Latest / Breaking Media - Macht.Medien.Kompetenz / The future of televison with Marco Giordani (English | 23.06.2026)

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The future of televison with Marco Giordani (English | 23.06.2026) · Breaking Media - Macht.Medien.Kompetenz

• 0:02
  Speaker 0: And here he is Marco Giordani, CEO of ProSiebenZat I. He's my guest today.
• 0:07
  Speaker 0: a very warm welcome!
• 0:08
  Speaker 1: Thank you for inviting me.
• 0:09
  Speaker 1: it was a pleasure
• 0:11
  Speaker 0: Mr Giordanni.
• 0:11
  Speaker 0: before we talk about the strategy your strategy i'd like to start with MFE takeover.
• 0:18
  Speaker 0: there were major reservations about this step.
• 0:21
  Speaker 0: even the german and bavarian government issued concerns about this acquisition.
• 0:26
  Speaker 0: many of these concerns are linked Berlusconi.
• 0:31
  Speaker 0: Many people associate this name with using media for political purposes, specifically for right-wing politics.
• 0:40
  Speaker 0: now can you rule out that these could also happen at posibum selects?
• 0:44
  Speaker 1: No I mean first of all i have to say that uh i've been working for the Berlusconi family since two thousand before ever other let's say experience and i have everything.
• 0:59
  Speaker 1: Business is business and politician, politics has been different.
• 1:04
  Speaker 1: so I can tell you that in the twenty-five years which i was working for MFE ,I never saw politics entering into business.
• 1:12
  Speaker 1: no kind of indication .
• 1:13
  Speaker 1: The company was free to act on best interest from employees or shareholders.
• 1:21
  Speaker 1: For us we are used to work at Berlusconi.
• 1:24
  Speaker 1: let's say old things is talking about.
• 1:29
  Speaker 1: that story has always been very false.
• 1:31
  Speaker 1: But in substance, Percivio Berlusconi the CEO of MFE went to meet a German politician both Babarian and their central politician in Berlin And I believe after having met him probably this sensation was different.
• 1:49
  Speaker 1: We are very corporate oriented In MFE And we are also operating in Spain.
• 1:57
  Speaker 1: So, also in Spain content is very independent.
• 2:02
  Speaker 1: In Spain for instance We have Spanish people taking care about Spanish content.
• 2:06
  Speaker 1: In Italy.
• 2:07
  Speaker 1: clearly we have Italian People and we will be having German people Taking care of the German content.
• 2:13
  Speaker 1: Clearly we have Austrian manager taking care of Austria.
• 2:19
  Speaker 1: I can understand that reading a newspaper you could feel it But actually this isn't
• 2:23
  Speaker 0: true.
• 2:24
  Speaker 0: I've prepared many questions, so i'd ask you to have a bit shorter answers.
• 2:31
  Speaker 0: Now the MFV holds stakes in media companies across Europe.
• 2:35
  Speaker 0: when it entered the German market TV was not fast growing business anymore.
• 2:40
  Speaker 0: now can you explain what is Piazziglio Bellosconi's overarching
• 2:44
  Speaker 1: goal?
• 2:44
  Speaker 1: We are clearly in a sector where big US giants are dominating and while we're still very local nation or country as a local player.
• 2:56
  Speaker 1: We don't think that can go on, we need size.
• 2:59
  Speaker 1: many of the future will rely on AI and technology where sizes matter.
• 3:04
  Speaker 1: so Berlusconi decided in two thousand nineteen to start this sort of European journey and Germany Austria ends Switzerland.
• 3:15
  Speaker 1: it's part.
• 3:22
  Speaker 1: nothing will change, or I think that we'll changing the sense.
• 3:27
  Speaker 1: if local players are not really joining forces they would probably face revenue decline and so lower investment in content.
• 3:36
  Speaker 1: We at MFE also at ProCib and we see that joining force is a European level on tech data advertising says can free up money to investing contents.
• 3:48
  Speaker 1: our hopes increase quality investment in content and get synergies out of everything else.
