Our company’s social commitment pursues
four goals: We want to offer people opportunities,
engage culture, communicate values
and build knowledge. In the 2013 election
year, we focused in particular on the election.
We motivated young viewers to vote with
a cross-station programming offensive.
Conrad Albert, Member of the Executive Board, Legal, Distribution & Regulatory Affairs
TASK FORCE BERLIN
Politics has a tangible
effect on your life: This was the message of
“Task Force Berlin” to young viewers. German
reggae musician Gentleman, together with star
choreographer Nikeata Thompson (“Got to
Dance”), presenter Rebecca Mir (“taff”), and
Sophia Thomalla, collected questions,
ideas, concerns and requests from young viewers
and took them to prominent politicians such
as Peer Steinbrück. The TV format was developed
at the suggestion of the ProSiebenSat.1
Advisory Board and in cooperation with the
Children and Youth Foundation. Between
August 26 and 29, ProSieben showed
four episodes of “Task Force Berlin,” which
reached market shares of up to 17.0 % among
14 to 29 year olds.
The Christian children’s and
youth charity “Die Arche e. V.” was founded in
Berlin in 1995 and helps socially disadvantaged
children and young people. “Die Arche” (“The
Ark”) is now active in 15 locations in Germany
and supports more than 2,500 children and
young people. There are also two facilities in
Switzerland, and other locations are planned.
As well as healthy eating, the children and
young people at “Die Arche” benefit from
education and sports facilities and
individual counseling. In 2013, the project was
again supported by RED NOSE DAY. Thanks
to the donations, “Die Arche” in Berlin-Hellersdorf
was able to equip a newly renovated
gymnasium with sports equipment. The
ProSiebenSat.1 Group’s employees also got
with the social institution and made
a personal Christmas wish come true for the
children at “Die Arche” in Munich.
In 2013, ProSieben again
campaigned for respectful cooperation and
against prejudice with “Tolerance Day.” In
the documentary “Mein unbekannter Nachbar,”
ProSieben showed that you do not have
to go abroad to learn about foreign cultures.
Celebrities like presenters Funda Vanroy
and Simon Gosejohann visited families from
various countries in a Berlin apartment block.
Their mission was to get to know and understand
the unknown neighbors. ProSieben also
showed the US feature film “The Blind Side”
with Sandra Bullock on “Tolerance Day.” The
film is based on true events and tells the
story of an orphaned African-American boy
who overcomes numerous challenges to
become a professional football player. In
everyone could make their own
contribution to “Tolerance Day” on the website
www.bekenne-farbe.de and become part
of a virtual human chain stretching around
TV TOTAL BUNDESTAGSWAHL 2013
before the election, Stefan Raab again invited
representatives of the major parties to a
and called on his audience for a
test vote — with great success: An outstanding
19.1 % of viewers between 14 and 29 watched
the early poll.
“Geh wählen!” campaign
RED NOSE DAY
In December 2013,
the eleventh RED NOSE DAY took place on
ProSieben. RED NOSE DAY is the most wellknown
charity brand in Germany — and also
one of the most successful. The Company
has raised over EUR 10 million in donations
since the campaign began in 2003.
ProSiebenSat.1 Group employees supported
RED NOSE DAY again this year — with more
than EUR 20,000 in total. In 2013, all RED
NOSE DAY proceeds again went to organizations
that care for children in need, including
“Die Arche e. V.”, the “Off Road Kids” project
and the “Lichtpunkte” education initiative by
the German Children and Youth Foundation.
The international children’s rights organization
“Save the Children” was also supported
The company pushes ecological
issues like environmental protection into
the public consciousness with initiatives such
as “Green Seven.” Under the motto “green is
beautiful,” the ProSieben campaign went on
air for the fifth time in the week from May 20
to 26, 2013. Among other things, the campaign
was accompanied by the BBC Earth documentary
“One Life,” which tells moving and exciting
stories from the animal kingdom. By frequently
focusing shows such as “taff” and “Galileo”
on the issue, the station also explained how
every individual can do their bit to protect the
For the 2013 federal election,
ProSieben broadcast the TV debate between
the Chancellor and her challenger for the
first time. The verbal slugfest between Angela
Merkel and Peer Steinbrück was moderated
by Stefan Raab, among others, who increased
the reach of the TV debate among young
audiences with his appearance: 12.0 % of
viewers aged 14 to 29 watched the debate
on ProSieben (2009 election: 3.7 %; SAT.1).
Across all stations, the reach among viewers
under 30 was 20 % higher than in 2009.
Mehrheit,” Stefan Raab again succeeded in
getting young people excited about political
issues. The format remains the most successful
political talk show among young viewers.
Directly after the TV debate, ProSieben broadcast
“Absolute Mehrheit Spezial: Das Duell —
Die Analyse.” 11.3 % of 14 to 29 year olds
watched the special show.
Many people have good
ideas, but fail at putting them into practice.
This is where the “startsocial” competition
comes in. The principle is “help for helpers.”
For three months, experts from industry,
the public sector and social institutions lend
their support and know-how to founders of
selected social projects. Finally, an expert
jury chooses the 25 best initiatives, which
are awarded the Federal Prize by Chancellor
Angela Merkel as patron. Since 2001, the
ProSiebenSat.1 Group has supported the
“startsocial” initiative as a co-founder.
FIRST STEPS AWARD
It is often hard for
students and graduates of film schools to
make the leap into practice. In order to support
talented young individuals on this path,
ProSiebenSat.1 has spent many years funding
numerous projects to promote young talent.
For example, the best films by students graduating
from German film schools every year
receive the FIRST STEPS Award. The award
prize money of EUR 72,000 and is
the most prestigious of its kind in Germany.
SAT.1 initiated the competition in 2001 as a
co-founder. Since 2009 it has been supported
by all stations of the ProSiebenSat.1 Group.