Press Coverage


The New ITMedia Consulting Report on International Media


European VoD market worth €6.25bn

The New ITMedia Consulting Report

copertina base 

After a boom year in 2017, the European VoD market will see significant growth over the next four years, but short of the peaks of recent years, with the exception of Southern Europe, especially Italy..

Total revenues for the VoD sector in Western Europe will amount to €6.25 billion in 2018, growing at a 12 per cent CAGR and reaching €8.81 billion in 2021, according to a report from Rome-based consultancy ITMedia Consulting.

The report indicates that revenues from SVoD in Western Europe will increase steadily, with an average annual growth rate of 15 per cent, while TVoD will grow much less, decreasing in importance in the coming years. As a result, in 2021 SVoD will account for 81 per cent of total revenue, with TVoD representing the remaining 19 per cent […].

Branislav Pekic,, July 9, 2018

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Vivendi-Telecom-Mediaset axis poses threat to Sky's dominance. Augusto Preta on Sport Business


Vivendi-Telecom-Mediaset axis poses threat to Sky’s dominance

Foto articolo inglese

Rights-holders are keenly following negotiations between French conglomerate Vivendi and Italian media group Mediaset, which could unblock the impasse over Vivendi’s takeover of the Mediaset Premium pay-television platform.

[...] Vivendi and Telecom Italia have already announced a joint venture pay-television company, Canale Plus, which the two parent organizations say will compete in the sports-rights market. Ownership of the joint venture is split 80:20 between Telecom Italia and Vivendi Canal Plus. Some analysts believe the joint venture would not have the penetration to compete with leading pay-television broadcaster Sky Italia for premium sports rights. It is thought likely the joint venture will initially deliver content via the TIM Vision OTT service, which in June had about 600,000 subscribers. Adding Mediaset Premium 2m subscribers to the operation would create a strong rival to Rupert Murdoch Sky Italia, which has about 4.8m subscribers.

Augusto Preta, founder of media research company ITMedia Consulting, said it would make no commercial sense for such a company to compete with Sky for one of the most expensive packages of Serie A rights, which could cost several hundred million euros per season. It would be more logical to bid for a smaller package of rights, or a specific OTT package, should the league make one available.

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The New Report by ITMedia Consulting on the international press

Extensive coverage on the international press of the new

ITMedia Consulting Report on the Italian TV Market 


Pay-TV main source of revenue for Italian TV sector. Italian pay-TV has grown by 2.7 per cent in 2017, become the main source of revenue (40 per cent of the total) for the country’s TV sector, surpassing advertising.This is the main conclusion of a report from Rome-based consultancy ITMedia Consulting called the “Television Market in Italy 2017-2019”.


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Western Europe TV market worth €99bn. Turning Digital on Advanced Television

Western Europe TV market worth €99bn

Augusto Preta pic2015

The TV market in Western Europe was worth €99.4 billion at the end of 2016, accounting for an annual growth rate of 1.8 per cent. This compares to a 17.5 per cent growth over the period 2006-2016, at an average annual rate (CAGR) of over 1 per cent. These are the key conclusions of the 15th edition of the annual report Turning Digital: The Future of Streaming Content published by Rome-based ITMedia Consulting.

The pay-TV market grew by 2.5 per cent in 2016, to €45.1 million thanks partly to IPTV, which registered a 66 per cent growth in the period 2011-2016, to the detriment of cable TV which has been in decline since 2010.

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The New ITMedia Consulting Report on International Media

European VOD market worth €4.2 billion in 2017

 The New ITMedia Consulting Report


The European VOD market is worth €4.2 billion in 2017, according to Italian research from ITMedia Consulting.

The firm’s new report Video On Demand in Europe: 2017-2020 estimates the market will continue to grow by an average of 17% each year, reaching a revenue of €6.7 billion in 2020.

T-VOD (Transactional Video on Demand) will see its share of the market reduced, from 37% in 2017 to 27% in 2020. SVOD (Subscription Video-On-Demand) services will increase, thanks to the success of Netflix, Amazon, and the likes.

The main markets are and will remain France, Germany and the UK. While constituting 40% of the total population (Western Europe), the three countries will account for 63% of the market for VOD in 2017, and 62% in 2020. These three markets will generate revenues of €2.7 billion in 2017, then climbing up to 4.1 billion in 2020 with an annual growth of 15%.

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The New Report by ITMedia Consulting on the International Press

Extensive coverage on the international press of the new

ITMedia Consulting Report on the Italian TV Market 


Here is a selection of articles:
Italy’s television industry will generate income of about 8 billion euros this year, growing about 5 percent from 2015, according to ITMedia Consulting. 
The TV market in Italy has shown signs of recovery in 2016 that calls to an end the period of deep structural crisis that affected the sector, according to a report by Rome-based ITMedia Consulting.

