ideas to raise social awareness, the gold
NEW INTEGRAL WASTE of its contributions to road safety in Spain. broach of the Premio Corazon y Vida for
MANAGEMENT PLAN RECOGNITION BY OUR STAKEHOLDERS the ANTENA 3 FOUNDATION’s work in Span-
The ANTENA 3 GROUP’s commitment to the In 2009, the ANTENA 3 GROUP has seen Furthermore, the Laureus Foundation has ish hospitals and lastly, the Fundacion
environment can be seen mainly in its its commitments to society rewarded with named Matías Prats one of its ambassa- Farmaindustria 2009 award to the chil-
efforts directed towards energy savings various awards. The Ponle Freno cam- dors, for his commitment to the world of dren television channel FAN3, for the best
and recycling. During 2009, the GROUP paign was awarded the prize for Best sports throughout his professional career. patient service initiative.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 15
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 16
ANTENA 3 GROUP INDEX
1.1 MISSION, VISION 1.2 SHAREHOLDER PLANETA DE AGOSTINI GROUP: 44.58%
AND VALUES STRUCTURE
MISSION The ANTENA 3 GROUP is a multimedia group
To be the leader and to gain the recog- headed by ANTENA 3 TELEVISION. It trades
nition of its clients, through the broad- on the Spanish stock exchange since 2003
cast of an attractive offer, pluralistic and and its main shareholders are Spanish and
independent, combining information and European communications companies.
entertainment to transform this value into
advertising revenue The Planeta de Agostini Group: It is the
result of the strategic alliance between the
VISION Planeta Group and De Agostini. Its goal is UFA FILM: 20.49%
To be a reference multimedia Communica- to reinforce its leadership in the editorial TREASURY STOCK: 5%
tions Group with the capacity to anticipate world, in new economic sectors and espe-
audience tastes in order to remain very cially in audiovisual media.
attractive for advertisers.
The Planeta Group: A Spanish multi-
media editorial and Communications
Group, leader in content production for
the Spanish speaking market. It holds
a privileged position with respect to its RTL GROUP1: With 45 television channels Banco Sabadell: After a year of being part
competitors: it is the first Spanish edito- and 29 radio broadcasters in 11 countries, of the ANTENA 3 shareholder base, it sold
Vision rial group and the seventh in the world. it is the leader in the European Entertain- 3% of its stake to institutional investors last
ment market. It broadcasts more than September. It sold the remaining 2.87% by
The De Agostini Group: Multinational 10,000 hours of television every year in the end of the year. At the close of 2009 it
Italian group with activity in the edito- the 57 countries in which it is present. was no longer a shareholder.
rial market, in content production and Each day, more than 200 million viewers
distribution for television and cinema, all over the world watch an RTL television
and in the financial and insurance sec- channel.
tors. It is present in 30 countries and
publishes in 13 different languages. 1 UFA FILM UND FERNSEH GMBH UNIPERSONAL (new
shareholder of ANTENA 3 shares since it was absorbed by
RTL Group Communication, S.L.U.)
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 17
ANTENA 3 GROUP INDEX
1.3 CORPORATE STRUCTURE 1.4 BOARD OF DIRECTORS
MR. JOSÉ MANUEL LARA BOSCH
ANTENA 3 TV
MR. MAURIZIO CARLOTTI MR. SILVIO GONZÁLEZ MORENO MR. NICOLÁS ABEL BELLET DE TAVERNOST MR. MAURICIO CASALS ALDAMA
Vice Pesident Chief Executive Officer Board Member Board Member
A3 EVENTOS A3 ADVERTISING MOVIERECORD PUBLICIDAD 3 I3 TELEVISIÓN
S.L.U. S.L.U. CINE S.A.U. S.A.U. S.L.
100% 100% 100% 100% 50%
A3 MULTIMEDIA MRS. AURORA CATÁ SALA MR. JOSÉ CREUHERAS MARGENAT MR. MARCO DRAGO MRS. MARÍA ENTRECANALES FRANCO
100% Board Member Board Member Board Member Board Member
ANTENA 3 FILMS UNIPREX TV
MR. ELMAR HEGGEN MR. PEDRO RAMÓN Y CAJAL AGÜERAS MR. LUIS GAYO DEL POZO MR. MANUEL DE LA VIUDA FDEZ. DE HEREDIA
Board Member Board Member Secretary Vice Secretary
1.5 MANAGEMENT STRUCTURE
CORPORATE STRUCTURE Audit and Processes RADIO DIVISION ADVERTISING DIVISION
Chief Executive Officer Monitoring President of Uniprex Managing Director
Mr. Silvio González Mr. Fernando Costi Mr. Javier González Ferrari Atres Advertising
Mr. Eduardo Olano
General Secretary Strategy Chief Executive Officer
Mr. Luis Gayo Mr. José Manuel González Mr. Ramón Osorio MULTIMEDIA DIVISION
Communications and General Counsel TELEVISION DIVISION Mr. Javier Bardají
Corporate Marketing Mr. Manuel de la Viuda Managing Director
Mr. Javier Bardají Mr. Mikel Lejarza THE ANTENA 3 FOUNDATION
Finance Director of Information RESPONSIBILITY
More information on ANTENA 3 GROUP companies on the group’s website: Mr. Antonio Manso Services Executive Director
www.grupoantena3.com and page 17 of the 2008 Corporate Responsibility Report Mrs. Gloria Lomana Mrs. Carmen Bieger
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 18
ANTENA 3 GROUP INDEX
1.6 THE LEADING
Through its different lines of business, the
ANTENA 3 GROUP is active in the most rel-
evant means of communication: television,
radio, cinema, internet, and advertising.
In 2009, despite increasing competition in
the sector, the ANTENA 3 GROUP remained
one of the main Spanish communications icent economic results which back them, The GROUP’s different
business units shared
companies. One of the reasons for our are two fundamental indicators attesting to the same aim: to offer
success has been the implementation of their robust health. a quality product to
the largest possible
its 3.0 strategy, which promoted the single audience, and to give
more efficient service to
and integral management of the content ANTENA 3 MULTIMEDIA has experienced
generated by ANTENA 3 for broadcast on rapid growth with the GROUP ’s policy of
its three channels (ANTENA 3 TV, NEOX and integrating audiovisual content on all of
NOVA) and on the three main screens (tel- their existing platforms and supports. As a
evision, internet and mobile phone). result, the GROUP’s web pages ended 2009 solutions based on joint media management In 2009, it broadcast one of the year’s
with a monthly average of 3.5 million sin- via the advertising bundling, allowing the biggest successes: Fuga de Cerebros , with
UNIPREX , the GROUP ’s radio affiliate, has gle visitors and more than 60 million hits, advertiser to increase campaign efficiency more than one million viewers, and Planet
once again registered a record year. ONDA versus 2.5 and 37 million page hits in and to take advantage of complementary 51, with almost two million. It also pro-
CERO is the second Spanish radio station; 2008. This translates into an increase of targets. In 2009, it has incorporated new duced Al Final del Camino and Pagafantas ,
far ahead the third place station. EUROPA 42% and 64%, respectively. clients that strengthen its capacity to reach which also opened to public acclaim.
FM continues to climb the rankings as it all types of audiences.
ends the best year in its history. Once again, ATRES ADVERTISING continues As far as made for TV movies, not only
to add value to their clients’ communication ANTENA 3 FILMS maintains its commitment have they enjoyed unprecedented success
The growth in audiences for both ONDA plans through its planning and creativity to Spanish cinema through the produc- in terms of audiences, but they have also
CERO and EUROPA FM, as well as the magnif- advisory services. ATRES ADVERTISING offers tion of movies and made for TV movies. set the trend for this genre at other chan-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 19
ANTENA 3 GROUP INDEX
1.7 ANTENA 3 US
For its part, the US market performance
TELEVISION STOCK was similar. The main indices went up in
2009. The Dow Jones gained 18.8%; the
PERFORMANCE: UP S&P 23.5%; meanwhile the NASDAQ out-
paced them both with a 53.5% gain.
Some countries also began their climb
2009 was a recovery year for the Span- out of the recession in 2009, while others
ish equity market. The Ibex gained remained mired in their economic slump.
29.8% versus the 34.9% it lost in 2008. Germany and France were already show-
ANTENA 3 experienced much more growth ing signs of positive GDP as of the sec-
than the market and the value of its stock ond quarter; as did the United States and
price increased by 81.3%. From the lows Japan. Spain and Greece however remain
(€2.96/share) reached on 30 March, the in recession, along with declines in prices
stock price had rebounded by 163% as due to low private spending.
MARISOL, UNA BALA PARA EL REY,
and DÍAS SIN LUZ, are just a few of of 31/12/09.
the TV movies produced by Antena 2009 was a bad year for the Spanish
3 TV which enjoyed an excellent
reception from the public. Europe economy: unemployment was close to
The other European markets also made 20% of the active population (according
some gains during this time, although to the EPA) reaching more than 4 million.
less so than the Spanish market. The CAC GDP has been negative in all quarters, and
nels. In 2009, premiering in the prime production and marketing services for 40 in Paris recovered 22.4% (versus the the Bank of Spain affirms that the Spanish
time spots with very significant audiences other events, has created new advertising 42.7% it lost in 2008). The German Dax economy retracted by 3.6% in 2009. Fur-
shares were; Días Sin Luz , 23F, Historia de venues through the organisation of large also increased its value by 23.8% (it fell thermore, the public deficit will close the
Una Traición, Marisol, Una Bala Para el Rey y musical and promotional events, like the 40.4% in 2008), while the FTSE in London year at 10% of GDP, versus 4.1% in 2008.
Un Burka Por Amor. Cycling tour Vuelta Ciclista a España and increased by 22.1% (-31% in 2008). The To make matters worse, household spend-
the Ponle Freno Race, the first marathon Eurostoxx 50 index, which includes the 50 ing declined by 5.1% in the third quarter.
In its second year, ANTENA 3 EVENTOS, for road safety, which was a great success. largest companies in Europe, increased by
the company specializing in developing 20.9% compared with the 55.7% decline
promotional events and which provides it suffered in 2008.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 20
ANTENA 3 GROUP INDEX
Antena 3 stock performance in 2009
“ The company
continues its policy
20% will pay out 80%
of net profits in
backdrop, ANTENA 3 continues to maintain
its shareholder return policy and will pay
-40% out 80% of the net profit in dividends.
As of 31 December 2009, the ANTENA 3
share price had increased by 23.5% since
it began trading publicly in October 2003.
Stimulus measures The price of oil has once again shot up, Share capital 1.8 QUALITY AS
In Europe, considering the financial insti- close to 60%, within a declining GDP envi- As of 31 December 2009, the share capi-
tutions’ delicate situation which put the ronment. Part of that increase was due tal of ANTENA 3 reached 158, 335 million STRATEGY
zone’s economic stability in danger, the to Dollar weakness. The scarce demand Euros, represented by 211,112,800 shares
ECB decided to inject liquidity into the growth does not bode well for large price with a nominal value of €0.75. In 2009, the ANTENA 3 GROUP implemented
central banks. In 2009, it held three one increases in 2010. a corporate quality system, applicable to
year liquidity auctions, pumping 614,118 Stock figures program production and taping processes
million Euros into the sector. In 2010, the SHAREHOLDER RETRIBUTION: 2009 and program and advertising broadcasts
stimulus measures to the sector will be 80% OF NET PROFIT Share Capital (Thousands €) 158,335 for all their television channels.
Number of shares 211,112,800
withdrawn to wean them off the funds. In a year in which the advertising market
Market Capitalization at the close (mill €) 1,642.5
Interest rates have decline throughout suffered its worst performance of the last The system allows us to systematically
Share price at 31/12 (€/share) 7.78
2009; the ECB began lowering interest decade (television advertising declined and homogenously measure incidents, as
Maximum (€/share) 8.15
rates in October 2008 when they were at by 23%), ANTENA 3 faced this declining Minimum (€/share) 2.96
well as to obtain more incident information
4.25%, and it hit a historical low of 1% in environment with new income maximisa- Price Weighted Average (€/share) 5.42 and categorization, which facilitates a con-
April 2009. The lack of inflationary pres- tion strategies (for example the advertising Average trade volume (in shares) 614,307 tinuous analysis of what causes the inci-
sures makes us believe rates will remain bundling) that have allowed it to outper- Average trade volume (in €) 3,334,519 dents and the entities (equipment, soft-
unchanged until the end of 2010 or the form the market and to maintain receiv- Source: Fininfo
ware or other assets) and people (internal
beginning of 2011. ables higher than expenses. Within this or providers) involved. It also established
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 21
ANTENA 3 GROUP INDEX
new controls for the more critical cases CORPORATE RESPONSIBILITY Likewise, the clause urges the successful Production Companies
collaborating with 2007 2008 2009
and higher risk levels. The objective is bidder to undertake actions to reduce their Antena 3 Television
to reduce incidents throughout the prod- environmental impact and forces produc- Number of production
uct generation process, from planning to tion companies to consider including con- companies collaborating
20 24 20
to produce programs for
broadcasting. tent in their programs which support the ANTENA 3 TELEVISIÓN
GROUP’s CR philosophy. Worthy of note is
Number of Programs 39 40 39
We are also elaborating indicators to meas- that in 2009, 100% of providers accepted Total instalments 1,464 1,327 1136
ure the quality of the processes which are this clause.
subject to the system’s applications. We OUR CORPORATE The Third Party Production Department is
have established objectives to this regard charged with managing broadcast rights
and action plans to reach them. RESPONSIBILITY More information on the CR clause on pages 24
and 26 of the Corporate Responsibility Report 08.
for all those broadcasts not produced
exclusively for ANTENA 3 TELEVISION (dis-
All the functions of system monitoring, STRATEGY tributors). In 2009, 95 proposals for third
information analysis and target setting The ANTENA 3 GROUP distinguishes between party production were generated, 52% for
have been assumed by the Quality Com- The ANTENA 3 GROUP maintains a relation- two types of providers: foreign distribution companies and 48% to
mittee, which is made up of people from ship of constant dialogue, transparency national companies.
the areas most directly involved in the pro- and trust with their suppliers, given that • Production and distribution companies
duction and broadcast processes : Con- they are a key stakeholder in the company. which supply fiction and entertainment
tent, Continuity and Broadcasts, Channel Furthermore, through responsible and content. Number of distribution
2007 2008 2009
Marketing, Production, Operations Plan- sustainable buying criteria, the company • Other goods and services suppliers.
Total Spanish 8 12 14
ning, Advertising (ATRES ADVERTISING) and undertakes efforts to make them partici-
Total foreign 38 28 20
the Technical Division. pants in their commitment to Corporate PRODUCTION AND Total 46 40 34
Responsibility. DISTRIBUTION COMPANIES
The design and development, as well as The Production Division is responsible for
the system implementation, have been led To this end, in 2008, the company added managing economic and operating rela- Number of third party
by ANTENA 3 TELEVISION, under the super- a Corporate Responsibility (CR) clause to tionships with the production compa- generated by Antena
2007 2008 2009
vision and coordination of the Internal their contracts with production companies nies charged with producing content for 3 Films
Audit and Process Control Division. and product and service providers, which ANTENA 3 TELEVISION. In 2009, ANTENA 3 Total Spain 18 34 46
Total foreign 71 52 49
guarantees that the signatories respect TELEVISION collaborated with 20 production
Total 89 86 95
equal opportunities among their employ- companies for a total of 39 programs and
ees; do not discriminate on the basis of 1,136 instalments.
age, sex, religion or the like; and that they
assure the security of their employees.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 22
ANTENA 3 GROUP INDEX
OTHER PRODUCT AND process allows us to further guarantee a savings through the centralization of com- ANTENA 3): 50 with investors, 42 with sec-
SERVICE PROVIDERS neutral and fair selection, comparison and ponents such as refrigeration or and unin- tor analysts and seven with service pro-
The Purchasing Department is in charge of bidding process in our purchases, as well terrupted fuel supply, but also stimulate viders.
optimizing the company’s relationships with as giving us more control over the process. a virtual environment, thanks to HP Var
its suppliers and contractors. In 2009, the The web page is an integral tool in com- technology (virtual partition). The IR department has held 75 confer-
purchase bids awarded from the ANTENA 3 munication with suppliers that will facilitate ence calls with investors and analysts to
GROUP’s Purchasing Department amounted dialogue and transparency. discuss current news, market events and
to €49,515,239, 5% less with respect to financial model revisions.
2008 due mainly to price adjustments, as Lastly, the corporate products and serv-
well as the cost containment policy and the ice catalogue has been streamlined and 1.10 SHAREHOLDER In total, close to 700 contacts have been
investments undertaken this year. has gone from having 11,400 articles to established with the financial community
3,800, resulting in a more agile purchas- AND INVESTOR throughout the year.
total awarding in 2009 Furthermore, in order to facilitate quick
Green Purchasing access to clear information, the web page
2007 56,175,718 The ANTENA 3 GROUP opts for, when eco- Both the Investors Relations Department www.antena3.com has a specific section
2008 52,147,017 nomic and quality demands allow it, pur- and the Shareholder Office are in charge where relevant events, financial results
2009 49,515,239 chasing those goods and services which of disseminating the most relevant news, and other news of interest are published.
respect the environment. For example, in and of informing investors of market devel-
the technology arena, the GROUP has pur- opments and financial forecasts. In addition, investors may contact Man-
The Madrid Regional Government repre- chased equipment designed and manu- agement by email to firstname.lastname@example.org, and
sents 83.5% of the Purchasing Depart- factured following ecological criteria, or In 2009, the Investor Relations Depart- non-institutional investors may do so via
ment’s total awarding in 2009, Catalonia Green IT, which means it has been manu- ment has been very busy with confer- email@example.com.
3.8%, with the remaining regional govern- factured with recyclable or biodegradable ences and road shows. Specifically, it has
ments accounting for 9.2%; other coun- materials; dangerous materials have been attended 9 conferences in different Euro-
tries make up 3.5%. reduced significantly; and energy effi- pean cities, meeting 125 individual inves-
ciency maximisation is taken into account, tors through one-to-ones, and has organ-
In 2009, the ANTENA 3 Purchasing Depart- among other requirements. ised 10 road shows, visiting more than 100
ment advanced in the development of investors.
some key projects begun in 2008: the For example, in 2009, the GROUP has
provider homogenisation process and the increased their blade type servers, which More than 100 meetings have taken place
designing of a web page made specifically have been purchased since 2007, and at ANTENA 3, both one-to-ones and reverse
for this stakeholder. The homogenisation which not only allow much higher energy road shows (brokers bringing investors to
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 23
ANTENA 3 GROUP INDEX
CORPORATE RESPONSIBILITY Likewise, the commission for the Tele- (article 61 of the Regulation governing and consumer associations in order to bet-
communications Market, another agency Electronic Communication markets, ter assure the maximum adherence to the
which is also contingent upon the Minis- access to Networks and numerations, Law concerning advertising broadcasts.
try of Industry, Tourism and Commerce approved by the RD 2296/2004 of 10
1.11 REGULATORY requires periodic reporting (quarterly and December. With respect to the Auto Regulation Code
annual) from audiovisual service provid- • With regard to short numbers, on Television and Child content, in 2009
COMPLIANCE ers. In addition, the activity of its subsidi- ANTENA 3 TELEVISION must submit on ANTENA 3 was in violation of the Code on
ary UNIPREX, S.A.U. is also subject to CMT’s a quarterly basis, the forecast for use two occasions, a significant decline since
AT ANTENA 3 information requirements. of the resources in the following 18 2007. Both violations were related to
months, as well as certain information images inappropriate for children under
TELEVISION The CMT also supervises the activity of relative to the six previous months. 13 (broadcast during a reinforced protec-
ANTENA 3 TELEVISION as a provider of elec- (Order ITC/308/2008 of 31 January, tion time slot.
The activities of ANTENA 3 TELEVISION are tronic communications services, and as which details the instruction for the
tightly regulated by public organisms. such is required to notify this Commission use of public numeration resources IN 2009 ANTENA 3 TELEVISION
every three years of its intention to con- for providing short text and multimedia REDUCED A 75% THE NUMBER OF
The State Telecommunications and Infor- tinue providing these services (article 5.2 messages. INFRACTIONS IT COMMITTED
mation Society Secretary (SETSI), an organ- of the Rules governing the conditions for • Annually, ANTENA 3 TV must submit
ism which is contingent upon The Ministry providing of Electronic Communications information on the gross operat- 2007 2008 2009
of Industry, Tourism and Trade, requires services, universal service and user pro- ing income obtained in the previous Number of Autoregulation
8 6 2
Code violations *
periodic information regarding the require- tections, approved by the RD 424/2005 of year derived from its activity as an
ments of ANTENA 3 TELEVISION’s obligations 15 April), as well as periodically submitting electronic communications service *Figures correspond to decisions taken by the
Autoregulation committee during the year.
as a Television service provider, among oth- the following information: provider and/or from operating public
ers: electronic communications services.
• On an annual basis, ANTENA 3 TV is
• Broadcast quotas for European pro- required to submit the forecasts for the In addition, the ANTENA 3 GROUP, spe- The number of fines received for adver-
ductions. utilisation of the resources it is allo- cifically through ATRES ADVERTISING, has tising regulations violations also declined
• Required investment in the financing of cated, specifically the 11843 number developed a series of specific supervisory significantly in 2009. The ANTENA 3 GROUP
both European and Spanish short and for providing information on subscriber mechanisms in order to prevent infractions has not received any fines for violat-
long films and made for TV movies. numbers and the short numbers in their advertising. ing the RD 1462/1997 of 17 September,
assigned for providing short and multi- modified by the RD920/2006 of 20 July
Requirements assumed by ANTENA 3 TELE- media message services, for the three Furthermore, there is continuous dialogue which sets out the obligation of informing
VISION in the awarding process of the con- following years, as well as certain infor- between the operators, the Administration, users of programming. In fact, all the fines
cession of two additional digital channels. mation relative to the previous year Sofres, Autocontrol, and other organisms received, a total of €493,781, are related
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 24
ANTENA 3 GROUP INDEX
to violations of advertising regulations, Lastly, none of the ANTENA 3 GROUP Com- 1.12 PARTICIPATING IN THE DEVELOPMENT
among others, those contained in Law panies is involved in any judicial proc-
25/1994 of 12 July, regarding the incor- esses related to violations of monopoly or OF PUBLIC POLICIES
poration to the Spanish Judicial order of free competition practices. The also have
the Directive 89/552/CEE. These violations not received any administrative or judicial ANTENA 3 TELEVISION participates in several sector forums in order to debate and influence
are reflected in further details on pages fines for violating laws and regulations gov- regulatory policies that affect the company’s activities and its competitive environment.
56-57 in “Beyond Regulation” section of erning accounting frauds, discrimination in
this report. the workplace or corruption. Foro DESCRIPTION
The Associated Union of Commercial Television Stations, La Unión de Televisiones Comerciales
Asociadas (UTECA), was founded by Antena 3 Television and Telecinco. Currently, it is made of the six
UTECA national private channels. As a member of UTECA, Antena 3 Television is an active participant in the
elaboration of laws and regulations affecting the audiovisual, advertising and intellectual property
sectors, among others.
Fines due to violations of regulation related to :
(amounts in €) 2007 2008 2009 IMPULSA was created after the Government approved of a series of urgent measures designed to
stimulate Digital Terrestrial Television (Law of 14 June 2005). Antena 3 TV actively collaborates with
the Administration and with the other national private operators, TVE, la FORTA and the Network
Violations of the obligation to inform users of the program-
78,750 0 operator Retevision, in the transition from analogue to digital television.
Association of Commercial Televi- ANTENA 3 TELEVISION is a member of the ACT, an association created by the main private audiovisual
Advertising violations 679,614 1,364,432 493,781
sion in Europe (ACT) groups in Europe to defend their rights before the competent EU organisms.
TOTAL 679,614 1,443,182 493,781
The Telecommunications and As a member of CATSI, ANTENA 3 TELEVISION influences the reports issued by the organism’s Per-
the Information Society Advisory manent Committee. These notifications are compulsory in the regulatory procedures which have an
Council (CATSI) impact on the sector.
For more information on UTECA go to http://www.uteca.com
For more information on IMPULSA go to http://www.impulsatdt.es
For more information on ACT go to http://www.acte.be
For more information on CATSI go to http://www.mityc.es
In the autoregulation of advertising material, ANTENA 3 TELEVISION boosted the creation,
and is an active member, of the Association for the Autoregulation of Commercial Commu-
nications (Autocontrol), from which it collaborates in order to better meet both regulatory
advertising and competency requirements, expanding the guarantees of advertisers, TV
stations and above all, consumers.
For more information go to http://www.autocontrol.es
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 25
ANTENA 3 GROUP INDEX
Among the diverse relevant sector issues in which ANTENA 3 TELEVISION has participated in
throughout 2009, the following stand out:
RELEVANT ISSUES IN THE
CONTEXT OF DEVELOPING
In 2009, the process for the progressive implantation of DTT began and is legally expected to be finished by 3 April 2010.
On 30 June, the Phase 1 blackouts were initiated, and were finished in November; more than five million citizens now receive only digital technology terrestrial television broadcasts. The intermediate phase concluded in January 2010, paving the way for,
Digital Terrestrial Television
on 3 April of the same year, the end of the process, which means that analogue technology will be abandoned definitively and will allow each private operator to offer a minimum of 4 channels, with the possibility of exploring and offering its television
viewers new, high definition interactive services.
The ANTENA 3 GROUP actively contributes to the generation of a strong Spanish film industry. In 2009, the ANTENA 3 GROUP invested 50,902,622 Euros for the production and broadcasting rights of Spanish and European audiovisual productions, 19%
more than last year.
The regulators and TV stations have not yet reached an agreement on the obligatory investment quotas which requires television station operators to earmark 5% of annual income to financing full-length features and made for TV movies.
ANTENA 3 TELEVISION and its UTECA member partners seek to stamp out this quota; in addition to being the only such quota in the Spanish economy, it has also proven to be inefficient in bolstering the Spanish film industry. According to the operators
however, it is the television stations own activity, without the tax incentives, which has created a robust audiovisual industry. In December 2009, at the request of UTECA, the Supreme Court questioned the constitutionality of the measure and submit-
Support for Spanish cinema
ted it to the Constitutional Court for review.
At the time of writing this Annual report, the General Audiovisual Communications Law is being processed in Congress, which after eight years of failed drafts, would unify the various regulations in the sector, establishing a single framework that
would lend more stability and judicial security to audiovisual service providers. This proposed Law calls for a stricter financing requirements for public television, to which 6% of their income should be allocated to. It calls for the Private sector – which
the Proposed Law considers electronic communications service providers which include television among their services offered and cable and satellite platforms – to designate 3% of its income to any type of film product, and the remaining 2% to the
financing of made for TV movies and series and documentaries.
After almost 20 years of state financed public television- a mix of financing-public aid and advertising revenues-, in 2009, the Law regarding the Financing of the RTVE Corporation was approved, prohibiting the corporation from generating income
from advertising broadcasts. The law came into force in September 2009, although advertising on RTVE will not disappear completely until January 2010.
Television channel Financing
ANTENA 3 TELEVISION has always believed that public television should obtain its credibility and strength through its public service and not through advertising sales, creating television for the citizens and not advertisers. This is why it applauds the
decision to eliminate advertising activity on RTVE, and is confident the initiative will soon be undertaken by the regional governments as well.
The ANTENA 3 GROUP is working to obtain regulatory reforms that will demand transparency from the collective entities managing intellectual property rights, establishing objective, equal and adequate criteria in the prices these entities may demand for
the rights they manage.
Reforms relative to the manage- In 2009, a historic milestone was reached; for the first time, the Supreme Court decided it was not legitimate to demand that television stations pay a percentage of their revenues to management entities, and that the amount for the use of the intel-
ment of intellectual property lectual property rights must be fixed considering the specific repertoire that each entity manages, with attention to the real use that each television station makes of said repertoire, as well as the contribution that this would suppose with respect to
rights the income obtained from the station.
With this sentence, the Supreme Court has defended the position of the ANTENA 3 GROUP and its partners at UTECA, who are confident the initial work being undertaken at the House of Representatives for the Reform of the Intellectual Property Law will
continue in the path set out by the High Court.
