03. EDUCATION, INFORMATION, AND ENTERTAINMENT IN TRANSFORMATION ANNUAL REPORT 2011 effective governance and full transparency in all of the Group’s activities required to face this new phase of growth. As part of this transformation, in 2010 we created PRISA Brand Solutions, in order to provide specific solutions for advertising clients and their brands, that will maximize return and provide them with a greater degree of integration into our content. PBS was born from the merger of two of the group’s advertising sales companies: Box Publicidad, responsible for managing advertising in print and online, and GDM, which was responsible for the marketing of advertising space on television and radio. The resulting company has almost 300 employees, eight offices and 350 million euros in annual turnover from 60 fully managed communication media. This is a new business model based on the strategy of differentiation, with the capacity to combine many different advertising channels and thus offer advertising solutions tailored to our customers’ needs. Currently, the company is focused on the transformation of its production model, on developing products based on consumer habits and needs, on the growth of our businesses, on international expansion and the promotion of cross-corporate synergies. This is a paradigm shift in the media and content-industry worldwide, caused chiefly by the impact of new technologies. This process directly affects PRISA, which has embarked upon a complete transformation of the entire organization in order to adapt to the new digital world. In this regard, in 2010 the Group has advanced considerably along the path started in 2008 and 2009, whereby the former Prisacom, which had been in charge of the Group’s digital operations, has gradually been ceding management of digital business to each of the respective offline brands to instead focus on its role in the areas of support and R & D. Since 2009, the editions of elpais.com, as.com, cincodias.com, cuatro.com, los40.com, etc., have all been fully integrated into their corresponding traditional media to better facilitate coordination and synergies between them, and thus enable the provision of integrated products that meet new customer demands. Thus, from each of the brands and business units, we develop content for all devices on the market, with the technical and strategic support of the digital area, whose current mission is aimed at: 42 Launching of Manuel Rivas’ latest novel Todo es silencio (Everiything is quiet), published by Alfaguara Providing a unified strategic and innovative vision for the Group’s digital activity. Developing the necessary technological platforms to manage digital content. Developing and exploiting new digital products. January 2010 saw the appointment of two senior executives at PRISA, Kamal M. Bherwani as Chief Digital Officer, and Andres Cardó, as director of Corporate Development and Marketing, which marked the start of a new business strategy for the Group, and a paradigm shift in its development. Bherwani is a senior executive with renowned worldwide experience, whose vision and strategy have transformed organizations and inspired teams in both the public and private sector. As Chief Digital Officer (CDO) of PRISA, Bherwani is responsible for digital strategy and innovation, including PRISA’s digital strategy in the area of sales, digital distribution, content management systems (CMS), internal technology and all technological alliances. Andres Cardó will drive expansion of the business units with an emphasis on the U.S. and Brazilian markets, and