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Antena 3 rebrands post LaSexta merger

Spanish broadcaster Antena 3 Group has rebranded as Atresmedia, as part of a strategy to pool its assets under one banner.

The news comes after Antena 3 completed its takeover of smaller rival La Sexta in October last year in order to better compete with the Mediaset and Prisa’s merged Telecinco-Cuatro group that leads the market.

The new corporate identity was unveiled on air this week and the new look group includes rebranded television, radio, film, branded content, advertising and live events divisions. Silvio González Moreno remains as CEO.

The company’s television division will now be known as Atresmedia Television, comprising channels such as Antena 3, LaSexta, Nova, Neox, Nitro, LaSexta3, Todo Cine, Xplora and GolTV.