For its part, ONDA CERO is a member of the Spanish Association of Commercial Radiobroadcasters (AERC), and is member of its Executive Board, through which it actively participates
in the elaboration of laws and regulations governing the audiovisual and advertising sectors, with a special interest in the management of the radio electrical spectrum and intellectual
property, among other areas. It is also a member of the Catalan Radio Association (ACR), and has a lot of activity and influence on radio broadcasting in Catalonia.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 26
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 27
“ 3.0 Television is our responseloss
audience fragmentation and the
The technological revolution cur-
rently taking place is profoundly
new challenges facing the communication
industry: audience fragmentation and loss
of advertising coverage.
changing consumer audiovis- of advertising coverage.
ual habits. Being able to join the spectator,
regardless of the moment or the platform he Last 1 February, the ANTENA 3 GROUP In a fragmented market, the ANTENA 3 THE FIRST CHOICE IN
or she uses, makes the creation and distribu- launched a tool to go along with the new GROUP family of channels is, for the first COMMERCIAL TARGET
tion of content for both television and other 3.0 concept and its family of channels: the time since 2002, the leader in the tel- En 2009, ANTENA 3 TV has dominated
platforms, necessary. Integration means advertising bundling. This tool allows the evision marketplace thanks to the stable the commercial target, the most appreci-
knowing how to benefit from the inherent joint sales of all its channels, so that the and quality programming on ANTENA 3 TV, ated by advertisers, with a 15.4% share,
advantages that each has to offer so they same advertising clips are shown all three which ended 2009 with a 14.7% audience after taking the first place position from
feed off each other. This is the 3.0 concept: channels simultaneously. A unique strat- share. Telecinco (15,3%) and widely beating La
three Channels; ANTENA 3, NEOX and NOVA; egy in Europe which has allowed advertis- 1 (13.2%), Cuatro (10.7%) and La Sexta
and three screens; television, monitor and ers to have a higher number of advertising This makes ANTENA 3 TV, among the big (8,7%), which has not happened since
mobile phone. hits for a much wider public. generalist channels, the private television 1998.
station which has withstood the increasing
ANTENA 3 is the first television station number of options. ANTENA 3 is also the leader in the com-
which has which has strategically uni- mercial target among private companies;
fied its three channels in order to create with a 17.6% share the ANTENA 3 GROUP
a family of channels which in 2009 has 2.1 THE FAMILY OF is 0.9 points ahead its direct competitor,
managed to become the private audience Gestevisión Telecinco (16.7%), and more
leader, despite the difficult context in the CHANNELS, LEADER than six points ahead of the third, Grupo
audiovisual market in 2009. Sogecable.
IN AUDIENCE SHARE
ANTENA 3 has turned into a multiplatform
Communications Group with more and ANTENA 3 has ended the year as the lead- Private television audience share in the commercial target
more content being produced for broad- ing private group in television audience
cast on all three screens, establishing syn- share in Spain, with a 16.6% share of
ergies between the three channels and the the screen, beating the other commercial GRUPO ANTENA 3 17.6%
three screens. offers and coming in ahead of the Grupo
GESTEVISIÓN TELECINCO 16.7%
Gestevisión Telecinco (16.2%), the Grupo
A 3.0 television is the base from which to Sogecable (8.7%) and Grupo La Sexta GRUPO SOGECABLE 11.3%
create a new industry that, with adequate (6.9%).
commercial operation, will answer to the
GRUPO LA SEXTA 8.8%
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 28
“ Thefamily of3
channels has, for
the first time since
2002, captured the
top spot in private
A YEAR OF BIG HITS The clear leader among young audiences The Antena 3 News editions garnered an
The incorporation of new formats to the In 2009, ANTENA 3 was the clear favourite average of 16.8% audience share and 2.2
line-up, the wave of series and made for for young audiences; in the 13 to 24 year million viewers from Monday to Sunday,
TV movies, which have become very pop- age group, ANTENA 3 is the clear leader and from Monday to Friday, a 17% audi-
ANTENA 3 NEWS is a key pillar
ular, and the variety of films offered, have with an 18.3% audience share, 4.4 points ence share with 2.2 million viewers, far in the Antena 3 portfolio. In
been the fundamental pillars of ANTENA 3. ahead of Telecinco and 8 points ahead of ahead their competitors. 2009, the company increased
its lead over competitors.
With programming for viewers of all kinds, TVE-1. It was also the leader in the under
ANTENA 3 has also managed to draw the 44 crowd (15.5%), 1.5 points ahead of Tel-
more attractive viewers from a commercial ecinco and 3.5 ahead of TVE-1. News audience share from Monday to Friday
By time spots, it was the morning leader, This lead widens on weekends: to 16.1%
ANTENA 3 17.0% y 2,283,000
The most watched broadcast of the year both Monday through Friday (17.9%), audience share and 2,086,000 viewers of
TELECINCO 15.6% y 2,098,000
ANTENA 3 TV drew the largest audience for and Monday to Sunday (15.6%), as well Antena 3 News , versus the 1.6 million view-
CUATRO 8.3% y 1,027,000
a broadcast in 2009, the Champions final as daytime (17.9%) and evening (17.4%) ers and 12.7% share for Telecinco Week-
LA SEXTA 6.7% y 630,000
between F.C Barcelona and Manchester weekends. By Days, ANTENA 3 is the lead- end News or the 7.4% (890,000 viewers)
United, a historic match as which broke ing channel on Saturdays (14.9%). of Cuatro News.
all previous audience records with an aver- News audience from Monday to Sunday
age of 11.3 million viewers and a 61.7% Leading private news provider +2 In 2009, the first Edition of Antena 3 News
audience share. for the ninth year in a row ANTENA 3 16.8% y 2,230,000 was the most watched private news broad-
During the year, Antena 3 News has been TELECINCO 14.8% y 1,958,000 cast, with and average of with an average
the leading private news provider, in all its CUATRO 8.1% y 988,000 of 19% and 2,462,000 viewers versus
editions, both Monday through Friday and LA SEXTA 6.9% y 723,000 14% and 1.8 million viewers for Telecin-
Monday to Sunday. co’s edition.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 29
ANTENA 3 TV SERIES are unique for
their innovation, quality, and success
tery fiction show averaged 3 million viewers
and an 18.1% audience share, while the
police fiction registered 288 million specta-
tors and a 16.6% audience share. Accord-
ing to the Estudio de Imagen Geca, both
are among the most highly regarded series
on the national television scene.
There was also some room on the ANTENA 3
line-up for quality commercial cinema.
The usual film broadcasting formats were
kept (El Peliculón or Multicine) and gar-
In newscasts, the channel broadcasts nered some very good audience results. In
long running programs with good audi- fact, two of the movies broadcast, Mr. and
ence results. In the morning time slots, Mrs. Smith (4,789,000, 25.6%) and Crep-
the show Espejo Publico has consolidated úsculo (4,753,000, 28.9%), were among
itself as the second most watched space, the top shows in audience share rankings
meanwhile in the evening time slots, the for the year.
highlight is the investigative reporting pro- for Un burka por amor especially stands The fiction series were also a prime time
gram A fondo. out; it was the network’s most watched success in 2009. Doctor Mateo was the Curso del 63, hit show of the year
mini-series of the year, with an average of leader in national fiction on Sundays this Another highlight of 2009 was the docu-
Antena 3: the fiction channel 4 million viewers and a 22.7% audience year, with an average of 3.2 million view- reality show, Curso del 63 , the surprise
In fiction programming, ANTENA 3 TV has share. Other standouts included Dias sin ers and a 17.8% audience share. Física hit of the year, with an average audience
had an excellent 2009, standing out both luz , which attracted 3.2 million viewers o Química did the same with its show on share of 19.5% and 3,597,000 viewers.
in terms of its fiction series as well as in and a 20% audience share, Marisol with Mondays and Wednesdays, leading its
made for TV movies, a genre which it has an average of 3.4 million viewers and a time slot with an average of 1,997,000 The show raised expectations for its first
made very popular. 17.6% audience share, and Lola, the mini- viewers and 17.3% of the audience share. broadcast, registering an average of 4
series with an average of 3 million viewers million viewers (4,019,000) and a 21.8%
In made for TV movies, ANTENA 3 TV has and an 18.4% audience share, and whose The more established shows however, El audience share, turning it into the most
once again succeeded with practically all both instalments were the leaders their Internado and Los hombres de Paco, did not watched show of the day. Its second
of its broadcasts in 2009. The audience time slots. fade into the background in 2009. The mys- broadcast confirmed its success with audi-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 30
AUDIENCE OPINION MATTERS the popularity of program hosts and the
Audience satisfaction ranks high among television channels. According the latest
ANTENA 3 TELEVISION’s main goals. In order research, Matías Prats was considered the
to maintain satisfaction, the Marketing most prestigious personality on Spanish tel-
Department undertakes several qualitative evision for the fifth consecutive year.
“ask and listen” type studies. Viewer opin-
ion is fundamental in drawing up story line INTERACTIVITY WITH THE VIEWER
blueprints for new programs, including pro- Developments in communications and
gramming line-ups, and more in general, to information technologies has allowed for
create television that is closer to the viewer. increased interactivity with audiences.
LA RULETA DE LA Viewer participation in broadcasts strength-
SUERTE has become the The goal of these studies is to find out the ens relationships and viewer loyalty, as well
undisputed king of the
morning slot. viewer’s opinion and his assessments, con- as strengthening ties and identification with
tributions or criticism of the ANTENA 3 TV the shows broadcast.
content. To accomplish this, the studies
to do professional abandons his life to focus on a wide range of ages, social con- ANTENA 3 TELEVISION promotes viewer par-
become a volunteer worker, are, along ditions and standing, encompassing the ticipation in its contests and programs
with Arena Mix (16.8%), other examples of diversity in television viewers. ANTENA 3 TV through mobile phone text messaging and/
the innovative successes on the ANTENA 3 works with several Research Institutes in or telephone calls, integrating audience
TELEVISION line-up. order to carry out their studies. suggestions into content in a natural way,
and enhancing the shows without pauses
The Wheel of Fortune, unbeatable Likewise, on a daily basis, ANTENA 3 or interruptions.
The new shows of 2009 work side by side TELEVISION works with the SOFRES audi-
ences, increasing viewership to 4,166,000 with other more veteran formats like the talk ence figures; which provide information The Navigator 3.0: changing the way people
and 22.4% audience share, again becom- show El diario (17.4%), or the game show, on the number of television viewers who watch television
ing the most watched show of the day. The Wheel of Fortune (22.7%), which con- choose their entertainment and informa- As of 12 May 2009, a set of graphic tools
tinues to be the leader in its time slot with tion content. informs viewers of the ANTENA 3 global offer,
On another note, the interview show, 1,774,000 viewers, and which this year it appears on the screens of the network’s
Pánico en el plató (16.7%) or El secreto received the 2009 Gold Microphone prize Among these studies, of particular impor- three channels, (ANTENA 3 TV, NEOX y NOVA),
(13.9%), a docu-reality in which a well for the best program. tance is the Índice Geca, which ranks as well as at antena3.com and antena3.mobi,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 31
This Code reinforces the Rights of the
users of these services, obliging provid-
ers to comply with a series of regulations
guaranteeing that the user received com-
plete and accurate information regard-
ing the service they are contracting.
The new SMS Premium regulation has
established a new range of numbers for
charity and benevolent activities. The Tel-
ecommunications Market Commission
(CMT) has assigned ANTENA 3 a number
from this range, 28000, in order to finance
the causes of the ANTENA 3 FOUNDATION and
the ANTENA 3 brands for internet and mobile. Antena 3 supervision and applying its own for any other charitable endeavours the
Thanks to the NAVIGATOR 3.0, the viewer According to the Resolution of 8 July quality standards. channel decides to assume in situations of
can manage the way he watches television 2009, from the SETSI, which published social need. In 2005, when this range of
on the different media, and it also gives the the modification of the code of conduct Furthermore, since last November, the new numbers was not yet in operation, ANTENA 3
viewer liberty to decide where, when and for Premium rate service providers from numeric ranges for the Premium rate tel- was the first organisation to bring all the tel-
how to watch. 23 July 2004, the Code has been changed ephone message service numbers are in ephone operators in the market into and its
to include the 905 code among the Pre- operation. Antena 3 has been assigned sev- platform into agreement in order to launch
SMS, SMS Premium and 905 mium rate service numbers, with the serv- eral short numbers to offer these services. a charity event, with all proceeds donated
number services ices rendered under this code subject to For this new numeration, a service identifi- to the cause. With the launch of the new
Through, SMS, SMS Premium and num- the obligations of this Code of Conduct, cation system has been established using 28000 number, it will be easier and more
bers beginning with 905, ANTENA 3 including information that should appear the first two digits of the number to which accessible for ANTENA 3 to undertake these
TELEVISION gives viewers the opportunity to during the contest broadcasts. the message is sent. types of actions.
participate in its shows and contests via
their telephone, as well as to buy certain Likewise, in order to guarantee that the Those services based on sending mes- Antena 3 extends the legal
products (ringtones, games, etc). Premium rate telephone service provid- sages via Mobile telephones are required protection of its audiences
ers associated to ANTENA 3 programming to comply with the Code of Conduct for Before these regulations came into effect,
In 2009, we saw several significant regu- adhere to these regulations, a clause has Premium rate message service provid- ANTENA 3 TELEVISION was already comply-
latory changes in premium rate telephone been added to contracts with these pro- ers, subject to the 8 July Resolution 2009, ing with many of the obligations set out in
number services, which strengthen the viders, demanding they comply with the from the State Secretary for Telecommuni- these Codes and which encouraged serv-
rights of users. obligations established in the code, under cations and the Information Society. ice transparency and user information,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 32
In 2009 ANTENA 3 GROUP
remained committed to subtitles
as a way of facilitating access to
its channels’ content for people
specifically that relating to final prices and than 2,200 hours of child programming in
service information and advertising, which 2009, which offsets the decrease in the
is provided in an easy to read and fixed content for this public at ANTENA 3.
format, and provides viewers with a cus-
tomer service telephone number.
Hours of children’s programming
In addition, ANTENA 3 TELEVISION does not 1128 autorregulación sobre contenidos televi-
strictly limit itself to the legal requirements ANTENA 3 866 sivos e infancia, or Code of Autoregulation
regarding Premium rate services, instead, 767 for Television and Child Content. Under
and in line with its actions in the last few 260 the code, a series of principles relative
TVE 1 280
years, it seeks to go further in viewer pro- to television content and children have webpage itself has a dedicated Auto-
tection and rights. Through its auto-regula- been established, specifically those gov- regulation Code section which also allows
tion policies, it adopts additional measures LA2 150
erning television programming broadcasts users to contact its agencies.
to assure that its participation is informed 1140 between the hours of 6:00 and 22:00.
and voluntary. 332 In order to protect children, ANTENA 3 TV
T5 833 ANTENA 3 participated in the creation of always requires written authorization from
CONTENT ACCESS 290
the Code, and is, along with the other tel- the parents or guardians of the minor par-
Access to ANTENA 3 TELEVISION content by 25 evision operator signatories, member of ticipating in any of their programs. When
the hearing impaired and childhood con- the Autoregulation Committee, as well as participation requires more of a commit-
cerns are other relevant issues addressed the Joint Monitoring Commission, which, ment, the company adopts the meas-
in ANTENA 3 TELEVISION’s, and the entire 2007 2008 2009 in addition to the participation of other ures necessary to guarantee compatibility
communication Group’s, content policies, operators and the Public State Television, between the actor’s studies and his work
including protecting their rights and the includes other groups representing the activity.
Note 1: Includes programmes classified by TNS as ‘target
elaboration of specific content. child audience’, of more than 5 min, and level 1 populations concerned, such as the Par-
Note 2: The 2008 Telecinco figures have been changed ent and Teacher Associations (CEAPA and Neox: the private channel with
due to a recalculation.
The private channel with the most CONCAPA), the Platform for Childhood the most closed captioning
hours of childhood programming Organizations and the Consumer and User In line with its Corporate Responsibility
ANTENA 3 TELEVISION is the private national According to internal company policies, Council. guidelines, the ANTENA 3 GROUP has contin-
channel broadcasting the most childhood television programs are classified by the ued to wager on captioning the audiovisual
programming in the Spanish audiovisual suitability of their contents for children, The Auto-regulation Code has its own content they broadcast in order to facilitate
sector, a total of 767 hours, evidence of adolescents and adults, as called for in the website, http://www.tvinfancia.es, which access for those with hearing impairments.
their commitment to this audience. NEOX, Royal Decree 410/2022 of 3 May, which allows users to consult the code and to NEOX has broadcast the most closed cap-
the DTT channel, has broadcast more establishes the criteria of the Código de denounce any infractions. The ANTENA 3 tioned programming in 2009 with 3,878
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 33
hours, more than any other private chan- Furthermore, the technical department is
Hours of subtitles accumulated on main TV Close caption broadcast by slot
channels in Spain nel and 0.47% more than in 2008. ANTENA working to facilitate closed captioning in
3 TELEVISION has broadcast a total of 2,465 EARLY MORNING Digital Terrestrial Television (DTT). In this
3737 hours and NOVA 1,856 hours, slightly lower 13.4% arena, the ANTENA 3 GROUP has incorpo-
NEOX 3860 than in 2008, 5.8% and 9.7%, respec- 40.3% rated new services into its three channels,
tively. This decline is due to live and non- 20.2% such as DVP closed captioning, in order
closed captioned taped programming (in to increase access to its contents. DVP is
LA SEXTA 3505
the case of ANTENA 3) and is closely linked a closed captioning broadcasting method
with the volume of reruns in NOVA’s case, adopted by the DVB consortium for DTT,
LA2 3214 given that currently there is no investment which includes advances in access and
4355 being made into close captioning new pro- technology versus the traditional tele-text
2804 grams. 10.9% 13.3%
captioning, and which emits a clearer and
ANTENA 3 TV 2627
Feature Film formats accounted for the
highest percentage of closed captioned In 2009, ANTENA 3 TELEVISION has made The ACANTO Project.
2543 hours in 2009 (31%), followed by series progress in live captioning. The channel Television without barriers
1997 (28%) and animated cartoons (17%). The broadcast the Christmas message from As part of the Acanto Project, and encom-
TVE 1 2063 time spots with the most closed caption- the King Juan Carlos I, as well as the spe- passed by the Avanza plans for 2008, the
3217 ing are mornings (40%), followed by prime cial program, Campanadas 2010. ANTENA 3 GROUP continues its commitment
1472 time (20%) and afternoon (13%). to research in access to broadcasting,
Furthermore, in coordination with the putting into place an experimental inter-
Close caption formats for 2009 ANTENA 3 FOUNDATION and with ANTENA 3 active application on the NEOX channel.
CUATRO 1651 Multimedia, they have continued caption- The application allows viewers to follow the
2093 31.1% ing all their own fiction series for sale on subtitled broadcast, with an added feature
1176 28.0% DVD. that allows users to select the font appear-
1.1% ing on the screen, as well as the colour
0.1% As far as advertising, ANTENA 3 has contin- and its positioning, facilitating reading for
2007 2008 2009 ued to broadcast closed captioned adver- those with visual deficiencies, as well as by
CULTURAL tising campaigns from different companies deaf and hearing impaired viewers.
free of charge, and has worked with ATRES
SOURCE: Internal Broadcast Dept. figures. ENTERTAINMENT
5.3% ANIMATED CARTOONS ADVERTISING in searching for financing The results of the ACANTO PROJECT will
GAME SHOWS 17.8%
models to increase access to advertising. be of use to all the broadcasters and will
make the ANTENA 3 GROUP the reference
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 34
in this arena, especially given that all the
links in the value chain are participating
The commercial success of NEOX and NOVA
in the application’s development: research is due to their attractive new content for all
agencies, technology and consulting com- audiences. In 2009, they broadcast over one
thousand hours of their own programming.
panies, user associations, TV operators
In 2010, the ANTENA 3 TELEVISION’s cap- 2.2 NEOX AND NOVA average of 1.26% audience share due to adults between the ages of 13 and 24,
tioning department seeks to increase movies, The Simpsons and the premieres where it clearly dominates with an audi-
access services including: live program DOUBLE THEIR of self produced programming (Mamá, ence share of 2.9%. NOVA, with a 0.75%
captioning, audio descriptions for the tú no mires , Meeting Point , Hablar de sexo of the commercial target, is in fourth
blind or sign language; increasing the per- AUDIENCES con papá y mamá , Dirígeme), while in late place, which is not insignificant in this
centage of closed captioned programming night, its audience share is at 1.83%, a very competitive marketplace.
on the three channels; and continue col- Both NEOX (1.19%) and NOVA (0.66%), result of, among other shows, reruns of
laborating with ATRES ADVERTISING in the have doubled their viewership in 2009, the emblematic series, Aquí no hay quien The Family of Channels has also facilitated
search of ways to finance the closed cap- reaching a total audience share of 1.85%. viva . the considerable commercial push thanks
tioning of advertising spots, and collabora- to the advertising bundling, which allows
tion with other public and social agents in NEOX has become the leading prime NEOX is the third DTT channel and for the joint sale and broadcast of adver-
order for ANTENA 3 to successfully adapt time DTT theme channel, as well as in the favourite of the commercial target tising campaigns on the three channels.
the to technological changes and take late night, on both Monday to Sunday (1.44%). With its 1.01% share of the adult The results have been quick to material-
advantage of the new resources available and Monday to Friday. Furthermore, in target audience, it is the most success- ize: both have broken into profitability in
with DTT. Monday to Friday prime time, it has an ful with this public, as well as with young the fourth year of their broadcasts.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 35
PLANET 51 was
awarded the Goya
for Best Animated
Premium content such as THE SIMPSONS or the top
international series, such as BIG BANG, and MERLÍN belong to
one of the most varied programming grids on DTT today.
This commercial success would not have 2.3 ANTENA 3 FILMS, Planet 51 with almost two million, were Velilla, and starring Carmen Machi and
been possible without the broadcast of two of the year’s biggest hits in Spanish Javier Cámara.
attractive and fresh content for all its view- THE ENGINE OF cinema. Al final del camino and Pagafantas,
ing publics. In 2009, they broadcast more also enjoyed public acclaim. Also worthy of mention are Los ojos de
than 1000 hours of their own program- SPANISH CINEMA Julia , a thriller presented by Guillermo del
ming; contests (Numero Uno , La Biblio- Lope , a joint Hispanic-Brazilian produc- Toro, directed by Guillem Morales and star-
teca), reality shows (Seducción en Miami ), ANTENA 3 FILMS has once again embarked tion was also produced; it narrates the ring Belén Rueda and Pájaros de papel, the
musicals (Estación Neox , EUROPA FM, Los on productions of significant reach, with romances of a young Lope de Vega in XV first film directed by Emilio Aragón, which
Más), talk shows (Utilísima), docu-reporting the best directors and actors on the Span- century Madrid. Directed by the prestig- recounts the adventures of a vaudeville
(Generación Neox , Meeting Point , Ruta 66 , ish scene. All projects are created with ious Brazilian filmmaker Andrucha Wad- show in 1940’s Spain, starring Imanol Arias
Mamá...tu no mires , Lo que sé del miedo), ticket sales in mind, and as a result prof- dington, it stars Alberto Ammann, Leonor and Luis Homar.
and advice shows (Hablar de Sexo con Papá itability, is the premise under which all Watling and Pilar López de Ayala.
y Mamá, Qué me pasa Doctor). In addition, projects are designed. They have also produced two other mov-
international broadcasts included Merlín, Other titles introduced in 2009 were ies in conjunction with other prestigious
Clone Wars , Big Bang , Kaya and the award In commercial theatres, Fuga de cerebros , Que se mueran los feos , a comedy set in European and American production com-
winning Rockefeller Plaza. with more than one millions viewers and a rural venue directed by Nacho García panies: There Be Dragons , on the life of
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 36
2.4 PROGRAMING THAT IS OPEN TO THE
ISSUES FACING SOCIETY
ANTENA 3 TELEVISION, like the other means of Communications in the ANTENA 3 GROUP, plays
an important role in forming public opinion, and as such, it is committed to its program-
LA ULTIMA GUARDIA, builds on the
success of one of the most important
ming of special public interest. Programs such as A Fondo: Zona Cero, GPS Testigo Directo
shows on television: Farmacia de or debates and serious special reports on topics like education, the economic crisis, or
immigration, in order to bring viewers closer with the problems facing the Spanish society
ADOLFO SUÁREZ, tells the life story of
the ex-president who led Spain through and fomenting the generation of opinions on current events.
the transition years.
A Fondo: Zona Cero is the channel’s weekly investigative news reporting program, with an
eye towards current events. In this format, reporters have an active presence and are in
Monseñor Escrivá de Balaguer, founder of that a humble family experiences after charge of guiding the viewer through the facts, the locations, and the statements from the
the Opus Dei, and You Will Meet a Tall Dark becoming millionaires; La piel azul, which shows subjects.
Stranger, the new Woody Allen project, a recounts the ups and downs of a group of
romantic comedy starring among others, friends after their boat goes adrift; and La 2009 TOPICS
Antonio Banderas, Anthony Hopkins and última guardia , another adventure, twenty ‘091’
Police work followed in real time, from the time they receive a call to the intervention at the place of
Naomi Watts. years later, from the family of one of the
‘Barajas: la gran ciudad’ On the ground in the day to day with the Police and Civil Guard flight control teams.
most popular series in Spanish history: ‘Algeciras fronteras del sur’ Portrait of a city where illegal immigration and drug trafficking are usual.
ANTENA 3 POPULARIZES Farmacia de guardia. Analysis of Obsessive Compulsive Disorder, a misunderstood illness which affects one million
MADE FOR TV MOVIES Spaniards.
‘Locuras al volante’ How and why do some drivers engage in reckless behaviour?
In the made for TV movies, apart from the The success in made for TV movies in
An investigation into the controversial ways of making money : organ selling, surrogate mothers,
already broadcast Un burka por amor, four 2009 has led the Group to sign new agree- ‘Todo por el dinero’
other Films have been produced: Adolfo ments for 2010, such as No soy como tú, a ‘A hurtadillas’ The increase in robberies due to the economic crisis.
Suárez , a portrait of the life of the former Vampire fantasy; Sofía, on the life and times ‘Y tú ¿de quién eres?’ An X-ray of urban tribes: aesthetics, philosophy and forms of entertainment.
President who oversaw the political tran- of the Queen of Spain; Las maras , on the ‘Esclavos de la moda’ Fashion’s hidden facet: imitations and compulsive buying.
‘Este trabajo me mata’ The inconveniences of night work and deaths associated.
sition in Spain, El gordo, based on a real South America urban gangs and Raphael,
‘Las calles más peligrosas’ Crime levels in the big cities: Madrid, Barcelona, Seville and Valencia.
story which narrates the unexpected turn which narrates the life of the famous singer.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 37
PROGRAMING THAT IS OPEN TO content also tends to its specific respon-
‘Atrapados en el gueto’ The difficulties faced by the more than 5.5 million immigrants living in Spain.
THE ISSUES FACING SOCIETY sibility as a means to information directed
As a means of communications wielding towards educated and adult audiences.
GPS Testigo Directo is a show dedicated to special reports based on investigative journalism great influence on society, the ANTENA 3
focusing on current events. GROUP makes efforts to identify the impact With respect to content included on web
of its activities in order to study, develop pages associated with its programming,
and implement procedures to measure, ANTENA 3 screens and monitors user com-
2009 TOPICS channel and track them. ments and immediately deletes those
‘Jugando a ser mamás’ The day to day of teenage mothers. opinions or messages which are in viola-
‘Todo lo que siempre
The Programming Committee responsibil- tion of legal requirements or auto-regula-
quisiste saber sobre el
The answers to the 20 most often asked questions about sex.
sexo y nunca te atreviste ity is to make sure that the content broad- tion codes, or which contain statements
cast on the different channels is in accord- which could place user security or health
‘Tópicos: tal como somos’ Clichés: the truths behind them.
ance with the norms and principles of the at risk.
‘Prostitución: el problema Prostitution from the vantage point of the conflict it generates with residents and how luxury establishments
más antiguo del mundo’ operate. Code of Autoregulation of Content and
‘Yo trabajo por placer’ The business of pleasure from the worker and the client viewpoints. Childhood. In addition to these safeguards, the GROUP
‘Alcohol, quién paga la
Portrait of the nightlife in different parts of Spain and its relationship to alcohol consumption. encourages the collaboration of its users in
Without detriment to this general commit- order to correct errors and avoid abuse; it
ment, it is clear and unavoidable that the also invites users to report any illegal activ-
In 2009, ANTENA 3 TELEVISION broadcast specials and debates focused on topics such as daily activity of a means of communication ity or irregularities in a simple and immedi-
education and the crisis. is a priori subject to unforeseen or non- ate fashion to the email address webmas-
censurable situations, especially in live firstname.lastname@example.org.
