"We have improved the profitability of our e-commerce businesses and initiated a sale process with banks for two of our largest assets, Verivox and Flaconi, to maximise value," ProSieben CEO Bert Habets said.

Flaconi is an online perfume retailer and Verivox is a price comparison website.

MFE, which holds nearly 30% of ProSieben, wants the company to shed both its e-commerce and dating businesses in order to focus on television, in an asset split that could eventually lead it to make a buyout approach for ProSieben's TV business.

Shareholders are scheduled to vote on the plan on April 30, with one investor - Amber Capital - telling Reuters it would back the strategy shift put forward by MFE.

ProSieben's management has fiercely opposed the proposals.

They "would restrict our options and create no value for all shareholders," Habets said in a renewed appeal to shareholders ahead of the annual general meeting.

(Reporting by Klaus Lauer; writing by Rachel More; editing by Jason Neely)