Observed Signal · Jul 1, 2026 · Industry Event · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
Screenforce Festival 2026 Returns with Multiple Premieres
The Screenforce Festival returned after a one-year break on July 1, 2026 in Düsseldorf, serving as an industry showcase where TV sales houses presented upcoming programming and advertising environments. The event features several premieres: the first public appearance of the reorganized RTL Deutschland following the Sky Deutschland takeover, ProSiebenSat.1's first industry event under MediaForEurope with new sales chief Nicola Lussana, ARD Media's return to the stage under MD Ralf Hape, and El Cartel Brothers debuting as the new sales house for RTLzwei and Warner Bros. Discovery. Ad Alliance is also presenting that it has marketed HBO Max since January. Paramount, Visoon (Springer sales house) and Disney are among other participants completing the program.
The festival showcases changes in TV sales houses and expanded streaming inventory (RTL Deutschland after Sky takeover; Ad Alliance marketing HBO Max; ProSiebenSat.1 under MFE) which matter to advertisers and agencies, but it is a regional industry event rather than a market‑shifting global development.
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Key Takeaways & Evidence Grounding
- The Screenforce Festival returned on 2026-07-01 after a one-year pause, held at the Mitsubishi Electrics Halle in Düsseldorf.
- Following the takeover of Sky Deutschland, this festival marks the first public appearance of the reorganized RTL Deutschland with an expanded product portfolio.
- Since January, Ad Alliance has been marketing the streaming service HBO Max.
- For ProSiebenSat.1 it is the first industry event under MediaForEurope (MFE) and it will appear with new head of sales Nicola Lussana.
- El Cartel Brothers — the new sales house for RTLzwei and Warner Bros. Discovery — will appear for the first time on the main Screenforce stage.
Connected Companies & Entities
9 Entities mapped“Also a premiere: since January Ad Alliance has also been marketing the streaming service HBO Max....”
“New majority shareholder, new head of advertising: For ProSiebenSat.1, after last year's takeover it is the first industry event under the r...”
“ARD Media is back on stage for the first time under the management of Ralf Hape....”
“Although they already had a first public appearance at dmexco last September, on Thursday in Düsseldorf El Cartel Brothers, the new sales ho...”
“The often surprising screening by Paramount and Springer sales house Visoon as well as the storytelling experts from Disney complete the day...”
“The often surprising screening by Paramount and Springer sales house Visoon as well as the storytelling experts from Disney complete the day...”
“After the takeover of Sky Deutschland, the Screenforce Festival will be the first public appearance of the new RTL Deutschland with its expa...”
“The often surprising screening by Paramount and Springer sales house Visoon as well as the storytelling experts from Disney complete the day...”
“With the exception of ZDF, the sales houses of the major TV broadcasters were invited to present new programs and advertising environments....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Screenforce Festival: RTL Shines, Seven.One's Pufpaff, TV Wins
The Screenforce Festival returned after a year as a showcase for German broadcasters and sales houses to present programming and advertising propositions to advertisers and agencies. Six media sellers ran screenings — AdAlliance (RTL Deutschland), Seven.One Media (ProSiebenSat.1), newcomer El Cartel Brothers (representing Warner Bros. Discovery and RTLzwei), Disney Advertising, Visoon (Welt/Paramount) and ARD Media. RTL Deutschland's combined group made the biggest impression following the Sky Deutschland acquisition, while Seven.One's screening featured comedian Sebastian Pufpaff lampooning ad spots. Disney Advertising and ARD Media surprised with more personable presentations. Across presentations, the market emphasised tried-and-tested formats — notably more reality programming and live sports — and the report concludes that linear TV remains a strong, relevant advertising medium in Germany.
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.
Screenforce Festival 2026 Returns to Düsseldorf
The Screenforce Festival 2026, organised by the TV industry body Screenforce, returned to Düsseldorf on July 3, 2026 after a one-year pause. The live event drew roughly 2,000 visitors and showcased TV-focused programming and promotional content, creating a celebratory atmosphere with celebrities, pyrotechnics and trailers. The festival served as a sector showcase for TV marketers and the broader TV category, emphasising a positive mood for the medium and in-person industry networking after the hiatus.
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