Interview withMartin Mildner, ProSiebenSat.1

„MFE attempts a backdoor acquisition“

Before the ProSiebenSat.1 annual general meeting on April 30th, a front is forming: Italian major shareholder Media for Europe (MFE) is pushing for an examination of the separation of the commerce and dating businesses. CFO Martin Mildner suspects that MFE is only aiming to gain control on the cheap.

„MFE attempts a backdoor acquisition“

Mr. Mildner, how do you intend to prevent the proposed spin-off of the Commerce & Ventures and ParshipMeet Group business segments suggested by Media for Europe (MFE)?

The spin-off requires a three-quarters majority of the shareholders represented at the general meeting. That's already a significant hurdle. Additionally, as before every general meeting, we are currently on a roadshow having discussions with proxy advisors like ISS and Glass Lewis, institutional investors, and private shareholders. We are making it clear why what MFE is demanding is not in the interest of all shareholders, and why the path we are proposing is the right one.

What are your key arguments?

We have the impression that MFE is very clearly pursuing its own interests, and not those of the other shareholders. Even if a spin-off were structured slightly differently, it would never lead to the desired outcome: namely, an entertainment company that can strategically invest again. For that, we need debt reduction. However, the result of a spin-off ultimately leads to a highly indebted ProSiebenSat.1 Media SE with lower operating results than today.

If attendance at the general meeting on April 30th were very low, MFE could achieve a three-quarters majority.

Attendance rates have recently been around 58%. MFE holds a voting share of just under 30%. Therefore, we hope that as many shareholders as possible will use their vote to stop the spin-off and other proposals. Furthermore, the voting results strongly depend on the recommendations of the proxy advisors and how PPF decides.

The Czech investment company holds a voting share of approximately 13%. Do you know what PPF thinks of MFE's spin-off proposal?

No. Discussing this with PPF is primarily the task of our chairman of the supervisory board, Andreas Wiele. However, from our perspective, it cannot be in PPF's interest to support this spin-off. We would not be positioning the entertainment business in a way that enables it to compete effectively.

What is the stance of the proxy advisors on MFE's proposal?

ISS and Glass Lewis recommend following our proposals in all respects, rejecting the spin-off, and also electing our supervisory board candidates. Once other shareholders realize that MFE is attempting a backdoor takeover, it should be clear which way to vote.

MFE says there is a confluence of shareholder interests, and denies any special advantage for itself. You accuse MFE of having a „singular interest.“ What might that be?

After a spin-off, the market capitalization of the highly indebted entertainment business would significantly decrease. This would make it much easier for MFE to make a takeover offer – without offering a significant premium to the shareholders.

That's your suspicion. Are there any signals coming from MFE to support this?

I believe MFE is trying to gain control of ProSiebenSat.1's entertainment business with a 30% stake. If they want to gain control, they would need to make a takeover offer, as required for a publicly traded company. Then every shareholder can decide whether to stay or not. But we reject gaining control by stealth without offering a premium on the stock price.

MFE has also submitted proposals for authorized capital, and wants to remove Rolf Nonnenmacher, chairman of the audit committee, and replace him with a candidate of their own.

Yes. We looked at the authorized capital of companies in the Dax and MDax. There is almost no company that does not have authorized capital with an exclusion of subscription rights for certain acquisitions.

MFE wants to enforce a fundamental subscription right to avoid dilution of shares, according to their own statements.

Then MFE would, for example, be the authority for every acquisition or for admitting a shareholder – not the management board, supervisory board, and all shareholders collectively. This also shows that MFE pursues singular interests that imply an indirect takeover without adhering to takeover laws.

MFE also wants the general meeting to decide on the removal of Rolf Nonnenmacher.

Wanting to remove Mr. Nonnenmacher, who was the chairman of the government commission for the German Corporate Governance Code, and replace him with an Italian auditor, is an affront in our view.

You do not recognize a possible conflict of interest regarding the potential violations of the Payment Services Supervision Act (ZAG) by your subsidiary Jochen Schweizer mydays? Mr. Nonnenmacher is the chairman of the audit committee.

