Responsabilidad social corporativa. El caso de la televisión en España.

Résumé

The present work makes a review of the Corporate Social Responsibility (CSR) concept from its beginning, at the middle of the last century, to recent days, understanding the CSR as a Marketing principle inside the organizational thinking system. It is reviewed too the current situation both in Europe and Spain, expounding the progress and tools which are helping to create a developed common framework of the concept as a management key element specially in crisis time. Because of the influence that television has over society, its action and position in the CSR field takes an important relevance as a possible promoter agent. Because of this, an analysis of the sustainability reporting is made in the television sector companies and the perception of every channel responsible behaviour is contrasted with its audiences. The results show that it is necessary an improvement that should start with the sustainability reporting development with common criterions taken by all channels. The CSR integration on the management will affect to the audiences perception.