- GRI 103-1 Explanation of the material topic and its boundary
- GRI 103-2 The management approach and its components
- GRI 103-3 Evaluation of the management approach
ProSiebenSat.1 Group can reach around 45 million TV households with its stations in its TV markets in the GSA region (Germany, Austria and Switzerland). In Germany, the Group increased its combined audience share among 14- to 49-year-olds by 0.4 percentage points to 28.2% in 2019 (previous year: 27.8%). The Austrian broadcasting group ProSiebenSat.1 PULS 4 achieved a combined audience share of 28.4% among viewers aged between 12 and 49 years (previous year: 28.6%). In Switzerland, the ProSiebenSat.1 station’s audience share among 15- to 49-year-olds in the full-year was on a par with the previous year at 17.7%. At the end of 2019, the digital offerings managed by SevenOne Media GmbH, ProSiebenSat.1 Group’s marketer, also had a monthly reach of around 36 million unique users (aged 16 and above) after around 34 million in the previous year. In addition, ProSiebenSat.1 Group’s global digital studio Studio71 generated an average of 9.9 billion video views a month with its web channels in 2019 (previous year: 9.2 billion).
We want to offer viewers and users entertainment on all screens with the right offers at the right time, no matter where. Moreover, the content distributed by the TV stations and digital platforms also contributes to pluralism and the diversity of information and helps to shape the opinions of viewers and users. This is a great privilege but also a special responsibility for ProSiebenSat.1 Group. As a media group, our reach gives us significant social and journalistic responsibility. Considering this, we aim to continue our socio-political engagement in the future and further increase the amount of informational and public value formats. We will try to focus on issues that are particularly relevant to young people. In all our activities, we are committed to a free and democratic order, which is based in particular on the fundamental right to freedom of opinion, and observe the principles of editorial freedom and journalistic independence.
Following the initiative for the German federal election in 2018, ProSiebenSat.1 launched “Go vote!” in May 2019, a campaign encouraging participation in the European Parliament election. Featuring famous faces from its stations as well as influencers, the call to action prompted notably the younger generation to exercise their right to vote. The campaign centered on “Go vote!” commercials on the group’s entertainment platforms and was flanked by extensive reporting in magazines, news and information formats in the run-up to the election. In addition, ProSiebenSat.1 Group wants to use its theme-based films to raise awareness of societal problems and provoke thought. To this end, ProSiebenSat.1 uses its expertise as an entertainment group in order to present difficult topics such as organ donation or stalking in an emotive manner and to make them accessible to a wide audience. Theme-based films such as “Die Ungehorsame” (“The Disobedient”), “Zwei Leben. Eine Hoffnung” (“Two Lives. A hope”)and “Nackt. Das Netz vergisst nie” (“Naked. The Net never forgets”) have met with a great audience response in the past and stimulated discussion. In 2019, SAT.1 cooperated with the police’s crime prevention units to raise awareness about spiked drinks, stalking and intervening when others are threatened. The thrillers “Lautlose Tropfen” (“Silent Drops”), “Dein Leben gehört mir” (“Your Life belongs to me”)and “Ein ganz normaler Tag” (“A perfectly normal Day”) told the dramatic stories of three women, representing victims whose stories often remain unheard. ,
Dissemination of information
ProSiebenSat.1 is committed to barrier-free access to its services. For this reason, we offer subtitled programming areas and audio description for deaf and hard of hearing people on our channels, among others, in order to improve the dissemination of information. Already in 2000, ProSieben introduced the first regular subtitle service for the deaf on private television. Accessible content is broadcast on nearly all of the Group’s stations, and the amount is increasing all the time. In addition, the first shows with live audio description were offered in 2019.
Moreover, the German Interstate Broadcasting Agreement of broadcasters of nationwide programs promotes the expansion of accessible offerings within the limits of technical and financial possibility. Individual states and the German government have published action plans to implement the UN Convention on the Rights of Persons with Disabilities, which also aim to include more accessible formats on television. The state media authorities regularly monitor the expansion. According to their seventh monitoring, looking at the period from September 15 to December 15, 2019, the number of subtitled shows on ProSiebenSat.1 stations rose by 11% from 3,105 to 3,458. The broadcast time increased by 14%. On average, ProSiebenSat.1 broadcast around 22% of the shows with special subtitles for the hearing impaired, an increase of four percentage points.
ProSiebenSat.1 also cooperates with Arbeitsgemeinschaft Behinderung und Medien e.V. (abm), which is responsible for extensive TV programming broadcast throughout Germany for the circumstances, concerns and interests of people with disabilities. The Group has supported the initiative since 2000 with the magazine show “CHALLENGE,” which is broadcasted on kabel eins and SAT.1 Gold on the first Saturday of every month. In a thirty-minute report, our fellow citizens with disabilities are encouraged to participate actively in social life according to their own requirements. In addition, “CHALLENGE” informs non-disabled people about life with a disability, dismantles prejudices and promotes inclusive thinking. ,
TV viewers and users of our digital entertainment platforms are among the most important stakeholders. Direct interaction with them is therefore of great importance for ProSiebenSat.1. With individual research, close cooperation with the respective editorial teams and press representatives, the Audience Relations / Social Media department wants to guarantee optimum customer service and viewer retention. Its tasks also include community management for the Facebook pages of the stations and shows. In 2019, the department processed around 80,000 inquiries (previous year: around 68,000). Viewers’ feedback reveals moods, trends and opinions. In contrast to ratings, viewer contact allows qualitative aspects of broadcast program content to be evaluated directly and immediately.
ProSiebenSat.1 is also committed to the promotion of media competence in its target groups, especially in the digital field. An example is the project #FemaleEmpowerment by Studio71. The digital studio of ProSiebenSat.1 initiated the international funding program #FemaleEmpowerment in 2020, and will support ten selected female artists in building and growing their own channels by the end of the year. The backdrop is the digital gender gap: In Germany, girls and women are still outnumbered on YouTube, both in absolute numbers and in terms of view numbers, as a recent study by the Malisa Foundation shows. In April, the program of Studio71 started with a Digital Kickoff Week, in which the participants were given a comprehensive insight into the market, success criteria were established and first analyses of the YouTube channels were carried out. In addition, measures to increase reach were discussed such as channel maintenance to successful cross-promotional measures. This is followed by the supervision period, during which the quantitative and qualitative development of the participants' channels is ensured at individual level by female mentors.