Alessandro Salem, head of Mediaset Spain, reaffirmed the group’s purpose behind its informative bet. He explained that signatures like Carlos Franganillo are not aimed at manipulating Spain’s political life but at shaping a new way of telling the news.
Salem spoke this Wednesday during a breakfast event hosted by Nueva Economía Fórum at the Real Casino in Madrid, where he outlined the social strategy and goals for the group. The plan outlines 12 months and 12 reasons for 2024, focusing on child protection, respect and care for the elderly, and the health and dignity of people at risk of social exclusion.
independent information
In Spanish political life, the objective is not influence; the aim is to elevate television as a public medium. News programs should appeal to a broad audience and pursue innovation to craft a shared language that brings people closer together. Salem stressed that the emphasis has always been on readers and viewers, and this marks a fresh approach to storytelling. News programs will strive to present independent information and avoid taking sides with any single political force.
The Mediaset España chief also defended the importance of free-to-air television in contrast to platforms. He asserted that the open nature of television requires a different business model and that there are aspects of the industry that platforms struggle to replicate.
He also challenged the notion that free-to-air TV is exclusively watched by those over 60, arguing that younger audiences still consume television when the content is compelling. Salem emphasized the need to continue delivering free information and entertainment to the entire public.
first goals
Speaking about his first year leading Mediaset España, Salem described the period as intense and highlighted three core objectives. The group aims to strengthen its brand positioning, build a distinctive identity for Telecinco, and move forward with a merger and integration strategy to advance the pan-European project with Media for Europe.
Among the upcoming challenges for 2024, Salem listed a capacity to execute, refreshing Telecinco Newstalk for diverse audiences, increasing investment in digital initiatives, and enhancing the development of directors, entertainment capacity, and content production for both the group and external partners.
Regarding FY 2023, Salem indicated he did not have exact numbers yet but expected results to be very close to 2022. He also warned that 2023 would present a tougher advertising market with slightly weaker response compared with the previous year.
interest in radio
Salem acknowledged that the audiovisual group is exploring radio, though the path is currently organic rather than structural. The market opportunity for radio in the country is being assessed, with views that momentum is building but the path remains intricate for the moment.
On advertising, he rejected the idea of an advertising duopoly and noted that Atresmedia and Mediaset began the year on a solid footing from this perspective.
Regarding relations with Atresmedia chief Javier Bardají, present at the event, Salem said the relationship would remain straightforward and cordial. They will continue to compete, but without tension or lingering resentments.
When asked who would assume the presidency of Mediaset España after Borja Prado leaves office, Salem indicated an announcement would be made within the next two weeks.