Mr. Nonnenmacher was the one who immediately pushed for clarification after the allegations became known. It is clear from the audit report that the supervisory board was not dealing with this issue at that time. Therefore, we see no conflicts of interest.

Shouldn't he, as chairman of the audit committee, have dealt with the ZAG earlier?

The ZAG only applies to vouchers from Jochen Schweizer mydays worth more than 250 euros. These account for approximately 20% of Jochen Schweizer mydays' revenue. In terms of our group's revenue, this corresponds to a share of approximately 0.75%. One could question whether a supervisory board – without concrete evidence – should deal with this. In addition, we had Ernst & Young as auditors in the subsidiaries responsible for auditing the individual financial statements according to HGB for three years. EY did not provide any indication in the audit reports or otherwise that the business model might be regulated in certain parts.

From your perspective, could MFE financially handle a takeover of ProSiebenSat.1's entertainment business?

In my opinion, MFE is in a dilemma. Under the Takeover Act, they are required to cover the shares they wish to acquire with a bank guarantee. Moreover, it's important to note that our bank financing of approximately 2 billion euros gross contains a change-of-control clause.

What does that mean?

If someone exceeds the threshold of 50% of the shares, the banks can apply this clause and terminate the existing contracts. For a takeover offer, the possible refinancing of the terminated credit agreements must effectively also be secured. I assume that a bank would only issue the bank guarantee required for the acquisition if not only the acquisition price for the shares, but also the possible refinancing, is secured.

Thus, for a takeover of ProSiebenSat.1's entertainment business, MFE would need a financing package of about 3 billion euros?

Perhaps MFE has tried that, but couldn't find any banks. But that's just speculation on my part. They might now be trying to take the backdoor route.

And would that be cheaper for MFE?

The ideal way for a shareholder who is at the threshold of 30% and does not directly seek a majority is a so-called lowball offer. This is the technical term for a low offer in the hope that very few shareholders will accept it, so that while the control threshold of 30% is narrowly exceeded, the 50% threshold for the termination of financing contracts is not. It should be noted that after exceeding the control threshold, no further takeover offer needs to be made, and further shares can be gradually purchased without having to make a public takeover offer to all shareholders again.

And without the other shareholders receiving a takeover premium.

Exactly. And there is also a risk with such a lowball offer: It could attract other bidders and trigger a bidding war. That's why MFE might hesitate to make such a lowball offer, and is now trying to gain control over the company through counterproposals for the election of supervisory board members.

Why?

Fundamentally, due to ProSiebenSat.1's listing, any shareholder can make a takeover offer to acquire control of our group at any time. That's perfectly okay and in line with takeover law. This right, of course, also applies to MFE. But then you have to follow the rules and must not, as MFE is trying from our point of view, gain a majority of seats on the supervisory board and thus de facto control over ProSiebenSat.1 without having previously made a corresponding takeover offer.

If MFE adheres to corporate law, you would have no objection to a takeover?

No. Then we would deal with it according to corporate law. As for the company's strategy, MFE and ourselves are not that far apart. However, a fundamental difference exists regarding the path to more focus on our entertainment business, and lower financial leverage.

You do not expect cross-border synergies in the television business. Partly because of previous experiences with the SBS Group in the Netherlands, Belgium, Scandinavia, and Eastern Europe, which belonged to your group from 2007 to 2012.

Yes, we do not see those significant synergies often mentioned in the case of pan-European players. Cooperation in purchasing, IT, or advertising, such as what RTL and we have recently done, can achieve a lot of synergies. From our perspective, a takeover is not necessary for this.

MFE interprets the increase in ProSiebenSat.1's stock price by more than 20% since their proposals on March 21 as approval from other investors.

I see that a bit differently. The price had already increased by 11% from the beginning of the year until March 20. On the day MFE published the proposals, the price initially rose by 7%, but then returned to the initial level.

And why did it rise afterwards?

Because there was a lot of speculation about what could happen with ProSiebenSat.1. Also, during that time, several analyst studies were released that were positive for us. For example, from Barclays and Citibank. By the way, Barclays also concludes that the spin-off proposed by MFE essentially delivers ProSiebenSat.1 to them for free. And we have announced some good numbers.

