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| Antena 3 - La Sexta Alliance Underway |
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The National Competition Commission has approved the acquisition, as long as Antena 3 abides by certain rules designed to ensure fair competition in the ad market.
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The deadline set by the National Competition Commission (CNC) to provide an answer in regard to Antena 3's request to acquire La Sexta was this past June. And now, a decision has finally been made.
Same as it happened with Telecinco and Cuatro, the CNC authorized the alliance under a series of terms and conditions to "ensure fair competition", according to its press release.
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This time, the terms proposed by the organization have become more severe, especially in regard to the TV advertising industry: Antena 3 acquiring La Sexta "generates problems in different audiovisual markets in Spain, especially competition in the TV advertising market," reads the document.
Just like Mediaset Spain's networks; Antena 3 and La Sexta will not be able to sell advertising in the two highest rated channels in one same package, nor will they be able to develop commercial policies that entail imposing certain ad products over others.
This time, the CNC is adding the fact that Antea 3 must reveal its advertising offer once every three months. In addition, the new alliance "will not be able to condition the commercial offer, advertisers and agencies to a minimum investment or GRPs."
According to the last economic report published by the Spanish Telecommunication Market Commission, in 2011 Mediaset Spain and Antena 3 accounted for 74% of ad sales in national TV. Following the acquisition of La Sexta, both companies would concentrate 85.5% of the ad market. That's why the CMT is taking all the necessary precautions to ensure fair competition in the industry.
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