German commercial TV group ProSiebenSat.1 is planning to launch its up-coming free-to-air channel ProSieben Maxx in Q4 2013.
At the same time, Hörner announced the creation of "line extensions" as further spin-off services of existing TV channels to make "strong brands more powerful", but didn't disclose further details. On 17 January 2013, the Munich-based media company launched the free-to-air channel Sat.1 Gold, targeting mainly older women, as the latest addition to its channel family.
"We are currently experiencing a new founding period in German television," Hörner said. With additional content distribution streams, the company is aiming to gear up for "digital reality". In Hörner's view, "the classic content exploitation chain of the 1990's - cinema, DVD, TV premier on a large channel, repeat, then airing on smaller channels - is antiquated."
Instead, Hörner wants to make "television in Gangnam style", he explained. The phenomena of a music video from South Korean rapper Psy gaining global presence on a multitude of channels is "what we want to transfer to the domestic TV market". Large TV events would in future attain "maximum reach" throughout all the channels and Internet platforms of a TV group. Each viewer would get "the opportunity to watch the movie and additional material such as documentaries and making-ofs the way it's most comfortable for them," Hörner said.