Which ones do you mean?

For example, the business figures for the fourth quarter of 2023, which we published on February 19. They were much better than expected by the market, especially TV advertising revenue.

Is this trend continuing this year?

Yes. Our strategy to invest more in local and live content and less in US programming is clearly reflected in the numbers. Our streaming platform Joyn increased its watch time by 34% in the first quarter. That's the time users spend on the platform on average per day.

Back to MFE: Your main argument is that value would be destroyed with a spin-off. Siemens and Daimler are recent examples where value was created. Why should this not also be the case for ProSiebenSat.1?

In the case of Daimler, there are two companies producing vehicles – passenger cars as well as trucks and buses. Analysis shows that in such cases, the shareholder structure changes little. But if, as in our case, there are two or more very different businesses, spin-offs in Germany have, on average, changed 42% of the shareholder structure in the past ten years. That's very high.

What would be bad about that?

In our case, the spin-off company for Commerce & Ventures and the dating business would have a relatively low free float due to the major shareholders MFE, PPF, and General Atlantic. The high turnover in this group of shareholders described above, i.e., a possible future sale of shares, would put enormous pressure on the stock price after an IPO. In addition, there would certainly also be a conglomerate discount, as our commerce businesses, ranging from consumer portals to online perfumeries, are very diverse.

There is probably already a conglomerate discount on ProSiebenSat.1's stock price today.

We believe so too. The question is how to eliminate it best. This can be done much better by selling individual companies, which reveals how much the companies are actually worth. This creates value for the shareholders. This has been the case with all major holding companies. I experienced precisely this as CFO of United Internet.

You also reject a spin-off because of the high indebtedness. Couldn't the proportional debts be transferred to the commerce and dating companies?

These companies are not indebted; they have more cash than debts. Even if we were to give them a reasonable portion of the holding's debts, ProSiebenSat.1's leverage ratio would increase significantly. This would significantly restrict our financial flexibility and worsen our rating.

Instead, you want to sell stakes like Flaconi and Verivox.

Exactly – with the proceeds from that, we could significantly reduce our group's debts, and our leverage ratio would decrease significantly. Then our entertainment business could pick up speed again. After a sale, we would no longer have to worry about these investments, while preparing for a spin-off would take much time and resources, especially since the companies would still need to be sold after the spin-off.

Do you believe that attractive prices could currently be achieved in the market for Verivox and Flaconi from your perspective? The pressure exerted by MFE would be a disadvantage for you in negotiations.

We have done our homework and are ready for sales. If market conditions are favorable, we can immediately start the processes. Nonetheless, we are not under time pressure, as both Verivox's and Flaconi's business figures are excellent. Both are growing faster than their respective markets and are profitable. Verivox generates an operating profit of around 30 million euros per year. This could be very attractive, for example, to smaller private equity firms.

It sounds like a sale of the two companies could take place this year.

Yes, we believe so, especially since in recent weeks, there has been an improvement in sentiment for the digital and e-commerce market, and investors are again willing to invest in such companies. This was certainly not the case a year ago.

MFE accuses you, the board, of not having a reliable medium-term plan. How do you respond to this accusation?

We have communicated quite clearly what we intend to do. We have established a very clear strategy with the supervisory board. But we have not published any numbers for this.

Why not?

When we have clarity about the divestments of holdings, we will also publish a medium-term plan again. Last year was characterized by a shift in strategy. We not only initiated a costs programme, but also restructured our team so that there are no longer silos like ProSieben, Sat.1, and Joyn, but more and better collaboration.

What's next with MFE? Due to this conflict, cooperation is likely to become quite difficult.

Let's wait for the general meeting and see what happens. But I also want to emphasize that we continue to have a good dialogue with MFE at the operational level. That concerns the entertainment business, and not corporate governance or the sale of companies. But I must make one thing clear: MFE always presents itself as open to discussions. However, in a constructive dialogue, I would have expected MFE to call us beforehand and inquire whether we had ever considered a spin-off.

Did the proposals for the general meeting surprise you?

That came out of nowhere for us. The fact that there was no exchange beforehand is quite bewildering.