74 3 | Commitments and future challenges Podium Podcast, with an original script by Arturo Pérez-Reverte and directed by Guillermo Arriaga, our global network of podcasts has taken a quali-tative leap in the creation of drama and in welco-ming leading figures from the worlds of literature and cinema to the world of podcasting. Innovation is an ongoing challenge for PRISA Ra-dio. The HERTZ project is evidence of our commit-ment and is possibly the biggest innovation project in radio worldwide. Started in 2016 and funded by the Google Innovation Fund (DNI), this initiative aims to improve the Internet search for audio and increase the consumption of audio on demand. The transformation of LOS40 was the big story of the year in 2016, with major events and initiatives being held to mark its 50th anniversary. Notewor-thy milestones included the rebranding of LOS40 under the motto Music Inspires Life, new program schedules and styles, as well as a new approach the station’s music awards, now called LOS40 Mu-sic Awards. In 2017, our global music brand will continue to surprise listeners with new formats and global events like LOS40 World Dance Music Radio Awards and LOS40 BlackJack. New exclu-sively online digital radio projects will be launched, and we will forge ahead with international expan-sion, after the recent addition of Nicaragua. Tyrona Eventos, the new events company laun-ched in 2015, has positioned itself among the two largest companies in the concerts sector in Co-lombia, rolling out more than 20 music events in a range of different formats with total income in ex-cess of € 11 million. The company is also exploring expansion into new Latin markets. PRISA’s spoken-word stations continue to set the gold standard in all countries where the Group operates. Its commitment to quality news, infor-mation and entertainment, to creating new formats geared towards the younger generation, and to greater engagement and interaction with users, beyond the airwaves via digital media formats that add value for the consumer, will together conso-lidate our lead, enhance our brands’ positions at the forefront of the market, and allow radio to offer advertisers a more attractive target, thanks to new and innovative marketing products. Our commitment to various social causes conti-nues to be as strong as ever. PRISA Radio has set itself the challenge of continuing to promote mobi-lization and social awareness in the various coun-tries where it operates, by supporting third-party initiatives and creating initiatives of its own. One example is the campaign Sin Respeto No Hay Jue-go (No Respect, No Game), launched in early 2017 in collaboration with UNESCO and leading interna-tional football clubs. This was a widely publicized and successful initiative that aims to combat ra-cism, discrimination and violence in football. Santillana In 2017, Santillana will further consolidate its exis-ting educational projects and forge ahead with the creation of new educational resources that offer all possible avenues of support to students, teachers, families and schools. As a company committed to the future of educa-tion, Santillana faces the challenge of ensuring that students have a truer and deeper understanding of the future in which they will live and that they develop their full potential in the new learning en-vironment that the digital revolution has brought to the classroom and society. We aim to improve the quality of education. We are committed to lifelong learning, to the integration of new educational solutions in today’s world and to placing the student at the center of all learning. This mission involves teaching students new skills, from entrepreneurship and creativity to response capacity to new technologies, and embraces all
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