ATRESMEDIA
SUMMARYOFTHECORPORATERESPONSIBILITYREPORT 2013
10
Atresmedia Televisión
implements internal and external control mecha-
nismswhich are applied in all thephases of thegenerationof contents.
Content quality control
Internal Mechanisms
Content committee
Codeof Conduct of Atresmedia
Deontological codes of news services
External Mechanisms
Cualitative investigation
Listening to the audience
Collectionof informationof stakeholders
Loudspeaker for social causes.
Atresmedia
proposes a model of
television which acts as a social loudspeaker and includes the concerns
and problems of society in its thematic agenda. This is reflected in the
programming which takes into account current affairs content which
demonstrates this commitment to social concerns and which provides
space for solidarity also from the perspective of entertainment. In 2013,
Atresmedia
assigned€656,354 to social projects through entertainment
programmes.
Protection of the most vulnerable audiences.
The welfare, re-
spect and promotion of children’s rights included in the UN Convention
on the Rights of the Child form part of the policies which
Atresmedia
takes into account in all its actions and, especially, those related to au-
dio-visual content. For the Company, it is fundamental to be able to of-
fer family programming in accordance with the tastes and needs of the
youngerchildren,withstrictcontrol of theclassificationandbroadcasting
of the content and commercial communication in the children’s schedule
time slot. In2013,
AtresmediaTelevisión
broadcast a total of 2,347hours
(source Kantar Media) of programmes for minors, with the outstanding
Neox
, channel with 1,935hours.
Driving accessibility of content.
The challenge of
Atresmedia
is
that all persons, regardless of their visual or hearing limitations, have ac-
cess to the audio-visual content. Thus, the efforts to increase the acces-
sibility of programming year after year much surpasses the demands of
the General Audio-Visual Law. The principal tools of accessibility which
are used are: audio-description, sign language and subtitlingof content.
In 2013, 1,446.6 hours of audio-described programming were broadcast
and 658.3 hours of sign language programmes, 80% and 51%more than
in 2012 respectively.
Close to society.
Themedia play a relevant role in the constructionof
public opinion. Education regarding their functioning and the training of
competent professionals, able to produce quality information and con-
tent, are, therefore, fundamental inorder to form a free informed society.
