Mediaset goes multiscreen for La Roja in Brazil
Juan Fernandez Gonzalez
| 28 May 2014
Mediaset has presented its plan for broadcasting the World Cup in Brazil this summer, with the Italian group focusing on mobile screens and social TV and using the same professional team it employed for La Roja in South Africa.

Mediaset's free-to-air (FTA) channels will warm up by broadcasting the friendly matches between Spain vs. Bolivia, Brazil vs. Panama and Spain vs. El Salvador. "Every single programme will be paying attention to Brazil," said Manuel Villanueva, content director at Mediaset. "And from 12 June, 25 matches will be broadcast by Telecinco and Cuatro, plus a special daily programme on Energy."

As many other networks around the world are doing, Mediaset is concentrating on multimedia and mobile screens. "We do not watch TV the same way we did four years ago, and we need to use the opportunities the technology is offering," explained Ana Bueno, multi-platform content director.

Mediaset has announced an agreement with WhatsApp to improve its social TV coverage, joining the group's presence on Twitter and Facebook. In addition there will be live streaming, video-on-demand (VOD) and extra content such as pictures, videos and statistics online.

"The technology is going to be the core. We will broadcast different alternative signals in every match, with two signals from the benches, two for the players and one permanent signal recording the matches' strategies," added Bueno.

Telecinco and Cuatro's new sport programmes will be produced from Brazil with Manu Carreño, Manolo Lama, Sara Carbonero, Paco González and Juanma Castaño, among others, all well-known names in Spanish sports journalism.