Javier Bardají, new CEO of Atresmedia

As CEO of Atresmedia, he was the architect of the successful merger of Antena 3 Televisión and La Sexta

Atresmedia has appointed Javier Bardají CEO replacing Silvio Gonzalez who, after 14 years, leaves his post at the San Sebastián de los Reyes chain, but will remain on the board as executive vice president, below José Crehueras, president of Atresmedia and Planeta. The replacement has been proposed by the members of the board of directors of the Planeta Group and RTLowners of 60% of the capital of Atresmedia and with a majority in the governing body.

Once his appointment was made public, Bardají has ​​declared that he assumes this new stage with responsibility and great enthusiasm. “I do it with the peace of mind of having a great professional and human team and enormously grateful for the trust that the Board of Directors and its president have placed in me to face this great challenge. I also want to acknowledge today, as the Governing Body has already done, the great task at the head of the Company that Silvio González has developed. Silvio, with whom I have been lucky enough to be able to work closely in recent years, he has been a great leader for all of us and a reference for me to follow in the future”.

Until now, Bardají was the general director of audiovisual (Antena 3, La Sexta, Neox, Nova, Mega, Atreseries and Atresplayer) and patron of the Atresmedia Foundation.

Born in Barcelona in 1966, Javier Bardají has ​​a degree in Information Sciences, a doctorate in Audiovisual Communication from the University of Navarra, as well as PDD (1995) and PADE (2015) in Business Administration from IESE. In 2019 he also completed the Digital Transformation Senior Management Program at IESE. He has completed senior management programs in Strategic Marketing from ESADE (1991) and Accounting and Finance from IESE (1993).

In addition to his teaching work, Bardají is an essential character in the media.

At just 26 years old, he was responsible for the Communication section and later Marketing director of the newspaper El Mundo. From there he made the leap to television. He worked at Mediaset where he became executive president and CEO of the news agency and television production company Atlas as well as the Informative area Telecinco.

In 2003 he joined the San Sebastián de los Reyes channel as content director when Planeta de Agostini became a relevant shareholder of Antena 3. Until March 2010 he was General Director of Multimediawith responsibilities for the digital area, and, previously, Director of Communication and Corporate Marketing of the Atresmedia Groupbeing responsible for promoting the first CSR policies of the group.

Fusion of Antena 3 and La Sexta

As CEO of Atresmedia, under the management of Silvio González, Bardají was the architect of the success of the merger of Antena 3 Televisión and La Sexta, marking the informative commitment of the Group owned by Planeta and De Agostini. As Bardaji himself confessed on the tenth anniversary of La Sexta, “In the merger between La Sexta and Antena 3, the big one did not eat the little one”. They had the example of what should not be done after the gobbling up of Cuatro by Telecinco. In the Fuencarral chain, they erased the essence of Cuatro and telecinqued its younger sister, who had just arrived in the family, which caused a loss of its essence and, above all, a progressive loss of audience that still continues to weigh down the chain today.

At Atresmedia they made difference a value, not a problem and so they managed to convey to the audience one of the distinctive features of the group: respect for diversity. “Although Antena 3 and La Sexta are different, they have television values ​​in common such as quality, respect for the viewer, making television with limits and commercial. Both also share a consistent brand with their audience. These shared values ​​are a hallmark of the Group”, confessed Bardají in an interview in the media. There is nothing like following both chains to recognize that each maintains its ideological essence and that both swarm in the antipodes of each other. That was his hit. Respect. “The job of the merger was to fit La Sexta into our model, respecting the bases that the founders had established, with José Miguel Contreras at the forefront as the main ideologue, and destroy the myth about the problematic management of a merger: we did it in record time and without the big one eating the little one”, he added.

The appointment of Javier Bardají comes with a basket of bread under his arm, since the chain, after spending more than a decade being surpassed by Telecinco, if an immediate competitor since RTVE disappeared from the audiences, the last quarter of 2021 broke that trend. Atresmedia, as a group, continues on the podium in the first months of 2022 and Antena 3 as a network as well.

On the other hand, the numbers also accompany them. In the last full year, that is, in 2021, Atresmedia obtained a profit of 118.5 million euros, which means that they multiplied by five the result of 2020, which we must not forget was affected by the pandemic.