• 3:56
  Speaker 0: Now talking about the future of television, what we face right now is that especially young people's television consumption is declining.
• 4:03
  Speaker 0: In Austria only ten percent of those under the age of thirty still watch TV during the prime time.
• 4:10
  Speaker 0: Has television had its days?
• 4:13
  Speaker 1: I mean We cannot really influence What The viewer And the user are doing.
• 4:18
  Speaker 1: We have the challenge to serve all the viewers and user.
• 4:25
  Speaker 1: So content will stay crucial at top of our mind, then it'll be upto us to version... ...all the contents in a way that people would like to watch them.
• 4:37
  Speaker 1: I can tell you that young are informed or entertained.. ..in different ways than their parents.
• 4:44
  Speaker 1: It's a little bit up-to-us To provide what they want that we are serving one customer base and not another.
• 4:55
  Speaker 1: We're trying to serve all the viewer or user.
• 4:59
  Speaker 0: Cooperation is a major focus in the concept of newly elected Director General Clemens' pick, what should cooperation between public service and private broadcasters look like?
• 5:14
  Speaker 1: It's an important topic because I think it's the fact platform will start to monopolize a little bit our, let's say information and entertainment.
• 5:29
  Speaker 1: So I think we need to join forces at all level in Europe and create sort of united entity through cooperation acquisition consolidation that can help sustain European identity.
• 5:42
  Speaker 1: without debt the risk is very high.
• 5:47
  Speaker 0: Now, you already mentioned these competitors.
• 5:50
  Speaker 0: They are competitors in both advertising revenue and also the attention of this tech giants on their platforms like YouTube Instagram and TikTok.
• 5:59
  Speaker 0: And for a long time POSIMS-at-Einz pursued strategy offering an alternative via streaming platform join.
• 6:07
  Speaker 0: But now we want your content to be present.
• 6:13
  Speaker 0: Join is no longer at the center of this strategy.
• 6:16
  Speaker 0: Why?
• 6:18
  Speaker 1: We think, at MFE and also at Proceven that strength in our groups are content local content for local people.
• 6:27
  Speaker 1: That's where we can defend ourselves from big giant While if you have to fight technology data they're larger than us And probably will not prevail.
• 6:38
  Speaker 1: So... compete with Netflix and Amazon, but frankly I don't think that in Europe there is anybody who can do it.
• 6:46
  Speaker 1: Our big competitive advantage will be content local-tasted content while all the platform linear nonlinear would just distribution channels.
• 6:59
  Speaker 1: so its a little bit up to us use the platforms in their best way
• 7:05
  Speaker 0: still if do you believe that You can bring users viewers back from tiktok to perceive why this strategy?
• 7:14
  Speaker 1: Yes, clearly.
• 7:15
  Speaker 1: Yes it depends on the quality of our content.
• 7:17
  Speaker 1: If we are good in producing content People will come to us.
• 7:22
  Speaker 1: But
• 7:31
  Speaker 0: that also means being present on these platforms.
• 7:34
  Speaker 0: That, for instance, TikTok and Google are making money out of your content?
• 7:38
  Speaker 0: Are you comfortable with them?
• 7:39
  Speaker 0: I'm
• 7:41
  Speaker 1: not comfortable but have to accept the fact they're there And i will try to exploit their presence To take people On our platform.
• 7:49
  Speaker 1: In a sense that easiest way is just use as promotion tool An engaging tool A branding promotion Let's say vehicle.
• 7:59
  Speaker 1: I'm not saying that the full experience of our content will be there, because this would be a little bit negative.
• 8:05
  Speaker 1: But in which we can use social is just to promote our brands and our contents... ...and take people on our platforms.
• 8:14
  Speaker 0: Regarding these platforms many pending demands are directed at policymakers.
• 8:19
  Speaker 0: Platforms should be held accountable for their content or also social media bans from young people.
• 8:27
  Speaker 0: is European politics too weak in this regard?
• 8:31
  Speaker 0: Is it to afraid of Donald
• 8:32
  Speaker 0: Trump?".
