LONDON (Brand Republic) - RTL Group has appointed consultants to begin rebranding its television production company Pearson Television, which is behind such shows as The Bill, This is Your Life and Neighbours.
The move is believed to signal that Financial Times-owner Pearson, which holds a 22% stake in RTL, is unlikely to retain a long-term interest in the pan-European broadcasting giant.
RTL needs to free up some shares by September to boost its financial position. However, Pearson is thought unlikely to pull out of the company until the market for media and technology stocks picks up.
Reports in the German business press have suggested that local publisher WAZ might be prepared to sell its 7% stake in RTL.
While the Pearson Television name will disappear, it will not simply be rebranded as RTL. The group is keen to ensure that its TV production arm retains its independence, which is key to its ability to sell programming to rival broadcasters.
Didier Bellens, RTL Group CEO, has said that although he wants to build some synergies between the group鈥檚 22 TV channels, the company needs to continue selling programming to competitors.