German broadcaster HSE has appointed Shona Fraser as Senior Director Live Media & Broadcast, placing the experienced media executive in charge of scaling and developing the company’s operations across TV and digital platforms.
Fraser will oversee HSE’s live media and broadcast organisation end-to-end, spanning its linear TV channels and digital outlets. She reports directly to Sandra Rehm, Chair of the Management Board at HSE. The remit is to further strengthen live media and broadcast as a core value driver of HSE’s business model, with a focus on quality, efficiency and the scalable production of live content.
“With Shona Fraser we are gaining a highly accomplished leader who combines creative strength, operational excellence and transformation experience at the highest level,” said Rehm. “She brings exactly the perspective we need to further expand our live-commerce expertise on TV and across our digital channels.”
Fraser brings more than two decades of senior leadership experience in the international media and television industry. Most recently, she held executive management roles at Brainpool and Banijay Germany. Prior to that, she spent several years at RTLzwei, including serving as Deputy Programme Director, where she was responsible for large production teams, complex live formats and the development of established entertainment brands across linear and digital channels.
According to HSE, Fraser’s background in live production, entertainment formats and the strategic alignment of content and operations further strengthen its position as a leading live-commerce provider in Europe. The company aims to expand live entertainment as a differentiating factor and translate it more consistently into reach, engagement and commercial performance.
“Live commerce thrives on the intelligent combination of entertainment, inspiration and purchase impulse,” said Fraser. “My goal is to evolve HSE’s live platform so that entertaining content, high quality standards and stable production processes come together to deliver a consistently compelling viewing and shopping experience.”
HSE operates three TV channels – HSE, HSE Extra and HSE Trend – alongside an online shop, mobile app and social commerce services, reaching around 45 million households across Germany, Austria and Switzerland. The company serves around 1.2 million active customers and has been majority-owned by Providence Equity Partners since 2012.