• 8:34
  Speaker 1: No, I mean that's a very complicated question.
• 8:38
  Speaker 1: Let me say first that... ...I believe technology and market are really going at the fast speed.
• 8:46
  Speaker 1: so i can understand that politicians have difficulties keeping pace.
• 8:50
  Speaker 1: Typically regulatory parties come late for solve issues.
• 8:56
  Speaker 1: So in my thinking politicians should look at very high, let's say ideals to defend and then leave the market to act.
• 9:08
  Speaker 1: so for instance today Let's say minor protection.
• 9:11
  Speaker 1: fair enough But I mean then discussing whether it is fourteen fifteen or sixteen.
• 9:15
  Speaker 1: It's very difficult too.
• 9:17
  Speaker 1: I will not waste time on that.
• 9:20
  Speaker 1: Or, for instance taxation and employment is another issue I think they should look at.
• 9:25
  Speaker 1: But generally speaking it's a big issues.
• 9:28
  Speaker 1: solution are not easy And wasting time its not of help.
• 9:34
  Speaker 0: If you could wish one policy change what would
• 9:37
  Speaker 1: be?
• 9:40
  Speaker 1: Let me answer as citizens European citizens rather than manager i think that we have value to protect cultural identity and also the possibility to be free in expressing our ideas.
• 9:55
  Speaker 1: That's the first that should be protected, And second one is employment because this new trend of media taking away from Europe Employment and know-how something will be lost forever.
• 10:10
  Speaker 1: So main objective my opinion would be these two.
• 10:14
  Speaker 0: Now talking about program.
• 10:17
  Speaker 0: At the moment, the biggest driver of audience reach in TV is the Football World Cup.
• 10:23
  Speaker 0: Don't mention anything about it!
• 10:24
  Speaker 1: No no I mean... It's a good day to talk about football match also.
• 10:28
  Speaker 1: The right way to be here
• 10:31
  Speaker 0: Now, you recently secured the handball rights for matches of the German national team and in Austria, Pulsphere has secured their right to broadcast the Champions League final for next four seasons.
• 10:43
  Speaker 0: Should sports generally play a bigger role?
• 10:46
  Speaker 0: Will Pulsiven invest more football rights or even try to get the NFL back?
• 10:51
  Speaker 1: Ideally yes!
• 10:55
  Speaker 1: of price, if you want.
• 10:56
  Speaker 1: I have to tell that again the big
• 10:59
  Speaker 1: U.S.,
• 11:00
  Speaker 1: let's say platform will become in my opinion more and more buyer-of-that rights.
• 11:06
  Speaker 1: The next, let's see Boondesliga right.
• 11:09
  Speaker 1: probably a game would be A fight between Big Fish or Big US fish If You Want.
• 11:15
  Speaker 1: so we Will Be Very Opportunistic.
• 11:16
  Speaker 1: We Would Try To Get As Much As Possible Sports For Our Viewers Trying To Be Smart In Getting the sport at a right price, because clearly we cannot really support big spending.
• 11:30
  Speaker 1: Because the advertising market and the macros is not running well.
• 11:34
  Speaker 0: But where would you make cuts in the program to finance more sports rights?
• 11:40
  Speaker 1: We are not thinking about cutting investment as I said in content... ...we will try to save money everywhere else!
• 11:49
  Speaker 1: We think that it's based thanks technology around the content, theoretically.
• 11:55
  Speaker 1: Content will be the last investment to touch.
• 11:58
  Speaker 1: so currently we're not thinking about that.
• 12:01
  Speaker 0: Now what role does news content play in your strategy?
• 12:05
  Speaker 1: Big role In the sense that News gives Not only a public value service That we think you have to provide and thats if You want a sort of Ideological let's say position point.
• 12:18
  Speaker 1: but I Think it is very important.
• 12:19
  Speaker 1: The news are very important to engage the people, make them loyal.
• 12:23
  Speaker 1: and coming back to our distribution channel.
• 12:28
  Speaker 1: I have also to say that news has changed.
• 12:30
  Speaker 1: clearly AI will in my opinion impact hard news more than other content.
