Our Approach

ProSiebenSat.1 Group reaches around 45 million TV households every day with its stations in its TV markets in the DACH region; at the end of 2017, the websites managed by SevenOne Media, the ProSiebenSat.1 marketer, also had a monthly reach of around 38 million unique users. The distributed content contributes to the diversity of information and helps shape the opinions of viewers and users. We are aware of this social responsibility. ProSiebenSat.1 therefore makes targeted use of the wide reach of its media offerings to focus on important ecological, societal and sociopolitical issues and thus make a valuable contribution to society as a company. In doing so, we observe the principles of editorial freedom and journalistic independence. [GRI 102-44, GRI 103-1, GRI 103-2, GRI M4, GRI M6, GRI M7] Foreword, Media Law

Our public value activities serve to increase the public relevance of our TV stations and media offerings, thus setting us apart from our competitors. It is not just with our programs and campaigns that we fulfill our responsibility, but also by making our offers accessible to everyone. ProSiebenSat.1 Group is therefore continuously expanding its range of subtitled programming for deaf and hearing-impaired people and the number of stations on which subtitles are available in order to improve its dissemination of information. Due to the large number of available free TV and pay TV stations, public value measures in the ProSiebenSat.1 station family also represent a tool for brand management and brand loyalty. [GRI 103-2, GRI M4] Our Projects, Story “Accessibility”

In 2011, the Group placed its public value activities in a larger social context and underscored their relevance for the Group by establishing an Advisory Board. The interdisciplinary body chaired by Bavaria’s former minister president Dr. Edmund Stoiber advises ProSiebenSat.1 Group on relevant social, ethical and media-political issues and provides impetus on important topics such as education and culture. In 2017, the Advisory Board met three times. Members of the Executive Board as well as other decision-makers in the Group participated in these events. In view of ProSiebenSat.1’s young target group, the Advisory Board prioritized the issue of digital education. The Board intends to use corresponding measures to strengthen the media literacy of young people in particular and give them guidance in the digital world, as these skills are increasingly becoming a prerequisite for participation in society and access to the labor market. One example of this is the SchoolsON project, which was carried out for the third time in 2017. Due to the German parliamentary elections in 2017, another public value focus with regard to diversity of opinion was a campaign to convey political issues and promote political participation among young viewer groups in particular. [GRI 103-2, GRI M7] Our Projects, Story “Parliamentary Elections”

When selecting measures, we focus on topical, socially relevant issues that affect young target groups in particular, and pursue four strategic goals: [GRI 103-2]

• Building knowledge
• Offering opportunities
• Communicating values
• Promoting culture

In addition to the Advisory Board as the governance committee, such projects are generally selected and implemented on the basis of a bottom-up process. For example, relevant sustainability topics are identified by the editorial teams of the TV stations as part of their journalistic work and corresponding formats and program environments are developed for them. An example of this is the sustainability brand “Green Seven.” In addition, ideas for supporting social projects or implementing internal initiatives at the Company such as the refugee aid project “WE HELP” also come directly from ProSiebenSat.1’s staff. In addition to the stations, departments such as Governmental Relations & Regulatory Affairs also have budgets for public value projects. We measure the success of our actions quantitatively in some cases, for example based on audience shares, employee involvement in projects such as the Social Day, or funds raised in the RED NOSE DAY campaign. The projects are generally implemented in line with regulations such as the ProSiebenSat.1 Code of Conduct, the International Federation of Journalists’ Principles on the Conduct of Journalists, and internal guidelines on data protection, protection of young people, and the separation of advertising and programming. [GRI 103-2, GRI 103-3] Our Projects, Compliance