Orestes Aja of Atresmedia Internacional: “30 Years Later, Antena 3 Internacional Is Still Relevant”

Turning 30 is a major milestone. But in an industry like ours, what truly matters is not simply getting here — it’s getting here while remaining relevant.

Antena 3 Internacional was born in 1996 and today reaches 18 million households across some 30 countries. Over this time, the channel has witnessed — and been part of — an extraordinary transformation of the audiovisual industry. Operators have changed, as have distribution windows, technology and viewing habits. We have also seen major brands disappear. And yet, Antena 3 Internacional is still here, holding a strong position for audiences and for our distribution partners.

There is an important reason for that. Antena 3 Internacional is not just an international channel; it is the extension of Spain’s leading generalist broadcaster, bringing abroad — primarily to the United States and Latin America — the strength of a leading brand and a first-class media group, with an exceptional capacity to produce high-quality Spanish-language content. News, entertainment and fiction make up a recognizable offering that is refreshed every season, giving audiences a reason to connect with us every day.

We have also learned that relevance can never be taken for granted. It requires protecting the brand and the content, understanding the audience and staying adaptable. And in our business, something equally important is building relationships of trust with operators and partners — and evolving alongside them.

That is why I do not believe in a debate that pits linear television against streaming. Linear still holds enormous value because of its ability to connect with audiences every day. At the same time, platforms such as atresplayer, VOD, FAST channels and digital environments offer new ways to distribute, consume and grow. The future does not lie in setting one window against another, but in understanding which brands will be able to be wherever their audience is.

To mark these 30 years on air, we have launched the campaign “Un Lenguaje Común” (A Common Language). It is a simple initiative that plays with the many different ways Spanish speakers around the world name the same things. Because we may say them in many ways, but we share a language, shared content and shared audiovisual references. That cultural connection remains one of our greatest assets.

Now begins the fourth decade. The challenge is to preserve everything we have built while continuing to evolve, so that Antena 3 and Atresmedia’s content — backed by the leading group that supports us — become even more accessible.

Because reaching milestones matters. Staying relevant matters much more.

By

Orestes Aja

Director

Atresmedia Internacional