Sat.2: ProSiebenSat.1 is launching a new channel on linear television

ProSiebenSat.1 has announced the launch of a new television channel named Sat.2, which will debut in the winter. The move marks an expansion of the media group’s portfolio, with the goal of offering additional entertainment options to viewers aged 50 and above. According to Henrik Pabst, head of content for ProSiebenSat.1, the channel aims to provide a strategic addition to the existing lineup, leveraging familiar programming from the company's archives. The new channel will be part of ProSiebenSat.1’s broader brand family, which includes the main channels Sat.1, ProSieben, and Kabel Eins, along with specialty channels such as Sixx, ProSieben Maxx, Sat.1 Gold, and Kabel Eins Doku. This brings the total number of brands under the group’s umbrella to eight. Sat.2 will operate both through traditional linear television and via streaming platforms, including Joyn and third-party services. Pabst emphasized that Sat.2 will focus heavily on classic programs from Sat.1’s archive, citing examples such as the series Der Bulle von Tölz, Kommissar Rex, and the telenovela Verliebt in Berlin. These titles are intended to appeal to audiences who appreciate German fiction. The channel’s branding is centered around the slogan “Wiedersehen macht Freude,” which translates to “Reunion brings joy.” This theme underscores the channel’s emphasis on revisiting well-known and beloved content. The decision to introduce Sat.2 comes amid growing success among specialty channels within the group. Over recent years, Sixx, Sat.1 Gold, ProSieben Maxx, and Kabel Eins Doku have all recorded increases in market share. ProSiebenSat.1 views this trend as evidence that clearly positioned channels can still attract audiences even in the age of streaming. Sat.1 Gold, in particular, has emerged as the most successful specialty channel, achieving a 2.4 percent market share among the general audience in 2025—just slightly behind ProSieben and Kabel Eins, each of which reached 2.7 percent. A potential challenge arises from the overlap between Sat.1 Gold and Sat.2. Both channels draw upon similar content, particularly older shows that resonate with nostalgic audiences. A recent promotional video for Sat.1 Gold features highlights from series like Mord ist ihr Hobby and die Waltons, using the slogan “Auf die guten alten Zeiten,” meaning “Back to the good old days.” This phrasing could blur the lines between the two channels, especially since both aim to cater to viewers seeking comfort in familiar programming. The introduction of Sat.2 reflects a broader strategy by ProSiebenSat.1 to diversify its offerings while maintaining a strong presence in both traditional and digital formats. With the increasing competition in the media landscape, the group is positioning itself to meet evolving viewer preferences by combining nostalgia with modern accessibility. As the channel prepares for its winter launch, attention will likely shift toward how effectively it differentiates itself from other specialty channels and whether it successfully captures the interest of its target demographic.