Media policy meets media power: Bavaria's Minister President Markus Söder and MFE CEO Pier Silvio Berlusconi have signed a joint declaration of intent in Munich to secure the German TV location Unterföhring in the long term.

With this highly symbolic signature, the Bavarian head of state and the Italian media boss have committed themselves to a clear goal: ProSiebenSat.1 remains Bavarian - and is to become more European at the same time.

"Made in Bavaria" as a media promise

After months of uncertainty surrounding the influence of the Berlusconi group Media for Europe (MFE), the agreement sends a clear signal: No clear-cutting, but expansion. Unterföhring will not only remain the headquarters, but will also develop into a "centre of excellence" for artificial intelligence, streaming and advertising technologies.

Söder spoke of a "commitment to media diversity and innovative strength in Bavaria". MFE emphasised that it wanted to "strengthen the location and secure jobs in the long term".

European ambitions with Munich roots

The agreement is more than a handshake. It is part of MFE's bigger plan, a pan-European media network that can compete with the US giants - without giving up its national brand identities. For ProSiebenSat.1, this could mean more international formats, more digital innovation - and perhaps soon an even stronger European profile.

Signal to the market - and to employees

In times when the media industry is under pressure, the joint declaration is also a psychological statement. It reassures employees who have been speculating about possible restructuring for months and strengthens the confidence of politics and business in Bavaria as a media centre.

Söder was satisfied after the meeting:

"Media are part of our cultural identity. Bavaria remains a media state - also in European partnership."

Pier Silvio Berlusconi added:

"We see Germany not only as an important market, but also as the creative heart of Europe."

Conclusion

The alliance between Munich and Milan is a skilful political and economic move: Bavaria gets stability, MFE gets legitimacy - and ProSiebenSat.1 gets a tailwind.
Only time will tell whether the declaration of intent will result in real innovation. But for now: Unterföhring remains on air.