- Platform instead of service: MagentaTV bundles up to 180 TV channels, media libraries, streaming services and MagentaSport on one interface, for Telekom customers as part of the plan, bookable standalone for everyone else.
- Basketball as the signature right: MagentaSport holds the largest FIBA rights package of all time, all World Cup and European Championship matches for men and women until 2029, plus EuroLeague rights until 2028/29. No other provider in Germany has covered basketball so comprehensively. The Bundesliga rights, however, are now held by DYN.
- Addressable TV with a network data advantage: with Equativ and in partnership with RTL, Telekom operates the most technically advanced Addressable TV infrastructure in Germany, with household-level targeting directly in the linear TV stream.
What is MagentaTV, and what distinguishes it from all the others?
All other services in this article series produce or license content and build a platform around it. Telekom reverses the principle: MagentaTV is primarily infrastructure. Telekom owns the network, DSL, fiber, 5G, and thereby direct access to the living rooms of millions of German households. MagentaTV is the interface that turns this access into a TV experience.
That makes MagentaTV unique: Telekom knows not only who its customers are. They know how and when these customers watch television, and can, based on this data, exchange advertising at household level within the running program. That is Addressable TV in its purest form.
Content: sport platform with basketball depth
MagentaTV itself is an aggregator. The added value lies not in an in-house production claim, but in the bundling. MagentaSport is the actual content brand of the company, and there basketball is the clear signature offering:
Basketball: MagentaSport has secured the largest FIBA rights package of all time, all matches of the Basketball World Cup and European Championship for men and women until 2029, plus the Turkish Airlines EuroLeague until 2028/29.
Beyond that, MagentaSport holds rights in handball, ice hockey and other niche sports, a portfolio that clearly sets itself apart from the football-centered offerings of DAZN, RTL+ and Paramount+.
Pricing model
For existing Telekom customers, MagentaTV is included in most plans or bookable at reduced conditions. The price structure is designed less for subscription optimization than for customer loyalty within the telecommunications contract.
Advertising: Addressable TV as a structural unique selling point
MagentaTV is one of the few providers that can exchange advertising directly in the linear TV stream at household level, without a detour via an app, without individual user tracking, directly in the IPTV signal. The technical basis is the partnership with Equativ (ad tech) and the integration of RTL Deutschland's ad server. This enables flexible delivery of personalized spots.
Conclusion: the invisible enabler in the German TV market
MagentaTV is one of the most strategically relevant platforms in the German moving-image market. As a network operator with direct household access, technical Addressable TV infrastructure and the most extensive basketball rights package in Germany, MagentaTV is the enabler that other platforms need as a partner, and that, for advertisers, delivers on the promise of TV reach with digital targeting accuracy.