Observed Signal · Aug 26, 2026 · Product Launch · Source: Meedia · Impact: 3/5 · Sentiment: Positive
ProSieben Aims to Own January with Sat.2
Seven.One Media's Chief Revenue Officer Lennart Harendza says the company will continue a combined linear-TV and streaming strategy while adding reach through a new linear channel, Sat.2, launching early next year. The company highlights Joyn as a growing AVOD streamer with up to 12 million monthly users and is introducing a synchronized cross-channel ad format called "All 21" — a roughly 60-second roadblock across seven channels at 21:00 on Thursdays (typically three advertisers per block). Harendza stresses sport (notably the Handball World Championship in January) and entertainment as priorities for the coming season, and notes an early launch advertiser (Rewe) with agency Pion3ers. The interview frames these moves as iterative expansions of reach rather than a wholesale strategy change.
New linear channel (Sat.2) and a synchronized cross-channel roadblocking format expand one-to-many reach and ad inventory in the German TV/streaming market; Joyn's cited 12M monthly users underline AVOD scale — relevant for advertisers and media buyers.
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Key Takeaways & Evidence Grounding
- Seven.One Media will add a new linear channel called Sat.2, planned to start early next year.
- Joyn (the group’s AVOD streaming offering) has reached up to 12 million users per month, presented as bookable advertising inventory.
- Seven.One Media launched a synchronized cross-channel roadblocking ad format called "All 21": a ~60-second block across seven channels at 21:00 on Thursdays, typically carrying three advertisers.
- Retailer Rewe is cited as a first booking for the new synchronized format, booked together with agency Pion3ers.
- The article notes ProSiebenSat.1 returned to profitability after acquisition by MFE.
Connected Companies & Entities
4 Entities mapped“ProSiebenSat.1, the media group based here, is back in the black after the takeover by MFE....”
“Together with the agency Pion3ers, which took this path with us....”
“We were able to win a first customer with Rewe right at the start....”
“ProSiebenSat.1 is back in the black after the takeover by MFE....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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 to launch Sat.2 in early 2027
ProSiebenSat.1 will launch a new linear TV channel, Sat.2 — slogan "Wiedersehen macht Freude" — in early 2027, targeting primarily women and viewers aged 50+ with German scripted fiction and legacy Sat.1 brands (Der Bulle von Tölz, Kommissar Rex, Verliebt in Berlin). Ellen Koch is developing the channel; Chief Content Officer Henrik Pabst signalled the plan and described linear as “a supporting wall — but not the whole building.” Executives position Sat.2 as an ad-funded reach vehicle complementary to streaming, to be sold alongside Sat.1 via Seven.One Media within an expanded 7+1 linear portfolio, and it will be freely receivable across multiple platforms at launch. Reported by Horizont and DWDL, the move sits amid a re-linearisation trend: DWDL notes 30 niche channels reached a combined 32.3% share among 14–49 year‑olds last year.
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