STRATEGY

TELEVISIÓ DE CATALUNYA: PROXIMITY AND QUALITY IN A HIGHLY-COMPETITIVE MARKET

Because of the globalization of telecommunications, imagination has a free rein in a world without borders. Televisió de Catalunya is in constant pursuit of new creative ideas and ways to offer viewers the very best in television. Its two terrestrial channels, TV3 and Canal 33, broadcast 300 hours a week of high-quality programs in Catalan, covering all genres and areas of interest.

In an increasingly competitive television industry, TVC operates from a position of strength. Most importantly, viewers identify with TVC; they see it as "their" television, a TV which caters best to their needs. In addition, TVC offers:

• a wide variety of programs for audiences with varied interests. TV3 is a general interest channel, notching up top ratings in most genres; Canal 33, the second channel, offers more culturally-oriented and innovative programming.
  
• state-of-the-art technology for rebroadcasts of major sporting events such as F.C. Barcelona matches, professional soccer league playoffs and the Olympic games.
  
• top-rated news programs which guarantee thorough, reliable reporting.
  
• an interesting, broad-based offering of independent and cult films.
  
• music programs specializing in all genres and styles.
  
• highly-successful drama series. TVC has actively worked to revive one of the most popular, mass audience program genres. It is the first European television broadcaster to produce daily drama series and has become a leader in this area.
  
• quality entertainment with variety and creative humor.
  
• a complete range of highly-informative cultural programs, producing a total of 8,750 broadcast hours between 1994 and 1999.
  
• the TVC logo, synonymous with top quality and innovation.
  
• television geared to all audiences and offering additional services such as teletext, subtitled programs for the hearing-impaired, and the Dual broadcast system.
  
• leading children's programs.
  
• 60% in-house production.