The Bundeskartellamt, Germany's competition authority, has officially cleared the formation of a joint venture between RTL2 and Warner Bros. Discovery. This new company is set to focus on the joint marketing of TV advertising space, a strategic move in response to the evolving television landscape and increasing competition from international players.

Andreas Mundt, President of the Bundeskartellamt, emphasized that the changing dynamics of the television market have prompted companies to seek cooperation to remain competitive. He noted that previous cases had shown market conditions that hindered closer ties between competitors, but in this instance, the joint venture does not raise any concerns under merger control rules. The authority believes that this collaboration, involving smaller market players, could even enhance competition.

RTL2 operates an advertising-financed television channel and distributes content through RTL+ and other platforms. Previously, RTL2 marketed its advertising space primarily through its subsidiary, El Cartel Media. On the other hand, Warner Bros. Discovery manages several free and pay TV channels in Germany, alongside activities in film distribution and consumer goods.

Despite their efforts, both RTL2 and Warner Bros. Discovery lag behind major advertising marketers like RTL and ProSiebenSat.1, which dominate the market. However, with competitors like Netflix and Amazon Prime entering the advertising space, the joint venture is seen as a timely response to these market shifts.

The Bundeskartellamt has previously examined similar projects in the sector, providing insights into its regulatory approach and assessments regarding competition in the media landscape.