news, media and power in spain
DESCRIPTION
It is a description of the Spanish Media and Public Affairs.TRANSCRIPT
ON SPAIN, 2010
CECO – Centro de Estudios Económicos y Comerciales
News, Media and Power
Juan Luis Manfredi, Ph.D.
13th January, 2010
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The Sociology of
Spanish Media System
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010Spain comes into democracy in 1978Now, it is a case of successful transition to liberal democracyHowever, there’s a strong relationship between the media and the political establishmentIt means the nexus between ideological expression and political mobilizationThe public service broadcasting never existed in the British sense of the word (BBC paradigm)The Parliament has a direct control over RTVE, as well as each regional government does Media play an activist role and public service broadcasting is near the governmentContinuing news oligopoly
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Until today, the commercial market is weakThere’s no strong demand on information, but on entertainment and sportsIt reflects the weakness of the liberal social and economic institutionsWhy? There’s no real interest in the development of free marketFurther, the privatizations and the liberalization of the market continued this trend Most benefited groups are indirectly related to political interestsOr viceversa?
Examples: audiovisual licenses or the coverage of certain news
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Professionalization?
The journalism tradition connects the political and the literary rootsIt means substantial emphasis to commentary, literature and op-edJournalists use to have a university degree and certain cultural levelThey use to be part of the cultural elite of the country!Formal education in Journalism in relatively new (50 years)Newspapers (more than other media) tend to represent distinct political
tendenciesThis is reflected in the differing political attitudes from readership and
audiencesOne survey of Spanish journalist found that more than 85% believed
information and opinion were often mixedWhy? “Tertulias” use to have a strong influence on the political agenda
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Constitutional guidelines
in Media Law
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The media started a new era in 1978, just after the approval of the Constitución Española
The Law recognizes two basic citizens’ rights
1.- Freedom of speech and the press (article 20)
2.- Freedom of enterprise (article 38)
Both rights are well-developed underpinning the practice of journalism in Spain
Let’s see how.
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Article 20 [Specific Freedoms, Restrictions](1) The following rights are recognized and protected:
a) To express and disseminate thoughts freely through words, writing, or any other means of reproduction.b) Literary, artistic, scientific, and technical production, and creationc) Academic freedomd) To communicate or receive freely truthful information through any means of dissemination. The law shall regulate the right to the protection of the clause on conscience and professional secrecy in the exercise of these freedoms.
(2) The exercise of these rights cannot be restricted through any type of prior censorship.
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Article 20 [Specific Freedoms, Restrictions](3) The law shall regulate the organization and parliamentary control of the means of social communication owned by the State or any public entity and shall guarantee access to those means by significant social and political groups, respecting the pluralism of society and the various languages of Spain.
(4) These liberties find their limitation in the respect for the rights recognized in this Title, in the precepts of the laws which develop it and, especially, in the right to honour, privacy, personal identity, and protection of youth and childhood.
(5) The closure of publications, recordings, or other means of information may only be determined by a judicial resolution.
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The article protects the following aspects of the press freedom:
The individual right to speechThe journalist has the right to seek, to get and to spread information
There’s no real differentiation between the journalist (practitioner) and the ordinary citizens
So, in Spain, there’s no limitations to practice journalism or to be hired as one
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Article 38 [Not specific Freedoms, less Restrictions]
The freedom of enterprise within the market economy. Public authoritiesguarantee and protect its exercise and the safeguarding of productivity in accordance with the requirements of the general economy and, where appropriate, planning.
What does it mean?There’s a broad freedom to entrepreneur in the newspaper and print industry Radio and TV companies are not so free as far as the Governments decide about the licenses to broadcastInternet is a completely new business model
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The Media Law in Spain is complex (as in other countries)
Some keys to retain are the following:
Migration to digital media: digital TV, radio and newspapers The new functions and the new purposes of the state-owned public service broadcasting The future General Audiovisual Law The new Economic Law and the copyright question
So, how to legislate the digital world?