Report ‘Un problema de Analysis of the bright and low spots of the current education system in Spain, with contributions from stu- programming and in broadcasts directed
educación’ dents, parents and teachers.
towards adult audiences, at an appropri-
Representatives from teacher, parent and student associations, psychologists and sociologists Exchange ate time.
educando bien a nuestros
opinions on today’s education, both in schools and at home.
Representatives from the different stakeholders in the social dialogue, such as Celestino Corbacho, Cristóbal
Debate: ‘¿Cómo salimos
Montoro, Jesús Bárcenas, Gerardo Díaz Ferrán, Ignacio Fernández Tozo and Cándido Méndez, discuss strate-
The ANTENA 3 GROUP considers that its
de la crisis?’
gies to exit from the crisis. responsibility to audiences also includes
the right to information and analysis –
critical, rigorous and qualified – of difficult
or controversial topics which are a part of
the current social debate, including disa-
greement and contrasting opinions. This
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 38
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 39
“ For thethe Spanish radio station with the
last several seasons, Onda Cero
best profitability rate per listener.
The ANTENA 3 GROUP’s main radio 3.1 ONDA CERO
stations, ONDA CERO and EUROPA
FM, have garnered exceptional SHOOTS UP IN THE ONDA CERO has balanced and entertaining
audience results in 2009. They have both
revolutionized audiences and are among GENERAL MEDIA programming which is clearly identifiable by
audiences, which has led to growth in both audiences
the top national radio stations.
SURVEY AND IS BY
ONDA CERO’s audience continues to grow, 2009. The station has established a clear vency and profitability are the logical out-
attracting 166,000 new listeners in 2009, FAR THE SECOND brand, and is characterised by moderation comes of the credibility and widespread
8% more than in 2008. It is now the sec- and respect for all points of view. success of its programming over the last
ond ranked station in Spain, according to LEADING RADIO several years.
the General Media Study. In light of the most recent figures from the
STATION General Media Study, the station headed CARLOS HERRERA, JULIA OTERO AND
ONDA CERO had its twentieth anniversary by Javier González Ferrari considers itself, CARLOS ALSINA BEAT THEIR OWN ALL-
in November in 2010, and its winning for- UNIPREX, the generalist radio station has “a leader in the Spanish radio world”. TIME RECORDS
mula has been further reinforced in recent solidified its standing as the second most The increases in audience numbers in the
seasons by its rigorous news programmes listened to radio station in Spain after add- The audience figures represent, for many last year are due to ONDA CERO’s different
and intelligent entertainment, combined ing 227,000 listeners in the latest EGM items, all time records, and bolster the programming, especially the three cor-
with various modifications to content, survey. It now has 700,000 more listeners station’s positioning, as evidenced by the nerstones of Herrera en la Onda, Julia en la
incorporating new sections and adding than the third ranked contender. The data audience share in the radio market. ONDA Onda and La Brújula.
collaborators. This balanced, entertain- collected in this survey attest to the solid, CERO’s audience share rose from 16.0% in
ing programming has established a clearly strong programming of this station, which 2008 to 18.3% in 2009, an increase of The programme directed and presented
recognisable brand among audiences, closed the year with 2,257,000 listeners. over two percentage points, while its direct by Carlos Herrera had an audience of
and has resulted in growth in listener and ONDA CERO was, for the second year run- competitor’s share fell. These robust audi- 1,782,000 listeners in 2009, making it
advertising figures. ning, the commercial radio station with the ence figures, combined with a sound com- the morning programme that has regis-
largest increase in listeners. mercial strategy and strict cost controls, tered the most growth in the last year, with
has made ONDA CERO the Spanish radio 257,000 new listeners. We would high-
ONDA CERO, with almost 2,300,000 daily station with the best profitability rate per light that this is the best figure posted by
listeners, achieved its growth goals is listener for the last several seasons. Its sol- Herrera en la Onda since its debut in the
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 40
programme that has
registered the most
growth in the last
morning slot of ONDA CERO, in September
2004. Between 6:00am and 12:30am,
Carlos Herrera hosts a radio show that is a
masterful combination of news and enter-
tainment. Each season small changes and
adjustments are made, and new collabora-
tors enrich the programme. seasons, Ángel Rodríguez, director of sports Gente Viajera, which had its twentieth anni- audience figure in eight years, according
programming and head of the Al primer versary in the 2009/2010 season, also to the EGM statistics. Both La Brújula and
In just a few seasons, Julia Otero, host of toque show, has improved audience fig- obtained excellent results. Esther Eiros Noticias Mediodía, which has been directed
the Julia en la Onda show, has been able ures for this evening slot and found the and her team of collaborators set a clear and presented by Elena Gijón since Sep-
to make afternoons on ONDA CERO a lead- winning model for reaching our targets. benchmark for discerning listeners who tember, is currently the second ranked
ing programme in the Spanish radio world. are interested in travelling and tourism. news programme among listeners.
Her strategy entailed winning new listen- In this same vein, the Te doy mi palabra
ers in a gradual manner, especially in the show, directed and hosted by Isabel Gemio LA BRÚJULA OBTAINS ITS Over one million people listen to ONDA
last quarter of the year, when she had on Saturday and Sunday mornings, with BEST RESULT EVER CERO. The news programmes directed by
160,000 new listeners. Julia en la Onda, almost a million and a half listeners for the The ONDA CERO news programmes have Julián Cabrera are characterised by rigour
with 500,000 listeners, is the second most two editions, making it the second-ranked also made a significant contribution to and professionalism, as well as independ-
listened to programmes in the afternoon commercial radio show on weekends. Sim- increasing the station’s global audience ence and pluralism. ONDA CERO has been
slot, surpassing the third-ranked pro- ilarly, the sports show, Radioestadio, with figures. La Brújula , with Carlos Alsina, set present at the most important events in
gramme by over 250,000 listeners. Javier Ares and Javier Ruiz Taboada has over new records: for the first time in its his- 2009, both on the domestic and interna-
500,000 listeners, both on Saturday and tory, it became the second most listened tional level. ONDA CERO has covered every-
Sports also hold an important position in Sunday, and is the second most listened to evening news programme, surpassing la thing from the European elections to elec-
ONDA CERO programming. In the last two to programme in its time slot. Cope’s La Linterna, and obtaining the best tions in the autonomous regions of Galicia
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 41
music station is the one that has grown
the most in this segment in recent years.
In 2009, it won 208,000 new listeners, a
While ONDA CERO continued growing and
reinforcing its status as the second ranked
generalist radios station in Spain, EUROPA
FM has increased its audience fourfold in
only four years. The secret of EUROPA FM’s
success, with almost 1,200,000 listeners,
has been its ability to adapt to changes in
society and to the musical tastes of the
Spanish people. And of course, the key is
the careful selection of good music.
“ Europa FM has increased
its audience fourfold in only
EUROPA FM has developed its own strong
personality, following a rigorous format,
EUROPA FM closed 2009
” with an all-time record
audience figure. 3.2 EUROPA FM
creating a sound that its million plus lis-
teners can easily identify. The consist-
ency and solidity of its product is the best
CONTINUES ITS guarantee for achieving new successes.
and the Basque country, and features The growth potential, as has been clearly
special programmes and on the ground UNSTOPPABLE demonstrated up to now, is based on
reporting. Its microphones are where The increase in the ONDA CERO audience is interesting programming which is further
the news is, whether on an international, also evidenced by the superb results from ASCENT enhanced by the professionalism of the
domestic, regional, or local level. Noticias Fin de Semana , with Juan Diego ONDA CERO team.
Guerrero and Mercedes Albelda. According EUROPA FM achieved two important mile-
ONDA CERO gives an account of what is to the data from the latest survey by the stones in 2009: all-time record audience The early morning programme Ya te digo
happening, providing the most in depth General Media Study, every day more and figures, with 1,173,000 listeners, and was among the highlights of EUROPA FM this
information possible, and offering keys for more listeners are choosing our station to achieved fourth place in the rankings of year. It has been hosted by Isabel Marco,
helping listeners interpret current events. stay informed on weekends. music stations, beating Kiss FM. This from Cadena Dial, since the season began.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 42
We would also underscore the leadership activity with listeners has been increased, tion. Therefore, only music which is highly
of the station in the 23:00 to 4:00 slot. and an application has been rolled out valued by audiences is given airtime. They
Meanwhile, since the 2008/2009 season, which allows listeners to comment on pro- decide the songs which get played and
Ponte a prueba has become the leading grammes they are listening to in real time how many times they get played.
programme in its time slot (from 23:00 to with friends or other listeners who belong
1:00). In addition, the success of La noche to the Facebook social network. From the more strategic point of view, the
es nuestra, with Julie Thomasoro, extended musical styles which best fit the EUROPA FM
the station’s leadership in 2009, until 4:00 In just over a year, ondacero.es has formula can be pinpointed, while from the
in the morning. increased its internet audience five-fold, tactical point of view, the station’s music
with over half a million users, and over programming schedule can be deter- The “BICIS POR AFRICA” initiative
According to all surveys, EUROPA FM is a eight million page visits. This commitment mined, along with the rotation schedule collected over 700 bicycles for Moroccan
highly valued product with each listener to interactivity also includes an iPhone for each song.
tuning in for over 170 minutes. One of the application, which allows users to listen to
music station’s main commitments is to ONDA CERO from their mobile handset. All of this requires the use of different tools
“guarantee the best mix of domestic and and methodologies, which, among other periodically) or more global assessments,
international rock from the nineties up to things allow highly focused analysis of new where the radio station’s mix can be evalu-
the present day, and also to broadcast CORPORATE RESPONSIBILITY music (thirty or forty songs are evaluated ated over longer periods of time (some 600
the most groundbreaking programmes in in each one of the Call Outs carried out songs are evaluated in each musical test.
Spanish music radio”.
ONDA CERO AND EUROPA FM:
IMPROVING BY LISTENING
TO AUDIENCES 3.4 SOLIDARITY WITH SOCIETY
In the design and development of its radio
3.3 RADIO programmes, UNIPREX has carried out ANTENA 3 GROUP’s radio stations, ONDA CERO and EUROPA FM, aware of their role as opinion
several market studies in order to adjust shapers, and that a large number of young people are among their listeners, have sought
INCREASES ITS WEB- its products to its listeners’ tastes and to to program content with a strong social and environmental component.
increase audience levels. Furthermore, it
BASED CONTENT allows the station to evaluate the position- Herrera en la Onda
Dedicates a slot, on a weekly basis, to ‘Mundo Social’, sponsored by ONCE, aimed at informing
listeners about the realities and challenges facing disabled people.
ing of the ONDA CERO and EUROPA FM brand.
Hosted by Isabel Gemio, this programme focuses on issues related to minority and underprivileged
Te doy mi palabra
Both ONDA CERO and EUROPA FM have also groups as well as to topics related to psychology and self-help.
increased their Internet offerings, with more For example, all the music that is played Gente Viajera Travel programme in which respect for and knowledge about other cultures is promoted.
information, interviews, forums, chats, by EUROPA FM has been subject to an eval- Como el perro y el gato Programme which offers advice and opinions about the defence, protection and care of animals.
debates, audio content and photos. Inter- uation by the objective public of the sta- Onda Agraria Programme focused on nature, which offers useful advice and information.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 43
Linde y Ribera
This show discusses hunting and fishing, and from the very first edition, shown its commitment to
the environment and rural living.
3.5 UNIPREX TV: UNIPREX TV created another programme
to be broadcast on DDT in 2009, called
En buenas manos The doctor Bartolomé Beltrán hosts a show in which health experts give advice to listeners.
Programmes which deal, in an open and rigorous manner, with important youth issues, such as El futuro en tus manos , which is broadcast
Ponte a prueba / Ya te digo
responsible driving, safe sex, gender equality, anorexia and bulimia.
live from Monday to Friday through NOVA.
ESTABLISHING Furthermore, over the course of these 12
months, the UNIPREX production company
In 2009, ONDA CERO and EUROPA FM showed life balance. ONDA CERO’s support helped ITSELF AS A has also provided services to other com-
their support for social causes through ini- win 60,000 and 2,000 new members to panies and business areas of the GROUP,
tiatives promoting infant welfare, volun- the two platforms, respectively. PRODUCTION such as A3EVENTOS, A3MULTIMEDIA and
teerism in companies, and improving the ATRES ADVERTISING, for whom it has car-
overall health of the population, among Meanwhile, the programmes Herrera en la COMPANY ried out over one hundred broadcasts.
other issues. Onda, Julia en la Onda and Como el perro y
el gato supported the Placa Azul campaign UNIPREX TV – a subsidiary company of Similarly during this period, UNIPREX TV
ONDA CERO supported the ANTENA 3 FOUN- sought to raise consciousness about the UNIPREX dedicated to the exploitation of has continued to produce, on a weekly
DATION’s initiative, Bicycles for Africa whose dangers related to the abandonment of local television licenses and audiovisual basis, the journalistic programme VerCine
aim was to collect used bicycles fans at domestic animals. This initiative won over production for third parties – has contin- for the Extremadura autonomous region’s
each stage of the 2009 Tour of Spain 120,000 new members. ued the trend of strong growth it has reg- television station.
Cycle Race, to donate them to Moroccan istered since its creation in 2006.
children, thereby facilitating their access ONDA CERO also had other noteworthy The final triumph in this year of constant
to school. Similarly the radio station col- social initiatives, such as the ‘World Heart In addition to contributing over 500 hours growth, came in September, when UNI-
laborated with the Messengers of Peace Disease Day”, during which it broadcast of programming to EsMadridTv (local DTT PREX TV was awarded a tender from Pro-
Foundation and Imaginarium, whose pro- information regarding this illness; and the of the Madrid city government), this year moción Madrid to produce new content for
gramme “Children in solidarity” collected support given by the two ANTENA 3 GROUP UNIPREX TV has produced its first pro- the municipal channel EsMadridTv, which
second hand toys in good condition to give radio stations to the United Nations cam- grammes for different ANTENA 3 GROUP. would build on the content it has been
them to underprivileged children as Christ- paign, “March Against Poverty”, through The Ládrame mucho , which focuses on providing since September 2006.
mas presents. the broadcast of the official announcement man’s best friend, the dog, is meeting with
of the initiative during the peak audience success in its weekend morning slot on In regard to the other business area, the
We would also highlight the socially respon- period, and the playing of the march’s offi- ANTENA 3 TV. Similarly, Mama, tú no mires management of the local digital television
sible initiative on the programme ‘Te doy cial music. (Guide to student life around the world) licenses, UNIPREX TV continued to oper-
mi palabra’ on which two citizen platforms has allowed NEOX viewers to learn during ate through 2009 with the VER-T brand in
were given airtime, one aiming to promote prime time every Tuesday, how students the Madrid and Valencia regions, and has
the anti-tobacco law, and the other, for live and take classes around the world. started the testing phase for broadcasting
now, seeking to promote a healthy work- in Seville.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 44
HOWEVER YOU WANT
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 45
This year over 200 million
videos were downloaded.
“ Theplace whereGroup’scan watchno longer
being broadcast, but a medium where new
content is generated for the online public.
In 2009, the ANTENA 3 GROUP development took place, taking advantage
maintained its commitment of the social networks Facebook, Windows had and monthly average of 3.5 million
to new technologies, with the Live and Tuenti. unique users, and over 60 million page
launch of new products and applications, views, versus 2.5 million and 37 million
some of which are groundbreaking devel-
opments on the global level. The con-
This year, over 200 million videos were
downloaded and in the case of YouTube,
in 2008, respectively. This represents an
increase of 42% and 64% respectively.
“ The 3.0
vergence of technologies and the three ANTENA 3 continues to be the leader in
screens had its first iteration in the launch Spanish. In telephony, ANTENA 3 continues to be the
of the 3.0 project. This breakthrough cre- leading mean of communication via infor-
Antena 3 greater
ated a new way of watching television, 60 MILLION PAGE VIEWS mation alerts, with over 13 million mes- interactivity with
where, how, and when you want. Three
screens: television, computer, and mobile,
ANTENA 3 GROUP, has developed interac-
tivity on all of its main websites (antena3.
sages sent. Furthermore, it has over 19
mobile TV channels among the three main
and three channels, ANTENA 3 TV, NEOX and com; antena3noticias.com; ondacero.es operators in the country.
NOVA. This concept means that the web and europafm.com) as well as on its spe- The initiative was a resounding success,
is no longer just a place where users can cific radio and television programme web- THE YEAR OF INTERACTIVITY winning an 18.8% television audience
watch what’s being broadcast, but is now sites but above all on its own website. At A large part of this growth is due to the share, with 5,000 people commenting on
a medium where new content and specific the end of 2009, the GROUP’s web pages 3.0 strategy, which has give, the channel each episode broadcast over the internet
content can be generated for and con- greater interactivity and more direct con- and 300,000 on-line views of the episode
Antena 3 Group Website audiences evolution
sumed by the online public. tact with spectators and web users. in the hours prior to its television premiere.
In addition to this concept, which revolu- The 3.0 strategy was launched in May Cross sales and promotions between the
tionises how television is watched, in 2009, 2009, with a special roll-out which included internet and television, an array of interac-
two other factors were explored in 2009: broadcasts on three channels (ANTENA 3 TV, tive initiatives for programmes, and exclu-
video and social networks. After the agree- NEOX and NOVA) of the first episode of the sive web content related to the series,
ment with YouTube, which made ANTENA 3 season of El Internado. The broadcast of have been the main drivers of the 3.0
the first private television station in Europe NOVA includes the comments of web users projects on the web. The ongoing project
to forge an alliance with the most impor- thanks to the Watch & Chat application that remains extremely dynamic, and has
tant video website in the world, another the channel launched for its users. made clear to viewers that ANTENA 3 is not
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 46
This way of watching television has been
further enhanced this year, because not
only does broadcasting episodes on the
internet not erode television audiences, it
represents a new revenue source through
the incorporation of advertising into on-line
videos. The latest studies indicate that in
2011, one of every 10 dollars invested in
on-line advertising went towards so-called
in-video advertising. The evolution of the
The broadcast of series’ episodes
and complete programmes on Group internet and of computer technology in
websites has attracted a large number general, as well as the increasing ubiquity
of users, reinforcing their loyalty to
its television content and leading to of mobile and broadband connections has
increased demand for new content on
this platform. made brands and advertisers take a closer
look at on-line advertising formats, with
the aim of reaching consumers through
more interactive and creative ads.
television. NEOX has broadcast Let´s FoQ ANTENA 3 is aware of this phenomenon
and El Pasadizo , where actors and fans and has directed a great deal of energy
can chat and see exclusive previews of towards promoting on-line advertising,
just a television channel, but is also deeply in turn requested new content related upcoming episodes of the series. Both with excellent results. The launch of the
involved in new technologies (internet and to these programmes. Digital Q&A ses- programmes had a good response from 3.0 strategy was accompanied by the roll-
mobile, mainly) and has allowed the televi- sions, “behind the scene” specials, and the NEOX public. out of its new NEOX website. The growth of
sion experience to be enhanced, allowing live broadcasts followed by fans who have the DTT entailed a greater commitment to
viewers to maximise their enjoyment of the created their own communities in their NEOX PREMIERES ON THE WEB its online content, thereby establishing its
channel’s news, series, and programmes. respective regions, and the 60,000 friends ANTENA 3 was the first channel to offer own online brand. One of the main initia-
Física o Química , El Internado or Curso del it has on Facebook are powerful evidence whole episodes of its series on the web in tives has been the micro sites dedicated
63 have been highly interactive and built of the success of these initiatives. 2007, and it continues to hold a leadership to specific NEOX programmes, giving them
up a massive following on the web. The full position in the distribution of audiovisual the same importance as those which were
episodes or programmes have allowed us In addition, three programmes produced content over the internet, as evidenced by created for the ANTENA 3 TV programmes.
to amass many faithful viewers who have for the internet have made the jump to the millions of videos viewed. Programmes such as La Biblioteka, Mamá,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 47
“ Antena 3andthe leading mobile television in Spain.
is channel in terms of
positioning content in
” ANTENA 3 was the first
channel to broadcast
its signal for mobile
tú no mires , Hablar de sexo con mamá y With this same system, ANTENA 3 TV has
papá , Meeting Point and Generación Neox offered special events, ranging from the
have established a major presence on presentation of Kaká and Cristiano Ron-
the web, generating over 150,000 unique aldo, to the funeral of Michael Jackson;
views to the website per month. The pro- from the fan event of the film Luna Nueva,
gramme Dirígeme deserves special men- part of the Crepúsculo saga, to video
tion, as it was the first programme pro- encounters with characters out of El Inter-
duced in our country whose plot unfolded nado. the first TV station in the world to launch
based on viewer votes received over the this innovative application of Windows Live
web, and through SMS messages. In addi- In addition, the webs of ANTENA 3 have Messenger.
tion, viewers have been able to watch the integrated with the social networks in such
series from start to finish on the website. a way that the visitors who wish to com- The latest initiative with a major social net-
ment on the news, interviews, or news sto- work was the pre-premiere sneak preview
SOCIAL NETWORKS FORGE ries, may do so using their Facebook of of the series of Los Protegidos on Tuenti, the
ALLIANCES WITH ANTENA 3 Messenger user name and then exporting leader in the audience segment between In 2009 we launched a new services and
The other cornerstone in the internet their actions to these networks. 14 and 18 years old in Spain. business lines. Five new mobile TV chan-
strategy of antena3.com capitalises on the nels, which are in addition to the twelve
increasing presence of social networks In general, during 2009 ANTENA 3 MOBILE TELEPHONY, already existing channels, has allowed us
and integration of community and socially enhanced applications that enabled CONSTANTLY GROWING to retain our position as the leading chan-
oriented applications on its websites. greater participation and exchanges of In the mobile world, where ANTENA 3 was nel in terms of positioning and content in
opinions, increasing the number of blogs, a pioneer, with the launch of numerous mobile television in Spain.
Facebook and Windows Live have become digital and video encounters, on-line formats, it has maintained its leadership
invaluable collaborators with ANTENA 3 in retransmissions and other initiatives. position in the SMS news and information We were the first channel to directly broad-
this regard. Thanks to the Live Stream tool segment, expanding the number of infor- cast ANTENA 3 TV, the first to launch a 24
on Facebook, web users have been able to The last initiatives of the year involved an mation products based on message serv- hour news channel on mobile television,
follow the broadcast of programmes such agreement with Microsoft which allows ices. Thirteen million messages last year and to generate a wide an array of the-
as Espejo Público, Tal Cual, El Diario, DEC fans of El Internado to watch highlights and close to half a million minutes con- matic channels and loops with our most
and Curso del 63 while commenting about of the programme on the official website sumed in voice information on our 303 successful series and programmes. Our
the programmes with friends on their while chatting with friends via Messenger. portal testify to the success of our efforts channels are included in the package
social network. In November, ANTENA 3 TV converted into in this regard. deals of operators that have access to
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 48
over 125,000 users monthly. The world
of video and our communities and WAP
portals, continue to enjoy widespread
acceptance, with o a public of over 28,000
ANTENA 3 is also the world leader in mobile
applications, the latest cutting edge devel-
opment in the sector. We were the first
television station to offer applications for
mobiles with different platforms, such as
the iPhone, (apple store), Mstore (Tele-
fónica store), the Vodafone store, Nokia,
Blackberry under the brands antena3.
mobi and antena3noticias.mobi.
AGREEMENTS WITH LARGE
ANTENA 3 maintains its position on the cut-
ting edge of multiplatform content, with
the aim of benefiting from the massive
direct and indirect advantages they offer.
There is no doubt that in this day and age,
Along with video game consoles, the new
high-end televisions all offer internet con-
ONDA CERO AND EUROPA FM
INCREASE THEIR ONLINE CONTENT “Ondacero. its
the multiplatform world includes videog- nections, which allows users to enjoy our After overhauling its website last year,
audience by 34%
ame consoles. Before this was just a plat- web content through their TV screens, ONDA CERO has increased its ties with audi-
form for games and very young people, which our applications imbedded in their ences through the Internet. The formula
unique users in
but there is an increasing number of afi- software. This process started in the for doing so involved enhancing interactiv- respect to last
cionados. IN November, ANTENA 3 together
with the BBC and the Australian channel
mobile world with Nokia, and now includes
major brands such as Play Station, Sony,
ity: its direct broadcasts of programmes
allow viewers to make comments in real
ABC became the first TV channels in the Samsung and Philips, which integrate time on Facebook. Furthermore, in addi-
world to offer direct access to their videos applications allowing users to access the tion to the almost 20 blogs which the
through the Play Station 3. content of ANTENA 3. website featured at the close of last year,
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 49
and the incorporation of forums on its registering over 500,000 users in total. In ular artists from the music world, such as
programmes’ micro sites, it has also held addition, it increased its page views 183%, Chambao, Estopa, Sidonie, Billie The Vision
numerous digital Q&A sessions so that surpassing 8.5 million, in total. and The Dancers, and Porta.
web users can address their queries to the
station’s personalities and collaborators. In regard to EUROPA FM’s website, in 2009 In terms of music video content, which
Internet and radio enjoyed fruitful syner- has formed a part of the website’s content
Video was an important tool on the ONDA gies. The radio station used its official since its inception, the online offering has
CERO website in 2009. The most successful webpage to launch several important con- been greatly expanded, and now features
example of this was the video blog series tests, generating a high degree of partici- many of the music concerts broadcast on
featuring by Carlos Herrera, Carlos Alsina, pation among its users. the Estación Neox programme.
Ángel Rodríguez and Javier Ares where they
offered their opinions on current events in Furthermore, the direct broadcast of EUROPA For these reasons, the europafm.com
short videos. We would also highlight the FM on the internet was complemented by audience continues to grow: in 2009
re-broadcasting of the presentation of the a Facebook module where listeners could it surpassed the milestone of 300,000
station’s new 2009/2010 season, in which make real-time comments. This feature is unique users, which represents a 50%
users could also participate via Facebook. identical to that which is in place for ONDA increase on the previous year, and also
Ondacero.es increased its audience by CERO. Europafm.com also offered a large broke through the 7 million mark in terms
34% unique users in respect to last year, number of video Q&A sessions with pop- of page views, a 25% increase on 2008.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 50
ADVERTISING AND EVENTS
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 51
ADVERTISING AND EVENTS INDEX
For yet another year, ATRES 5.1 THE The result was extraordinary, given that it
ADVERTISING continued with the allowed ANTENA 3 to soften the impact of
spirit of innovation and continual ADVERTISING the deterioration in the advertising market,
The average rating
improvement that has been its hallmark increasing its market share of 23.5% to
since its creation as ANTENA 3 GROUP ’s BUNDLING: THE levels of close to 26%.
exclusive advertising operator four years
ago. ANTENA 3 SOLUTION Right now ATRES ADVERTISING jointly man-
ages the advertising of the ANTENA 3 media
In 2009 all the projects that it carried out TO FRAGMENTATION family, which includes the Disney Channel,
4 + RATINGS 23.5
were aimed at a single objective: to satisfy the ONDA CERO and EUROPA FM, the daily ANTENA 3 ANTENA 3 GROUP
the needs of the advertiser. In this way, it The proliferation of channels and the ADN, Movierecord and the GROUP’s inter-
managed to find innovative solutions to growth in penetration of DDT made a sig- net website. In 2010 it incorporated Veo7
obtain greater advertising efficiency and nificant impact on generalist channels in after signing a deal with Unidad Editorial.
better results from campaigns using all 2009, which faced the challenge of guar- ADULTS
media formats and platforms. anteeing coverage, something ever more
The profile 78.5
difficult to obtain. HOUSEWIFES
With multimedia products on the forefront
41.8 ANTENA 3 ANTENA 3 GROUP
and the deployment of the innovative 3.0 In the current television panorama, of MEN
idea, which offers the possibility of com- declining advertising, ATRES ADVERTIS-
58.2 SOURCE: TNS PYB, February-December 2009.Total Day.
municating interconnected content which ING has created an innovative solution for WOMEN
are broadcast in a multiform, multiplatform the advertising market which is global in
form, the advertiser has the possibility of scope: Advertising Bundling. (4-12) 6.1
reaching its public like never before.
