Rebranding for DSF, now it’s Sport1

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Rebranding for DSF, now it’s Sport1

November 11, 2009

The German sports channel DSF will become Sport1 as part of a re-branding exercise which also includes a complete overhaul of the programming. It owner Constantin Medien also controls the sport1.de portal and a mobile TV sports service with the Sport1 brand.

From January 2010, the broadcaster will stop its adult call-in programming, which now airs from 11pm until deep in the night. At the same time, sports programming will be beefed up with new contracts to carry live Bundesliga handball and basketball games. The total number of live sports will be extended to 1,100 hours per year, an increase of 10%.

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Constantin renames DSF as Sport1




# Switch to one brand strategy: “SPORT1”

# Sustained improvements to program offer

# Rationalization program to reduce headcount by 42

Constantin Medien AG has decided on further measures to realign its Sports Segment and to further rationalize Group structures.

In future the media group will pursue a one brand strategy to take account of the ongoing integration of the online and TV markets. The new umbrella brand “SPORT1” will be used both for the online portal as well as Deutsches SportFernsehen (DSF). The logo and claim will be presented shortly. This one brand strategy is aimed at increasing the TV market share and securing the strong position of the Sport1 online sports portal. In addition, positive sales and cost effects shall be generated, in particular by improving the image and by a higher cost efficiency.

Numerous improvements will be made to the TV channel's program offer. The acquisition of the broadcasting rights, among other things, for the German Handball and Basketball Leagues, will translate into over 1,100 hours of live sport broadcasts in 2010, which amounts to an increase of 10 percent compared to 2009. The news offer will also be expanded, above all through new formats and a strong focus on soccer. The establishment of new motoring magazines, documentary series and sports entertainment formats will focus concentration even more on the core target group of men between the ages 14 to 49.

In all, the program offensive will see the launch of more than ten new formats in the coming year. The increasing focus on sports is also underlined by the cancellation of the erotic call-in slot after 11.00 pm. All these measures are set to further raise the station's sports expertise.

Further to the above, Constantin Medien AG's Management Board has set its sights on further cost savings and efficiency increases throughout the Group. A rationalization program is scheduled to generate cost savings of around 7 million Euro in the coming year and a reduction of employees by 42. Thereof, around 4 million Euro are allocated to measures aimed at lowering other operating expenses and financing costs and around 3 million Euro to personnel measures.

The decrease of 42 employees equals a reduction of less than 10 percent in the total headcount of the Sports Segment and Constantin Medien AG. This step has already been agreed with the Group's Works Council. Socially acceptable solutions have been found for the employees affected.
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