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Main characteristics of the Spanish Media Companies
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
(1) There are public and private audiovisual operatorsThere is no more State-owned press, but the weight of the institutional and political advertisement makes it determinant in the growth and decline of media (2) The multimedia groups are consolidated
There is an increasing trend into the mergers and acquisitionsLower players, the same marketThe market moves every 2-3 years in the search of stabilityThe market is dynamicE.g. Telefónica comes in and takes out several times without a clear strategy
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Most important examples are:
Grupo Correo + Prensa Española → VocentoVía Digital + Canal Satélite Digital → Digital PlusPlaneta buys Antena 3 and Onda Cero RadioUnedisa mergers RecoletosPRISA launches Cuatro TVMediapro launches La Sexta
(3) The audiovisual divisions are the heart of the companies and the content providersPrint media were the kings, and now they are more reference press than influence pressOver the last decades the structures of the Spanish media landscape have changed substantially. Concentrations and fusions on a national and international scale leave the most important print and audiovisual media in very few hands
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010(4) New players are changing the face of the Spanish market
The lack of transparencyScoop! No limits to IPO and exchangesThe DDT challenge
(5) The lack of financial strength in comparison to banking, energy or services
Most of the print media are family businessTV and radio are guided by state-boundaries and indications (licenses, authorizations and certifies)These companies lack of industrial liasons, corporate strategy or marketing (CRM)It means dependency on national financial health (GDP) and certain political friendships (political parties)
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Vocento, Antena 3 TV, Tele 5, PRISA, and Recoletos are public owned companies but their financial results are irregularOther projects like Quiero TV or Diario 16 closedNow, the group Zeta is in troubles
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
PRISA share value declines more than the average in the last five years
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Vocento’s behavior is similar from the beginning
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
(6) Typology of media groups
Main players Telefonica and PRISA
Players with important foreign capital Telecinco (Mediaset)Unidad Editorial (Rizzoli)Planeta (A3 50% with De Agostini and RTL)
Growing groups Mediapro (Imagina)Auna
Family groups ZetaGodó
Regional and family groups JolyPrensa IbéricaGrupo Voz
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
PRISA
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010Why did I choose this case?
PRISA is (was?) the most important private media group in SpainIt has been created from family business (Polanco) and it has become the leader in audiovisual, print, radio and education servicesIndeed, a very good example of multimedia integrationThe audiovisual division leaded the businessFrom 2000 to 2008, it was the “wonderful decade”:
2000 Sogecable, the audiovisual division, goes public 2003 Digital Plus appears after the merger of Vía Digital and Canal Satélite Digital 2005 Cuatro, new analogical TV license 2004-2008 International expansion: 15% of Le Monde, 35% of Media Capital (Pt), and Grupo Latino Radio
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
One of the most international groups
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
PRISA has big financial debts > incomes and tangible assetsThe current debt ascends to 4,800M EUR300M EUR are annually financial interests The current stock market price is 600M EURTo compare, in 2007 some operations were made:
ZETA group was put for sale for more money and had less tangible assets and brands Unedisa bought Recoletos for 1,100M EUR Vocento bought the free-daily Qué! 139M EUR (and it loses money!)
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010Some conclusions about Spanish media groups
(1) Nobody knows what will happen to historical family business media groups: PRISA and ZETA
(2) Telefónica (golden share!) is still the national champion thanks to its financial power
(3) About the contentsThe pay-per-view is sustainable only thanks to soccerThe current systems has been broken due to newcomers and digital technology (it is cheaper)
(4) The digital challengeCurrently, the digital income add up an average of 5-10%PRISA’s recognized incomes were only 1%
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The Daily Press
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The market is around 18M daily readers (less than 40% population)There are about 150 daily press, but the majority are local or regional basedThere’s no yellow press, but the sports and women magazines are really important in the advertisement marketIndeed, MARCA leads the readershipIt is very important the impact of the free press:
It opened new marketsIt expanded the advertisement industry
Today, we see the biggest crisis in newspaper industry
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Total readers (million people)
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010Daily readers (million people/day)
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The reference press
What?The most influential media in a countryThey set the agenda and the public interestMigration from press to new media
El País, El Mundo and ABC are the most important dailies of national circulationIn some regions, like Catalonia or Basque Country, the regional based newspapers are much more important
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010El País
Based on Madrid and founded in 19762,8M daily readersThe newspaper is leader in the Spanish market:
430,000 (M-F) and 780,000 (weekend) daily sales 29% of the market Sells 100,000 more than the follower
Owned by PRISATraditionally, linked to PSOE’s interest, but now there’s a growing gapJavier Moreno (about 40 years old), the current director, is not journalistTwo challenges:
Elpais.com is not leader at all Global Spanish Press reference
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Wha
t do
you
thin
k ab
out t
his
cove
r?
