Spanish powerhouse Admira underwent a radical shake-up Friday (Jan 11) when parent company Telefonica announced the replacement of executive president Juan Jose Nieto by Luis Abril, who was appointed secretary general of Telefonica last year.

Likewise, Juan Ruiz de Gauna, CEO of Admira's digital satellite TV platform Via Digital, was replaced by Admira financial director Carlos Lavilla.

In a statement, Telefonica called the personnel upheaval a part of the 'strategic reorientation' of its media subsidiary, 'following the period of consolidation of assets carried out by Juan Jose Nieto over the last three years.'

Nieto has overseen Admira since August 2000 and was considered the mastermind behind the group's synchronisation of its three prime business areas: traditional media (TV and radio), content creation and management, and pay TV and new technologies.

In recent weeks, Admira appeared to be gearing up for some major changes with rumours of negotiations to sell off its interests in Spanish producer Lolafilms and Dutch entertainment giant Endemol Entertainment. Internal manoeuvrings saw Admira purchase thematic channel Gran Via from Via Digital and sell radio operator Onda Cero to its own free-to-air TV holding Antena 3.

Other announcements made Friday include Luis Blasco's appointment as vice president of Admira; Juan Kindelan's simultaneous naming as adviser to Admira and president of Onda Cero, replacing Javier Gimeno; and Jesus Mallol's appointment as general sub-director of management for Admira.