Industry

ProSiebenSat.1 is expanding its German free-to-air portfolio with the launch of SAT.2, a new entertainment channel targeting primarily female viewers aged 50 and over.
The linear channel is scheduled to launch in winter 2027 and will also be available on the group’s streaming platform Joyn and through third-party digital platforms. SAT.2 is being developed by Ellen Koch, who oversees ProSiebenSat.1’s portfolio of thematic channels, under Chief Content Officer Henrik Pabst.

The launch will bring the group’s linear portfolio to eight brands, alongside SAT.1, ProSieben, Kabel Eins, sixx, ProSieben MAXX, SAT.1 GOLD and Kabel Eins Doku.
SAT.2 will focus heavily on established German fiction and entertainment titles from the SAT.1 catalogue, particularly programmes broadcast over the past two decades. The channel’s positioning will be built around the slogan *Wiedersehen macht Freude*, which roughly translates as “It’s a pleasure to meet again”.

According to Koch, the new service is intended to offer audiences a curated viewing experience across linear television, streaming and free platforms such as YouTube.
“Our target audience feels ten years younger and fitter than previous generations and uses media extremely flexibly,” Koch said. “Under the SAT.2 brand, we will curate content across all platforms so that viewers can spend more time watching and less time searching.”
Pabst said the broadcaster’s thematic channels had recorded significant growth in recent years and that SAT.2 would provide an additional entertainment proposition for viewers aged over 50.

The channel will also strengthen ProSiebenSat.1’s advertising offering. Lennart Harendza, Managing Director and Chief Revenue Officer of Seven.One Media, said the combined reach of SAT.1 and SAT.2 would give advertisers access to an attractive demographic while reinforcing the group’s commitment to advertising-funded content.

ProSiebenSat.1’s thematic channels sixx, SAT.1 GOLD, ProSieben MAXX and Kabel Eins Doku achieved a combined 6.3% audience share among viewers aged 14–59 during the first half of 2026, an increase of 0.3 percentage points year on year. In 2025, their combined share rose by 0.6 percentage points to 6%, while the channels collectively reached more than 62 million people each month.