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010ABC
Based on Madrid and founded in 1903728.000 daily readersOwned by VocentoTraditionally, linked to the Monarchy and the Catholic ChurchVery influential in the right wingThe only Berliner daily in Spain!
El Mundo
Based on Madrid and founded in 19891,3M daily readersOwned by Unidad EditorialSimilar to British tabloidsRight wing oriented
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
La Razón
Based on Madrid and founded in 1998355.000 daily readersOwned by PlanetaLiberal economics and very conservative politics (Osservatore)Few, but loyal readers
Público
Based on Madrid and founded in 2007238.000 daily readersOwned by MediaproYoungest dailyLeft oriented
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
La Vanguardia
Based on Barcelona and founded in 1881731.000 daily readersOwned by GodóCritical support to regional parties and its causes (and excellent international reports!)Catalonian middle-class
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Expansión
Based on Madrid194.000 daily readersOwned by Unidad EditorialThe most influential economic newspaperGrowing audience
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The TV
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The Spanish people watch TV 229 minutes daily
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
TV is the king, but the audiences decline
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Public Service Broadcasting
National and regional levelHighly pressured by political partiesNow, in process of depoliticization
RTVE
Officially, controlled by the ParliamentIt operates radio, TV and Internet media, as well as TVE International and Radio Exterior de España
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
FORTA
Regional radio and TVs federation12 regional channels dependent on regional ParliamentsInternational broadcast via satellite platforms
Cities and councils
About 500 local public radio stations depending on the Town HallNot so interesting
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Antena 3
Based on Madrid and founded in 1989About 17,5%Owned by Planeta
Tele 5
Based on Madrid and founded in 1989About 17,5%Owned by Mediaset
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
La Sexta
Based on Madrid and founded in 2007About 8%Owned by Mediapro - Imagina
Cuatro
Based on Madrid and founded in 2005 (1989)About 7,5%Owned by Tele 5, formerly by PRISAReally interesting case of the market: before Cuatro, it was Canal Plus
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Digital PlusLeader option in PPV and thematic TV providerOwned by PRISANot interesting business, despite its popularityMature market, but where’s the money?
Other DDTEmerging marketNice opportunity to develop niche contents in the audiovisual marketGol TV: niche TV broadcasts only soccer and it has 1M suscribers
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
PPV TV and how is it distributed
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The radio
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Radio is a really influential mass mediaIt dominates the political agenda thanks to early morning newsIt is market with about 23M daily listenersThe average is 108 minutes dailyHow?
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
General radio includes news and entertainmentThere are five big stations
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Music radio is still more popular
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
The Internet
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Broadband penetration
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Daily users (%)
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Some influentials blogs
1.Microsiervos2.Enrique Dans3.Genbeta4.Kirai5.Xataka6.Escolar.net7.Barrapunto8.Error 5009.Google Dirson10.No puedo creer que lo hayan inventado
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Audiences
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
AIMC: ASSOCIATION FOR RESEARCH ON MEDIAhttp://www.aimc.esActivities include audience measurementAIMC publishes every three months the General Media Study (EGM) which measures the ratings of the press, radio, Internet television in Spain. EGI: GENERAL STUDY OF INTERNEThttp://www.estudiogeneraldeinternet.com Madrid-based company that produces studies for hearing on websites in Spain.
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
OJD: OFFICE OF JUSTIFICATION FOR DISTRIBUTIONhttp://www.ojd.es Official data from Spanish Newspaper circulation. It also allows access to data dissemination conventional paper media. Updated monthly.Very controversial office SOFRES MEDIA AUDIENCEhttp://www.sofresam.com It provides data weekly audience figures reached by the national television channels and regional.
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Crisis, what crisis?
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010Crisis, what crisis?
(1)Less incomes from advertisement (it is related to GDP and real economy)
(2) The financial crisis is affecting especially to media companies
(3) The inflationary spiral: soccer and F1 racing
(4) Less promotional issues but more investments in marketing and promotion
(5) Some companies need to be adapted to new/digital times
(6) The lack of management: tangible assets, audiovisual rights, and new investments
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Thanks! More Questions?More Answers?
Now?Later?
See you [email protected]
[email protected] ciberdemocracia.blogspot.com
CECO – CENTRO DE ESTUDIOS ECONÓMICOS Y COMERCIALES
ON SPAIN, 2010
Thank you!