THE LARGEST ADVERTISING OPERATOR
Started in February of 2009, advertising (13-24) 11.5 FOR THE CHILDREN’S SEGMENT
bundling consists in the simultaneous 31.5
The programming of ANTENA 3 TV and
“ The advertising has
broadcast of advertising on the GROUP ’s
three television stations (ANTENA 3 TV, NEOX
NEOX, together with the DISNEY CHANNEL,
which enjoys strong links to a leading
and NOVA), which act as a single advertis- 16.5 brand with excellent potential, positions
been able to mitigate
ing channel. In this manner, ATRES ADVER- 35.5 ATRES ADVERTISING as the exclusive adver-
audience fragmentation by TISING was able to mitigate the disaggrega-
33.6 tising operator with access to the highest
offering better coverage to tion of audiences and improve the average quality and greatest quantity of child and
ANTENA 3 ANTENA 3 GROUP
rating and the global coverage of compa- family oriented content.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 52
ADVERTISING AND EVENTS INDEX
Disney Channel once again chose ATRES
3ª wave 2009 vs. 2ª wave 2009 ADN daily share
ADVERTISING in 2009 with the launch in
October of the Disney XD channel, which
allowed ATRES to increase its advertising ONDA CERO 227 34.2%
33.0% 33.9% 33.9% 34.5%
footprint during children’s programming. CADENA SER 146 30.2% 29.4%
27.8% 27.1% 28.0%
Since Disney Channel started its free-to-air P. RADIO -137 25.3%
(FTA) broadcasting on 1 July, 2008, it has 20.6% 20.8%
increased its audience, obtaining record
SOURCE: EGM Listeners 3rd Wave 2009 vs. 2nd Wave
audience levels in its children target audi- 2009. LV.
RY A RY H IL Y E Y
BER ER BER BER
UA RU RC A PR MA JUN JUL TO B
ence in August 2009. Today it has wid- JA N MA TEM OC VEM EM
F EB SEP NO D EC
ened its target audience and is the leading
DTT channel. Meanwhile, EUROPA FM continued growing
and now has easily over a million listeners,
making it the thematic station which grew
the most. In terms of advertising invest-
ment, it continued to perform well, sur- 5.3 ITS MARKET General information newspaper ranking (,000)
5.2 ONDA CERO, passing its 2008 advertising figures.
SHARE 20 MINUTOS 2,376
OUTPERFOMING THE Following the strategy of satisfying the
needs of advertisers, it continues to seek Print media has suffered more than any
MARKET out innovative and creative solutions, with other from digitalisation and has been in
major special events in which advertisers decline since 1994. EL PERIÓDICO 749
Radio is the most stable media format dur- and ONDA CERO and EUROPA FM listeners LA VANGUARDIA 731
ing crisis periods, and it is the only one, are the protagonists. Two examples of this Despite the fact that 2009 was a critical ABC 728
along with the internet, to have increased its effort are the Crucero Generación Europa year for the free press with the closure of LA VOZ DE GALICIA 597
market share. In fact, in 2009, ONDA CERO and El Día D multimedia product which Metro Directo and numerous local delega-
SOURCE: Audience (Thousands of readers) EGM 3
and EUROPA FM achieved record audience transforms a city or a community into the tions, AND stood out for the strong per-
Year Mobile 2009
levels for the GROUP. ONDA CERO is the station centre of ONDA CERO and other GROUP plat- formance of its advertising investment. In SOURCE: ARCE, January-December 2009
which has the most listeners with respect to form’s programming. terms of audience, it’s the free newspaper
its competition, an accomplishment which which lost the least number of readers, In two years, ADN was able too reduce by half
has allowed it to reduce the impact from the and consolidated its fourth place ranking the gap in readers between it and its closest
downturn in the advertising market. in general information newspapers. competitor, the free newspaper, QUÉ!
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 53
ADVERTISING AND EVENTS INDEX
In 2009, ATRES ADVERTISING bolstered its
web presence with the integration of Plan-
eta Ad Network, which has become one
of the benchmarks in online advertising
The wide array of categories, which
includes news websites, leisure-entertain-
ment, and e-commerce websites, gives
extensive coverage, thematic segmenta-
tion options, and the possibility of multi-
media synergies, with video as the start
5.4 MOVIERECORD ther bolstered its privileged position by 5.5 ATRES
digitalising advertising, which is allowing it During this year ATRES ADVERTISING had
DOUBLES THE to improve the image quality of the spots, ADVERTISING a very robust performance, registering
and adding flexibility and immediacy to growth of 29% with respect to 2008, and
NUMBER OF the campaigns, while reducing production REINFORCES ITS winning the trust of 293 advertisers who
costs. view it as the ideal platform for advertising
THEATRES INTERNET PRESENCE their brands.
In only nine months, MOVIERECORD has
Movies are one of the main leisure activi- doubled the number of its digital theatres, This is the platform that has been the least One of the leading brands in entertain-
ties pursued outside the home. In the last bring the total to 111. affected by the current economic crisis. ment, Disney.es has joined this success-
quarter of 2009, this segment increased In 2009, it was the third media format in ful commercial venture, providing quality
its number of spectators by 26%. Since October 2009, 39 advertisers have terms of investment and in some coun- content and a high segmentation capac-
acquired the ATRES ADVERTISING digital tries, such as the United Kingdom, it sur- ity, giving advertisers advertising that is
In addition to being the most efficient packet, representing 45% of MOVIERE- passed television. tailored to their specific needs.
media in terms of notoriety, film has fur- CORD’s total domestic advertisers.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 54
ADVERTISING AND EVENTS INDEX
5.6 ANTENA 3
EVENTS, WHEN THE
ANTENA 3 EVENTS’ business
In its second year of existence, ANTENA 3 consists of organising sports
EVENTS strengthened its positioning in the events, roadshows, promotional
marketing and cultural events,
market thanks to its tremendous capacity among others.
to seize the media spotlight in each of the
actions it undertakes.
ANTENA 3 EVENTS defines itself as an events In fact, the company’s experience allowed which visited cities all over Spain in 2009, over 60 square meters. This screen turned
agency that seeks to meet the needs of its ANTENA 3 EVENTS to successfully execute and enjoyed great success, while being into the centre of attention for over 15,000
clients and to offer custom-made solutions one of its most important initiatives in 2009: highly efficient at getting its message fans who watched the final of the Cham-
to brands. the PONLE FRENO race. Under the motto, No across, with over 20,000 people using the pions League in which Barcelona won
te pares, hoy correr salva vidas, this first race brand’s shaving products at their mobile the Triple Crown, as part of a huge party
During 2009 the ANTENA 3 EVENTS busi- in support of road safety was a big success, stand. organised by Heineken in Barcelona.
ness encompassed the efficient organisa- with over 8,000 participants.
tion of sporting events, promotional mar- CONCERTS: 100,000 PEOPLE PROMOTIONAL MARKETING:
keting, product testing, cultural events, Other Group brands also participated in IN THE MALAGA FAIR EXPERIMENTAL ADVERTISING
and conventions, among others. ANTENA 3 EVENTS happenings, in order Music also played an important role in the Learning about different products through
to meet fans and generate new forms of company’s activities in 2009. The open- experience, or experiential advertising, is
THE PONLE FRENO RACE interaction with consumers. Among them ing concert of the Malaga Fair, which was one of the most highly demanded seg-
ATTRACTS 8,000 PARTICIPANTS we would highlight the premieres of Física attended by over 200,000 people who ments in the industry today. Axe and Mag-
The company continues to carry out pro- o Química and El Internado. enjoyed the performances of Estopa, num, are some of the clients which have
duction work on the Tour of Spain Cycle Despistados and Kate Ryan, show the bet on innovative communication strate-
Race, a competition which it has organ- LARGE ROADSHOWS AND TOURS, ambitious scale of these types of events. gies, which create the optimal environ-
ised jointly with Unipublic since its incep- ANOTHER FORM OF ADVERTISING ment, where the public interacts, learns,
tion and which has given it an excellent Among the different activities of this type, Another great milestone for ANTENA 3 and socialises with brand.
all-around knowledge of the sector. we would highlight the Gillette Series tour, EVENTOS involved its spectacular screen of
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 55
ADVERTISING AND EVENTS INDEX
In addition government bodies have tives, which are in a state of continuous MERCHANDISING: In 2009, we launched Responsibility policy, ATRES ADVERTISING
placed its trust in the organisational tal- development. over 90 products under the ANTENA 3 subscribes to numerous voluntary initia-
ents of ANTENA 3 EVENTS. Public institu- brand: Toys and Technology were the tives which aim to promote responsible
tions such as Red.es entrusted the com- This year was especially important given main categories apart from DVDs, CDs advertising.
pany with one of its key projects in 2009, that the new legal regulations governing and publishing.
the implementation of DTT and the use of SMS Premium and 905 entered into effect. ADHESION TO THE SELF-
electronic IDs. These laws give users new guarantees and PUBLISHING: The Licensing department REGULATION CODES
safeguards, and have modified the way in promotes and markets various publishing As a full-fledged member of the Associa-
which companies can interact with con- initiatives, and in addition to books based tion for the Self-Regulation of Commer-
sumers. ANTENA 3 has adapted to the new on our series, it edits magazines (Pelopico- cial Communications (Asociación para
legal framework without any problem, and pata , FoQ ), and collaborates on ventures la Autorregulación de la Comunicación
5.7 LICENSES, was the only national television station to with other publishing houses. This year it Comercial, or Autocontrol), ANTENA 3
be awarded its own short number by the also launched Especiales de FoQ and the TELEVISION is committed to ensuring that
THE VALUE OF THE CMT in its transition to the new scenario. Guía Oficial de El Internado). all its advertising complies with the Adver-
tising Code of Conduct of this body, based
ANTENA 3 BRANDS Over the course of the year, the differ- on the Code of Advertising Practices of the
ent GROUP’s different brand offerings have International Chamber of Commerce.
In 2009, the channel diversified its offer- been developed in other markets, generat-
ing of interactive programmes with the ing higher revenues. The sale of licenses In 2009, ANTENA 3 TELEVISION signed an
launch of self-help, and personal devel- encompasses many types of products, such agreement in which it subscribed to all of
opment formats, hosted by professionals, as DVDs, promotions and merchandising. the regulations set forth in the “Self-Reg-
such as El Futuro en tus Manos. 5.8 BEYOND ulation Code for Food Advertising aimed
DVD: Despite the impact of illegal down- at minors, obesity prevention, and health
In addition it has maintained the use of loading, our series still have strong public REGULATION (PAOS), an initiative jointly developed in
interactive technology as a cornerstone of support, obtaining good sales figures. 2005 between the Health Ministry (Span-
its business, using SMS and voice mes- The main commercial activity of ATRES ish Agency of Food Safety and Nutrition)
sages as a means to propose different PROMOTIONS: This continues to be one of ADVERTISING, a business belonging to the and the food industry. The Spanish Federa-
offerings to viewers, such as contests, the our strongest billing streams, where we were ANTENA 3 GROUP, responsible for managing tion of Food and Beverage Industries, the
opportunity to give their opinions about able to both improve our results and have advertising on all of its platforms, is regu- Federation of Regional Radio and Television
programme content, hold polls about dif- also rolled out the first print media promo- lated by Law 25/1994 and by the General Regulatory Bodies (Organismos de Radio y
ferent themes, and to carry out castings tion with the Playstation brand. In addition Advertising Law. In addition to complying Televisión Autonómicos), and the Union
to select participants in different pro- we support new formats such as the e-book with this regulation, ATRES ADVERTISING, in of Commercial Television, also subscribed
grammes, among an array of other initia- and other electronic book formats. accordance with the Group’s Corporate to this agreement, whose aim is to reduce
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 56
ADVERTISING AND EVENTS INDEX
the advertising pressure placed on minors EXCELLENCE IN SERVICE sibilities of this position include preparing ulations applicable to television operators
under 12 years old, and to foster healthy ATRES ADVERTISING has launched the daily, weekly and monthly reports which (regulations which regulate the maximum
life habits in this segment of the population. ‘Garantía Atres’ product line, which is guar- assess whether the information issued by daily broadcast time for advertisements or
antees the advertiser that the company will the audience measuring company Sofres the hours in which certain types of adver-
Similarly, ATRES ADVERTISING supports the honour the commitments it takes on and is in line with the company’s internal infor- tising can be shown, etc.) and include
self-regulation codes in the alcoholic bev- that in the event that this does not occur, mation. In addition, it files complaints sanctions which have been impose on
erage sector – Código FEBE. http://www. will provide economic compensation. with this company whenever errors are ANTENA 3 TELEVISION for disseminating
febe.es/contenidos/industria/codigo_index. detected, and maintains a fluid dialogue third party advertisements which, due
as - and the beer sector – Self Regula- The “Garantía Atres” is nothing more than with the Government, self-regulating bod- to their content, were considered illegal
tion Code for Advertising of Spanish Beer the culmination of a commercial policy ies and other bodies, to ensure the law is by the government, In addition in these
Manufacturers, http://www.cerveceros.org/ that is based on excellence and client sat- strictly adhered to in regard to advertising. cases, the sanction is imposed on the tel-
cont_codig_autore.asp -, requiring that its isfaction, something which is also demon- evision operator because the legal regula-
clients comply with these documents. strated by the support offered by ATRES Despite these efforts, in 2009, ANTENA 3 tions stipulate that the television operator
ADVERTISING and by the entire ANTENA 3 TELEVISION committed 15 infractions, must monitor and control the content of
ADVERTISING WITH SOCIAL CONTENT GROUP to advertisers, in the efforts made which represents a major drop from the third party advertisements, and that if they
In 2009, ATRES ADVERTISING carried out to develop and back their brands, in the previous year. All of the sanctions imposed do not, they too are responsible for said
various communication and advertising face of a critical situation due to the crisis were due to non-compliance with the reg- content.
campaigns with a marked social content, facing house brands caused by the eco-
offering advertisers the opportunity the nomic crisis.
possibility of positioning themselves as 2007 2008 2009
responsible companies. In addition to sup- Lastly, we would highlight the commitment No. of disciplinary actions 5 5 4
No. of infractions 25 45 15
porting the corporate campaign promoting of ATRES ADVERTISING to constantly rein-
Fine amount 679,614 € 1,364,432 € 493,781 €
road safety, Ponle Freno ATRES ADVERTIS- vent itself and its increased commercial
ING also carried out other initiatives, some offerings. In 2009l it added the Disney.es
Nota1: Includes all the incidents that took place, both the government sanctions and the complaints presented to
of which were highly innovative, such as and Disney XD websites to its portfolio of Autocontrol, independent of their nature and amount.
the campaign aimed at raising aware- advertising platforms, providing advertis- Nota 2: Private domestic television operators are in constant contact with the government, which is responsible for
monitoring the sector’s activity. A strict historical comparison of non-compliance events is not possible, since the
ness about abandoned pets, Placa Azul, ers of children’s products a new outlet for strictness or flexibility of the regulations applied by the government are not always exactly the same, nor are the technical
in collaboration with MedicAnimal.com; their communications. control methods and procedures applied by this controlling body.
the Adeslas campaign against breast can-
cer: BBVA’s campaign ‘Destructores de MANAGEMENT OF INFRACTIONS
paro’, aimed at reducing unemployment ATRES ADVERTISING has professionals who
in Spain; or the ’Buena Noticia del Día‘, are responsible for minimising the number
sponsored by Caja Madrid. of infractions in its advertising. The respon-
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 57
ANTENA 3 has initiated an energy
saving plan and a programme to
reduce the environmental impact
of its sets.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 58
CORPORATE RESPONSIBILITY INDEX
OUR FOCUS 6.1 2009: CR at the Antena 3 Group
A N T EN A 3 has
GR OUP ANTENA 3 GROUP OWNERS OF ANTENA 3 GROUP’S VALUE
ANNOUNCERS I EMPLOYEES I AUDIENCE I COMPETITORS I ORGANISATIONS I REGULATORS I SOCIETY I MEDIA CENTRES I PROVIDERS I FINANCIAL
assumed the commitment ANALYSTS I SHAREHOLDERS
and the responsibility to STRENGTHENS
put its communications media at the
service of society, to ensure that its
RELEVANT MATTERS CONSIDERED BY STAKEHOLDERS
RESPONSIBLE COMMUNICATION I ATTRACT AND RETAIN TALENT I VANGUARD IN DIGITAL DEVELOPMENT I
content and advertising are respon-
sible, and to guarantee access and RESPONSIBILITY MANAGEMENT OF AUDIENCES I ENVIRONMENTAL PROTECTION
transparency. Impartiality, liberty of
expression, plurality and protection MODEL VALUES
of the most vulnerable groups are LONG-TERM VISION I INNOVATION I LEADERSHIP I TEAM WORK I CREATIVITY I
also part of the GROUP’s guiding prin- 2009 was characterised by the difficult COMMITMENT I RESULTS ORIENTED
ciples. global economic context. The audiovisual
sector was also impacted. However, the
ANTENA 3 GROUP continued to strengthen its
commitment to Corporate Responsibility and
to all of its stakeholders, through innovation, a responsible communications policy, to which will allow the company to become
sustainability and dialogue, and consolidat- attract and retain talent, to remain on the a benchmark for CR in the Spanish audio-
ing the company’s position as a benchmark vanguard of digital development, to appro- visual sector.
in the Spanish audiovisual sector. priately manage audiences and to protect
the environment. The Master Plan aims to reinforce ANTENA 3
The ANTENA 3 GROUP understands Corpo- GROUP’s commitment to Corporate Respon-
rate Responsibility (CR) as way of earning sibility and its implementation, focusing on
the trust of society and its stakeholders, 6.1.1 FIRST CORPORATE the key aspects that will allow the company
basing its initiatives on principles of trans- RESPONSIBILITY MASTER PLAN to become a leader in CR in its sector. The
parency, freedom of expression and com- In the last quarter of the year, and in line objective is to define the initiatives that will
mitment to the environment. with the commitments assumed by the have to be implemented for the company
ANTENA 3 GROUP in 2008, preparation of to assume a leadership position: the work
This consolidation as a responsible and the 2010-2012 Corporate Responsibility vectors to pursued to this end, and the
sustainable company, entails responding Master Plan has been initiated. The aim of specific actions to be taken by each execu-
to stakeholder expectations, carrying out this project is to establish the foundation tive and operating unit.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 59
CORPORATE RESPONSIBILITY INDEX
TO BE THE LEADERS IN THE CHARACTERISTICS OF OUR
AUDIOVISUAL SECTOR RESPONSIBLE BEHAVIOUR
STRATEGIC TARGETS PROPOSALS
IMPLEMENTING OUR TRADEMARKS SUGGESTIONS FOR ACTION
In November 2009 the Corporate
SPECIFIC ACTIONS BY THE UNITS Responsibility Committee was
formed, which will assure the correct
implementation of the corporate
WHICH LINES OF BUSINESS ARE RELEVANT
FOR OUR UNIT? responsibility initiatives carried out by
Antena 3 Group.
As a preliminary step to the definition of 6.1.2 CREATION OF THE CORPORATE • Implement the initiatives entailed in
the 2010-2012 Corporate Responsibility RESPONSIBILITY COMMITTEE the Master Plan and keep the compa-
Master Plan, a benchmarking study was The comprehensive nature of ANTENA 3 ny’s administrative and executive bod-
carried out in which the best practices of GROUP ’s Corporate Responsibility policy ies informed of the progress thereof.
companies in the sector were researched, required the creation of a body that was • Ensure compliance with the commit- The committee is run by the Corporate
along with the practices of other pioneers represented in the main areas of the ments acquired by the ANTENA 3 GROUP Responsibility department and reports on
in this field, in order to identify the action company and which would ensure the in regard to Corporate Responsibility. its activities to the General Secretary of the
vectors to be taken into account. The con- correct implementation of the CR initia- • Support the identification, dialogue Board of Directors. It is comprised of the
clusions of this analysis were discussed tives taken on. and cooperation with different stake- following areas: Human Resources, Envi-
with the different divisions of the company holders. ronment, ANTENA 3 FOUNDATION and Cor-
in meetings. In response to this need, last 26 Novem- • Collaborate in the preparation of the porate Responsibility, Television Content,
ber 2009, ANTENA 3 GROUP created the Corporate Responsibility report. Marketing and Audiences, Radio content,
This Corporate Responsibility Master Plan Corporate Responsibility Committee, • Disseminate the company’s Corporate Advertising and Advertisers, Audit, Invest-
is scheduled to be approved and imple- whose responsibilities are the following: Responsibility policy in its manage- ment Relations, Suppliers, and News con-
mented in 2010. ment areas. tent.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 60
CORPORATE RESPONSIBILITY INDEX
Employee comments from surveys
“Steps have been taken which show that the Group takes CR seriously and that it’s not
just a façade to win over public opinion.”
6.1.3 THE COMPANY REMAINS Consultation process with stakeholders “It provides exhaustive detail on CR initiatives in all areas of the company.”
IN CONSTANT DIALOGUE WITH In the framework of preparing the Corpo- “Transmits a very clear message.”
ITS STAKEHOLDERS rate Responsibility Master Plan, in the last “The effort expended in developing Corporate Responsibility activities over the course
Dialogue with stakeholders is a funda- quarter of 2009, ANTENA 3 GROUP carried of the year is demonstrated, and gives a positive impressions of the company’s
mental part of ANTENA 3 GROUP ’s Corpo- out a consultation process with its internal commitment in this regard.”
rate Responsibility Strategy. The company and external stakeholders.
has various dialogue channels, which are
complemented with participation in vari-
CONSULT WITH STAKEHOLDERS
ous sector forums and involvement in civil • 91% of survey respondents believed that the 2008 CR Report was an improvement
society initiatives. on the 2007 report. A high percentage thought that its design, degree of detail and
scope were appropriate and made the 2008 CR Report easy to read.
In addition to the dialogue channels with
ONLINE SURVEY OF
advertisers, audiences, society, employ- INTERNAL AND EXTERNAL ONLINE WITH SURVEYS
STAKEHOLDERS Percentage of respondents who believed that the 2008 CR Report
ees, competitors, regulating bodies, sup-
improved on that of the previous year
pliers and shareholders, formally estab-
lished and detailed in the 2008 Corporate NO
Responsibility Report, the following mech-
anisms were incorporated in 2009: » PERCEPTION OF 2008 CR REPORT
» PERCEPTION OF ANTNEA 3 GROUP’S FOCUS ON CR
» PERCEPTION OF ANTENA 3 FOUNDATION
• The Ponle freno Platform: all the YES
members of this platform, centralised
on the www.ponlefreno.com web- On-line employee survey
page, may actively participate in the In order to receive suggestions and feed- EASY TO READ 20.59% 47.06% 17.65% 14.71%
road safety campaigns promoted by back from ANTENA 3 GROUP employees
ANTENA 3 GROUP. regarding Corporate Responsibility, and SUITABLE DESIGN 26.47% 47.06% 20.59%
• Bimonthly Newsletters aimed at the the 2008 CR Report, in 2009, the com- THE LEVEL OF INFORMATION DETAIL IS ENOUGH 17.65% 52.94% 20.59%
members of the Ponle Freno Platform, pany carried out, for the second consecu-
which provide information on the sta- tive year, an on-line survey of its employ- THE EXTENSION IS ADEQUATE 17.65% 41.18% 20.59% 20.59%
tus of the campaign. ees. The results of this survey can be PICK THE MOST RELEVANT ISSUES 14.71% 52.94% 26.47%
• A section on the ANTENA 3 FOUNDATION summarised in the following conclusions:
webpage for queries and suggestions, STRONGLY AGREE AGREE NO ANSWER DISAGREE
through which stakeholders can com-
municate their comments and concerns.
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• The most significant improvements were concentrated in the writing, and the struc- • Although the vast majority of the respondents believed that the 2008 report was
ture, depth and credibility of the information. Similarly, the employees believed that an honest and transparent document, reflecting clear principles and values, some
the initiatives included in the report were relevant. respondents believed that it did not stimulate debate about important issues.
Grades of the Corporate Responsibility activities included in the 2008 Report
IT IS AN USEFUL DOCUMENT 8.82% 58.82% 29.41%
65,0% HONEST AND TRANSPARENT IN CONTENTS 55.88% 32.35% 8.82%
3,0% REFLECTS CLEAR PRINCIPLES AND VALUES 61.76% 26.47%
STIMULATES DEBATE ABOUT IMPORTANT ISSUES 41.18% 17.65%
26,0% STRONGLY AGREE AGREE NO ANSWER DISAGREE
IS WELL WRITTEN 67.47% 29.03% • Lastly, the three sections that generated the most interest were “Corporate Respon-
sibility in the ANTENA 3 GROUP”, “The ANTENA 3 GROUP and digital development” and
HAS A CLEARER STRUCTURE 74.19% 16.13%
ANTENA 3 GROUP, a communications leader in Spain”.
USES GRAPHS AND CHARTS TO FACILITATE READING 58.06% 32.26%
CORPORATE RESPONSIBILITY AT THE ANTENA 3 GROUP 13.76%
INCLUDES REAL LIFE EXAMPLES WHICH MAKE THE
INFORMATION EASIER TO DIGEST THE ANTENA 3 GROUP AND DIGITAL DEVELOPMENT 11.01%
HAS UNDERTAKEN A CONSULTATIVE PROCESS THE ANTENA 3 GROUP: A REFERENCE IN SPANISH COMMUNICATIONS 10.09%
WITH ITS STAKEHOLDERS
COMMITMENT TO RESPONSIBLE COMMUNICATION AND ADVERTISING 9.17%
EXPANDED ON AND WIDENED THE ISSUES WITH
RESPECT TO 2007 MAIN ECONOMIC, SOCIAL AND ENVIRONMENTAL INDICATORS 7.34%
TAKES STAKEHOLDER EXPECTATIONS INTO ANTENA 3’S COMMITMENT TO SAFE DRIVING 7.34%
INTERVIEW WITH THE CEO 5.50%
REFLECTS THE GOALS OF THE COMING YEARS 58.06% 32.26%
THE ANTENA 3 GROUP IN 2008 5.50%
REFLECTS THE DEGREE OF ACHIEVEMENT 54.84% 38.71% DEGREE OF 2008 GOAL ACCOMPLISHING 5.50%
GENERATING ADDED VALUE 4.59%
VERIFICATION LENDS CREDIBILITY TO THE
INFORMATION REPORTED COMMITMENT TO ITS EMPLOYEES 4.59%
COMMITMENT TO SOCIETY 4.59%
STRONGLY AGREE AGREE NO ANSWER DISAGREE
INVESTOR RELATIONS 3.67%
RESPONSIBILITY IN IMPROVING THE ENVIRONMENT 3.67%
LETTER FROM THE CHAIRMAN 1.83%
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External stakeholder comments extracted from survey responses
“The Report generates confidence in the Group’s activities; they are aligned with soci-
ety’s interests and involve stakeholders to the appropriate degree.”
Consultations with external stakeholder groups “The CSR policy adopted is clearly different than that of other companies and has
This year, the ANTENA 3 GROUP decided to expand the on-line survey to include external become an intangible asset of Antena 3.”
stakeholders. The main conclusions of this part of the survey were the following: “Some of the initiatives presented are groundbreaking in the sector.”
“Every year the commitment of Antena 3 to society undergoes an evolution.”
• 83% of the respondents believed that the 2008 CR Report was an improvement
on the 2007 report. As with the internal survey, a high percentage of respondents
thought that its design, degree of detail and scope were appropriate and made the
2008 CR Report easy to read. Grades of the Corporate Responsibility activities included in the 2008 Report
Percentage of respondents who believed that the 2008
CR Report improved on that of the previous year EXCELLENT
IS WELL WRITTEN 16.67% 70.00% 13.33%
HAS A CLEARER STRUCTURE 10.00% 83.33%
EASY TO READ 16.67% 63.89% 13.89%
USES GRAPHS AND CHARTS TO FACILITATE READING 16.67% 70.00% 13.33%
SUITABLE DESIGN 27.78% 44.44% 16.67% 8.33% INCLUDES REAL LIFE EXAMPLES WHICH MAKE THE
16.67% 56.67% 23.33%
INFORMATION EASIER TO DIGEST
THE LEVEL OF INFORMATION DETAIL IS ENOUGH 19.44% 52.78% 19.44% 8.33% HAS UNDERTAKEN A CONSULTATIVE PROCESS
36.67% 36.67% 26.67%
WITH ITS STAKEHOLDERS
THE EXTENSION IS ADEQUATE 19.44% 41.67% 19.44% 16.67% EXPANDED ON AND WIDENED THE ISSUES WITH
26.67% 50.00% 20.00%
RESPECT TO 2007
PICK THE MOST RELEVANT ISSUES 16.67% 55.56% 16.67% 11.11% TAKES STAKEHOLDER EXPECTATIONS INTO
13.33% 36.67% 46.67%
STRONGLY AGREE AGREE NO ANSWER DISAGREE STRONGLY DISAGREE REFLECTS THE GOALS OF THE COMING YEARS 23.33% 56.67% 16.67%
• The most significant improvements were concentrated in the writing and graphic REFLECTS THE DEGREE OF ACHIEVEMENT 16.67% 66.67% 16.67%
design, which made it easier to read. Similarly, the external stakeholders employees VERIFICATION LENDS CREDIBILITY TO THE
23.33% 43.33% 23.33%
believed that the initiatives included in the report were relevant.
