Ricardo Medina will lead Andalucía Digital Multimedia (ADM) as Executive Director

The producer of the program 'Andalucía Directo' begins a process of transformation of the company, with a view to the implementation of a Strategic Action Plan, in order to adapt the company to the new challenges, consumption and needs that are being created in the digital era.

The Shareholders' Meeting Andalusia Digital Multimedia (ADM), the producer of the program Andalusia Direct, has decided to start a process of transformation of the company, with a view to the implementation of a Strategic Action Plan, in order to adapt the company to the new challenges, consumption and needs that are being created in the digital era.

Para ello, el consejero Ricardo Medina pasará a liderar ADM como Consejero Ejecutivo, y será el encargado de enrutar la empresa en esta nueva etapa para abrirla tanto a nuevos clientes de ámbito nacional, como a nuevos proyectos audiovisuales y tecnológicos más allá de Canal Sur TV, su principal cliente desde su fundación en 1998.

Medina toma el relevo como máximo responsable ejecutivo del hasta ahora Consejero y Director General, Ricardo Llorca.

ADM es una productora audiovisual privada, participada por Sandetel (Sociedad Andaluza para el Desarrollo de las Telecomunicaciones), Telefónica de Contenidos, Medina Media Andalucía, Axión and the Grupo ZZJ, en la que los socios privados tienen el 52,1%.

Medina (Madrid, 1958) is the creator of prestigious television formats such as Madrid Direct (Telemadrid), Spain Direct (La1 de TVE), Andalusians around the World (Canal Sur), documentary series such as The Chef of the Sea… and 15 years ago he set up his own production company (Medina Media) that in recent years has diversified into fields other than conventional audiovisual production.

Since 2015, Medina has created, organized and directed events such as the New Technologies Observatory, the 5G Forum, the 4K-HDR Summit, the Málaga 4KFest and the first global event on Space Tourism and Underwater Tourism (SUTUS), which has allowed him to have a position as a privileged observer of new business opportunities in all these fields.

From now on, ADM will have presence and visibility at international and national events such as NATPE (Miami), Mobile World Congress (Barcelona), NABShow (Las Vegas), Conecta Fiction (Pamplona), MipTV and MipCom (Cannes), IBC (Amsterdam), etc. to explore opportunities for co-productions, alliances and joint ventures.

In the absence of ADM's shareholders approving the specific lines and actions of its Action and Strategy Plan, entrusted to the consulting firm Deloitte, in the coming weeks, Ricardo Medina assumes executive functions on a temporary basis until the selection and appointment of a new General Director.

The Board of Directors of ADM has thanked Ricardo Llorca for his work as Director-General Director during these last 6 years, which has allowed the production company to become one of the most economically solvent Andalusian audiovisual companies and with more potential to now address new alliances and projects in the field of OTTs, ICT solutions, offering a global response, with innovative products and services, as well as in the field of training limited to audiovisual.