Paolo Vasile at BIT Experience: “at Mediaset we have always made prudent but brave decisions”

The CEO of Mediaset España addresses in BIT Experience how Mediaset España faces technological and business model changes, ensuring that "in our activity we have always accompanied the movement, both with regard to digital technology and with regard to new forms of communication."

Paolo Vasile went this morning to BIT Experience to share his vision of television today and tomorrow with the numerous professionals who have attended Feria de Madrid to participate in the most relevant conferences in Southern Europe regarding business and audiovisual technology.

Since 1999, the CEO of Mediaset España has led the team that has carried out the most important development of Telecinco, currently Mediaset España, to place it among the most profitable companies in Europe and the leading audiovisual group in our country, currently made up of the television channels Telecinco, Cuatro, Factoría de Ficción, Divinity, Energy, Be Mad and Boing and their respective websites; the online content platform Mitele, the native video channel Mtmad, the film subsidiary Telecinco Cinema, the audiovisual news agency Atlas and the advertising marketer Publiespaña, among other investee companies.

Among the most notable milestones in its career is the development of a unique management model among audiovisual companies nationwide, characterized by having the highest percentage of its own production of all operators in Spain, the result of work with external and affiliated production companies. A model that has made its content a brand recognized by the viewer, to which Mediaset España offers all possible consumption options through the new supports provided by new technologies.

Entry of new players

Paolo Vasile with respect to the entry of new players in the media sector has assured that there are three attitudes that a traditional television can take: "conditionally surrender, deny the change or work more. At Mediaset España we have opted for this third way."

On the other hand, he recalled that any activity that takes up the user's time will always compete with television.
Vasile has addressed how Mediaset España faces technological and business model changes, ensuring that "in our activity we have always accompanied the movement, both with regard to digital technology and with regard to new forms of communication."

Along these lines, he recalled that the audiovisual group is the leader in video distribution in Spain only behind the giants YouTube or Facebook.

“At Mediaset we have always made prudent but brave decisions,” he stated. "For those of us who work in our sector, it is essential to work on all lines. The centrality of television is still enormous today but there are other elements that are emerging by offering content quickly and directly... although not filtered, with the problems that this entails. Television defends itself by doing it well, not abandoning it or following a conservative policy with respect to changes that may affect the sector," he added.

Vasile has highlighted that television "continues to be the only medium today that can deliver a message simultaneously to an entire universe of the reference population."

Regarding the new online platforms, he assured that "there is a lot of noise but little. The platforms offer a wonderful opportunity to complete an advertising message, for example, but many large companies that had moved significant investment to these new platforms have finally withdrawn it due to the lack of control."

"Commercial television has developed a measurement system that offers security to the advertiser. In the case of the Internet, the advertiser often does not know where he puts his budget or how much he has to pay. In our case, we offer our client a very transparent product with the possibility of auditing everything."

Along these lines, Vasile has been convinced that television offers an ideal framework for brand creation with “the security that your advertising does not end in the middle of a video with inappropriate or uncomfortable content.”

BIT Experience está organizado por IFEMA y Comunicare Digital, con Panorama Audiovisual como main media partner, y el patrocinio de Aicox, Etiqmedia, Harmonic, SES y Sony (diamante); Akamai, Aspera, Cellnex, Hispasat, Intinor, Riedel, Rohde&Schwarz y TMediaT (oro); Axión, Ebantic, Tedial, VHD y VSN (plata).

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