STRONGLY AGREE AGREE NO ANSWER DISAGREE STRONGLY DISAGREE
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CORPORATE RESPONSIBILITY INDEX
ANTENA 3’S COMMITMENT TO SAFE DRIVING 11.01%
COMMITMENT TO SOCIETY 11.01%
CORPORATE RESPONSIBILITY AT THE ANTENA 3 GROUP 9.17%
COMMITMENT TO RESPONSIBLE COMMUNICATION AND ADVERTISING 9.17%
MAIN ECONOMIC, SOCIAL AND ENVIRONMENTAL INDICATORS 8.26%
THE ANTENA 3 GROUP AND GENERATING ADDED VALUE THROUGH ITS PROVIDERS 7.34%
COMMITMENT TO ITS EMPLOYEES 7.34%
DEGREE OF 2008 GOAL ACCOMPLISHING 6.42%
GENERATING ADDED VALUE 5.50%
THE ANTENA 3 GROUP IN 2008 5.50%
ANTENA 3 GROUP hosted the working group which is preparing GRI’s sector supplement for
communications media. From left to right: Susana Gato (Antena 3 Group), John Devit (Transparency THE ANTENA 3 GROUP AND DIGITAL DEVELOPMENT 5.50%
International), Barbara Weil (Vivendi), María Julia Diaz (Grupo Clarín), Felipe Arango (BSD), Wendy Arenas INTERVIEW WITH THE CEO 4.59%
(Avina), Jo Cofino (The Guardian, BBC and Reed Elsevier), Carmen Bieger (Antena 3 Group), Barbara
Kutscher (Bertlesmann),Veet Vivarta (ANDI-Brazilian News Agency for Children Rights), Jean Meacham THE ANTENA 3 GROUP: A REFERENCE IN SPANISH COMMUNICATIONS 4.59%
(Risk Metrics) Katherine Milles (GRI) and Mike McCluskey (Australian Broadcasting Corporation). RESPONSIBILITY IN IMPROVING THE ENVIRONMENT 3.67%
INVESTOR RELATIONS 2.75%
• Although the majority of the respondents believed that the 2008 report was an THE PROCESS OF ELABORATING THE CORPORATE RESPONSIBILITY REPORT 1.83%
honest, transparent, and useful document, reflecting clear principles and values, a
quarter of the respondents took a neutral stance on whether the document stimulated
debate about important issues. 6.1.4 PARTICIPATION IN CORPORATE ings, the first Communications Media Sec-
RESPONSIBILITY INITIATIVES tor Supplement which is being backed by
IT IS AN USEFUL DOCUMENT 25.00% 55.56% 13.89%
As part of its commitment to Corporate the Global Reporting Initiative (GRI). Lead-
Social Responsibility, ANTENA 3 GROUP ing companies in the audiovisual world,
HONEST AND TRANSPARENT IN CONTENTS 19.44% 58.33% 11.11% 11.11% actively participates in initiatives which such as BBC, Bertelsmann, Vivendi, The
entail exchanges and learning from Guardian, Grupo Clarín and Australian
REFLECTS CLEAR PRINCIPLES AND VALUES 19.44% 61.11% 16.67%
the experiences of other organisations Broadcasting Corporation form a part of
STIMULATES DEBATE ABOUT IMPORTANT ISSUES 22.22% 38.89% 27.78% 11.11% involved in this area, both in and outside this working group. The aim of this sup-
STRONGLY AGREE AGREE NO ANSWER DISAGREE
the audiovisual sector. plement is to ensure that the sustainabil-
ity reports of the communication compa-
Antena 3, the global group that nies address the main issues in the sector
• The two sections that generated the most interest among respondents were “the com- is preparing the new Corporate in the most effective manner possible,
mitment of Antena 3 Group to Road Safety and to Society”. In second place came the Responsibility guide for the media sector thereby facilitating comparison between
section concerning “Corporate responsibility at the Antena 3 Group and its commit- The company has joined the working companies.
ment to responsible communication”. group which will prepare, over six meet-
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CORPORATE RESPONSIBILITY INDEX
The ANTENA 3 GROUP is
a member of the most
OUR FOCUS 6.2 GESTIÓN
important organizations in
Corporate Responsibility. ANTENA 3 GROUP ’s DE RECURSOS
management and HUMANOS
policy is aimed at achieving the
ANTENA 3 GROUP hosted the first work ses- Spanish Alliance against Poverty, which objectives of the company and 6.2.1 THE ANTENA 3 TEAM
sion which was held on 2 December in aims o increase the quantity and quality at offering the employees an In 2009, ANTENA 3 GROUP adapted to
Madrid. In addition, the company organ- of aid to underdeveloped countries, can- environment where they can a new business model with the aim of
ised a series of interrelated events which cel their foreign debt and to establish new receive training and develop guaranteeing its profitability and finan-
complemented these work sessions. trade regulations which would eliminate themselves professionally in cial sustainability, against the backdrop of
Among them, it carried out a presentation injustice, inequality and discrimination. setting which places a high the current economic context and major
of best practices in Corporate Responsibil- value on equality and diversity. changes in the audiovisual sector. In the
ity developed by the Group in recent years, The ANTENA 3 GROUP, through ONDA CERO y human resources area, the company has
and gave a tour of the company’s facilities, EUROPA FM, has also supported the ‘Hopen- undertaken a Restructuring Plan to give
where participants could see the most hagen’ movement, a campaign supported the business greater flexibility and reduce
recent investments carried out to improve by the UN, in which several communica- fixed costs, thereby increasing its com-
energy efficiency on the sets. tion agencies have formed a multidisci- petitiveness. This has entailed outsourc-
plinary team in support of the new post- ing part of its work force. The Plan is the
Committed to implementing the Kyoto international climate change pact company’s response to the extremely dif-
principles of the UN’s Global Pact which is to be formalised in Copenhagen. ficult economic environment and serves
Meanwhile, the company remains com- to guarantee its employees, shareholders,
mitted to the Global Compact it signed, Lastly, for yet another year, the ANTENA 3 investors, and other stakeholders the long
which comprises ten principles promoting GROUP formed a part of the sustainabil- term viability of the business.
human and labour rights, the environment ity index, FTSE4Good Ibex, comprising
and the fight against corruption. 32 medium- and large-sized companies The ANTENA 3 GROUP has 2,071 employees,
which are committed to society and the of which 53% are men and the remain-
In this regard, in 2009, all of ANTENA 3 environment. ing 47% are women. The large majority
GROUP ’s communications media (ANTENA of the company’s personnel (85%) have
3 TELEVISION, ONDA CERO y EUROPA FM) sup- permanent contracts, while 67% of the
ported the initiative Rebélate Contra la Pob- work force has the professional category
reza (Rebel against poverty), backed by the of technicians.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 65
CORPORATE RESPONSIBILITY INDEX
In 2009, ANTENA 3 GROUP invested over one million
euros in training its employees.
The turnover in ANTENA 3 GROUP should
be understood in the context of the audio-
visual sector, with a large amount of con-
tracting for specific projects of services.
In 2009, however, the turnover rate stood
at 3.3%, exactly 3.3% less than in 2008.
Professional category breakdown at Madrid, the company’s main headquar- The average seniority of the professionals
the Antena 3 Group
ters, is the region where the most of the in the group stands at 7.67 years..
ANTENA 3 GROUP (70%); professionals con-
64.16% centrate their activity, followed by Andalu- Antena 3 Group turnover rate 2008 2009
8.62% sia, with 6% of the work force, and Cata- Voluntary departures 157 68
Number of Antena 3 Group Employees 15.07% Turnover rate 6.9% 3.3%
lonia, with 4%.
67.86% Note: From de 68 voluntary departures in 2009, 33 are
2008 Breakdown of Antena 3 Group
2008 2,273 8.06% employees by geographic area
2009 men and 35 are women.
2009 2,071 12.26%
12.75% Aragón 0.58%
67.07% Average employee seniority at the
2009 Asturias 0.92%
8.55% Antena 3 Group in years
Castilla La Mancha 1.88% 2007 7.4
Gender breakdown at the Antena 3 Group
Castilla y León 2.27%
DIRECTOR TÉCNICOS ADMINISTRATIVOS OTROS 2008 7.52
55.84% 2009 7.67
2007 Cantabria 0.53%
56.93% Contract type breakdown at the
2008 Antena 3 Group Ceuta 0.19%
6.2.2 TRAINING AND
85.0% Galicia 2.32% PROFESSIONAL DEVELOPMENT
15.0% La Rioja 0.43% The training and professional development
86.0% Comunidad de Madrid 70.40% of its employees is one of ANTENA 3’s pri-
14.0% Murcia 0.87% orities in the human resources area. In
85.0% Navarra 0.58% 2009, over 600 workers have benefited
15.0% País Vasco 1.69%
from an offering of over 300 training cer-
Comunidad Valenciana 3.48%
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 66
CORPORATE RESPONSIBILITY INDEX
The GROUP’s training plans, which are designed on an annual basis, comprise language Number of employees trained by professional Antena 3 Group train-
2007 2008 2009
category at the Antena 3 Group ing statistics
classes (39%); technology (32%) and other skills in pertinent areas (29%), such as techno-
Training offered (# of
logical advances. There are training programmes in project and human resource manage- 312 338 353
ment, personal development, aimed at executive and talent management teams. In total, 579 Courses managed 125 139 120
the GROUP invested over one million Euros in training in 2009. 73 Employees trained 1,284 1056 634
142 Hours per employee 16.86 28.57 29
158 Number of internal
Average investment in employee training at Antena 3 Group 25 20 25
2007 2008 2009 trainers
broken down by professional category (in Euros) 663
Executives 90,779.26 143,939.86 102,338.51 67
Technical 198,057.14 749,170.37 601,510.06 168
Administrative 101,329.49 58,588.65 78,728.56 59 Group employees had an excellent opinion
Rest 675,214.26 225,219.90 219,761.65 446 of the training received, giving it a score
54 of 8.5 out of 10. The results of this eval-
TOTAL 1,065,380.14 1,176,918.78 1,002,338.78
uation of training quality in 2009 clearly
EXECUTIVES TECHNICAL ADMINISTRATIVE REST
surpassed the results of recent years, and
receiving the best ratings of the last sev-
Out of the 634 employees who received training this year, 70.35% were in technical staff, eral years.
while 9.31% were executives and 20.35% were administrative staff and other categories. Average training hours by professional category
at the Antena 3 Group
In total, the work force received 19,641 hours of training, a figure that is 43% lower than RATING OF ANTENA 3 Evaluation
GROUP COURSES* 2007 2008 2009
in 2008, as a result of the budget cuts implemented as a result of the economic crisis last 18.02
Overall quality of course 8.2 8.3 8.5
year. The average number of training hours per employee stood at 29. 31.51
2007 Technical competence
34.74 8.2 8.3 8.5
2007 2008 2009 24.23
Antena 3 Group Teaching competence of
8.2 8.3 8.5
Partici- Partici- Partici- 43.32 trainer
Training areas Hours Hours Hours
pants pants pants 26.04
Communication 940 47 678 36 678 36 27.00 *Note: Courses of under 10 hours undergo a verbal
quality control assessment
Skills 2,174 121 1,660 120 1,660 120 25.33
Languages 10,050 104 7,268 82 7,268 82 50.00
Technologies 13,946 1,082 6,361 381 6,361 381 20.00
Other 7,242 507 3,674 248 3,674 248 22.00
TOTAL 34,352 1,861 19,641 867 19,641 867
EXECUTIVES TECHNICAL ADMINISTRATIVE REST
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 67
CORPORATE RESPONSIBILITY INDEX
Supporting education 6.2.3 EQUALITY AND DIVERSITY Professional category
In addition to training its employees, the ANTENA 3 ’s human resources policy 2007 2008 2009
Women 82 79 83
ANTENA 3 GROUP continues to support reflects its respect for equality and diver- EXECUTIVES
Men 204 192 181
higher education through its participa- sity, which forms an integral part of the
Women 561 589 616
tion in Masters Programmes for the audio- company’s philosophy and shows its com- TECHNICAL
Men 950 941 773
visual sector, such as the Masters in the mitment to human rights, as evidenced by Women 163 155 142
Management of Audiovisual Companies its signing of the UN Global Compact. Men 40 33 35
offered by the Universidad Carlos III; and Women 189 156 133
the MBA for Television companies offered ANTENA 3 GROUP is composed of a young Men 166 128 108
by the Universidad de Salamanca. team, with an average age of 37.25 years, TOTAL 2,355 2,273 2,071
and a high percentage of women (47%), of
which 63% have a professional category In regard to the integration of disabled people, el ANTENA 3 GROUP has over 42 disabled
Human rights training of technicians. 31% of the executive posi- people on its work force, of which 69% are men and 31% are women. We would highlight
All the security employees contracted by tions are held by women. the work being carried out by ANTENA 3 FOUNDATION to help integrate this segment of the
the ANTENA 3 GROUP have the official secu- population into the workplace through its PRO project.
rity guard certificate, which includes a
Average age of Antena 3 Group employees
training module on human rights (which
covers ethics and conduct for security 2007 36.79
personnel). Similarly, these professionals 2008 37.43
are required to take a refresher course 2009 37.25
every year, which also includes training in 2008 2009
ANTENA 3 GROUP DIVERSITY STATISTICS
this area. These initiatives are part of the Men Women Men Women
Disabled 25 17 29 13
company’s compliance with the UN Global
Foreigners 14 7 4 8
Pact on human rights.
Training in human
rights of Antena 3 More information about “Project PRO” can be found on page 81 of this report and on the webpage
2007 2008 2009
Group security per- www.proyectopro.org
No. of security personnel 98 95 79
% of employees with
human rights training
100 100 100 Equality plan
In 2009, the ANTENA 3 GROUP designed a proposal to implement an Equality Plan at
ANTENA 3 TELEVISION. The aim, in addition to complying with the legislation in force and
the stipulations of the VII Collective Agreement of ANTENA 3 TV, was to gain an in depth
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 68
CORPORATE RESPONSIBILITY INDEX
knowledge about the company and define the objectives and initiatives necessary to opti- 6.2.4 BENEFITS
mise the GROUP’s efforts in this regard. With the aim of guaranteeing conditions and a labour environment which ensure the well
being of employees and facilitate a healthy work-life balance, the ANTENA 3 GROUP offers
In short, the Equality Plan seeks to be a key factor in improving the work environment, its work force the following benefits:
increasing productivity and helping attract and retain talent, as well as reinforcing the inter-
nal and external image of the company. • Life Insurance.
• Accident insurance for employees on business trips, in accordance with the collective
WORK ENVIRONMENT AND LABOUR RELATIONS
• Training/Education assistance.
ATTRACT AND RETAIN TALENT PERFORMANCE • Company cafeteria.
MANAGEMENT IMPROVEMENTS EXPECTED IN QUALITY OF LIFE
EQUALITY PLAN 2007 2008 2009
LABOUR HEALTH INTERNAL COMMUNICATIONS
ANTENA 3 GROUP
EMPLOYEE BENEFITS Full time Temporary Full time Temporary Full time Temporary
employees employees employees employees employees employees
COMPLY WITH LEGISLATION IN FORCE CONSOLIDATE CSR
Life insurance x x x x x x
THE WORK ENVIRONMENT WILL IMPROVE, ABSENTEEISM WILL DECREASE, PRODUCTIVITY
Flexible work week and
x x x x x x
WILL INCREASE AND COMPANY’S INTERNAL AND EXTERNAL IMAGE WILL IMPROVE job location
Salary advances x x x x x x
Accident insurance x x x x x x
The implementation of the Equality Plan will entail the following phases:
Leave of absence x x x x x x
x x x x x x
DEFINE NEEDS AND Therefore in 2009, an agreement was reached with external companies who offered their
services to ANTENA 3 GROUP employees at a reduced price. Among these offers, we would
highlight those related to public and private health clubs, gymnasiums, and ophthalmo-
DESIGN, DEVELOPMENT logical clinics.
CREATION OF THE AND IMPLEMENTATION
EQUALITY COMMISSION OF THE EQUALITY PLAN
IM ND M
E N TO R
EVALUATION OF THE
T IO G
MAINSTREAM GENDER CONSOLIDATION OF THE
EQUALITY INTO THE PROCESS OF EQUALITY
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 69
CORPORATE RESPONSIBILITY INDEX
COMPARISON OF INITIAL SAL- 2007 2008 2009 2008 2009
ARY WITH LOCAL MINIMUM
Initial Minimum Initial Minimum Initial Minimum BASE SALARY BROKEN DOWN BY PROFESSIONAL CATEGORY At Antena 3
SALARY FOR ANTENA 3 GROUP
salary salary salary salary salary salary Group* 2008 2009 Mujeres
ANTENA 3 TV 14,511.38 € 7,988 € 14,801 € 8,400 € 14,832.26€ 8,736€
Men Women Men Women
UNIPREX 12,339 € 7,988 € 12,863 € 8,400 € 12,787.65 € 8,736€
Technical 30,938 28,986 27,861 25,711
ATRES ADVERTISING 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€
Administrative 15,227 18,456 19,876 19,706
MOVIERECORD 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€
Other 21,388 19,226 21,979 22,320
UNIPUBLIC 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€
ANTENA 3 EVENTOS 8,597.85 € 7,988 € 8,597.85 € 8,400 € 8,597.85€ 8,736€ Note: The figures for 2008 and 2009 have been recalculated, given that the data corresponded to gross salary and not to
ANTENA 3 FOUNDATION 8,014.19 € 7,988 € 14,503.44 € 8,400 € 8,610€ 8,736€
*For the calculation of base salary, a weighted average divided by the number of employees at each Antena 3 Group
I3 TV - 7,988 € 12,754.98 € 8,400 € 13,827.66€ 8,736€ company has been used.
UNIPREX TV 8,565 € 7,988 € 8,925 € 8,400 € 9,104.24€ 8,736€
MULTIMEDIA 8,565 € 7,988 € 8,925 € 8,400 € 9,104.24€ 8,736€
In addition, ANTENA 3 GROUP has an annual variable remuneration plan for certain manage-
TDT CANARIAS 8,565 € 7,988 € 8,925 € 8,400 € 9,104.24€ 8,736€
ment personnel (senior management, middle management, team leaders) which is based
A3 FILMS 8,565 € 7,988 € 8.925 € 8,400 € 9,104.24€ 8,736€
on a system of targets, linked to the company’s objectives in terms of achieving the budg-
The initial salary is defined as the entry level salary offered the lowest level employee for a fulltime position. eted EBITDA; individual qualitative and quantitative targets measured through surveys and
The minimum salary refers to the minimum salary which by law, the employee is entitled to receive as compensation for
his or her work. results, in function of the evaluated manager’s area of responsibility; and an evaluation
based on competencies.
The remuneration of the ANTENA 3 GROUP is composed of the base salary plus additional Due to the difficult economic context, in 2009 the “effort evaluation” process was sus-
salary components, which may be related to personal or seniority factors, extra pay for pended in all the ANTENA 3 GROUP companies, except Uniprex. However, the Human
night shifts or other work shifts, or based on the quantity and quality of overtime work Resources department expects to re-establish this process in 2010.
during overtime, and extraordinary payments, such as stipends and mileage payments.
EFFORT EVALUATION AT ANTENA 3 GROUP 2007 2008 2009
The base salary is the part of remuneration which corresponds to his or her professional Total number of employees 2,355 2,273 2,071
Number of employees who receive a formal effort evaluation and review
category for a normal day of work, regardless of any objective or subjective circumstances 211 213 72*
during the period
corresponding to the position or the worker. Percentage of employees who receive a formal effort evaluation and
9.0% 9.4% 3.5%
review during the period
*Data is for Uniprex .
Communication and labour relations
Employees at the ANTENA 3 GROUP receive frequent updates on significant organisational
changes that may take place. In this regard, all the information that may affect employees
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CORPORATE RESPONSIBILITY INDEX
or their representatives is communicated with as much advance notice as possible, based 6.2.5 HEALTH AND SAFETY • The Health and Safety Committee held
on its nature, impact and the situation of the people who will be affected. In addition IN THE WORKPLACE two meetings.
through the employee website, the company’s workers can receive updated information. Aspects related to the health and job
safety of the employees are covered by the Risk Prevention and Health has been pur-
Geographical mobility 1 day 1 week 2 weeks 3 weeks 1 month 3 months collective agreements currently in force in sued mainly by focusing on implementing
Transfers the group companies. The group has a joint Prevention Services.
Temporary transfers committee, made up equally of represent-
atives from management and the workers, The number of accidents at work has
in charge of health and job safety, located fallen 14% vs. 2008, and there were no
in its office in San Sebastián de los Reyes serious accidents in 2009.
Work and performance systems
(Madrid), in keeping with pertinent job-
safety legislation (Ley de Prevención de We should point out that over a third of
Riesgos Laborales), to guide and control the accidents reported while commuting
Termination of work contract compliance with the group’s initiatives in to or from work did not cause any personal
Dismissal this matter. damage. Excluding commuting accidents,
the frequency of work accidents improved
The employees’ representatives are deter- compared to 2008.
The following section details the percentage of employees who are part of collective agree- mined on the basis of the group’s work
ments made with the different ANTENA 3 GROUP companies: centres or company and therefore the The absentee rate, for common and pro-
committee in ANTENA 3 covers the entire fessional reasons, has fallen slightly due to
• ANTENA 3 TELEVISION: 7º Collective Agreement, of Antena 3 Television S.A, signed in country (Madrid central office and repre- fewer sick leaves and their duration. The
2008, (87% of staff). sentatives or regional centres). frequency has also improved, given that
• UNIPREX: Collective Agreement signed with Uniprex, S.A. commuting accidents were not included,
• A3 ADVERTISING:Advertising Company Agreement, (84% of staff). Throughout 2009 management has held a which in the case of the ANTENA 3 GROUP
• ANTENA 3 FILMS: Audiovisual Production Agreement, (91% of staff). smooth dialogue with the two trade unions represents a third of the total. As regards
• ANTENA 3 MULTIMEDIA: Audiovisual Production Agreement, (87% of staff). representing workers in the ANTENA 3 the seriousness index this figure has also
• I3TV. Planning and organisation consultancies, software, market study, and public GROUP on matters related to Risk Preven- improved as there were fewer accidents
opinion companies Agreement, (94% of staff). tion and Health in the workforce. Specifi- than in previous years and they resulted in
• FUNDACIÓN ANTENA 3. Professional Office Worker Agreement, (80% of staff). cally, the following actions were taken: less time off work.
• A monthly report on work absentee- We should also point out the Swine Flu
ism, related to common and profes- Prevention and Control Campaign was
sional contingencies. set up and implemented throughout the
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ANTENA 3 GROUP though an action plan that was announced on the GROUP’s intranet. Labour risk training courses in Antena 3 Group (number of
2007 2008 2009
Working at heights 32 115 24
Accidents at the Antena 3 2007 2008 2009
Stress management 13 6 6
Group At work Commute At work Commute At work Commute
Other Risk Prevention courses, emergencies, evacuation and
Number of accidents resulting in 0 0 106
18 5 20 6 18 8 first aid
Total 45 121 136
Number of accidents not resulting
51 0 54 0 31 4
in sick leave
Number of job-related deaths 0 0 0 0 0 0
Note: The data for 2007 and 2008 was recalculated, given that in 2009 the Antena 3 Group’s data was reported.
ACCIDENTS AND ABSENTEEISM AT THE ANTENA 3 GROUP 2007 2008 2009 OUR FOCUS 6.3 TWO YEARS
Frequency of accidents 9.58 11.74 8.99
Seriousness of accidents
Absenteeism due to common illness (%)
Traf f ic ac cident s PROMOTING ROAD
are one of the main
Work absenteeism (%) 3.54 3.20 2.48
causes of unnatu- SAFETY
Note: the data for 2007 and 2008 was recalculated, given that in 2009 the Antena 3 Group’s data was reported. ral death in Spain. In order to
face this problem, in 2008 the 6.3.1 PONLE FRENO, RAISING
ANTENA 3 GROUP’S MEDICAL SERVICES 2007 2008 2009 ANTENA 3 GROUP launched an AWARENESS AND TAKING ACTION TO
Cases attended 7,846 5,753 4,375 ambitious plan that was unprec- HELP REDUCE TRAFFIC ACCIDENTS
Emergency cases 35 29 30
edented for the company: Ponle In 2009 the Ponle Freno campaign took
Dressing and injections 260 357 403
Freno . This initiative was sup- root. In its firs two years this initiative has
Blood testing and other 18 492 422
ported by all the GROUP’s media become a reference in raising awareness
Minor surgery and specialised assistance 0 0 0
Medical check-ups 18 492 422
channels and numerous social about road safety, coinciding with the
Vaccinations 30 20 15 organisations and well-known drop in traffic accidents. In 2009 there
Evaluation of job-related risks 201 177 165 personalities, who have aided were 1,690 deadly traffic accidents with
the company in achieving the a total of 1,897 deaths, 12.3% and 13%,
campaign’s goal: save lives. respectively, less than in 2008. These are
Finally, in 2009 we continued to provide training in Labour Risk Prevention through the considerable drops considering that the
following courses: number of road trips increased 0.8%.
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WHAT DOES THE PONLE FRENO CAMPAIGN DO DIFFERENTLY? The Ponle Freno campaign on the various media channels of the Antena 3 Group
The website www.ponlefreno.com has been redesigned with the creation of the Plataforma Ciu-
dadana, which allows citizens to participate by sending advice, filing complaints, etc. This website
THE CAMPAIGN DOES MORE THAN JUST INFORM, On Internet
IT ALSO GETS INVOLVED IN SOLVING PROBLEMS,
CALENDAR OF SPECIFIC ACTIONS TO IMPROVE has a blog on which experts discuss road safety. Likewise, both on the website www.antena3noticias
SAFETY, BOTH NATIONALLY AND LOCALLY and other Group websites that provide information on road safety.
WHILE THE CITIZEN IS ALWAYS THE PROTAGONIST
SPECIFIC ACTIONS TAKEN IN
PONLE FRENO In 2009 Antena 3 Television aired bi-weekly special reports related to the Ponle Freno campaign.
CAMPAIGN These announcements, broadcast during commercial breaks, have benefited from the help of the
PROPOSES SPECIFIC ACTIONS TO CHANGE LAWS COLLABORATES WITH PUBLIC ADMINISTRATIONS Ponle Freno Group of Experts, who have discussed subjects such as the impact of alcohol on safe
AND REGULATIONS THAT HELPS SAVE LIVES TO PROMOTE SAFE DRIVING, ALTHOUGH THROUGH Ponle Freno special reports
driving, using cell phones, fatigue, training drivers, etc.
LOOKING FOR POSITIVE OUTCOMES SPECIFIC ACTIONS
Check out one of these special reports at http://www.ponlefreno.com
The Ponle Freno campaign aims to reduce distractions and the number of traffic infractions
through preventative messages, and by involving citizens in improving road safety by filing 6.3.3 BEYOND TV SCREENS AND AIRWAVES
complaints and raising awareness. To achieve this goal, the initiative is promoted on the In addition to the messages launched on its media channels, the ANTENA 3 GROUP has sup-
webpage www.ponlefreno.com, and institutional campaign on television and radio, and the ported the campaign with initiatives focused on citizens, pedestrians and drivers.
contents of the group’s various media channels (news programmes, fiction, entertainment).
OFF-SCREEN ACTIONS TAKEN BY THE PONLE FRENO CAMPAIGN
6.3.2 THE INFLUENCE AND INVOLVEMENT OF A MAJOR GROUP
The ANTENA 3 GROUP’s media channels have undertaken to meet the challenge of road PONLE FRENO AWARDS
CAMPAIGN PROMOTING USE OF SEAT BELTS CAMPAIGN ON USE OF MONEY COLLECTED
ON SCHOOL BUSES THROUGH TRAFFIC FINES
safety , either through institutional campaigns, messages on programmes or special
reports. This initiative has also been broadcast via numerous spots and slots on ANTENA 3,
INVOLVEMENT FROM CYCLISTS OF VUELTA SPECIAL PREVENTION AND INFORMATION RAISE AWARENESS AMONG CHILDREN AND
ONDA CERO and Movierecord cinemas. BIKE RACE IN SPAIN DEVICES YOUNG PEOPLE THROUGH A3 FOUNDATION
The Ponle Freno campaign on the various media channels of the Antena 3 Group
PONLE FRENO PLATFORM RAISES CITIZENS
SAFE DRIVING DAY THOUGH INTERNET
Antena 3 Noticias 1 and 2 dedicate at least one weekly Ponle Freno section to training and research AWARENESS
on road safety.
