RTL Group is planning to bundle its French broadcasting activities, comprising TV and radio operations, into Groupe M6 with the aim to become a fully-integrated company and better compete in the digital media landscape.

As part of the reorganization, Groupe M6 will acquire full ownership of RTL Group’s French radio stations – which includes RTL, RTL 2, Fun Radio, advertising sales house IP France — for 216 million Euros.

The idea behind the pact is to build synergies in advertising sales and investments within Groupe M6, as well as ramp up the production of local content in France.

The operation will also allow Groupe M6 to expand its portfolio of TV channels, radio stations, digital services, and increase its content production, rights acquisitions and diversification.

As part of the strategic shift, the company will launch an integrated sales division dedicated to TV, radio and digital advertising.

RTL Group, which currently has a controlling share of 48.26% in Groupe M6, plans to clinch a licensing deal with Groupe M6 to allow the outfit to use the “RTL” trademark.

“RTL Radio in France has been the iconic cornerstone of RTL Group’s success story in commercial broadcasting across Europe. This transaction aims to open a new, very promising chapter for RTL Radio as convergence and consolidation continue to shape our industry – not only in North America, but also across our European footprint,” said Guillaume de Posch and Anke Schäferkordt, co-CEO’s of RTL Group.

“Groupe M6 has a great track record of building and growing strong media brands, nurturing a culture of creative freedom and innovation. The combination of RTL Radio and M6 will be a force for plurality and creativity in the French media landscape,” added the execs.

The transaction was approved by RTL Group’s board of directors and Groupe M6’s supervisory board on Dec. 7 and Dec. 12, respectively; and has to be greenlit by the French media authority CSA.