Berlusconi’s MFE Navigates Shifting Landscape at ProSiebenSat.1, Announces Austerity Measures in Austria
MediaForEurope (MFE), the television group controlled by the Berlusconi family, is pursuing a strategy of entertainment-focused growth at ProSiebenSat.1 following its acquisition of a 75.61% stake in September 2025 . Even as initial assurances focused on avoiding job cuts in Germany, the Austrian subsidiary, ProSiebenSat.1 Puls 4, is now implementing a comprehensive savings program, raising questions about the scope of MFE’s restructuring plans.
Berlusconi’s Initial Promises and Shifting Realities
Pier Silvio Berlusconi, CEO of MFE, publicly stated in December 2025 that job cuts were not planned . This commitment was reiterated during a meeting with German State Minister for Culture, Wolfram Weimer, alongside assurances regarding Germany as a key location and the preservation of editorial independence. However, the current austerity measures at ProSiebenSat.1 Puls 4 suggest a more nuanced approach to cost management.
Focus on Entertainment and Cost Reduction
MFE’s strategic realignment centers on prioritizing entertainment content for ProSiebenSat.1, with plans for increased local productions, news programming, and entertainment series . This shift involves scaling back acquired formats and potentially divesting peripheral businesses like e-commerce. The goal is to establish a pan-European platform capable of competing with U.S. Streaming giants.
This strategic overhaul has already included a complete replacement of the board of directors, with Marco Giordani, formerly MFE’s CFO, now leading the company as CEO. The new leadership is focused on achieving synergies and reducing costs through a new business plan.
Austria as a Test Case
ProSiebenSat.1 Puls 4 appears to be serving as a test case for broader cost-cutting measures. Its smaller size minimizes public scrutiny compared to potential austerity measures in Germany, allowing MFE to gain experience in implementing reductions without significant public backlash. The specifics of the savings program, including potential job losses and timelines, remain undisclosed.
MFE’s Broader Strategy and Market Challenges
MFE has been gradually increasing its involvement in ProSiebenSat.1 since 2019, culminating in the takeover following the exit of PPF Group . The company’s experience in the Italian media market informs its approach, but the German and Austrian markets present unique challenges, including stronger labor unions and greater public oversight.
The advertising market is weakening, and competition from streaming services is intensifying, placing pressure on traditional broadcasters. MFE generated €2.95 billion in sales and an EBITDA of €792.1 million in 2024 , but meeting shareholder expectations requires navigating these challenges effectively.