Mediapro plans to invest 100 million in three years and is transformed into Imagina

Spanish audiovisual group Mediapro plans to invest 100 million euros over the next three years as it transforms into Imagina. The company's CEO, Sergio Oslo, and his deputy, Carlos Nuez, have held an internal meeting with all employees to inform them about the company's new direction and strategic pillars for the coming years. Oslo and Nuez have been in charge for nine months since Tatxo Benet stepped down as president.

Since 2025, Mediapro has reported losses of 285 million euros and has been in a difficult financial situation for several years. Through efficiency measures, including a restructuring of employment (ERE) for 180 workers, the company aims to generate over 100 million euros of free cash flow in the next three years to fund new projects and return to growth from 2026. The company expects to increase its EBITDA by 50-60% this year, exceeding 100 million euros, up from 63.4 million euros in 2025.

The first step in the new phase will be the renaming of Mediapro to Imagina, starting from January 1st. This name does not represent a brand but rather encompasses the entire group, symbolizing the company's past as part of Imagina Media Audiovisual twenty years ago after the merger with Grupo Árbol, the owner of Globomedia. Mediapro's headquarters in Barcelona is located in the Imagina building, inaugurated at that time.

The 100 million euro investment plan until 2029 will focus on integrating well-positioned business units to create a more robust and aligned company, betting on artificial intelligence as a lever for efficiency and creativity in audiovisual productions, acquiring companies to grow in new markets, and designing and exploiting user-end experiences worldwide.

Mediapro, controlled by the Chinese fund Orient Hontai and with revenues close to 1 billion euros, has streamlined its business into four areas: sports rights management, audiovisual production for major spectacles (mainly football matches, covering over 4,000 events annually), content area (previously called The Mediapro Studio, now serving major clients like Netflix and Disney), and Brands & Experiences, which focuses on exhibition and museum projects.