ProSiebenSat.1 CEO calls for media cooperation against tech giants

Marco Giordani, CEO of ProSiebenSat.1, has called for increased collaboration among media companies to combat growing competition from international technology platforms. Speaking at an event ahead of the Munich Media Days, Giordani argued that traditional media firms cannot afford to compete against every global tech giant individually, describing such a strategy as too risky.

Giordani emphasized that the scale required for visibility, product development, and marketing is increasingly only achievable through partnerships. He cited the existing cooperation with the public broadcaster ZDF as a primary example. Starting in November, additional content from the ZDF media library will be available for free on the streaming platform Joyn.

In addition to the ZDF partnership, Giordani expressed his intention to seek further alliances with other German companies to strengthen the domestic media landscape against well-funded international competitors.