TF1 launches digital division
February 6, 2019
By Chris Forrester
French commercial broadcaster TF1 has created a new digital division. The unit will have three key business lines:
1) Publishing: aufeminin (and its international equivalents: alfemminile, enfeminino, gofeminin, sofeminine), Marmiton, Livingly Media, MyLittleParis, Merci Alfred, Doctissimo, OnMeda, Les Numériques, CNET, ZDNET, GameKult, Parole de Mamans, Beauté Test
2) Brand Solutions and services: Ykone, Studio71, Vertical Station, Gamned, Magnetism, TF1 Digital Factory
3) Social media e-commerce: MyLittleParis, Beautiful Box by aufeminin, Gretel, Madeline, Joyce
The new division does not include OTT or catch-up TV.
Equity analysts at investment bank Exane/BNPP said that the creation of this digital division is in line with TF1’s strategy which aims to diversify its revenue mix and lower its dependence on the more cyclical TV ad market. Unify also aims to facilitate synergies among the various assets. “We believe that TF1 is taking the right steps to drive revenue growth in more dynamic and digital markets. However, the digital revenue share remains small for the group at this stage.”
The bank added: “As a reminder, TF1 has been acquiring numerous digital assets over the past 24 months including aufeminin.com from Axel Springer, but also Vertical Station & Ikone, social and influencer media companies, just to quote a few.”