RTL Zwei's marketing division and Warner Bros. receive approval for their advertising venture from the Federal Cartel Office.
The media landscape is evolving, and the latest development comes in the form of a joint venture between RTL Zwei and Warner Bros. Discovery. The deal, announced just two weeks ago, is currently under review by antitrust authorities.
RTL Zwei, a joint venture between RTL and other media industry shareholders, operates an ad-financed TV channel, distributed via RTL+ and other platforms. On the other hand, Warner Bros. Discovery is actively involved in film distribution, home entertainment, licensing of TV content, consumer goods, and video games in Germany, and operates a variety of free-to-air and pay-TV channels.
The Federal Cartel Office, Germany's antitrust authority, has announced that the deal could have positive effects on competition. Andreas Mundt, President of the Federal Cartel Office, has stated that the TV world is in flux and there is a heightened interest in cooperations to keep up with increasing competition.
The Office sees the market not just limited to TV advertising, but as a 'big screen' advertising market that includes offerings from Netflix, Amazon Prime, Disney, and to some extent, YouTube. Providers like these are entering the market of advertising-financed moving image offers, a move that is set to shake up the current market dynamics.
In the 'big screen' advertising market, the marketing groups of RTL and ProSiebenSat.1 still account for the majority of revenues. However, RTL Zwei with El Cartel Media and Warner Bros. Discovery trail behind these market leaders.
RTL Zwei has primarily marketed its advertising spaces through its in-house agency, El Cartel Media, while Warner Bros. Discovery has recently started marketing its own advertising spaces. Interestingly, YouTube also has comparable advertising spaces in some parts.
The antitrust authorities have concluded that the plans of RTL Zwei and Warner Bros. Discovery appear approvable. The Federal Cartel Office suggests that the deal does not face antitrust obstacles. The final review by the antitrust authorities for the RTL Zwei and Warner Bros. Discovery deal is underway.
As the review process continues, it remains to be seen how this partnership will impact the 'big screen' advertising market. The potential for increased competition and the potential for new collaborations between traditional and digital media players are exciting prospects for the future of the industry.
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