Juan Fernandez Gonzalez | 04-09-2013
La Sexta is coming back to football after Atresmedia announced it has purchased the broadcasting rights for La Liga Adelante, Spain's second division, to reinforce the channel's programming.
Two matches of the league, which has some historic clubs such as Zaragoza, Deportivo and Recreativo among its competitors, will be available free-to-air every week on La Sexta.
The football programming of La Sexta will start on Saturday 7 September with Zaragoza vs. Lugo and continue on Sunday 8 September with Real Madrid Castilla vs. Mirandés.
Atresmedia is attempting to improve La Sexta's audience figures, although it has recently been winning its competition with Mediaset's Cuatro, coming far ahead of Telecinco and Antena 3. But if La Sexta did have a weak point, it was the sports programming, especially football.
Mediaset has traditionally won the audiovisual rights for big football events such as the World Cup or the national team's matches. Now La Sexta is looking at a lower sports audience but still enough to increase its figures.
Atresmedia's channel has also started the new seasons of its successful shows El Intermedio and El Objetivo, aimed at viewers unsatisfied with Spain's political situation – an audience segment which is on the increase.