Roberto Brasero, during the El Ti3mpo weather forecast, has provided Ponle Freno advice during
particularly bad weather conditions in Spain.
Antena 3’s programmes have supported all the social actions taken by the campaign in 2009. Every
Friday, El Diario, for example, has asked viewers to drive safely over the weekend.
Every Friday and during long weekends and the holidays, on the Mid-day news, Weekend news and
‘La Brújula’, aired a Ponle Freno announcement , with advice on road safety. Locally, small reports
on the subject were aired and listeners were encouraged to participate by filing complaints on poor
In the radio
Special road-safety initiatives were undertaken, featuring the Ponle Freno campaign, such as the
Road-Safety Days on Onda Cero Asturias.
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The PONLE FRENO awards
The Ponle Freno awards have acknowledged those
The Ponle Freno awards annually acknowl- people, institutions and public
organisations most committed to
edge those people, institutions and public road safety.
organisations that have most actively col-
laborated in promoting road safety. The
2009 award winners were the Zaragoza
Town Hall for Most active ‘Regional Gov-
ernment/Town Hall/ Institution in road
safety; RACE, for ‘Journalism or Special
Reporting of the year; Instituto de Seguri-
dad Vial Montesa Honda, for ‘Best Safety
Initiative of he year; Mar Cogollos, for
Ponle Freno Personality if the Year’; and
the Bosch Pedestrian Protection system, parents to demand that schools use vehi-
for the new I&D category. Furthermore, an cles with seat belts to transport their chil-
honorary award was unanimously awarded dren, and also urge the Ministry of Indus-
to the Guardia Civil Traffic Unit and its try to promote the use of school buses with Campaign on use of money
leader over the last few years, Rogelio seat belts by providing subsidiaries for the collected from fines
Martínez Masegosa. acquisition of such vehicles. This initia- Last 18 March, the Road Safety Commis-
tive was supported by the CEAPA (Span- sion of the Spanish Congress approved a
The panel for these awards, which will be ish Parents Association) and CONCAPA CiU amendment that makes it possible “A clean highway is a safer
awarded in 2010, was presided by Carlos (National Catholic Parents Association). to use all the money collected from traf- highway” campaign
Sainz and was made up of representatives This took place after holding talks with the fic fines for road safety. The approval of In August Ponle Freno focused on its A clean
from institutions involved in road safety. passenger transport sector to seek ways this measure backs a proposal launched highway is a safer highway campaign, which
to minimise the impact on companies that by the Ponle Freno platform that promoted raised the ecological awareness of travel-
Campaign on use of safety need to make these investments. the same concept. Along with the use of lers by giving away 9,000 garbage bags
belts in school buses headlights 24 hours a day, providing signs on the roads leading out of Madrid. The
In 2009 the Ponle Freno campaign This campaign was successful in obtain- to indicate dangerous areas on streets and campaign reminded travellers, amongst
focused on the use of safety belts on ing government approval of ‘Plan Vive’ for motorways and the use of seat belts on other aspects, that throwing objects on the
school buses. Currently, the school buses school buses, whose objective is to mod- school business, this is the fourth measure roads is an infraction that takes 4 points
made since October 2007 are obligated to ernise vehicles that are over ten-years old approved by Public Administrations since of their driving licenses. This initiative was
have safety belts on all the seats, and so and, furthermore, provide incentives to the Ponle Freno campaign was started and backed by RACE and TNT Auto.
the campaign has focused on encouraging install seat belts on school buses. proof of the good work it is doing.
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Ponle Freno, an awarded and acknowledged initiative
On 8 May, in celebration of the World Red Cross and Red Crescent Day, Ponle Freno received the highest award granted by this institution,
the Gold Medal, “in recognition of its contribution to improving road safety in Spain”. This distinction, included in the original statutes
of the Spanish Red Cross of 1868 and currently included in its General Rules, which recognises people who have stood out in developing
voluntary activities or who have supported, collaborated, defended, informed or carried out the principles and achieved the goals of the
Spanish Red Cross. Personalities such as Adolfo Suárez, the princess Margarita, Muhammad Yunus and the institutions and/or initiatives
such as the Guardia Civil, Proyecto Hombre or the Spanish Cancer Association have received this award.
The World Red Cross and Red Crescent Day commemorates the ideal of solidarity and mutual aid that characterises the people, institu-
tions and entities that represent these two emblematic organisations. The International Red Cross and Red Crescent Day Movement,
present in 186 countries, is the largest humanitarian assistance network in the world. It currently has 190,000 volunteers and nearly
The other awards that Ponle Freno received in 2009 were:
• Award for the best Road Safety Awareness campaign, granted by the Alcobendas Town Hall and the Safety Club, within the framework of
the National Road Safety Awards.
• Alambique Award for the journalism initiative that has most contributed to promote the responsible consumption of alcoholic beverages, Educating the drivers of the future The Platform, found on www.ponlefreno.
from the Spanish Spirits Federation. The ANTENA 3 FOUNDATION is in charge of com, allows all its members to make pro-
• Award for best social campaign, in the II Publifestival: International Social Advertising Festival.
• Honorary Mention of 2009, at the V National ACEX Award for Safety in Conservation. coordinating, through Ponle Freno Junior, all posals, file complaints or make queries.
• II Adecose Award for Initiative of the Year, granted by the Spanish Insurance Brokerage Association. endeavours of road safety aimed at chil- In 2009 they have received more than
• Bridgestone Award for Raising Road Safety Awareness.
• Citizen Award at the VII Award Ceremony of the Digital Television and Radio Association (AERTEDI). dren and adolescents. For the ANTENA 3 4,000 suggestions, some of which would
• 2009 ASEFMA award, for “Social Campaigns and prevention of accidents in our country”.
GROUP, it is vital that children and adoles- lead to campaigns such as ‘Pedestrian of
• European Transport Award, from the Spanish Merchandise Transport Award.
• Acknowledgement Award given to the media for social campaigns, within the Citizens Award 2009. cents, the drivers of the future, are from a the Year”, which arise from a query made
• 2009 Golden Chair Awards given to the media, granted by ASPAYM de Cuenca.
• Award from the Traffic Prevention Association for Effectiveness 2009, within the framework of the XI Award for effective commercial
very young age aware of the importance on the platform. All the members, already
communication. of prevention and education in improving more than 36,000 strong are informed
safe driving. of the progress made by the campaign
The initiative, with the Spanish “Vuelta” cycling competition through bi-weekly newsletters.
For the second straight year, the ANTENA 3 GROUP has joined the Spanish “Vuelta” bike race
More information on children and young people
in its goal of improving road safety for bike riders. In 2009, for the first time, the Andalucía road safety activities on page 79. You can consult the companies, institutions
CajaSur team took a day off to train with a Ponle Freno reflector jacket to promote prac- and personalities who participate in the PONLE
tices that improve visibility amongst cyclists. Likewise, the official cars used the campaigns FRENO campaign at http://www.ponlefreno.com
stickers throughout the competition, in order to promote mutual respect between drivers Direct support from mover 36,000 citizens
and bike riders. Following the success of the “Platform to
provide signs for dangerous areas on the Road Safety Days on Internet
Ponle Freno, also supports company’s workers roads”, the Ponle Freno initiative has cre- On 23 June, Ponle Freno organised the
In 2009, the ANTENA 3 GROUP raised awareness amongst its employees. A total of 119 ated the Ponle Freno Citizens Platform, a first Road Safety Days on Internet, which
employees from the Group’s various companies have participated in initiatives, which new active and permanent space whose can be followed live worldwide at www.
include safe and efficient driving courses, online training in Work Driving Risk and Preven- aim is to encourage participation by all ponlefreno.com and which, furthermore,
tion, in collaboration with Mapfre, and several practice sessions using a car and motorcycle those interested in improving road safety. allows for anyone to participate without
simulator with the advice of specialised trainers. any barriers.
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PONLE FRENO RACE, the first race for
road safety held in Spain with over 8,000
Ponle Freno Group of Experts
D. Carlos Sainz: Ponle Freno Adviser
Dña. Teresa González: Department of Traffic (DGT)
D. Josu Benaito: Head of Transport Basque regional govern-
The forum was exclusively dedicated The first Road Safety 3.0 Day, apart from which will use these funds to improve road ment
to aspects and problems related to traf- discussing and debating the doubts and safety. May well-known personalities par- D. Luis Montoro: Spanish Road Safety Foundation (FESVIAL)
fic and was aided by the collaboration of questions raised by citizens about road ticipated including, among others, Miguel D. Fernando Santamaría: Catalonia Royal Motor Club (RACC)
D. Tomás Santa Cecilia: Spain’s Royal Motor Club (RACE)
experts on safe driving such as the Head safety, offered the opportunity to know the Sebastián, Pere Navarro, Carlos Sainz,
D. Eugenio de Dobrynine: European Motor Commissar (CEA)
of the Department of Traffic (DGT), Pere future plans for road safety in Spain first Bartolomé Vargas and Roberto Brasero.
D. David Barrientos: National Car and Truck Manufacturer
Navarro; the President of the Congress’s hand. Association (ANFAC)
Road Safety Commission and the Vice- 6.3.4 EXPERT AND INSTITUTIONAL D. Agustín del Río Martín: Guardia Civil Traffic Unit
President of the Lower House, Jordi Jané; More than 8,000 people run to save lives ENDORSEMENTS D. Carlos Arregui: European Centre of Injury Prevention
(ECIP)/Universidad de Navarra
The Head of the of the Driving and Road Under the Slogan “Don’t stop, run today The Ponle Freno campaign was created D. Mario Arnaldo: European Motorist Association (AEA)
Safety School of the CEA, Paco Costas; to save lives”, on 29 November the Ponle by the ANTENA 3 GROUP, which has enjoyed D. Elena de la Peña: Spanish Highway Association (AEC)
and the Director General of RACE, Igna- Freno 10k Race, the first race for road the support, at all times, of experts in D. Francisco Aparicio Izquierdo: University Automobile
Research Institute (INSIA)
cio Díaz Pines. This goal of this day was safety held in Spain. road safety, as well as many organisations
Roberto Durán Romero: Psychological Orientation Institute
to debate and discuss all the doubts and related to this area. (EOS)
questions raised by citizens regarding road The 10k race was open to all ages, and Juan de Dios Izquierdo: Sociologist (UNED)
María Jesús Magro: José Pons Foundation
safety (speed limits, the safety of drivers, started and ended at Madrid’s Retiro Park. In 2009, the Ponle Freno Group of Experts
cyclists and pedestrians or the progress At each kilometre point road safety advice met three times to assess the campaign
and changes in awareness regarding driv- was provided, and the money collected and make proposals. All the information on the PONLE FRENO cam-
ing practices). was sent to the ANTENA 3 FOUNDATION, paign at http://www.ponlefreno.com
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OUR FOCUS 6.4 THE ANTENA 3
The ANTENA 3 GROUP FOUNDATION
has made a firm
commitment to soci- The ANTENA 3 FOUNDATION was formed in to diversify its sources of financing to guarantee its economic sustainability. Therefore, it is
ety, mainly promoted through 2005 with the goal of uniting the compa- supported by contributions from the ANTENA 3 GROUP and funds from sponsors and private
the ANTENA 3 FOUNDATION, a ny’s social projects and effectively chan- donations. In 2009 some of ANTENA 3 TELEVISION’s programmes, such as Espejo Público, la
non-profit organisation since its nelling the group’s efforts to protect chil- Gala Inocente Inocente and the Wheel of Fortune. Likewise, the Foundation has carried out a
creation which has focused on dren and young people. This is a national campaign on ANTENA 3 TV, NEOX and NOVA to promote its activities.
activities related to children and non-profit organisation, which is managed
young people, as well as soci- by the ANTENA 3 GROUP’s Board of Direc-
ety’s more vulnerable groups. tors. HOSPITAL ASSISTANCE TRANSMIT VALUES AND
The Foundation’s activities are focused
on the welfare and proper training of chil-
dren and young people, as well as raising
the awareness of the society in general
as regards their rights and interests. The THEORETICAL PROJECTS PROMOTION AND PROFESSIONALIZATION
OF VOLUNTEER SERVICES
foundation also works towards improving
the relationship between young people
and the media.
Overall, the FOUNDATION ’s activity is Antena 3 Group donations to the Foundation
focused on four main areas: hospital
assistance, promoting values and princi- 2007 963,000
ples, promoting and professionalizing vol- 2008 1,193,000
unteer work and the development of theo- 2009 500,000
retical projects. In addition, in 2009, new
projects related to social integration have
also been undertaken.
All of the Foundation’s economic information can be consulted on the webpage
Since its creation, the Foundation has tried
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The FAN3 channel is the Canal FAN3: “Smiles are urgent too” that promote protection of the environ-
leading children’s channel
for hospitalized children, CANAL FAN3, the first children’s channel ment and road safety.
reaching close to 90,000 designed for hospitalised children and
children in hospitals all over
Spain. young people, has increased its 2009 Canal FAN3 is supervised by the Official
broadcasting schedule and added new School of Psychologists and the Spanish
contents, in another step towards its goal Paediatrician Association, which guar-
of making hospital stays more bearable for antee the quality of the contents that
children and young people. are designed for their target audience.
Furthermore, the ANTENA 3 FOUNDATION
At the request of medical centres, and the periodically sends quality questionnaires
hospitalised children themselves, chan- to the hospitals so that the children can
nel FAN3 has gone from broadcasting from make suggestions and requests.
Monday thru Friday, from 10 in the morn-
ing to 10 in the evening continuously at Hospital visits
nearly 40 hospitals. In 2009, the personalities of ANTENA 3
have visited children in the hospital, trying
6.4.1 THE HOSPITAL ASSISTANCE PROGRAMME ALREADY As regards the programming, apart form to encourage them to stay positive. Among
IMPLANTED IN 12 AUTONOMOUS COMMUNITIES informative programmes and entertain- others, Jaime Cantizano visited the Ciudad
ment shows such as Who is who in the Real hospital to promote mouth hygiene
The Hospital Assistance Programme is one of the pillars of the ANTENA 3 FOUNDATION. hospital?, Los chistes de Jeringuillo , A toda amongst the children. Likewise, Marta
In 2009 it continued to consolidate its main activities and is increasing its reach to new máquina and Fan-tasticos de la ciencia , Torné visited the Infanta Sofía de Madrid
autonomous communities such as Asturias, Cantabria and Ceuta, thanks to the collabora- two new in-house productions have been hospital to promote reading among the
tion agreements it has signed. added in 2009: Los dibujos de mi hospital, children who were hospitalised.
a programme in which the children’s draw-
Main activities of the hospital assistance programme ings of the hospitals come alive through Furthermore, the ANTENA 3 FOUNDATION
music and other sound effects; and has organised guided tours of the compa-
CANA FAN3 Aprende magia , a programme produced ny’s facilities. Young people from the eat-
along with the Abracadabra Foundation, ing disorder programme of the Niño Jesús
HOSPITAL VISITS FUN ACTIVITIES AND CONTEST which teaches magic tricks with objects Hospital and the Prodis Foundation, an
HOSPITAL ASSISTANCE PROGRAMME that children can find in a hospital. Fur- institution that promotes the social integra-
ACTIVITIES TO PROMOTE READING HAND OUT LAPTOPS thermore, they have added other entertain- tion of young people with intellectual dis-
ment series from various production com- abilities, have participated in this initiative
panies, as well as specific programmes in 2009.
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The HOSPITAL ASSISTANCE PROGRAMME continued to
consolidate its activities in 2009, and has expanded into three
new autonomous regions.
Reading promotion campaign tion of the Childhood Fair in which over to promote interaction among hospitalised broadcast of the Luz Verde road-safety
Within the framework of the Hospital 5,000 children participated. children. series on ANTENA 3 TV and CANAL FAN3.
Assistance Programme, the Foundation This campaign also raised awareness on
has organised several activities to promote Other activities 6.4.2 PROMOTING VALUES the use of seat belts, pets in cars and
reading among young people. For exam- In 2009, the Foundation continued with its AND PRINCIPLES proper driving practices in cars and school
ple, in celebration of the Book Day, on 23 programme to donate laptops to children Raising awareness about the rights of buses.
April and for the second year in a row, the who are hospitalised so they can stay in children and young people is one of the
Foundation gave a book, as well as well as touch with their families. ANTENA 3 FOUNDATION’s main goals. Within Likewise, in celebration of the 1st Ponle
flower-shaped candies, to the children in this context, the FOUNDATION as continued Freno 10k race, the Foundation organised
the hospitals that participate in the pro- Another of the foundations more emblem- to raise awareness about subjects such a workshop to raise awareness about the
gramme. The same book was also given atic activities is the second drawing con- as protecting children’s vision, promoting importance of pedestrians and cyclists
to the employees of the ANTENA 3 GROUP test for hospitalised children, which was reading, defending Children’s Rights and making themselves visible on the roads.
in order to promote the habit of reading organised at 14 hospitals. The ANTENA 3 the integration of the disabled and children
in their families. Over 8,000 books were FOUNDATION used the drawings to make its with special needs. This workshop was taken to all the grade
handed out. 2010 Calendar, which was handed out to schools in the province of La Rioja –79
the Group’s employees and the children at Furthermore, the FOUNDATION maintains schools in total- involving 5,800 3rd and
The Foundation also brought story-tellers the hospitals. its commitment to children’s road safety 4th grade students, in order to teach them
to the Toledo Hospital, teaching children through the Ponle Freno Junior initiative. about the importance of seeing pedestri-
the value of generosity, and it has collabo- Finally, we should also point out the third ans, cyclists and other objects in the dark
rated in a reading workshop organised by consecutive Board Game Championship at In 2009 the Ponle Freno Junior campaign ahead of time.
the San Joan de Deu Hospital in celebra- the Niño Jesús Hospital in Madrid, in order carried out various initiatives, such as the
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ANTENA 3 GROUP VOLUNTEER WORKERS with children from the PRODIS
Foundation, at the Third Edition of Company Solidarity Day.
LUZ VERDE, the 3D children’s television series promoting safe driving, was
broadcast by ANTENA 3 and FAN3 in 2009.
6.4.3 PROMOTIING AND ación Internacional, whose goal is to make In the third year, 40 companies par- order to collaborate in that country with
PROFESSIONALIZING companies and their workers aware of ticipated in 25 social and environmental ANETA (Ecuador Automobile club). These
VOLUNTEER WORK their ability to collaborate in improving and activities of various charities. Business volunteers made eight spots, which will be
The promotion and professionalization of attending society’s needs. Solidarity Day took place simultaneously broadcast in Ecuador to raise awareness
volunteer services is another of the FOUN- in Madrid, Valencia and Zaragoza. about using seat belts speeding and the
DATION ’s main activities. In 2009, The Number of employees working as volunteers consequences of drunk driving, in order to
FOUNDATION continued to promote volun- and companies participating Antena 3 Volunteers for road safety help lower traffic-related deaths.
Foundation’s volunteer programme
teer work among its employees through For the third straight year, the ANTENA 3
the 3rd of Business Solidarity Day and the 245 FOUNDATION has offered its employees the Other activities
creation of the Ponle Freno Ecuador initia- 16 possibility of participating in a corporate Other noteworthy activities carried out
tive. 272 volunteer project during their summer by volunteers include the I Corporate Vol-
17 vacations. In 2009, and given the ANTENA unteers At Home , which aims to raise the
Record participation at III 2009
450 3 GROUP’s commitment to road safety, the awareness of ANTENA 3 GROUP employees
Business Solidarity Day Ponle Freno Ecuador initiative was created. and their families about taking care of the
Over 450 employees and 25 companies EMPLOYEES AS VOLUNTEERS PARTICIPATING COMPANIES
The FOUNDATION allowed two of the Group’s environment by planting trees and seeds.
participated in the 3rd Business Solidar- volunteers to travel to Ecuador for three
ity Day, a day of corporate volunteer work weeks, a country that has an alarmingly The ANTENA 3 FOUNDATION also collaborates
organised along with the NGO Cooper- high number of traffic related deaths, in with the Corporate Volunteer Observatory,
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The ANTENA 3 FOUNDATION PRO
PROJECT is backed by the main
employment institutions and
organizations that work towards
the integration of people with
disabilities. COLLABORATION WITH OTHER ORGANISATIONS:
TOGETHER WE DO MORE
‘Great Small Vacations’
In 2009, the ANTENA 3 FOUNDATION created the ‘Pequeñas
Grandes Vacaciones (Great Small Vacations), which aims to
finance the projects of foundations and associations that seek
to organise vacations and camps for children and young people
with special needs (disabilities, illness, social exclusion...)
In 2009 the ANTENA 3 FOUNDATION helped finance the summer
vacations in Asturias of the children of parents who are mem-
bers of Insolamis, an association of parents of intellectually
disadvantaged children in Salamanca, which works to integrate
this group of people into the workplace.
created by Cooperación Internacional and tive that seeks to help disabled people– project seeks to encourage the hiring of Other projects
IESE, which seeks to provide business over 4 million in Spain– to overcome the the disabled through participation, guid- In 2009 the ANTENA 3 FOUNDATION signed new collaboration
agreements with organisations such as the Bertelsmann Foun-
leaders with a training and research tool obstacles that prevent them from finding a ance and support of the main employ- dation, the SEUR Foundation and the CTIC Foundation, in order
that improves the management of corpo- job. These obstacles often include insuffi- ment agencies. The first course, designed to share experiences and collaborate on other social projects.
Likewise, they have developed joint projects with the Coca Cola
rate volunteer services as a successful tool cient training, social rejection and difficul- to train production assistants, will start in Foundation in the “Bikes for Africa” campaign and Messengers
in the administration of their organisations. ties adapting. 2010. of Peace and Imaginarium in the “Child Solidarity “, “Bikes
for Africa”, is an initiative promoted by the ANTENA 3 and Coca
Cola Foundations in collaboration with the NGO SOS Children’s
6.4.4 TRAINING AND INTEGRATING At the same time, the initiative seeks to The PRO project enjoys the support of the Villages and la Vuelta a España, which collect bikes in order
make it easier for hundreds of Moroccan children from rural
THE DISABLED: PROJECT PRO help companies and organisations in the Universidad Carlos III and the Royal Disa- areas to attend school. This campaign managed to collect over
700 bikes that were delivered to children from the Dar Bouazza,
The particular characteristics of the audi- sector to comply with the regulations gov- bled Foundation and the collaboration of Aït Ourir, Imzouren and Agadir regions, among others.
ovisual industry make it difficult to find, erning the integration of disabled people. some of the main training and employment “Child Solidarity”, is a joint initiative of ANTENA 3 FOUNDATION,
Imaginarium and Messengers of Peace, which for the second
among the disabled, candidates who have agencies, such as the ONCE Founda- year in a row has given gifts, placed in shoe boxes, to children
the training and experience necessary to In order to achieve these objectives, the tion, Adecco, Manpower, Randstad, Inte- who are in difficult situations. In the second year of this initia-
tive put together 40,000 boxes, almost 40% more than in the
work in the sector. That is why the ANTENA PRO project focuses on professional train- gra and the Disabled Persons Telephone first year.
3 FOUNDATION decided to start Proyecto ing, through courses for the audiovisual Assistance (ATAM). More information on the Antena 3 Foundation can be found at
PRO in 2009. This is an ambitious initia- sector and internships. Likewise, PRO
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CORPORATE RESPONSIBILITY INDEX
OUR FOCUS 6.5 HELPING In line with the directives established in Some of these measures, along those that
2008, the ANTENA 3 GROUP continued to are detailed in this section have led to
Even though the activ- IMPROVE THE implement initiatives to improve its envi- significant reductions in the GROUP’s con-
ities carried out by ronmental practices. The most noteworthy sumption of materials and energy, waste
the ANTENA 3 GROUP ENVIRONMENT actions in 2009 were the following: and emissions; not has this only had a
do not have a significant impact positive impact on the environment, but it
on the environment, the com- 6.5.1 ENVIRONMENTAL • Reuse of telephone handsets, until no has also led to economic savings.
pany has drawn up a strategy MANAGEMENT POLICY longer work.
focused on lowering the compa- The Operational Management Depart- • Extend the preventive maintenance Finally, we should point out, as in previous
ny’s impact on the environment ment, which is in charge of the ANTENA 3 calendar: clean filters monthly (previ- years, the ANTENA 3 GROUP has not been
and promote the efficient use of GROUP’s environmental policy, tries to mini- ously every six months); and bi-annual fined in 2009 for any infractions of envi-
energy and other resources. mise the company’s environmental impact, revision of cleaning pumps. ronmental law.
among other foundations on the environ- • Substitute use of compressors and
ment by developing a strategy based on elevators that are fuelled with diesel for 6.5.2 EFFICIENT USE OF
two main lines of action: those that are electric. ENERGY AND RESOURCES
• Studies to improve telecommunica-
• Achieve the maximum environmental tions such as the creation of virtual IP Savings in commonly used materials
efficiency by using the most modern call centres. In 2009 the ANTENA 3 GROUP has contin-
technology and optimising resources. • Maintain policy of reusing obsolete ued to work on reducing the consumption
• Raise the public’s awareness, through technical material by companies of office materials such as paper, enve-
the GROUP’s media channels, about that do not have the same technical lopes, toner, print cartridges, recording
what everyday citizens can do to pro- requirements as ANTENA 3. In 2009, tape and other materials, as well as the
tect the environment. towards this end, 265 technical audio, efficiently using and reusing raw materials.
video and lighting units and around
In order to contribute to sustainable devel- 1,000 square metres of metal shelves
opment, the ANTENA 3 GROUP has created were reused.
a series of initiatives focused on environ-
mental protection and action that goes
You can consult the Antena 3 Group’s environ-
beyond what is required by law, in with its mental policy on page 143 of the 2008 Corpo-
Corporate Responsibility policy. rate Responsibility Report.
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CORPORATE RESPONSIBILITY INDEX
The ANTENA 3 GROUP has continued implementing initiatives directed
towards improving its energy efficiency, and to the reduction of material
consumption, carbon emissions and other polluting gases.
CONSUMPTION OF MATERIALS IN ANTENA 3 GROUP 2007 2008 2009
White paper (units) 7,500,000 7,250,000 7,165,000
Toner and printing cartridges (units) 1,002 925 901
White envelopes (units) 30,000 29,750 29,550
Fluorescent lights (units) 1,026 1,018 1,580
False ceilings (m2) 819.2 603 395.52
Initiatives implemented in 2009 to reduce consumption of materials
Raised flooring (m2) 157 497 300.78
• Investment in new purchase of new technologies that have a low impact on the environment and which favour communication via
Partitions (m2) 135.73 57.63 18.75
videoconference, online systems, 3G modems, etc.
• Use of obsolete equipment for the company’s main activity, such as analogue audio tables, for internal use in the company for which Shelves (m) 0 900 415
they are very useful (meeting rooms, etc.).
• Reuse of furniture and work materials.
• Restricted use of colour photocopiers and planimetry.
• As the continuation of the pilot project in 2008 of roving the fax machine from the Sub-Department of Operations , in January 2009
the photocopier of the General Services Department was replaced with a multi-function machine, which has led to 15,000 page reduc-
tion per year, a photocopier toner and another fax machine. Therefore, the company has made more progress towards a “paperless” Efficient use of raw materials and waste management
In 2009, the ANTENA 3 GROUP has continued to develop the process stated in 2008 of
reducing the use of raw materials and the optimal waste management.
Through these initiatives, in 2009 paper consumption has fallen 1.18% (0.4 tonnes per
year), white envelopes 0.67% and toners and printing cartridges, 2.59%, compared to Initiatives implemented in 2009 to increase efficient use of raw materials and waste management
20008. Furthermore, during the same period, the ANTENA 3 GROUP has managed to reduce • Storage space was reduced 745.32 m2, 51.75% vs. 2008 and 76.75% vs. 2007, which has led to a reduction and optimisation of material
the waste generated from batteries by 63%. • Reuse of cardboard boxes for moving, which has led to an economic savings of 70% vs. 2008.
• Use of non-contaminating materials and equipment, such as electric elevators instead of those fuelled by diesel.
• Separation and collection of materials and industrial waste at the ANTENA 3 installations.
• Increase in recycling of input waste encouraging separation at source, thereby reducing waste taken to the dump. We should point out
that the increase in the tonnes of paper and cardboard recycled and valued in 2009.
