JV García Santamaría [CV] [ ORCID][ GS] Universidad Carlos III de Madrid, UC3M -josevicente.garcia@uc3m.es
MJ Pérez Serrano [CV] [ ORCID] [ GS] Universidad Complutense de Madrid, UCMmariajoseperezserrano@pdi.ucm.es
G Alcolea Díaz [CV] [ ORCID] [ GS] CES Felipe II -UCM -galcolea@ucm.esAbstract Introduction. The acquisition of the Cuatro and La sexta television networks by Telecinco and Antena 3, respectively, has configured a new audiovisual landscape in Spain. The two new media platforms, now known as Mediaset España and Atresmedia, have accumulated considerable power in the free-to-air television market in terms of revenue, audience configuration and advertising sales figures. The objective of this article is to analyse the causes of these mergers, their influence on the Spanish television market, and to establish whether they put at risk -in terms of "relevant markets"-the survival of other players. Method. The study is based on the principles of the political economy of communication, which provides an integrated theoretical framework focused on media ownership and concentration. Results and conclusions. The overall conclusion is that, since 2010, when the first concentration deal was closed, the conditions of competition of the Spanish audiovisual market have been modified.
KeywordsTelevision; media concentration; pluralism of information; media corporations.
IntroductionAlthough the television value chain is experiencing great mutations, "television is neither dead nor dying, it is only entering, gradually, new phases without leaving behind many elements from the past" (López Villanueva, 2011: 9). Although, in the Internet era, the television business has been reduced substantially and is increasingly unstable, the broadcasting model still has sufficient weapons (large audiences and acceptable advertising revenue) to fight a fight that, after the digitisation and the emergence of the Internet, it no longer dominates.Meanwhile, and in the mid-term, television companies recur to concentration as a strategy to adapt themselves to an increasingly fragmented market, to distribute income among a smaller number of operators and even to carry out practices that go against legal and fair competition. But the main problem is that in the future they will not be able to guarantee income on the new distribution channels (Álvarez Monzoncillo, 2011: 238).Thus, the rapid developments in technology and the changes in consumer habits are altering the television landscape. While Internet Protocol Television (IPTV), thanks to the development of digital interactive applications, is testing new forms of communication to distribute TV content direct into individual households rather than mass audiences (Papathanassopoulos, 2002: 2), commercial television is still looking to maximise audiences and generate more value to increase advertising revenues.On the other hand, and in a context of severe economic recession, there has been also a strong economic and financial devaluation in the media sector. As Campos Freire (2013: 23) high...