Borja Prado will be the new president of Mediaset España, after the departure of Alejandro Echevarría from a position he has held for 26 years, since 1996. The appointment, which will take place at the Board of Directors to be held this Wednesday, represents the definitive rise in this media company for Prado, a key man in business relations between Spain and Italy, a fundamental figure in the projected merger plan in which the company is embarking on a continental level through

MediaForEurope (MFE)

and, not least important, a close reference to Paolo Vasile, current CEO of the company in Spain.

The good relationship between Vasile and Prado would have made this appointment possible, according to sources consulted by EL MUNDO, when the Roman executive is going through a complicated situation: in general terms, a clash between the Berlusconis and Vivendi has been hindering the great European merger;

and, in detail, the programming on Telecinco no longer places, almost by mere inertia, the group's main channel as the undisputed leader of the Spanish grid.

Cuatro, the group's second chain, has hit ground in audience, which barely exceeds 5% of screen share.

Prado has overwhelming experience in the business world and in building bridges

between Spain and Italy

.

The businessman has already chaired Endesa for 10 years, until 2019, with the approval of the transalpine group Enel.

The Madrid native is also a classic member of the Board of Directors of Mediaset España, of which he has been a part as an independent (12 years) and, after an absence of only a few months, as a Sunday director since 2018. Upon learning of his imminent appointment, advanced by It remains to be seen whether El Confidencial will maintain the purely representative profile that Echevarría has played for years, who has promoted, among other advances in the sector, the creation of an association that would combine the demands of private television stations (Uteca).

Prado, for his part, has held top-level positions in

Mediobanca, Enersis, Endesa, Lazard

Asesores Financieros, Rothschild and UBS, among others.

Of course, Prado is presupposed a role of relevance in the attempt to raise Media for Europe (MFE), an audiovisual colossus for the continent that for the moment has not finished prospering due to the opposition in Vivendi's shareholding, apparently solved with the withdrawal of the French, which makes the surname Berlusconi sound even stronger in the group.

"Looking to the future also from an international development perspective" is one of the current aims of Pier Silvio Berlusconi, CEO of MFE Media For Europe and son of former Italian Prime Minister Silvio Berlusconi.

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