Mediaset without Vasile... now what? A new model with Borja Prado to gain influence in an election year

There are not many examples of companies so highly aligned with the vision of their CEO, and Mediaset España is paradigmatic in this regard.

Without Paolo Vasile, the company will have to completely rethink its model, which until now has prevailed as the audience leader in Telecinco and for a year now it has lost that almost unique and once incontestable argument.

Borja Prado, the president of this audiovisual group, is facing a profound remodeling for which a CEO must be found.

According to industry sources consulted by EL MUNDO, which yesterday advanced the relay in the audiovisual group, there is

.

Prado accredits a profile of good institutional relations both in Spain and in Italy, with top-level positions in Mediobanca, Enersis, Lazard Asesores Financieros, Rothschild, UBS... This executive chaired Endesa for 10 years, supported by the Italian group Enel, and He has been an independent and proprietary director of Mediaset before chairing this audiovisual group.

The Telecinco of the future, before the electoral year that is approaching, points precisely in that direction: more political and influential, less pink and strident.

I dump in the model.

The Prado roadmap

Last February, it became known that Prado would replace Alejandro Echevarría, president of Mediaset España for 26 years, since 1996. The relieved man complemented Vasile perfectly: institutional representation, left hand with the agents of the sector and good disposition for the outside meetings, nothing to do with the conscientious and persevering behind-the-scenes work of Vasile, involved in Telecinco's day-to-day life like very few CEOs with their respective companies.

This

is seen as fundamental for free-to-air Spanish television, a field for the battle outside of North American

giants such as Netflix or Disney +.

The media, regardless of their greater or lesser profitability, have an exceptional prescription power, and the two large private groups -if not also the public RTVE- know it.

At Atresmedia, this year the CEO position has also been replaced

, from which Silvio González, who has already turned 65, has left, to reinforce the position of Javier Bardají.

Beyond the similarities or differences between one and the other, Bardají is presupposed, in addition to knowledge of the audiovisual sector, great attention to any political movement that may occur in the country.

Next year, it should be remembered, municipal, regional and, above all, general elections will be held in Spain.

Atresmedia and Mediaset will try to tell about it and for viewers to see it on their channels.

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