Investors struggle to figure out ProSieben’s digital strategy
Posted on: 12 juin 2017, by : Basile

Investors struggle to figure out ProSieben's digital strategyFILE PHOTO: Satellite dishes of the German television stations Kabel 1, SAT 1 and Pro Sieben are pictured on the roof of the company’s office in Berlin. REUTERS/Arnd Wiegmann/File Photo In November last year, the head of Germany’s ProSiebenSat.1 went cap in hand to his biggest investors looking to raise more than half a billion euros. The cash was to be used to finance the company’s further shift away from relying on its television advertising business and create a more broadly based digital powerhouse, ProSieben Chief Executive Thomas Ebeling explained. More than six months later, shareholders are still waiting for Ebeling to spend the money and are increasingly uneasy about the strategy. The broadcaster says its plan is simple — to encourage viewers of its TV shows to use its online sites as well. Investors said an initial partnership with Zalando some five years ago raised expectations as the online fashion retailer grew into a European leader thanks in part to being promoted on ProSieben’s channels. “Our strategy is to realize synergies from the combination of our entertainment and commerce assets. The underlying idea is: watch, click and buy,” said a ProSieben spokeswoman. But critics say the company lacks […]

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