SBS Broadcasting Group
SBS Broadcasting Group was a European commercial television, pay-TV, radio and print-media group that operated across Northern, Western and Central and Eastern Europe before being acquired by ProSiebenSat.1 Media in 2007.
Last updated August 22, 2026
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Overview
SBS Broadcasting Group was a multinational European media company active from 1989 until its absorption into ProSiebenSat.1 Media in 2007. Originally called TV1 and later Scandinavian Broadcasting Systems, the group began with investments in Scandinavian commercial television, including Copenhagen station Kanal 2 and Norwegian broadcaster TVNorge. Under founder Harry E. Sloan, it developed a portfolio model built around acquiring, launching and operating private television stations in markets where broadcasting liberalization created room for competitors to public-service incumbents. The company expanded from Scandinavia into the Benelux, Central Europe and Eastern Europe. Its television portfolio included Kanal 5 in Sweden, Kanal 4 and Kanal 5 in Denmark, VT4 and VIJFtv in Belgium, SBS6, Net5 and Veronica in the Netherlands, TV2 in Hungary, Prima TV in Romania, Sitel in Macedonia and a range of thematic and music channels. The group also operated radio brands such as The Voice, Radio 1, NOVA FM, Radio Norge, Kiss FM, Magic FM, Mix Megapol and Rockklassiker. In addition to broadcast outlets, SBS had pay-TV and print-related activities, giving it a broader media footprint than a single-channel broadcaster. A significant expansion occurred in March 2005, when SBS acquired C More Entertainment, the Nordic pay-TV provider associated with the Canal+ brand. Later that year, the company was acquired by the private-equity firms Permira and Kohlberg Kravis Roberts, with Telegraaf Media Groep retaining a minority interest. The ownership structure changed again in 2007 when ProSiebenSat.1 Media acquired SBS for €3.3 billion. The transaction combined ProSiebenSat.1's German broadcasting assets with SBS's international portfolio and was presented as creating Europe's second-largest broadcaster, with 48 television stations. The enlarged group subsequently pursued a divestment program focused on non-German assets. Dutch operations were sold in 2011 to Sanoma and Talpa Media Holding; Bulgarian radio stations and The Voice TV were sold later that year; the Nordic television business was acquired by Discovery Communications in 2012; and radio assets were subsequently transferred to Bauer Media Group. Romanian television and radio holdings were sold in 2013 to investors including Cristian Burci and Antenna Group. SBS therefore ceased to function as an independent pan-European group, although many of its former channels and brands continued under new ownership and, in several cases, with revised names.
History
SBS Broadcasting Group originated in 1989 when Harry E. Sloan acquired an interest in Danish station Kanal 2 and Norwegian broadcaster TVNorge. The enterprise was initially known as TV1. In 1991, Sloan acquired Sweden's Nordic Channel, which was subsequently renamed Kanal 5 and became an important commercial television service. The corporate name changed to Scandinavian Broadcasting Systems in 1991 and was later shortened to SBS as the group expanded beyond Scandinavia. During the 1990s and early 2000s, SBS pursued a broad European consolidation strategy. It entered the Benelux, Central European and Eastern European markets through acquisitions, joint ventures and the development of new channels. Its portfolio included general-entertainment stations, music channels, radio networks and selected print operations. The group was not defined by one uniform programming identity; instead, it operated national brands adapted to local audiences while benefiting from centralized ownership and regional scale. By the mid-2000s it had become one of Europe's largest commercial broadcasting groups. Capital Cities/ABC held a 23 percent interest in SBS by July 1994. In March 2005, SBS expanded its pay-TV presence through the acquisition of C More Entertainment, a Nordic premium television provider operating under the Canal+ name. In the same year, Permira and KKR acquired SBS, while Dutch publisher and media company Telegraaf Media Groep held a 20 percent equity interest. The financial sponsors later combined SBS with ProSiebenSat.1-related assets. On 27 June 2007, ProSiebenSat.1 Media announced that it would acquire SBS for €3.3 billion. The deal brought dozens of national television services into one corporate group and made ProSiebenSat.1 the second-largest broadcaster in Europe by the description used in contemporary reporting. The post-acquisition group later reversed much of this geographic expansion. From 2011 onward, ProSiebenSat.1 began selling non-German holdings. Dutch stations were sold to Sanoma and Talpa Media Holding in April 2011. Bulgarian radio assets and The Voice TV were sold later in 2011. Discovery Communications purchased the Nordic business in December 2012, while the Nordic radio stations were later sold to Bauer Media Group. Romanian television and radio assets changed hands in 2013, with Cristian Burci and Antenna Group among the buyers. Consequently, SBS Broadcasting Group no longer operated as an independent corporate network. Its legacy survives through channels and radio brands that continued under successor owners, often with new names. For example, Belgian VT4 and VIJFtv became Play4 and Play5, respectively. The group's historical significance lies in its role in the cross-border consolidation of European commercial broadcasting and in the creation of a large, multi-country portfolio before subsequent owners dismantled it into regional businesses.
- 2012
Nordic business sold to Discovery
[1]Discovery Communications acquired the Nordic portion of the former SBS portfolio.
