The manager spoke during the “Debate of the Nation of Media” panel at the 34th APDC congress, which begins today at Culturgest in Lisbon, under the theme ‘Business & Science Working Together’.
“No one has managed to break free from the dependency on advertising,” despite efforts to diversify revenue, stated the CEO of the owner of SIC.
Advertising “carries a great weight” and “we are seeking” to address its decline, but “this replacement is slower than we would like,” Francisco Pedro Balsemão noted.
The CEO of Impresa emphasized that the group has been trying to reinvent itself, just like its competitors.
Regarding profitability, “we must constantly be as rational as possible in managing our operation,” he continued, considering the constant association of traditional media with “the past is entirely incorrect.”
There is a “constant effort of innovation,” he said.
On the restructuring plan, he assured that Impresa “will certainly turn things around.”
About the entry of new shareholders, Francisco Pedro Balsemão reiterated that the group is not closed to those who have a “win-to-win relationship,” recalling the shareholders that have gone through the group and the fact that it is a listed company.
