The dominant shareholder is the private equity group, KKR. Poor programming and excess debt, coupled with weaker advertising revenues than management itself forecast have resulted in falling market share and profitability. The company is highly geared as, of course, is the de facto parent, KKR. Refinancing for either is now a big potential problem. The dividend pay-out ratio is simply too high (maybe to help KKR), so is starving the company of capital to invest in new programmes. Much growth depends on the Eastern European operations, countries where a sharp downturn in domestic consumption is likely, thus weaker advertising into 2009.
ProSieben is Germany's largest free-to-air broadcaster and, following the acquisition of SBS last summer, is now a leading player in much of Northern and Central Europe. That acquisition was largely debt-financed and the stock has been heavily sold down as the credit crunch has worsened. There are also fears that advertising spend will slow in the event of a global economic slowdown. However, German advertising spend has been at very low levels for some ten years and is unlikely to fall much further. The group generates good levels of free cash flow, interest payments are well covered and the dividend is safe. In addition there are significant synergies to be exploited from SBS, which the market is currently ignoring. Even with a flat advertising market, cost savings should cause earnings to treble between 2007 and 2009; this should lead to a significant re-rating of the shares.
| Sedol |
Type |
Price |
Date |
| 4579131 |
Sell |
EUR 9.936 |
28/05/2008 |
| 4579131 |
Buy |
EUR 12.789 |
12/02/2008 |
|