14 OCT 2025

MIPCOM 2025: ARD Plus focuses on premium content with emotional depth

Ingo Vandré, Managing Director, and Malgorzata Obes, Senior International Sales & Acquisition Manager at ARD Plus, discuss the company's consolidation strategy and the opportunities for German storytelling in the global market.

Ingo Vandré & Malgorzata Obes

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This year, at Mipcom, ARD Plus is highlighting a lineup of premium titles that combine emotional depth with strong cultural relevance. Señal News spoke with Ingo Vandré, Managing Director, and Malgorzata Obes, Senior International Sales & Acquisition Manager, about the company's recent consolidation of its sales activities, the challenges of standing out in an increasingly competitive streaming landscape, and the trends driving international buyers.

What are the key strategic business areas for ARD Plus?
IV: "Our parent company, the WDR Mediagroup, is consolidating its sales activities in the video sector and has just transferred the Sales & Direct Publishing department, including program distribution and the sales portfolio to ARD Plus, which has been operating successfully on the market for five years and has established itself with the development and distribution of ARD Plus OTT and channel offerings. New additions include programme purchasing and the national and international distribution of content via free TV, pay TV, and VoD. With the expansion of its business areas, ARD Plus is strengthening its role as a content provider and taking a significant strategic step for the future by consolidating its commercial content distribution activities. The new structure will enable our business partners to collaborate even more comprehensively. At the same time, our team will remain available as before."

What are the main challenges for the company today?
MO: "The streaming market is highly competitive. One of the primary challenges is maintaining visibility in an increasingly competitive global market. International buyers are often overwhelmed by the sheer volume of content available, and non-English-language titles have to stand out even more to gain attention. We address this by curating a portfolio that showcases the diversity and creativity of German storytelling, making our titles instantly recognizable and relevant worldwide."

What new trends and needs do you recognize among your clients?
MO: "We see a strong demand for high-end drama series. At the same time, light crime series remain extremely popular, particularly those with strong characters and a warm tone. Buyers are looking for content that can quickly engage audiences emotionally while still offering something fresh and culturally unique."

What new titles will you showcase at Mipcom?
MO: "Our Mipcom lineup puts socially relevant storytelling front and center. 'Naked' tells the story of toxic love and emotional dependence, exploring the dynamics of power and vulnerability in modern relationships. 'David and Goliath' sheds light on mental health in everyday clinical practice, addressing a topic that is becoming increasingly important worldwide. Moreover, 'Helix' combines cutting-edge genetic research with gripping thriller suspense, raising urgent questions about ethics and science. This powerful trio is complemented by a wide range of popular crime series that deliver both suspense and charm, including the much-loved 'Murder with a View,' known for its quirky characters and unique blend of humor and mystery. Premium storytelling, emotional depth, and global resonance make them ideal for international partners."

What are your main business goals for 2026?
MO: "Our goal is to continue expanding our catalog with high-quality titles while strengthening our position in the international market. We aim to establish a trustworthy and creative partnership for delivering distinctive German storytelling. Building long-term relationships with international broadcasters and platforms will be at the heart of our strategy. As we expand our presence, our ambition is to leave a lasting footprint with premium content that has a strong emotional and cultural impact. Our recent consolidation of our video activities will help us achieve even greater market penetration in the future."

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