Media For Europe (MFE) has confirmed its strategy to technologically unify its streaming assets, with the aim of covering European markets with a single platform. The move, announced by Pier Silvio Berlusconi at a press conference in Milan on 9 July 2026 was later refined in an update on 7 August 2026, which revised some of the operational parameters previously communicated.
The project technologically merges Joyn, ProSiebenSat.1’s AVOD service active in Germany, Austria and Switzerland, with Infinity, MFE’s SVOD platform already operating in Italy and Spain. The chosen architecture pairs a front-end based on the Infinity interface with a back-end — data management, user profiling, ad-server — inherited from Joyn. This is no minor detail for the advertising market: the two platforms start from different monetisation models, and the technical convergence raises the question of a possible harmonisation of cross-market inventory, on which the group has not yet elaborated in detail.
The January 2027 launch date announced in July was followed, in the August update, by a more cautious indication: spring 2027, alongside an expansion of the markets involved from five to six (Italy, Spain, Germany, Austria, Switzerland, with a possible addition of Portugal). Anyone working in media planning or cross-market negotiation should therefore continue to monitor MFE’s official communications before treating any go-live window as final.
The project is driven by an infrastructure savings target estimated, according to the August sources, at between 35% and 40%. The financial backdrop reinforces the credibility of the execution timeline: synergies from the ProSiebenSat.1 integration had already reached €160 million in 2026, against a previously communicated four-year target of €261-315 million. On the advertising front, Berlusconi had noted in July a decline in ad revenue in Italy in the first half of the year, with a recovery expected in H2.
For content buyers, one strategic clarification stands out: MFE will maintain market-specific production rather than converging on a single continent-wide schedule — a choice that limits, at least in the short term, the impact on demand for pan-European formats. The technological consolidation should be read alongside the group’s equity expansion, which includes its control of ProSiebenSat.1 (over 75% of share capital, with no delisting plans announced) and a 32.9% stake in Portugal’s Impresa, a deal valued by IBC at approximately €17.3 million.
Photo Credits: MEDIAFOREUROPE-Photos
