Observed Signal · Jul 15, 2026 · Product Launch · Source: DWDL · Impact: 3/5 · Sentiment: Positive
TV (linear) Market: 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.
Major German broadcaster expanding linear inventory with an ad-funded channel aimed at older viewers; impacts TV advertising supply and media-sales packaging but is not industry-shifting globally.
Key Takeaways & Evidence Grounding
- Sat.2 will launch in early 2027, branded "Wiedersehen macht Freude", and be freely receivable across multiple platforms at launch.
- Target audience is primarily female viewers and audiences aged 50+, with programming focused on German scripted series and legacy Sat.1 brands.
- Ellen Koch is developing the channel; Chief Content Officer Henrik Pabst publicly signalled the plan and framed linear as a supporting, but no longer sole, part of the portfolio.
- Sat.2 is positioned as an ad-funded reach vehicle complementary to streaming and will be sold alongside Sat.1 by Seven.One Media as part of a widened 7+1 linear portfolio.
- The launch comes amid re-linearisation trends: DWDL reports 30 niche channels achieved a combined 32.3% market share among 14–49 year-olds last year.
Connected Companies & Entities
9 Entities mappeddfv Mediengruppe
B2B media group for specialist publishing, events and advertising.
HORIZONT
German B2B trade publisher for marketing and media professionals.
Seven.One Entertainment Group
German broadcaster-led entertainment and advertising monetisation group.
“Image 1: Henrik Pabst © Seven.One Entertainment Group...”
DWDL.de
German media trade publisher for TV, streaming and industry jobs.
“URL zu diesem Artikel: https://www.dwdl.de/nachrichten/107177/prosiebensat1_startet_neuen_fernsehsender_2027_kommt_sat2/© DWDL.de GmbH, 2001...”
MEEDIA
Marketplace for licensing creator-owned images and video content.
IMAGO
Visual content licensing platform for media, sport and brands.
sueddeutsche.de
German digital news publisher with subscriptions and advertising sales.
ProSiebenSat.1
German media group spanning broadcast, streaming, advertising and digital subscriptions.
“In einem Interview mit der „Süddeutschen Zeitung“ kündigt Henrik Pabst, Chief Content Officer der ProSiebenSat.1 Media SE, den Start des neu...”
ZDF
German public-service broadcaster with free TV, streaming and news platforms.
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