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The ANTENA 3 GROUP’s waste management is totally outsourced, either through contractors INPUT WASTE 2007 2008 2009
(works) or specialised providers (lighting and batteries). The company demands that the IN ANTENA 3 Total Total Total Total Total
Total % % %
valued used valued used valued
materials that are removed be taken to the waste treatment plants or recycling centres. GROUP
Paper 7,500,000 3,300,000 44% 7,250,000 3,760,000 51.86% 7,165,000 4,012,400 56%
Toners and print-
Waste generated by Antena 3 Group 2007 2008 2009
ing cartridges 1,002 1,002 100 % 925 925 100% 901 901 100%
Paper and waste (tonnes) 6 41 75.84 (units)
Battery waste (tonnes) 4.2 3.3 1.20 Electronic and IT
1,196 718 60.03% 1,478 1,203 81.39%
Batteries (units) 190 82 370 material (units)
Fluorescent tubes (units) 1,026 1,018 1,580 Fluorescent 1,026
1,026 100% 1,018 1,018 100% 1,580 1,580 100%
Rubble from works (m3) 192 117
Toner (tonnes) 0,6 0.54 819,32 603 178 29.51% 395,52 133,28 33.69%
Solid urban waste 594 374.78
157 497 312 62.77% 300.78 260.78 86.70%
Partitions (units) 135.73 57.63 57.63 100% 18.75 18.75 100%
Waste generated by Antena 3 Group (in metric tonnes) 2007 2008 2009 Bookshelves (m) 900 900 100% 415 1,415 340.96%
Hazardous waste 4.8 3.9 1.70 Mobile phones
440 155 35% 311 111 35.69% 181 98 54,14%
Non-hazardous waste 755 635 450.62
TOTAL 759.8 638.9 452.32
Stable water consumption
2007 2008 2009 The control and reduction of water consumption is one of the targets included in the
Hazardous and Non-hazard-
ous waste Non-haz- Non-haz- Non-haz- ANTENA 3 GROUP’s environmental policy, which has implemented a series of measures to
Hazardous Hazardous Hazardous
ardous ardous ardous
achieve this goal.
Reuse of computer equipment
n/a n/a 0 718 0 1,203
Recycling of fluorescent tubes Antena 3 Group initiatives to reduce water consumption
0 1,026 0 1,018 0 1,580
• Substitution of cooling towers, obsolete equipment that led to many leaks and lower efficiency.
Paper and cardboard (tonnes) n/a n/a 0 41 0 75.84 • Installation of aerators for 100% of the taps.
Recovery of televisions (units) 0 39 0 24 0 6 • Improvement of protocols for preventive maintenance of installations.
• Raise employee awareness through guidelines set by the General Secretariat.
Dumping waste (S.U.W) tonnes. 0 755 0 594 0 374.78
Dumping waste (works) m3 n/a n/a 0 192 0 117
Batteries and toners (tonnes) n/a n/a 3.9 0 1.70 0
The consumption of water in the ANTENA 3 GROUP, mainly domestic use, which comes
n/a: no available.
100% from the city water system, has been decreasing over the last few years. In 2009,
this reduction totalled 2.76%, despite the adverse conditions during the hotter months
(May-October) which has prevented a better optimisation of the water used in the irriga-
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CORPORATE RESPONSIBILITY INDEX
Antena 3 environmental expenses In 2009 the ANTENA 3 GROUP continued to Throughout 2009, due to the implementation of all these measures, the consumption
(thousands of €)
improve its processes, optimise the per- of these primary energy sources (gas, gasoil and electricity) has reduced. Particularly
2007 54,534 formance of its equipment and use new noteworthy is the electricity savings obtained, 0.25%, even though the weather conditions
2008 50,770 technologies. necessitated the use of air conditioning.
The main actions taken were: ENERGY CONSUMPTION IN ANTENA 3 GROUP 2007 2008 2009
Gas (m3) 13,303 13,441 13,064
Gasoil (litres) 602,692 563,991 423,861
Even though the water consumption in Redesigning processes
Electricity (Kwh) 18,880,076 19,584,752 19,534,953
the ANTENA 3 GROUP is mainly for domestic • Control room temperature during sum-
use, the company has performed inspec- mer and winter (± 2ºC).
tions (obligatory and voluntary), with an • Optimise lighting in general. Reduction As regards indirect energy consumption, in accordance with the data provided by Iberdrola
optimal outcome: no irregularities that of hours lighting is used and number for 2009, 90% of the energy was generated from renewable energy sources (hydro and
need special attention were detected. of lights in corridors. wind), and 10% from Highly Efficient Cogeneration.
• Increase use of sound proofing and
Waste emissions thermal insulation in improvements % 2007 % 2008 2009
The ANTENA 3 GROUP does not issue any made. Non-renew- Non-renew- Non-renew-
Renewable Renewable Renewable
able able able
waste, except for the discharge of water • Improvement in insulation through new
Indirect energy 43% 57% 0% 100% 10% 90%
for domestic use within the general drain- layers and air spaces.
age system. To assure maximum control • Adjustment time technical equipment
NB: On 15 July 2007, Antena 3 changed to the liberalised market (according to the contract signed with Iberdrola), which
and compliance with standards, a com- is turned on in the production rooms means that from that date it changed from the ‘National Electricity Mix’, to the ‘Iberdrola Mix.
pany authorised by the Ministry of Indus- and sets, delaying the time until they
try (O.C.A) carries out a control and prior are turned on and turning them off
analysis of the aforesaid discharge to the sooner, which saves energy. In 2009, in order to improve energy efficiency at the ANTENA 3 GROUP’s facilities, the fol-
general drainage system. lowing projects were taken into consideration:
Improvements in performance of
Although it is not possible to measure the equipment and use of new technologies Lighting substitution
discharge of waste into the public drainage • Installation of solar filters. Although currently 90% of the general lighting is low consumption, the GROUP is consider-
system, the ANTENA 3 GROUP has estimate • Substitution of old heat exchanger and ing the possibility of substituting part of said lighting for 3G LED. The objective is to main-
the quantity, which turns out to be insignif- cooling tower for more modern and tain the same level of lighting but with a substantial energy savings, which would cut CO2
icant and with a low environmental impact. efficient equipment. emissions, and would also generate less waste thanks to its longer useful life.
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CORPORATE RESPONSIBILITY INDEX
Energy savings management As far as the emission of substances that destroy the ozone layer such as SOX, NOX and
The ANTENA 3 GROUP is studying, in collaboration with the company Unitronics, the possi- CO, the ANTENA 3 GROUP has registered an improvement over 2008. The official organisa-
bility of implementing the automation/programming of the air conditioning lighting spaces tion authorised by the Ministry of Industry, ATISAE, is in charge of revising the boilers, with
used in dark areas. approved equipment, which allows it to register how many hours it is working and the data
necessary to calculate the emissions level for these substances.
Through this project the company wants to incorporate a messaging system that will
reduce the equipment necessary (fax, answering machines), and take better advantage of EMISSIONS NOX, SOX AND CO IN
Measurement 2007 2008 2009
ANTENA 3 GROUP
the existing PCs, reduce direct energy consumption and produce less waste.
NOX (2008 22.67% of limit) Tonnes 5,48 3,45 3,40
SOX (2008 4.12% of limit) Tonnes 1,98 0,885 0,87
6.5.3 CLIMATE CHANGE, A GLOBAL CHALLENGE CO (2008 1.17% of limit) Tonnes 0.178 0.154 0.152
The ANTENA 3 GROUP has proposed implementing initiatives aimed at reducing CO2 emis-
sions and other contaminating gases, which come from transportation and the daily use
of its facilities, as its main contribution to the fight against climate change. Apart from The ANTENA 3 GROUP’s facilities do not emit CFC gases. Only Freon 22 is present en in some
the action already taken in terms of energy and fuel consumption for transportation, the closed circuits of the air conditioning equipment. The ANTENA 3 GROUP, which is already
ANTENA 3 GROUP has undertaken other initiatives. meeting the regulations that require that these types of gases be eliminated by 2015, is
changing it for “ecological gas”. In 2009 nine units have been replaced (54,000 Frg.).
Antena 3 Group’s main initiatives to cut CO 2 emissions
• Increase the use of online connection systems for e-mail by 13.44%, as well as the use of 3G modems in laptops by 36.17%. Impact from transportation
• Implement a virtual private network in Spain, linking the Antena 3 Group’s various centres with the headquarters in Madrid, as well as
a 25% increase in the use of video and conference call systems. The environmental impacts of the ANTENA 3 GROUP caused by the transport of employees,
collaborators and materials necessary for the production of TV content are insignificant.
Despite this low impact, the company continues to carry out different initiatives to reduce
CO2 emissions and other hazardous substances its consumption of diesel and petrol, such as planning and minimising trips, by using new
The various initiatives undertaken have led the ANTENA 3 GROUP to cut its C02 emissions communications technologies (videoconference and conference calls, e-mail, blackberry,
1.4% compared to 2008. fax, etc.); and taking advantage of new routes, and using railway more than air travel.
Antena 3 Group GEI Emissions (in tons of CO2)
In 2009 more than 7,930 airplane trips were taken, compared to 9,552 in 2008; while
2007 5,775 railway trips went from 4,492 in 2008 to 5,528 in 2009.
NB: ATISAE, a company authorised by the Ministry of industry and the Autonomous Community of Madrid, uses
standardised equipment to measure the flow and quantity of CO2 in situ as a % of the emissions from boilers.
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ANTENA 3 GROUP environmental risk of waste is channelled Environmental expenses in 2009 have
GASOLINE AND DIESEL
2007 2008 2009 through authorised agents with sustain- focused on:
(IN LITRES) ability criteria
Lorries (diesel A) 336.12 235.25 • Maintenance of boilers and inspection
Light lorries (diesel) 16,232 3,096.96 0*
6.5.5 ENVIRONMENTAL of emissions.
Light lorries (gasoline) 43,932 41,868.30 0*
INVESTMENTS AND EXPENSES • Maintenance and improvement of
*Note: In 2009, ANTENA 3 no longer owned vehicles for Investments and expenses related to boiler chimneys.
transporting employees for news coverage.
measures implemented to protect and • Anti- legionnaire’s disease treatment
reduce environmental impact allow the and collection of grease.
6.5.4 PROTECTING BIODIVERSITY ANTENA 3 GROUP to show its commitment • Fixing waste collectors.
ANTENA 3 is located in what is considered in this regard. In 2009, the ANTENA 3 • Revision of diesel heating tanks.
to be an urban area (an industrial GROUP has spent a total of 80,530 Euros to
estate); therefore, it does not stand in pro- gradually improve its facilities, preventative
tected natural areas or high biodiversity maintenance and regulatory compliance. Environmental investment at Antena 3
(in thousands of Euros)
areas, nor does it threaten any endan- These investments have focused on:
gered species; it complies with the urban 2007 33.38
planning standards in force. • Improved insulation and water-proofing 2008 93.27
The ANTENA 3 GROUP ’s facilities in San of various rooms. 2009 80.53
Sebastián de los Reyes have a green sur- • Replacement on air conditioning with
face area, with trees, of approximately ‘ecological gas” systems.
9,000 m2, accounting for 10% of the total • Replacement of heat exchanger in Environmental spending at Antena 3
(in thousands of Euros)
surface area. generators /boilers.
• Acquisition of new cooling tower with 2007 30.97
With the object of assessing the impact anti-legionnaire’s disease materials. 2008 24.56
that the ANTENA 3 GROUP’s activities could • Increased use of videoconference 2009 22.37
have on biodiversity, the Operational Man- equipment.
agement Department carries out the fol-
lowing tasks of assessing and monitoring
the environmental regulations in force;
inspections, required by law and those that
are voluntary, through authorised internal
and external agents; and the GROUP also
monitors external waste management. The
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7.1 CORPORATE • Articles of incorporation To conclude this process, on 28 Novem- of the Board itself and the different
• By-laws of the Board of Directors ber 2007, a new Board of Directors By-law Committees: Executive Committee,
GOVERNANCE • By-laws of the General Shareholders’ was approved, still in force today, which Audit and Control Committee, and
Meeting includes in its regulation all the new items the Appointments and Compensation
AT ANTENA 3 • By-laws of Conduct relative to the in the Unified Code which were considered Committees.
Stock Market applicable to the Company’s situation. • Integration of the contents of the arti-
TELEVISION cles of incorporation regarding board
Also in 2003, the Investor and shareholder • More detailed responsibilities and member compensation.
In accordance with the ANTENA 3 TEL- relations section was added to the website, competencies attributed to the Board
EVISION By-laws of the Board of Director, whose structure and contents are changed of Directors, with specific mention of Although the Recommendations of the
the Board itself has the competency to to comply with changes in regulations, some, such as: general policies and Unified Code of corporate Governance are
approve the company’s Corporate Govern- more specifically, with that established strategies, Board member compensa- not universally applicable, publicly traded
ance and Corporate Responsibility Policy. in the Circular 1/2004 of 17 March of the tion, related operations, etc. companies are subject to the “comply or
Likewise, the Appointments and Compen- National Securities Regulator (CNMV). Dif- • Adoption of the new maximum period explain” principle. As a result, since 2007,
sation Committee is responsible for com- ferent departments contribute to the web of serving Board members, accord- the ANTENA 3 DE TELEVISION, S.A Corporate
pliance with the Corporate Governance page’s creation and maintenance includ- ing to the articles of incorporation: six Governance Report has been created in
Policy and Internal Conduct Regulations. ing: Investor Relations, Communications, years. accordance with this criteria, and detailed
Internal Audit and Process Control Depart- • Technical improvements in the clas- in it are the Recommendations which the
The ANTENA 3 Governance Policy has a ment and the Legal Department. It is the sification and definition of the type of company complies with and those which
medium and long term focus, so that its Legal department’s task to coordinate and Board members: internal, external, it partially or does not comply with at all,
strategic plans have a multiple year out- supervise all the legal aspects. controlling shareholder members and with the necessary justifications in each
look and are not subject to changes every independents. case.
year, except in the case of unforeseen Following the CNMV’s approval of the Uni- • An increase in the occasions calling
or exceptional circumstances, neither of fied Code of Good Governance in May for the forced demission of the Board
which occurred in 2009. 2006, the Secretary of the Board of Direc- members: damages to the credit and
tors of ANTENA 3 TELEVISION, S.A analysed reputation of the company or judicial
The GROUP’s first legal regulations in Cor- the company’s situation in this matter, in procedures.
porate Governance were created on the order to propose to the President of the • Redefinition of the competencies of all
occasion of the Initial Public Offering of Board and the competent social agencies the Board functions (President, Vice
ANTENA 3 de Television, S.A. (in October opportune measures to carry out the nec- president, Chief Executive Officer,
2003) and were the following: essary changes in order to adapt to the Secretary and Vice Secretary) and its
new legal Framework. Committee, as well as the functioning
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ANTENA 3 DE TELEVISION, S.A. The Board of Directors Number of Board Meetings The Board of Directors shall always have
CORPORATE GOVERNANCE MODEL It is the Corporation’s highest Representa- Board of Directors 10 knowledge of the issues being discussed
Executive Committee 10
tive, Administrative, Management, and Con- and the decisions taken by the Executive
Audit and Control Committee 5
Board’s committees trol Body, which determines the Company’s Committee. The Secretary of the Board
Appointments and Compensation Committee 1
general direction and economic objectives. should assure that all Board members
COMMITTEE As a result, the Board assumes and carries receive a copy of the minutes of the Execu-
out, exclusively, the responsibilities pertain- In accordance with that stipulated in the tive Committee meetings. In order to com-
ing to strategy (to direct and promote Com- articles of incorporation, the Board of ply with this requirement, all Board mem-
Board of directors
pany policy), surveillance (to control Man- Directors has created specialised com- bers receive the Minutes of the Executive
agement Powers) and communications (to missions in order to assure the advisory Committee as soon as they are approved.
BOARD’S REGULATION INSTITUTIONAL PRINCIPLES act as a link with shareholders). function of the governing agencies. These
committees are: When possible and when necessary, the
Board of Directors Type provisions included in the Articles of Incor-
D. José Manuel Lara
Executive The Executive Committee poration and in the Bylaws relative to the
General Shareholders Meeting Bosch
It is made up of five board members, organisation and functioning of the Board
Vice President D. Maurizio Carlotti Executive
Chief Executive D. Silvio González
within the limits established in the Articles of Directors are applied.
MISSION VISION GSM RULES BY-LAWS Executive
Officer Moreno of Incorporation (between 3 and 9 mem-
D. Nicolás Abel Bel- Controlling bers). Its members are designated with a
let de Tavernost Shareholder
D. Mauricio Casals Controlling
two thirds vote from the Board of Directors.
The General Shareholders Meeting Aldama Shareholder The number of members on the Commit- Executive Committee
It is the highest of the Representing Bod- Dña. Aurora Catá
Independent tee at any given time is determined by the President D. José Manuel Lara Bosch
Sala Members D. Maurizio Carlotti
ies representing company share capital of Board, which should keep in mind its main
D. José Creuheras Controlling D. Silvio González Moreno
ANTENA 3 TELEVISION S.A., and it exercises Margenat Shareholder function, optimal operation and maximum
Board Members D. Nicolas Abel Bellet de Tavernost
exclusively the faculties reserved for it in D. Marco Drago
Controlling efficiency as well as the number of mem-
Shareholder D. Marco Drago
the Law of Corporations and in the Arti- bers on the other committees. Members Secretary D. Luis Gayo del Pozo
Dña. María Entreca-
cles of Incorporation. In accordance with Independent of the Delegate Committee are the Presi-
that established in these legal regulations, D. Elmar Heggen
Controlling dent of the Board of Directors, when he
the meeting should take place once a year is a member of the Committee, and the Audit and Control Committee
D. Pedro Ramón y
within the first six months of the year, in Independent Chief Executive Officer. Currently, the Vice The Audit and Control Committee is cur-
order to deliberate and adopt agreements D. Luis Gayo del President of the Board is also a member of rently made up of 4 Board Members
on its exclusive competencies, which are this committee. . (according to the articles of incorporation,
D. Manuel de la
of the utmost economic and judicial rel- Vice Secretary Viuda Fdez. de 3 is the minimum number of board mem-
evance. Heredia bers and 5 is the maximum).
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The President of the Audit and Control Audit and Control Committee Compliance with the recommendations with this provision taken into consideration
Committee is named by the Committee President D. Elmar Heggen of the Unified Code of Good Governance as the mandates of the board members
Vice President Dña. Aurora Catá Sala
itself among its members for a maximum In 2009, the General Shareholders Meet- appointed before the law was in effect (24
Members D. José Creuheras Margenat
of four (4) years, and may be re-elected ing, by an initiative from the Board of March 2007).
D. Pedro Ramón y Cajal Agüeras
once, one (1) year after the end of his first Directors and a previous proposal from the
Secretary D. Manuel de la Viuda Fdez. de Heredia
mandate. Appointments and Compensation Com- In accordance with that stipulated in arti-
mittee, decided to appoint two new inde- cle 126.3 of Corporate Law, at the time
This Members deliberate proposals and Appointments and pendent Board members, even though the 2009 General Shareholders meet-
reports made to the Commission in the Compensation Committee the independent Board members whose ing was set to take place, the mandates
first Board meeting following each of its This committee is made up of five Board period had expired had not yet reached of several of the Company Board mem-
meetings, the Committee reports on its members, within the limits established in the maximum period of twelve years bers were expiring, members which had
activities and responds to the work under- the Articles of Incorporation, (between established in the Unified Code. These been named in 2003 for a period of five
taken in the material included in their three and five members). They are all exter- appointments have allowed the two new years. As a result, the Appointments and
areas of competency. nal and have been designated by the Board Board Members to join the company on Compensation Committee proposed to the
of Directors from their members, heeding both its Board of Directors and its Com- Board of Directors the re-election of some
The Committee is entirely made of up to the Company’s specific circumstances mittees, as established by the previous of the Board members and also other can-
external Board Members, not excluding to determine the number of members and information. didates of recognised solvency, competen-
Executive Members or upper Manage- in addition taking into consideration the cies and professional experience which
ment, when the Committee members are knowledge, skills and experience of the With the incorporation of the new Board could be ideal for the vacancies that were
in agreement. Board members assigned to the Commit- Members, Recommendation 14 of the to take place at that time.
tee. The President of the Appointments and Unified Code of Good Governance has
The Audit and Control Commission Compensation Committee is named by the been taking into account, which proposes The Board of Directors re-elected in their
advises the Board in its specialty areas Committee itself from among its members measures favouring the incorporation of positions, for the now statutory six year
and especially in the knowledge and anal- for a maximum period of four (4) years. women in the Board of Directors, as well as period, the President of the Board, Mr.
ysis of the annual balance sheet and the the Organic Law 3/2007 of 22 March, call- José Manuel Lara Bosch, the Vice-pres-
periodic reports for the financial markets Appointments and Compensation Committee
ing for equality between men and women, ident, Mr. Maurizio Carlotti, and Board
(bi-annually and quarterly) which are dif- of which Article 75 stipulates that corpo- members Mr. Nicolás Abel Bellet de Tav-
President D. Pedro Ramón y Cajal Agüeras
fused through the (CNMV). It also regularly rations required to report consolidated ernost, Mr. José Creuheras, Mr. Marco
Vice President D. Nicolas Abel Bellet de Tavernost
supervises the operations between the Members D. Mauricio Casals Aldama
profit and loss statements should seek to Drago and Mr. Pedro Ramón y Cajal. In
company and its more significant share- D. José Creuheras Margenat include women in their Board of Direc- addition, it named three new members:
holders and receives direct and regular Dña. María Entrecanales Franco tors in such a way that 8 years after the Mr. Mauricio Casals, Mrs. Aurora Catá and
information about this activity from both Secretary D. Luis Gayo del Pozo establishment of the law, an equilibrium of Mrs. María Entrecanales (these last two
internal and external company auditors. men and women will have been reached, as independent board members and the
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CORPORATE GOVERNANCE INDEX
former representing a controlling share- same provision included for the share-
holder). holder right to vote by proxy or through
any of the systems designed for General
As far as the Ordinary Shareholders Meet- Shareholder absentee voting.
ing and the agreements adopted therein, Lastly, during 2009, the section of the
worthy of mention are the following Rec- Group’s web page entitled “Board Mem-
ommendations of the Unified Code of Good ber Information”, which includes the date
Governance, with the goal of increasing of their appointment, the type of member
the transparency in the management and and the appointment procedure, has been
decision making process. Given that the improved. These figures were already
Board of Director agreement proposals are available in the Corporate Governance
made public at the Shareholders Meeting, Annual Reports. The Board members pro-
information on the identities of the Board fessional details have also been completed
Members proposed to the Shareholders and edited, and a picture of each of them
has been included, in addition to estab- has also been included.
lishing the types applicable, heeding to
classifications such as external, executive,
and controlling shareholder or independ-
More information on the Antena 3 Group’s Cor-
ent. The criteria establishing a separate porate Governance Policy may be found in the
vote for each Board member appointment 2009 Corporate Governance Report
or re-election was also applied, with this
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 92
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 93
8.1 DEFINING evance of different aspects of sustainability As in 2008, in establishing the contents of The scope of the report on the activities
to the business” this report, internal and external stakehold- of the ANTENA 3 GROUP should be clearly
PRINCIPLES FOR ers of ANTENA 3 GROUP were consulted so defined, with priority given to information
In 2007 a materiality study was carried out that their concerns could be borne in mind that is considered material, including all
THE 2009 ANNUAL to identify the most important issues for during this process. To find out their con- the significant events that took place in
the Company’s stakeholders. The study cerns, an internal and external online sur- 2009, without omitting information that
REPORT concluded that there are seven key issues vey was carried out. In the chapter ‘Con- may be relevant for the Company’s stake-
for the ANTENA 3 GROUP, all of them are cov- solidating the ANTENA 3 GROUP’s Corporate holders.
The definition of the contents in this 2009 ered in this Report. Responsibility Model‘, more detailed infor-
Annual Report has gone through the fol- mation on this activity can be found. The environmental indicators reported in
lowing stages: • Responsible programming and adver- this report only refer to Antena 3 Group’s
tising Sustainability headquarters in San Sebastián de los
• Retaining talent “The report should present the organiza- Reyes
Process follwed to draw up 2009 Annual
• Development of digital services and tion’s performance in the wider context of
content sustainability.” In the event that there are modifications to
• Value generation the scope and coverage of the information,
• Social responsibility This report aims to detail the perform- these must be indicated.
GRI PRINCIPLES PROCESS OF
• Commitment to safeguard the environ- ance of the ANTENA 3 GROUP in the follow-
ment. ing three branches of sustainability: eco- PRINCIPLES FOR DEFINING QUALITY
INFORMATION STAKEHOLDERS nomic, social and environmental. OF 2009 ANNUAL REPORT
Information will be provided throughout The principles required by GRI were also
More information on the materiality in the Cor-
porate Responsibility Reports of 2007 and 2008
the report to contextualise each one of taken into account when defining the qual-
To define the contents of the Report the are available at them. ity of information:
Group has followed these principles rec- www.grupoantena3.com
ommended by the GRI: Complete coverage Balance
““Coverage of the material topics and indi- “The report should reflect positive and
Materiality Stakeholder inclusiveness cators and definition of the report’s scope negative aspects of the organization’s per-
“Information is considered material if its “The reporting organization should identify should reflect significant economic, envi- formance to enable a reasoned assess-
omission or distortion in a report could its stakeholders and explain in the report ronmental, and social impacts and ena- ment of overall performance.”
influence the assessments or decisions of how it has responded to their reasonable ble stakeholders to assess the reporting
stakeholders in the informing organisation. expectations and interests.” organization’s performance in the report- The report should include both favourable
Materiality refers to the importance or rel- ing period.” and unfavourable results, with the aim of
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 94
providing an unbiased account and allow- GROUP ’s performance. Furthermore, to
ing the stakeholders to carry out a reason- the extent possible, it seeks to avoid using
able assessment of the Company’s per- technical terms whose meaning may not
formance. be known to stakeholders.
“Issues and information should be “Information and processes used in the
selected, compiled, and reported con- preparation of a report should be gath-
sistently. Reported information should be ered, recorded, compiled, analysed, and
presented in a manner that enables stake- disclosed in a way that could be subject to
holders to analyze changes in the organi- examination and that establishes the qual-
zation’s performance over time, and could ity and materiality of the information.”
support analysis relative to other organiza-
tions.” The reliability of the data contained in this
report was checked by AENOR, the firm
To the degree possible, information must which carried out the verification of the
be organised in such a way that the stake- 2008 Corporate Responsibility Report.
holders can assess the changes under-
gone in the ANTENA 3 GROUP with respect Timeliness
to previous years. “Reporting occurs on a regular schedule
and information is available in time for
Accuracy stakeholders to make informed decisions.”
“The reported information should be suf-
ficiently accurate and detailed for stake- The ANTENA 3 GROUP is committed to
holders to assess the reporting organiza- reporting annually on its performance in
tion’s performance.” the sphere of Corporate Responsibility.
This report details its performance dur-
The Report contains numerous tables, ing 2008, and covers all the relevant eco-
charts and graphs, with the aim of making nomic, social and environmental aspects.
it easier to understand. The information
herein is intended to be clear and precise
to allow for an assessment of ANTENA 3
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 95
8.2 MEETING 2008 COMPLIANCE STANDARD
TELEVISION AUDIENCES PEOPLE
2009 Challenges Degree of success 2009 Milestones 2010 Challenges 2009 Challenges Degree of success 2009 Milestones 2010 Challenges
Maintain competitiveness com- Launch pilot telework pro- Launch Internal Communication
For the first time in the decade Group’s restructuring plan.
Maintain the audience level in pared to other private broadcast- gramme. Plan.
the Antena 3 Group is the leader
the face of fragmentation. ers in new Spanish audiovisual Promote internal communica-
amongst private media groups.
sector context. tion and design a programme Design company’s organisational
Encourage viewer participation Market share gain in prime-time Achieve significant audience gains to improve communication structure.
through new technologies. commercial target. in NEOX and NOVA . amongst Group’s professionals.
Successful addition of new Focus on training in new high- Promote HR development pro-
Launching of a project to New technology training plan.
products aimed at family target. Increase number of programmes definition technologies. gramme.
develop convergence of Antena
Curso del 63 has become the most available on 3.0. Company’s Management Training.
3 TV, Neox and Nova.
viewed programme of the year.
Close the gap with the market NEOX y NOVA leaders amongst
Remain leader in social projects.
leader in radio and television. private DTT channels.
2009 Challenges Degree of success 2009 Milestones 2010 Challenges
RADIO AUDIENCES Start work on drawing up
Creation of internal Corporate
and implementing Corporate Finish CR Mater Plan.
2009 Challenges Degree of success 2009 Milestones 2010 Challenges Responsibility Committee.
Responsibility Master Plan.