- 2007
Acquired by ProSiebenSat.1 Media
[1]ProSiebenSat.1 Media acquired SBS for €3.3 billion, ending its existence as an independent group.
- 2005
C More Entertainment acquired
[1]SBS acquired the Nordic premium pay-TV provider C More Entertainment.
- 1994
Capital Cities/ABC holds minority stake
[1]Capital Cities/ABC held a 23 percent interest in SBS by July 1994.
- 1991
Nordic Channel acquired and renamed
[1]Sloan acquired Sweden's Nordic Channel, which became Kanal 5; the corporate name changed to Scandinavian Broadcasting Systems.
- 1989
SBS predecessor founded
[1]Harry E. Sloan founded the business after acquiring stakes in Danish Kanal 2 and Norwegian TVNorge; the company was initially known as TV1.
Products and positioning
A pan-European commercial broadcasting and media platform assembled through acquisitions, channel launches and market-by-market operating partnerships. SBS positioned itself as a scaled alternative to public broadcasters and national television groups, combining general-entertainment television, premium pay services, radio and selected publishing activities.
Television channel
Kanal 5
A Swedish commercial television channel acquired through the Nordic Channel transaction and renamed Kanal 5. It became one of SBS's notable Scandinavian general-entertainment services and continued after the group was sold.
Television channel
TVNorge
A Norwegian commercial broadcaster among the businesses acquired at SBS's formation. It anchored the group's Norwegian television presence alongside later channels including FEM, MAX and VOX.
Premium pay television
C More Entertainment
A Nordic premium pay-TV provider operating under the Canal+ brand when SBS acquired it in 2005. The acquisition expanded SBS beyond free-to-air commercial broadcasting into subscription television.
Television channel
SBS6
SBS6 was a Dutch commercial television channel in the group's Benelux portfolio, accompanied by Net5, Veronica and SBS9. The Dutch operations were sold after ProSiebenSat.1 took control of SBS.
Radio and music television
The Voice
A music-oriented brand used across SBS radio and television operations in several European markets, including Denmark, Norway, Sweden and Bulgaria. Some versions were later sold, renamed or discontinued.
Radio station
Kiss FM
A Romanian radio operation formerly known as Radio Contact and available in Moldova with local insertions. It formed part of SBS's Romanian broadcast portfolio before the assets were sold.
Brand decisions
2012
Sell Nordic operations to DiscoveryM&ABackground
ProSiebenSat.1 continued its program of selling businesses outside Germany.
Action taken
Discovery Communications acquired the Nordic portion of SBS.
Aftermath
The Nordic television assets moved to Discovery, while radio assets were later sold to Bauer Media Group.
reported acquisition price. $1.7 billion (2012)
2011
Divest non-German operationsStrategyBackground
After acquiring SBS, ProSiebenSat.1 began reducing its international non-German holdings.
Action taken
The group sold Dutch operations and later disposed of Bulgarian radio and music television assets.
Aftermath
The former SBS portfolio became increasingly fragmented among regional owners.
2007
Sell SBS to ProSiebenSat.1 MediaM&ABackground
Permira, KKR and Telegraaf Media Groep owned SBS when ProSiebenSat.1 pursued a major European broadcasting combination.
Action taken
ProSiebenSat.1 Media acquired SBS Broadcasting Group for €3.3 billion.
Aftermath
SBS ceased to operate as an independent group and its assets became part of ProSiebenSat.1's multinational portfolio.
acquisition price. €3.3 billion (2007)
2005
Acquire C More EntertainmentM&ABackground
SBS sought to strengthen its position in Nordic television and add a premium subscription offering to its commercial broadcasting portfolio.
Action taken
The group acquired C More Entertainment, then operating under the Canal+ brand.
Aftermath
The transaction broadened SBS's business mix before the company itself was acquired by Permira and KKR later in 2005.
Recent events
- 2013
Romanian television and radio operations sold[1]
M&A
SBS's Romanian television and radio activities were acquired by Romanian businessman Cristian Burci and Antenna Group.
- 2012
Discovery acquires Nordic SBS operations[1]
M&A
Discovery Communications acquired the Nordic portion of SBS for $1.7 billion.
- 2011
Dutch SBS operations sold[1]
M&A
ProSiebenSat.1 sold its Dutch operations to Sanoma and Talpa Media Holding as part of a wider disposal of non-German assets.
- 2011
Bulgarian radio assets and The Voice TV sold[1]
M&A
The group's Bulgarian radio stations and music channel The Voice TV were sold to A.E. Best Success Services Bulgaria EOOD; the transaction closed in November.
- 2007
ProSiebenSat.1 Media acquires SBS[1]
M&A
ProSiebenSat.1 Media announced the acquisition of SBS from its owners for €3.3 billion, creating a much larger European broadcasting group.
- 2005
SBS acquires C More Entertainment[1]
M&A
SBS acquired C More Entertainment, a Nordic premium pay-TV provider operating under the Canal+ brand.
- 2005
Permira and KKR acquire SBS Broadcasting Group[1]
M&A
Private-equity firms Permira and Kohlberg Kravis Roberts acquired SBS, with Telegraaf Media Groep also holding a minority interest.
Sources1 sources
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