Dr. Sebastian Weil, Head of the Management Board, Studio71
Whether if it’s online, mobile or on TV: Thanks to innovative offerings, ProSiebenSat.1 has secured an early lead in the new media world. The Group not only operates Germany’s most successful station portfolio; with the largest German video-on-demand portal, its own multi-channel network and attractive basic pay TV channels, the Group is also excellently positioned for the coming video age.
Digital & Adjacent: Multi-Channel Strategy
Are online videos the future of TV?
Sebastian Weil: Online portals respond to different needs than TV. They are mostly accessed on mobile devices. Watching TV online is not better or worse, just different. Nevertheless, the internet and TV are merging like never before. In the years to come, we will definitely see rising demand for web-only formats.
Does that not mean you are cannibalizing your traditional TV offering?
Sebastian Weil: Not at all. It is more that we are addressing additional and many young viewers with online formats. For example, our event format “Last Man Standing” brought us over a million live video views online. A great success. Of course, this is not yet giving us the reach of traditional free TV. So if an advertising customer wants to introduce a new product, a spot in the commercial break of a high-reach TV show is still always the first choice.
The ProSiebenSat.1 Group is consistently backing multiscreen concepts. Is the expense and work paying off?
Sebastian Weil: In the digital world, it is important to be a pioneer and to think in a 360-degree-approach for all age groups. We have succeeded in this. With our brands, we are present on all screens. We have promoted the merger of screens both in terms of content and technology through innovative offerings like maxdome, MyVideo, HbbTV and the 7TV app. Anticipating changes in media use, and having the courage to invest early and experimentally in this new TV world, is paying off. For viewers, for advertisers, for talents – and for us. <