In a groundbreaking move for the German video advertising market, the media companies RTL Zwei and Warner Bros. Discovery Deutschland are joining forces. From 2026, they plan to jointly market their TV and parts of their digital inventories - provided the competition authorities give the green light. The new joint venture will operate under the name "El Cartel Brothers" and be based in Munich.

Nicole Glatzmaier, Managing Director of RTL Zwei, sees a strong market position in the partnership: "The joint venture bundles our complementary portfolios and thus creates improved offers for advertising customers and agencies." Matthias Heinze, Managing Director of Warner Bros. Discovery Deutschland, also emphasises the strategic nature of the collaboration: "In a rapidly changing media landscape, this partnership is a clear sign of stability and new opportunities."

With the launch of "El Cartel Brothers", the previous marketer El Cartel will cease its activities. The employees of El Cartel and the Warner Bros. Discovery sales team will transfer to the new company in order to drive forward joint marketing in the future.

This co-operation shows how strongly the media industry relies on strategic alliances in order to meet the challenges of the advertising market flexibly and at the same time create attractive solutions for customers.