• 12:38
  Speaker 1: so we need change a little bit commenting, interpreting and also let's say explaining the news to people rather than just telling
• 12:49
  Speaker 0: them.
• 12:49
  Speaker 0: In which way do you think
• 12:52
  Speaker 1: that AI will change the news?
• 12:53
  Speaker 1: I believe unfortunately I would say but AI will grant a large part of DR News so clearly they can reproduce, replicate and also produce content in a very automatic and fast way so that the news of something to happen on the Far East or Middle East will come much faster than what we can do with our protection capability.
• 13:24
  Speaker 1: Our role is to interpret facts it's convey messages explain what happens.
• 13:33
  Speaker 1: any platform cannot do, we should be the most reliable let's say intermediator from fax to viewer.
• 13:41
  Speaker 1: That is our role if you want.
• 13:42
  Speaker 1: in the past it was a little bit different and easier.
• 13:44
  Speaker 1: but now that we have roles with respect its public value role also an important role.
• 13:51
  Speaker 0: Now talking about AI.
• 13:52
  Speaker 0: how are they being used at ProSieben?
• 13:55
  Speaker 0: not only producing news on a whole.
• 14:00
  Speaker 0: And where does it make sense to rely on AI and do you see the limits of its application?
• 14:08
  Speaker 1: First, I would like say that we have decided not produce content with AI so human will go in producing content at Proceven also at MFE level.
• 14:21
  Speaker 1: That's if you want pre-definition before everything else.
• 14:26
  Speaker 1: AI can help saving money processes and what is around the content.
• 14:33
  Speaker 1: We think that we can produce content in a cheaper way, so we could use more with same money using AI for example for post production or this kind of activity.
• 14:45
  Speaker 1: And again AI help us simplify structure over group around content.
• 14:52
  Speaker 1: That's where will use AI as much possible.
• 14:55
  Speaker 1: but I told you human will go on in producing content at ProSieben and also in Austria, as well.
• 15:03
  Speaker 0: We've already talked about the difficult economic situations of media.
• 15:06
  Speaker 0: right now Many media companies are affected by job cuts And also in recent years hundreds of jobs have been cut at ProSebumsatEins in Germany and Austria.
• 15:18
  Speaker 0: Will there be further restructuring and layoffs this year?
• 15:22
  Speaker 1: I mean first of all.
• 15:23
  Speaker 1: The answer is no because we current plan of doing it, but I have to tell you that change is the word we should have in mind every day.
• 15:33
  Speaker 1: If we don't change probably will not survive.
• 15:37
  Speaker 1: and change means also a little bit restructuring thinking what are?
• 15:41
  Speaker 1: they're going everyday?
• 15:42
  Speaker 1: And so some efficiencies somewhere can happen But not because want cut cost.
• 15:50
  Speaker 1: We are company who wants grow revenue.
• 15:53
  Speaker 1: Theoretically, I would prefer to do more things with the same people.
• 15:57
  Speaker 1: They're doing less and fewer people.
• 15:59
  Speaker 1: that's their concept.
• 16:03
  Speaker 1: With revenue trends we are facing it is hard but our main objective will be keeping the employees where they are growing because of our value.
• 16:15
  Speaker 0: Okay, now finally one last question.
• 16:17
  Speaker 0: Mr Trodani what is your personal goal for your time as a CEO at ProSieben Zed IE?
• 16:23
  Speaker 0: What headline would you like to read in the media magazine At the end of your career there?
• 16:29
  Speaker 1: No that's...I mean i'm clearly manager and acting for all the pro-sieben shareholders And it's important to be focused on what we can do better, and we are media company.
• 16:44
  Speaker 1: And so Media is at the center of our strategy.
• 16:47
  Speaker 1: We will stay live if you're good in making media means to provide content for our audience.
• 16:56
  Speaker 1: So that's The way I see it...so To answer.
• 17:00
  Speaker 1: one word back to media would be my title.
• 17:04
  Speaker 0: Thank You so
• 17:05
  Speaker 1: much.