ONDA CERO, the fastest growing ANTENA 3 GROUP ’s participation in
commercial radio station between Maintain commitment to
drawing up Media sector’s sup- Incorporate CR actions in Group’s
2009 December 2008 + 166,000, verify Corporate Responsibil-
plement to GRI (Global Reporting strategy.
+ 7.9%. ONDA CERO: Increase audience. ity Report.
Consolidation as 2nd commercial Consolidate 2nd position and
radio station, increasing distance increase distance over rivals. Started second process of consult-
Increase audience on commer- ing with internal and external
over rivals. Main programme grid _ 2nd option. Continue commitment to verify
cial radio and music radio. stakeholders to find out their
Record audience for EUROPA FM Maintain growth and consolidate CR Report.
with 1,173,000 listeners, which EUROPA FM’s 4th place ranking.
perceptions of Group’s CR policy
implies 208,000 more listeners Grow EUROPA FM’s “Morning Show”. and 2008 Annual Report.
(21.8% more) vs. December 2008. Supported principles of Global
For first time Europa FM is ranked Compact by broadcasting aware-
Launch “Co-Creation Workshop”.
fourth in theme radio audience. ness campaigns on ANTENA 3
GROUP’s media channels.
Renewal ANTENA 3 GROUP’s partici-
pation on FTSE4Good Ibex.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 96
ROAD SAFETY ENVIRONMENT
2009 Challenges Degree of success 2009 Milestones 2010 Challenges 2009 Challenges Degree of success 2009 Milestones 2010 Challenges
Creation of a platform to Reduce consumption of energy
actively and permanently supplies and electricity on sets Continue process to optimise light-
Achieved goal of ensuring that Reduce diesel consumption.
improve road safety, which through initiatives such as the ing at facilities with LED.
money collected from traffic fines
brings together a conscientious Raise awareness on holidays and new fluorescent projectors.
be used for Road Safety initiatives
group that fights against traffic long weekends. Replace cooling tower for a more Start plan to replace gas air
through “Destino de las Multas” Finish study of “Superwiring”,
accidents and one that is aware efficient one that increases protec- conditioning with ecological gases
campaigns. and “energy recovery”
of the need to fight these seri- tion of environment. (not required).
To continue reducing waste Set up a “VPN”, that improves Continue to implement and execute
Raised awareness among parents generation through the communications with headquar- project to replace incandescent
Promote, through PONLE
and users on safety measures Issue first Ponle Freno report on implementation of the “Waste ters in Madrid, reducing number of bulbs with fluorescent tubes in
FRENO, the hiring of people
in transportation used by school road safety. Management Plan employee trips. two studios.
affected by traffic accidents.
children. Plan VIVE.
Greater use new communication Maintain waste management
Creation of a style book to Continue cutting CO2 emis-
Launch road safety manual for technologies, such as videoconfer- policy, stressing control and sepa-
provide rigorous information on Road Safety 3.0 days celebrated. sions, with initiatives
motorists. ence and 3G modems for laptops. ration of waste.
such as national routes where Placement of containers for spe- Promote “new culture” of waste
Launch of awareness campaigns trains can be used instead of cific waste, which optimises waste treatment when acquiring equip-
Take action on raod safety
road-safety training courses spe- Continue to raise awareness aircraft to transport people . management. ment.
with help of Antena 3 Group’s
cifically designed for children and among Antena 3 Group employees.
employees. Maintaining the policy of hand- Replacement of incandescent
ing in obsolete IT and techno- bulbs with fluorescent tubes in
Mobilise civil society to fight for logical material for reuse. two studios.
Second annual Ponle Freno Awards.
Ponle Freno takes international
2009 Challenges Degree of success 2009 Milestones 2010 Challenges
Creation and launch of Proyecto
Obtain external resources to Position ANTENA 3 FOUNDATION in
PRO to train and integrate disabled
lower dependence on advertis- institutions and organisations
people so they can work in the
ing revenues. which work towards similar goals.
Draw up Internal Commu- Increase percentage revenues
Increase number of hours that
nication Plan for ANTENA 3 obtained through external financ-
Canal FAN3 is broadcast.
FOUNDATION. ing sources.
Set up mechanism to evaluate Launch ANTENA 3 FOUNDATION
Develop strategic lines set in
real impact of projects and website
their effectiveness. www.fundacionantena3.es
ncreased collaboration agreements
Set up guidelines for Founda- signed with foundations and
tion’s future development. organisations in order to undertake
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 97
8.3 RISK CONTROL OBJECTIVES OF RISK MANAGEMENT MODEL, A TOOL TO
HELP MANAGEMENT TAKE DECISIONS
TYPE OF RISK
CONSISTENCY WHEN APPLYING RISKS RISKS RELATED TO INTERNAL
RISKS RELATED TO STRATEGY
MANAGEMENT MODEL PROCESSES
ANTENA 3 risk management model is tool GUARANTEE UNIFORM DECISIONS, IDENTIFICATION
AND RISK MANAGEMENT THROUGHOUT THE GROUP.
used to support the Company’s manage-
ment team when taking decisions in an
uncertain environment. This model con- INTERNAL CONTROL ENVIRONMENT
UPDATE EXISTING CONTROLS AND CONTINUOUSLY RISKS RELATED TO OPERATION AND INFORMATION RISKS IN DECISION-
A3TV GROUP’S RISK MANAGEMENT MODEL
RISKS RELATED TO COMPLIANCE
sists of eight interrelated components, MEASURE EFFECTIVENESS.
which assesses the risk levels assigned to OPERATING RISKS
TECHNOLOGICAL RISKS OPERATIONAL
each process and strategic target. CONTINUOUS ASSESSMENT AND IMPROVEMENT
INTEGRITY RISKS FINANCIAL
CONTINUOUSLY IMPROVE THE MODEL THROUGH TOOLS
AND INDICATORS THAT FACILITATE ASSESSMENT AND FINANCIAL RISKS STRATEGIC
IMPROVEMENT. MANAGEMENT RISKS
POLICIES, REGULATIONS AND PROCEDURES
VEHICLE FOR COMMUNICATION WITH BUSINESS AREAS
THROUGHOUT THE GROUP.
Likewise, the ANTENA 3 GROUP has the fol- have compromised the company’s or the
lowing control mechanism in place: employees’ integrity.
COMPLIANCE WITH RULES AND REGULATIONS
ENSURE COMPLIANCE WITH ALL REGULATION AND
RULES IN FORCE WITH RESPECT TO ALL THE GROUP’S
BUSINESSES AND OPERATIONS. • Rules and procedures for employees.
More information on the Antena 3 Group’s risk
• Internal code of conduct for securities
management system in 2009 Corporate Govern-
markets. ance Report available at http://www.grupoan-
• Procedures related to purchase of tena3.com/GrupoAntena3/historico/es/informes.
products and services
REGULATION ENVIRONMENT OF INTERNAL CONTROL SET TARGETS
• Procedures related to negotiating and
• Corporate IT systems: sales manage-
IDENTIFICATION OF EVENTS
COMPONENTS ANTENA 3 GROUP’S RISK
ASSESS RISKS ment system, purchasing management INTERNAL CODE OF CONDUCT
system and contract proposal manage- As a publicly-quoted company, ANTENA 3
ment system. TELEVISION has an Internal Code of Con-
duct related to securities markets, which
RESPONSE TO RISKS CONTROL ACTIVITIES INFORMATION AND COMMUNICATION
The GROUP ’s risk management systems concerns the obligations and procedures
and internal controls work adequately that employees must follow, given that they
and nothing occurred in 2009 that could have access to information that is relevant
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 98
to the company’s stock performance. Spe- From an organisational point of view, the THE ANTENA 3 GROUP AND No sanctions have been filed in 2009 as
cifically, these rules govern: management of Internal Auditing, or, fail- DATA PROTECTION regards the failure to comply with privacy
ing that, the Financial Department, is The IT security model applied in the laws and personal data leaking.
• Actions related to handling confidential responsible for supervising compliance ANTENA 3 GROUP ensures that any action
and relevant information. with the responsibilities and procedures launched by another area of the company Lastly, the GROUP has applied the meas-
• The company’s treasury stock. established in the Code of Conduct. or by one of the GROUP’s subsidiaries com- ures needed to comply with the Data Pro-
• Conflicts of interests; meaning any plies with the current law regarding per- tection Law, approved by Royal Decree
situation that could involve (regard- sonal information. This model includes all 1720/2007. As of March 2009, all of the
Access Internal Code of Conduct at:
ing some action related to the securi- http://www.grupoantena3.com/nuevaa3tv/doc/
the company’s external service providers. Group’s security models were already
ties market), an employees’ personal reglamento.pdf adapted to these regulations and it has
interests, affected by the Internal Code The Security Department is the ANTENA 3 complied with the obligation to declare the
of Conduct, that clash with the com- GROUP ’s highest authority in terms of the Mixed Files to the Data Protection Agency.
pany’s, thereby compromising their company’s computer security. The head
impartiality. of security is in charge of coordinating and
RISKS STEMMING FROM PROVISION OF monitoring the ANTENA 3 GROUP ’s objec-
The company’s Internal Code of Conduct SERVICES AND PRODUCT LABELLING tives in complying with the security meas-
are available on the CNMV’s website and The ANTENA 3 GROUP also engages in other ures required by the Organic Securities
the GROUP ’s website and has been read economic activities, such as granting the Measures Law 15/1999, Data Protection
and accepted by all the relevant employ- right of use or licenses for its brands for Law, and the Law in general.
ees. the sale of products, including its logo and
registered trademark. Agreements are The Committee’s functions include revis-
The ANTENA 3 GROUP also has an IT system reached with manufacturers or shops to ing whether or not the regulations and
linked to the application of this Code called launch the products. internal procedures are being followed;
SRC (System for enforcing the Internal draw up specific IT security training plans;
Code of Conduct regarding the securities Before signing a licence agreement, the carry out internal awareness plans in order
markets), which is available in the Intranet ANTENA 3 GROUP ensures that the other to incorporate security measures into daily
(A3NET). The system allows for a smooth party meets the national, local and Euro- work activity. Furthermore, the periodic
flow of information between the affected pean laws regarding safety in general and internal and external audits required by
parties and the pertinent ad hoc bodies product labelling. The Group ensures Law to detect risks in this area have been
that supervise compliance. This applica- that the production process meets all the conducted.
tion guarantees confidentiality and is only safety standards, and that there is respect
available to those included in the applica- for the protection of consumer safety and
tion of the Code. health to avoid risks to the public.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 99
8.4 CR VERIFICATION REPORT
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 100
8.5 GRI INDEX
GRI G3 CONTENT INDEX
1 STRATEGY AND ANALYSIS PAGES- COMMENTS 3 REPORT PARAMETRES PAGES- COMMENTS
1.1 Statement from the most senior decision-maker, strategy 6-7 3.1 Reporting period (e.g., fiscal/calendar year) for information provided. 94-95
1.2 Description of key impacts, risks, and opportunities 98-99 3.2 Date of most recent previous report (if any). 94-95
3.3 Reporting cycle (annual, biennial, etc.) 94-95
3.4 Contact point for questions regarding the report or its contents. 2
2 ORGANISATIONAL PROFILE PAGES- COMMENTS
Process for defining report content, including:
2.1 Name of the organization 2 • Determining materiality;
3.5 7, 94-95
2.2 Primary brands, products, and/or services 18-19 • Prioritizing topics within the report; and
• Identifying stakeholders the organization expects to use the report.
2.3 Operational structure of the organization 18
Boundary of the report (e.g., countries, divisions, subsidiaries, leased facilities, joint
2.4 Location of organization’s headquarters 2 3.6 7, 94-95
El Grupo Antena 3 desarrolla
3.7 State any specific limitations on the scope or boundary of the report 94-95
sus actividades en el territorio
2.5 Number of countries where the organization operates, and names of countries español, aunque algunos de sus Basis for reporting on joint ventures, subsidiaries, leased facilities, outsourced opera-
canales puedan ser visualizados 3.8 tions, and other entities that can significantly affect comparability from period to period 7, 94-95
en el extranjero. and/or between organizations.
with Data measurement techniques and the bases of calculations, including assumptions and
major 3.9 techniques underlying estimations applied to the compilation of the Indicators and other 7
The Antena 3 Group takes place in Spain, although some channels may be seen abroad. 18
opera- information in the report.
tions Explanation of the effect of any re-statements of information provided in earlier reports,
2.6 Nature of ownership and legal form 18 3.10 and the reasons for such re-statement (e.g., mergers/ acquisitions, change of base years/ 7, 94-95
periods, nature of business, measurement methods)
El Grupo Antena 3 The business
of Antena 3 Group takes place in Significant changes from previous reporting periods in the scope, boundary, or measure-
2.7 Markets served Pages 3.11 7, 94-95
Spain, although some channels ment methods applied in the report.
may be seen abroad, page 18 3.12 Table identifying the location of the Standard Disclosures in the report. 101-107
2.8 Scale of the reporting organization (net sales, total capitalization, etc.) 10,20-21,66 This report on corporate responsi-
3.13 Policy and current practice with regard to seeking external assurance for the report.
Significant changes during the reporting period regarding size, structure, or ownership bility has been verified by AENOR.
• The location of, or changes in operations, including facility openings, closings, and
other capital formation, maintenance, and expansions; and
• Changes in the share capital structure and alteration operations (for private sector
2.10 Awards received in the reporting period 15
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 101
4 GOVERNMENT, COMMITMENTS AND ENGAGEMENT PAGES-COMMENTS
4 GOVERNMENT, COMMITMENTS AND ENGAGEMENT PAGES-COMMENTS
4.14 List of stakeholder groups engaged by the organization. 59
Governance structure of the organization, including committees under the highest gov-
4.1 ernance body responsible for specific tasks, such as setting strategy or organizational 88-92 4.15 Basis for identification and selection of stakeholders with whom to engage. 94-95
oversight. Approaches to stakeholder engagement, including frequency of engagement by type and
Indicate whether the Chair of the highest governance body is also an executive officer by stakeholder group.
4.2 (and, if so, their function within the organization’s management and the reasons for this 90 Key topics and concerns that have been raised through stakeholder engagement, and how
arrangement). 4.17 the organization has responded to those key topics and concerns, including through its 61-64
For organizations that have a unitary board structure, state the number of members of the reporting.
highest governance body that are independent and/or non-executive members.
Corporate Governance Report:
pages 45-46 (E4) and 61-62
Mechanisms for shareholders and employees to provide recommendations or direction to
4.4 ( F.50) GLO-
the highest governance body.
Annual and CR report: pages BAL
MANAGEMENT APPROACH AND PERFORMANCE INDICATORS PAGES- COMMENTS
Linkage between compensation for members of the highest governance body, senior Corporate Governance Report:
4.5 managers, and executives (including departure arrangements), and the organization’s pages 18- 19 (. B.1.14), 58-60 Financial results 10
performance (including social and environmental performance). (F.35) Antena 3 Films: the engine of Spanish cinema 36-37
Any conflicts of interest arising in Integration of providers in the corporate responsibility strategy 22-23
the highest body of governance
are to be dealt with as set forth Investor and shareholder relations 23-24
Processes in place for the highest governance body to ensure conflicts of interest are
4.6 in the internal rules of conduct Direct economic value generated and distributed, including
regarding the securities market revenues, operating costs, employee compensation, donations and
CORE EC1 10
and by the regulations of the other community investments, retained earnings, and payments to
board of directors. capital providers and governments.
Process for determining the qualifications and expertise of the members of the highest Corporate Governance Report: The business of Antena 3 Group
Financial implications and other risks and opportunities for the
4.7 governance body for guiding the organization’s strategy on economic, environmental, and pages 21-22 ( B.1.19 y B.1.20) CORE EC2 GC7 does not significantly impact the
organization’s activities due to climate change.
social topics. and page 63 ( F.55) environment. Page 82,86-87
Internally developed statements of mission or values, codes of conduct, and principles CORE EC3 Coverage of the organization’s defined benefit plan obligations. 69
4.8 relevant to economic, environmental, and social performance and the status of their 17,64-65,98-99
CORE EC4 Significant financial assistance received from government. 8
Range of ratios of standard entry-level wage compared to local
Procedures of the highest governance body for overseeing the organization’s identification CORE EC5 GC6 70
98-99, Corporate Governance minimum wage at significant locations of operation.
and management of economic, environmental, and social performance, including relevant
4.9 Report: page 27 (B.1.35) and Policy, practices, and proportion of spending on locally-based sup-
risks and opportunities, and adherence or compliance with internationally agreed stand- CORE EC6 22-23
31-32 (B.2.2 y B.2.3) pliers at significant locations of operation.
ards, codes of conduct, and principles.
Processes for evaluating the highest governance body’s own performance, particularly Corporate Governance Report: Procedures for local hiring and proportion of senior management
4.10 Antena 3 Group does business
with respect to economic, environmental, and social performance. page 54-55 ( F.18 and F.22) CORE EC7 hired from the local community at locations of significant opera- GC6
Explanation of whether and how the precautionary approach or principle is addressed by Corporate Governance Report:
4.11 Antena 3 Group has not made any
the organization. page 37-45 ( D)
Development and impact of infrastructure investments and investments in infrastructure nor
Externally developed economic, environmental, and social charters, principles, or other
4.12 64-65,72-81 CORE EC8 services provided primarily for public benefit through commercial, provided any services through
initiatives to which the organization subscribes or endorses.
in-kind, or pro bono engagement. commercial, in-kind, or pro bono
Memberships in associations (such as industry associations) and/or national/interna- engagement.
tional advocacy organizations in which the organization:
Understanding and describing significant indirect economic
• Has positions in governance bodies; ADD EC9 26,36-37
4.13 25-26,33 impacts, including the extent of impacts.
• Participates in projects or committees;
• Provides substantive funding beyond routine membership dues; or
• Views membership as strategic
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 102
ENVIRONMENTAL PERFORMANEC INDICATORS PAGES-COMMENTS ENVIRONMENTAL PERFORMANEC INDICATORS PAGES-COMMENTS
Environmental management policy 82 - Antena 3 Group’s facilities do
Energy efficiency and efficient use of resources 82-86 not emit CFC.
Only these gases are present,
Climate change, a global challenge 86-87 CORE EN19 Emissions of ozone-depleting substances by weight. GC8 specifically Freon 22, in some
Protection of biodiversity 87 closed circuits of air conditioning
equipment. In 2008 there have
Environmental investments and expenses 87
been no leaks or incidents.
CORE EN1 Materials used by weight or volume. GC8 83
CORE EN20 NO, SO, and other significant air emissions by type and weight. GC8 86
CORE EN2 Percentage of materials used that are recycled input materials. GC8 84
CORE EN21 Total water discharge by quality and destination. GC8 85
CORE EN3 Direct energy consumption by primary energy source. GC8 85
CORE EN22 Total weight of waste by type and disposal method. GC8 84
CORE EN4 Indirect energy consumption by primary source. GC8 85
The business of Antena 3 Group,
ADD EN5 Energy saved due to conservation and efficiency improvements. GC9 85 CORE EN23 Total number and volume of significant spills. GC8 as a media group, does not
Initiatives to provide energy-efficient or renewable energy based involve the possibility of spills.
ADD EN6 products and services, and reductions in energy requirements as a GC9 85-86 Weight of transported, imported, exported, or treated waste deemed
result of these initiatives. hazardous under the terms of the Basel Convention Annex I, II, III,
ADD EN24 GC8 84
Initiatives to reduce indirect energy consumption and reductions and VIII, and percentage of transported waste shipped internation-
ADD EN7 85 ally.
CORE EN8 Total water withdrawal by source. GC8 84-85 Identity, size, protected status, and biodiversity value of water
ADD EN25 bodies and related habitats significantly affected by the reporting GC8 85
ADD EN9 Water sources significantly affected by withdrawal of water. GC8 84-85 organization’s discharges of water and runoff.
ADD EN10 Percentage and total volume of water recycled and reused. GC8 85 Initiatives to mitigate environmental impacts of products and
CORE EN26 GC8 82
Location and size of land owned, leased, managed in, or adjacent services, and extent of impact mitigation.
CORE EN11 to, protected areas and areas of high biodiversity value outside GC8 87 Percentage of products sold and their packaging materials that are
protected areas. CORE EN27 GC8 84
reclaimed by category.
Description of significant impacts of activities, products, and Monetary value of significant fines and total number of non-
CORE EN12 services on biodiversity in protected areas and areas of high biodi- GC8 87 CORE EN28 monetary sanctions for noncompliance with environmental laws GC8 82
versity value outside protected areas.. and regulations.
ADD EN13 Habitats protected or restored. GC8 87 Significant environmental impacts of transporting products and
Strategies, current actions, and future plans For managing impacts ADD EN29 other goods and materials used for the organization’s operations, GC8 86-87
ADD EN14 GC8 87
on biodiversity. and transporting members of the workforce.
Number of IUCN Red List species and national conservation list Total environmental protection expenditures and investments by
ADD EN30 GC8 87
ADD EN15 species with habitats in areas affected by operations, by level of GC8 87 type.
CORE EN16 Total direct and indirect greenhouse gas emissions by weight. GC8 86
CORE EN17 Other relevant indirect greenhouse gas emissions by weight. GC8 86-87
Initiatives to reduce greenhouse gas emissions and reductions
ADD EN18 GC8 86
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 103
SOCIAL PERFORMANCE INDICATORS PAGES-COMMENTS
Labour Practices Performance LABOUR PRACTICES PAGES-COMMENTS
The Antena 3 Group talent 65-66 PACT
Professional development and training 66-67 Rates of injury, occupational diseases, lost days, and absenteeism,
CORE LA7 72
and number of work-related fatalities by region.
Equality and diversity 68-69
Education, training, counselling, prevention, and risk-control
Social benefits 69-71 CORE LA8 programs in place to assist workforce members, their families, or 72
Health and job safety 71-72 community members regarding serious diseases.
Society Performance Health and safety topics covered in formal agreements with trade
ADD LA9 71-72
Antena 3 Foundation 77-81
Average hours of training per year per Employee By employee
Two years working on road safety 72-76 CORE LA10 67
Human Rights Performance
Programs for skills management and lifelong learning that sup-
2009 Target is to strengthen our Corporate Responsibility Model 59 ADD LA11 port the continued employability of employees and assist them in 67
Committed to the development of the World Pact principles 65 managing career endings.
Integrating providers in our responsibility strategy 22-23 Percentage of employees receiving regular performance and career
ADD LA12 70
Content Access 33-35
Composition of governance bodies and breakdown of employees per
Product Responsibililty Performance GC1 68. Corporate Governance Report:
CORE LA13 category according to gender, age group, minority group member-
GC6 page 3 (A.3)
Regulatory compliance by Antena 3 Television 24-25 ship, and other indicators of diversity.
Risks stemming from provision of services and product labelling 99 GC1
CORE LA14 Ratio of basic salary of men to women by employee category. 70
Antena 3 Group and data protection 99
LABOUR PRACTICES PAGES-COMMENTS
Total workforce by employment type, employment contract, and
CORE LA1 66
Total number and rate of employee turnover by age group, gender,
CORE LA2 GC6 66
Benefits provided to full-time employees that are not provided to
ADD LA3 GC6 69
temporary or part-time employees, by major operations.
Percentage of employees covered by collective bargaining agree- GC1
CORE LA4 70-71
Minimum notice period(s) regarding operational changes, including
CORE LA5 GC3 71
whether it is specified in collective agreements.
Percentage of total workforce represented in formal joint manage-
ADD LA6 ment–worker health and safety committees that help monitor and 71-72
advise on occupational health and safety programs.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 104
HUMAN RIGHTS PAGES-COMMENTS HUMAN RIGHTS PAGES-COMMENTS
All agreements on investment The business of Antena 3 Group
include clauses on compliance involves no risk of forced or
with current Spanish legislation, unconsented labour. Furthermore,
Operations identified as having significant risk for incidents of
the provisions of which include the participation of any minors in
CORE HR7 forced or compulsory labour, and measures to contribute to the GC4
these principles of this kind. TV programmes requires previous
elimination of forced or compulsory labour.
Spanish Constitution; TITLE I: on parental consent and working
fundamental rights and obliga- hours that do not interfere with
tions. Article 10: 1. Individual schooling. Page 33
dignity, the unalienable rights to Percentage of security personnel trained in the organization’s
GC1 which he or she is entitled, the ADD HR8 policies or procedures concerning aspects of human rights that are GC1 68
Percentage and total number of significant investment agreements
GC2 free development of personalities, relevant to operations.
CORE HR1 that include human rights clauses or that have undergone human
GC4 respecting the law and the rights
rights screening. The business of Antena 3 Group
GC5 of others are fundamental to Total number of incidents of violations involving rights of indig-
political order and social peace. ADD HR9 GC1 takes place in regions where there
enous people and actions taken.
2. Rules regarding fundamental are no indigenous communities.
rights and liberties set forth in
the Constitution, are interpreted
in keeping with the Universal
Declaration of Human Rights GLO-
and international treaties and BAL
agreements on these matters COM-
undersigned by Spain. PACT
GC1 Nature, scope, and effectiveness of any programs and practices
Percentage of significant suppliers and contractors that have GC2 CORE SO1 that assess and manage the impacts of operations on communities, GC1 77
CORE HR2 22 including entering, operating, and exiting.
undergone screening on human rights and actions taken. GC4
GC5 The risk-management model of
GC1 Antena 3 Group foresees defence
Total hours of employee training on policies and procedures con- Percentage and total number of business units analyzed for risks
GC2 CORE SO2 GC10 against certain integrity gaps.
ADD HR3 cerning aspects of human rights that are relevant to operations, 68 related to corruption.
GC4 The map of risks is updated
including the percentage of employees trained. annually .
GC1- In 2009, there were no incidents Antena 3 Group does not have an
CORE HR4 Total number of incidents of discrimination and actions taken. anticorruption policy. This issue
GC6 involving discrimination. Percentage of employees trained in organisation’s anti-corruption
CORE SO3 GC10 will be dealt with in the future
Operations identified in which the right to exercise freedom of asso- policies and procedures.
corporate responsibility master
CORE HR5 ciation and collective bargaining may be at significant risk, and GC3 71
actions taken to support these rights.
The group’s systems of risk
Operations identified as having significant risk for incidents of
management and internal control
CORE HR6 child labour, and measures taken to contribute to the elimination GC5 33
function satisfactorily. In this
of child labour.
CORE SO4 Actions taken in response to incidents of corruption. GC10 sense, there were no develop-
ments in 2008 that constituted
a gap in the integrity of the com-
pany or of its employees.
Public policy positions and participation in public policy develop-
CORE SO5 GC10 25-26
ment and lobbying.
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 105
The Antena 3 Group has not made
Total value of financial and in-kind contributions to political par-
ADD SO6 GC10 any financial and in-kind contri-
ties, politicians, and related institutions by country.
butions to political parties
Total number of legal actions for anticompetitive behaviour, anti-
ADD SO7 25
trust, and monopoly practices and their outcomes.
Monetary value of significant fines and total number of non-mone-
CORE SO8 25
tary sanctions for noncompliance with laws and regulations.
PRODUCT REPONSABILITY PAGES-COMMENTS
Life cycle stages in which health and safety impacts of products
and services are assessed for improvement, and percentage
CORE PR1 99
of significant products and services categories subject to such
Total number of incidents of non-compliance with regulations and
PR2 voluntary codes concerning health and safety impacts of products 25
and services during their life cycle, by type of outcomes.
Type of product and service information required by procedures,
CORE PR3 and percentage of significant products and services subject to GC8 24
such information requirements.
Total number of incidents of non-compliance with regulations and
ADD PR4 voluntary codes concerning product and service information and 25
labelling, by type of outcomes.
Practices related to customer satisfaction, including results of
ADD PR5 31-32
surveys measuring customer satisfaction.
Programs for adherence to laws, standards, and voluntary codes
CORE PR6 related to marketing communications, including advertising, pro- 56-57
motion, and sponsorship.
Total number of incidents of non-compliance with regulations and
CORE PR7 voluntary codes concerning marketing communications, including 57
advertising, promotion, and sponsorship by type of outcomes.
Total number of substantiated complaints regarding breaches of
ADD PR8 99
customer privacy and losses of customer data.
Monetary value of significant fines for noncompliance with laws
CORE PR9 and regulations concerning the provision and use of products and 25
ANTENA 3 GROUP | 2009 ANNUAL AND CR REPORT | 106
Antena 3 Group
Communications and Corporate Marketing Division
Av. Isla Graciosa nº 13
San Sebastián de los Reyes, 28703 (Madrid)
Tel: (+34) 91 623 05 00
Fax: (+34) 91 654 92 04