ProSiebenSat.1 Launches New Free-TV Channel Sat.2 for Viewers Aged 50 and Over

Channel Family Grows to Eight Brands

The ProSiebenSat.1 channel family currently includes the full-service channels Sat.1, ProSieben, and Kabel Eins, as well as the specialty channels Sixx, ProSieben MAXX, Sat.1 Gold, and Kabel Eins Doku. With Sat.2, the portfolio will comprise eight brands going forward, according to the media group. In Austria, the group includes Puls 4, Puls 24, and ATV.

The decision for the new channel comes against the backdrop of a growing number of specialty channels in the free-TV market. ProSiebenSat.1 points to the development of its existing specialty channels, which have gained reach over the past years, as justification for the expansion. According to Pabst, Sat.2 is set to go on air in winter.

Stock Reacts Subduedly to the Announcement

Financially, the stock market reacted with restraint to the announcement. On Wednesday, the ProSiebenSat.1 share was down 1.04 percent on XETRA at 3.442 euros. Analysts at various banks had rated the stock differently in the preceding weeks: Deutsche Bank AG and DZ BANK rated it "Hold" and "Halten," respectively, Barclays Capital rated it "Equal Weight," and Bernstein Research rated it "Underperform."

By targeting viewers aged 50 and over, ProSiebenSat.1 is serving a demographic that has previously been addressed in the German television landscape primarily by the public broadcasters and individual regional third channels. According to the company's plans, Sat.2 is to offer an additional commercial alternative in this segment.

Focus on Viewers Aged 50 and Over

The name of the new channel ties in with the Sat.1 brand and signals a thematic focus on classic entertainment formats. The company did not initially disclose which additional programs beyond the already mentioned series are planned. No statement was initially available regarding distribution via cable, satellite, or streaming either.

ProSiebenSat.1 is one of the largest private media conglomerates in Germany. The corporate group operates free and pay-TV channels, produces its own formats, and is active in the digital business. With Sat.2, the company is venturing into its first free-TV launch of a full-service channel in roughly ten years.