102 4 | Sustainability at PRISA multiplies newspaper content and leverages the talent of its professionals in the form of interviews, analysis and discussion of everything in the news-paper. We also launched Retina, a major event on digital transformation that embraces all Ibe-ro- America. Though the event made its debut his year in Madrid, it is envisaged as an ongoing and nomadic event that will visit different countries. We also continue to explore branded content with new on-demand digital products, such as #talentodigi-tal to drive the digital transformation in all sectors and give voice to entrepreneurs. Participation and plural dialogue offered by new technologies and platforms have enhanced the so-cial function of Radio. Traditional radio broadcasts, which constantly give a voice to people, have been joined by new systems and channels of interaction with the audience, increasing and enabling grea-ter participation through comments on websites and social media. All the stations’ and programs’ official profiles on social networks serve to dyna-mize the live broadcasts and special initiatives of each brand (concerts, conferences, awards, etc.) and allow the departments of Communication and Marketing to amplify our messages. This approach has become an essential tool for the digital opera-tion of radio: not only does it provide an opportu-nity to revitalize the audience in terms of participa-tion, but it also forms part of the commercial offer in the dissemination of content and the enhance-ment of advertisers’ campaigns. In some cases, these tools generate up to 60% of traffic from very active users. In 2016, PRISA Radio intensified its efforts to po-sition its products as leaders in the digital media ecosystem, seeking to lead the development of online audio in all its markets. The company’s sta-tions already broadcast more than 48 million hours of live listening via digital media, boast more than 12 million monthly on-demand audio downloads, and have surpassed 30 million unique browsers for their stable of web and mobile products. PRISA Radio also has a solid 38-million-strong fan base across the different social networks. The main lines of work this year have been the re-design of the American sites to boost digital audio consumption and increase traffic. We have increa-sed the number of responsive live audio players, A real time data videowall presiding the newsroom of Madrid
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