Observed Signal · Jul 2, 2026 · Interview · Source: DWDL · Impact: 2/5 · Sentiment: Positive
Determined to Invest in New Brands and Faces
ProSiebenSat.1 executives Henrik Pabst and Nicola Lussana spoke at the Screenforce Festival in Düsseldorf, defending TV’s commercial strengths and outlining the broadcaster’s programming and monetisation strategy. They highlighted a strong upcoming season with increased sports rights (seven world championships, including three home events), new entertainment formats and established, highly planable shows. The interview emphasised Joyn’s rising reach and a balanced approach between linear channels (Sat.1, ProSieben) and streaming/partner platforms to maximise audience. ProSiebenSat.1 reiterated its commitment to ad‑funded models, CPM/TKP products and expanding data‑driven targeting on Joyn while arguing TV/streaming deliver superior brand effect in lean‑back viewing and present a “safe space” compared with some digital platforms.
Provides broadcaster-level signals about programming slate, sports rights strategy, Joyn reach growth, and a reaffirmed ad‑funded commercial approach—useful for advertisers and agencies but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Henrik Pabst and Nicola Lussana gave an interview at the Screenforce Festival in Düsseldorf about ProSiebenSat.1’s strategy.
- ProSiebenSat.1 plans to air seven world championships in the coming season, including three home events (women’s basketball, men’s handball, men’s ice hockey).
- ProSiebenSat.1 says Joyn’s net reach and usage were increased substantially over the past 18 months.
- The company emphasises an ad‑funded business model, a mix of established linear brands and investment in new formats, plus data‑driven targeting on Joyn and other platforms.
Connected Companies & Entities
3 Entities mapped“Zunächst einmal stehen wir als ProSiebenSat.1 klar für werbefinanzierte Inhalte....”
“DWDL.de berichtet den ganzen Tag via Ticker live aus Düsseldorf vom Screenforce Festival und wird zeitnah über die weiteren vorgestellten Pr...”
“(DWDL.de berichtet den ganzen Tag via Ticker live aus Düsseldorf vom Screenforce Festival und wird zeitnah über die weiteren vorgestellten P...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Screenforce Festival 2026: Broadcasters Reveal Season Plans
At the Screenforce Festival in Düsseldorf, major German broadcasters and media sellers — including RTL, ProSiebenSat.1, Disney, ARD Media, Visoon and production partner El Cartel Brothers — presented programming and commercial plans for the coming TV season. ProSiebenSat.1 highlighted travel-focused formats with Joko & Klaas, the comeback of Alexander Hold, a set of sporting rights and new entertainment formats; Disney Advertising announced a rebrand from Disney Channel to "Disney TV" and a new German Hulu series; RTL and Sky presented jointly with a clear sports emphasis. RTLzwei reported growth across linear TV and streaming (RTL+) and outlined new reality, dating and docusoap titles. DWDL.de covered the two-day festival and published interviews with ProSiebenSat.1 executives about investing in new brands and the competitive position of TV and streaming versus social platforms.
ProSiebenSat.1 Prioritizes Total Reach Across Platforms
German broadcaster ProSiebenSat.1 reported mixed full-year 2025 results—total revenues fell 6% (2% organic) and advertising revenue declined 8% in German-speaking markets—but CEO Marco Giordani has outlined a turnaround focused on driving 'total reach.' Giordani said ProSieben will treat linear TV as the base and expand measured reach across its Joyn streaming service, domestic and international distribution partners and major social platforms. The company will make total video reach its primary non-financial KPI (61 million monthly users last year), sell multiplatform partnerships to brands, and leverage MFE Advertising as a single access point for international campaigns. Planned investments include a shift to CPM-based buying across linear and digital inventory, a unified monetisation framework, data and identity capabilities, and the use of AI to streamline cross-platform creative production and decision-making.
ProSiebenSat.1 Doubles Down on Sports
Seven.One Media, the commercial-marketing arm of ProSiebenSat.1, is positioning live sport as a strategic growth pillar by expanding its rights portfolio and linking Free-TV reach with streaming and other channels. The group plans to combine linear TV audience scale with Joyn (streaming), social, audio and special-interest communities to create a broader, monetisable ecosystem for advertisers. Chief Revenue Officer Lennart Harendza told W&V that sport still delivers large, addressable live moments in an increasingly fragmented media market and that categories such as handball, darts, tennis, DTM and women’s sport open new opportunities for brands and formats between sponsorship and content integration. The piece was published on 2026-05-13 by Manuela Pauker.
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