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ProSiebenSat.1 disrupts programming strategy as US studios withhold content | New

LR: Sebastian Pufpaff, TV Total host, Marc Rasmus, Thomas Wagner, Wolfgang Link, Ellen Koch, Daniel Rosemann and comedian Elton

German broadcaster ProSiebenSat.1 Group has outlined changes to its content strategy in light of what it calls “supply issues”, with US studios retaining more content for their own platforms.

Speaking at the Screenforce Days event taking place in Germany this week, from the set of hit TV show Total, the group’s executives revealed changes to their channels’ schedules, the main one being the slot Sunday evening on the flagship network ProSieben.

ProSieben was once a channel for US blockbusters, but local content is increasingly taking center stage. On Sunday prime time, for example, it will now focus on locally produced factual entertainment formats.

These include the dating show Love is King, based on the licensed UK format of the same name and produced by ITV Studios, as well as Mission: Job Unknown, in which celebrities from foreign countries receive new job offers. ‘use.

Channel manager Daniel Rosemann also took the opportunity to highlight new seasons of shows like Beauty & the Nerd and Die Alm, and announced a new reality show How Fake Is Your Love.

The move turns Sunday night into the fifth night of local programming on ProSieben, said Rosemann, who also spoke about the changes to sister channel Sat.1.

“At Sat.1, we will put even more emphasis on women over 40,” he said, while confirming that the channel would no longer air scripted reality series in the afternoon. , but would instead offer studio entertainment formats.

Hollywood programming will be broadcast on Sat.1 in the future, Rosemann said, a response to many US studios and former ProSiebenSat.1 partners, such as Disney, withholding their content for their own streamers.

ProSiebenSat.1 Group CEO Wolfgang Link also announced that the most successful unscripted formats of the past season will continue to have a permanent primetime spot on the group’s linear channels.

These include Germany’s Next Top Model, The Masked Singer and Schlag den Star (aka Beat the Celebrity).

“We also promise more investment in new content this year, including with help from start-up production companies and new deals,” Link said. He added that the company is investing more than €1 billion ($1.05 billion) in content this year.

He also highlighted Joyn, the streaming platform operated with Discovery, which has established itself very well in the market. Joyn reaches four million unique users per month and the app has already been downloaded 18 million times.

The German broadcast group also used its Screenforce Days release to highlight changes to its advertising strategy. “We want to offer our advertiser clients more addressable content,” said Thomas Wagner, managing director of subsidiary Seven.One Media.

Seven.One Media markets the group’s German-language channels – Sat.1, ProSieben, Kabel Eins, Sixx, Sat.1 Gold, ProSieben Maxx and Kabel Eins Doku – as well as its digital platforms and third-party content.

Seven.One executives pointed out that advertisers now have the ability to use programmatic (i.e. addressable) advertising for the first time. “Our customers can now book linear TV just as they book digital TV. This is the TV marketing of tomorrow,” Wagner said.

The two-day Screenforce Days is the largest event for the TV and audiovisual content industry in Germany. Among other things, German broadcasters present their top programs for the upcoming season to the advertising industry and media agencies.