Mediaset takes a new step in its pan-European project with the purchase of 9.6% of the German ProSieben

Mediaset takes a new step in its pan-European project with the purchase of 9.6% of the German ProSieben This operation valued at 330 million euros, could be a first step to get the Italian group controlled by Fininvest to merge with ProSieben, based in Munich.

Mediaset It has acquired by 330 million euros a participation of 9.6% in the German television operator ProSieben. This could be a first step for the Italian group controlled by Fininvest It should merge with ProSieben, based in Munich.

The former Italian Prime Minister Silvio Berlusconi, would seek with this operation strengthen the role of Mediaset as a pan-European operator. The Italian company, which also controls Mediaset Spain, is now the second largest shareholder of ProSieben in terms of voting rights, after Capital Research Global Investors.

The entrance of Mediaset on ProSieben, which has lost more than two-thirds of its value in the past four years, occurs ten years after the failure of talks between Mediaset and Vivendi, to create a large European conglomerate of television in open achieving Thus muscle to deal with the issues of global giants such as Netflix, Amazon or Disneand.

This operation is framed in the Alliance launched by a dozen of European broadcasters such as the own Mediaset, the French TF1 or the British Channel 4 to launch soon a distribution platform for video streaming and advertising content.

And is that all European commercial broadcasters have the same problem: stop the decline in audience due to the use of social media by part of the youth and the rise of la carte services, which leads to a drop in advertising revenues.

The rapid process of globalization which conditions the international scene makes European operators of media look the need to join forces to continue competing or even resisting in terms of European cultural identity to any hostile entry of global giants.

Note finally that ProSieben plans to launch next summer Joyn, a platform developed in cooperation with Discovery streaming.

LINK:	https://www.panoramaaudiovisual.com/en/2019/05/30/mediaset-proyecto-pa...
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