Silvio González




Low-profile but quietly efficient, Silvio Gonzalez put through the potentially fraught merger of Antena 3 and smaller TV network La Sexta in 2012, to forge one of Spain’s two biggest broadcast networks. Rather than compete head on with rival Mediaset España, Gonzalez has sought to set the Atresmedia Group apart, targeting family and mature audiences with a mix of Spanish TV dramas, bought abroad shows and movies, alternative TV fare, and ratings-topping European Champions League soccer.

Atresmedia Cine, the group’s movie production arm, equally invests across a diversified slate of thrillers, comedies, genre and animation.  In February, Atresmedia Group’s six channels combined audience share lagged a touch behind Mediaset España’s but gives the two broadcast giants around 90% of Spain ad market.

Like ME CEO Paolo Vasile, Gonzalez has had a slice of luck when Spain’s government nixed all advertising at pubcaster RTVE in 2010. The CEO has talked up the potentially rising value of its TV series, such as Spanish noir, in the international market. Some growth may come from increased market share, most will probably derive from continuing recovery of Spain’s economy feeding through to higher ad prices and volumes. 

A senior executive in radio (Cadena Cope, Ser), TV (regional channel TeleMadrid), telecom Telefonica and cabler ONO since the 1980s, few executives in Spain have more experience of such cyclical TV revenue business models.  


  • Atresmedia
  • ONO
  • RTVE


  • Autonomous University of Madrid (Spain)

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Silvio's surprise bid

Silvio's surprise bid

Silvio Berlusconi's Mediaset is a surprise bidder for Telecom Italia Media's TV unit, the country's third terrestrial TV player, and its digital terrestrial TV bandwidth, which is being sold separately.The news has set alarm bells ringing in the country where Mediaset is already the top commercial broadcaster and Berlusconi, a three-time former prime minister, is considering running in elections next year.Though Mediaset has declined to comment, several sources have confirmed reports that Mediaset has asked Citicorp, which is handling the...


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