Deutsche Telekom will enter the FAST Channel business on its German TV platform MagentaTV this month, marking the telco’s first major push into free ad-supported streaming as it gears up for the FIFA World Cup 2026.
The new portfolio of FAST channels – spanning film, entertainment, docutainment, sport and lifestyle – will roll out from December and is set to grow to as many as 40 channels by the time the football tournament begins in June 2026. Telekom says the line-up will significantly expand MagentaTV’s reach beyond its established live sports offering and attract broader streaming audiences.
The move comes as MagentaTV also opens its advertising inventory for programmatic buying for the first time. Agencies and advertisers will gain access to premium placements across the platform, including in the exclusive live sports environments that Telekom expects to deliver high viewership during the World Cup. MagentaTV will show all 104 matches of the tournament, including 44 exclusively, with live coverage blocks of up to 12 hours per matchday.
“Streaming and CTV are no longer side channels but premium environments offering brand reach, relevance and precise targeting,” said Dr Jörg Richartz, Vice President Sales & Marketing TV at Deutsche Telekom. “With MagentaTV, we are now making our exclusive inventory accessible programmatically, supported by our own data and innovative targeting options.”
Richartz said the upcoming FAST Channel portfolio will give advertisers new opportunities to reach viewers beyond live sport, while Telekom’s in-house sales team will offer classic TV and CTV spots, special ad formats and customised sponsorships. The programmatic infrastructure is being developed in partnership with ad-tech service provider Equativ.
“MagentaTV stands for premium entertainment and content you won’t find anywhere else,” Richartz added. “By working with strong partners like Equativ, we’re creating a monetisation ecosystem that brings programmatic efficiencies to our platform.”