The television market is showing strong signs of recovery, seemingly closing the period of deep structural crisis in the sector definitively. In 2016 total revenue grew to €404 million overall, up 5% on 2015. Confirming this is the "Il Mercato Televisivo in Italia: 2016-2018" (lit. "The Television Market in Italy : 2016-2018") report compiled by ITMedia Consulting, which has been analysing the evolution of the market in detail for years, providing forecasts for the years to come.

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Western Europe TV market worth €98bn. Turning Digital on Advanced Television

Vi racconto cosa c'è dietro l'accordo Sky-Telecom. Parla Preta

The Western European TV market was worth €97.7 billion at the end of 2015, growing by 0.9 per cent year-on-year, according to the annual report from Rome-based ITMedia Consulting.

The pay-TV segment remained practically stable confirming the trend of stagnation, after years of constant growth, with turnover of €44 billion (+0.5 per cent y/y). Growth was highest in the UK, while most other markets in Western Europe saw negative growth rates (for example; -0.7 per cent in Italy and -2 per cent in France).

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Openings for Zero Rating - Augusto Preta on InterMEDIA


Openings for Zero Rating

On August 30th, BEREC published its Guidelines to National Regulatory Authorities (NRAs) on the implementation of net neutrality, including zero rating and special services.

Zero rating is a highly controversial aspect of the internet. On this subject Augusto Preta and Peng Peng provide a cost-benefit analysis published in July on InterMEDIA, the IIC's quarterly journal.

Vi racconto cosa c'è dietro l'accordo Sky-Telecom. Parla Preta

Zero rating (toll-free data) is the practice of internet service providers (ISPs) and mobile operators not charging end users for data usage of specific internet content and applications of content providers through their network. On one hand it may benefit consumers from using the subsidised services, on the other it could be considered anti-competitive and against the net neutrality principle. This article focuses on the cost-benefit analysis of zero rating.

Augusto Preta, Peng Peng, InterMEDIA, July 2016 Vol 44 Issue 2

Western Europe VoD revenues up 60% this year. ITMedia Consulting on Advanced Television

Vi racconto cosa c'è dietro l'accordo Sky-Telecom. Parla Preta

Revenues from VoD services in Western Europe this year will grow at a record rate of 60 per cent compared to 2015, according to a report by Rome-based ITMedia Consulting.


The “Video on demand in Europe: 2016-2019. The future is (also) mobile” report predicts that revenues will reach €6.54 billion in 2019, with an average annual growth rate of 17 per cent.


France, Germany and the UK currently account for 57.7 per cent of the Western European VOD market, a figure set to rise to 58.8 per cent in 2019. For its part, Transactional VoD is destined to drastically reduce its market share from half of the total to just over a quarter, to the benefit of Subscription VoD services that will grow at rates well above TVoD.


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Augusto Preta on the Digital Post

Media convergence in Europe:

market trends and policy challenges


In light of the sharp increase in video content and online entertainment the audiovisual market has changed dramatically over the past years, posing new complex challenges for European policy makers and regulators. The traditional approach based on distinctive markets seems to be inadequate to encompass this new competitive environment.

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Augusto Preta, The Digital Post, June 24th 2015


Television and relevant markets on the Italian Antitrust Review

Televisione e mercati rilevanti
Augusto Preta

Keywords Competition Law, European Union, Italian Antitrust Authority, Pay-TV, Telecommunication, European Commission, Relevant Market, Merger Regulation

Preta’s book raises important issues for governments and public authorities when intervening in the TV sector for regulatory or antitrust purposes. It also offers interesting insights and tools to understand the profound changes in the sector, resulting from the digitalization of contents and the convergence with other industries, such as telecommunications and internet.
The starting point – this is one of the merits of the book – is a thorough description and analysis of the sector and its evolution in Europe, and Italy in particular, without falling into an ideological debate. Furthermore, and more interestingly, the sector analysis is performed keeping in mind the perspective of the final viewers, how they respond or adapt to the new contents and services offered by TV operators and new technologies for content distribution. This perspective leads the Author to question whether the criteria established by antitrust practice in order to define relevant TV markets are still appropriate today. It is this perspective that ultimately is the object of Preta’s book.

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Michele Pacillo, Italian Antitrust Review, Issue N. 0 (2013)


Italian TV market lost €307m in 2013

A report by ITMedia Consulting has shown that the Italian TV market in 2013 was worth €7.73 billion, a drop of €307 million or 4 per cent over the previous year.

However, the TV market should grow over the next two years, reaching €8.12 billion by the end of 2015, thanks to the recovery of the advertising market, which will represent 40 per cent of total revenues.

The TV advertising segment was worth €3.5-3.6 billion this year, compared to €3.92 billion in 2012, while the expectations for the period 2014-2015 are positive, reaching €4.3-4.5 billion.

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Branislav Pekic, Advanced Television, 12 December 2013

European TV market worth €95.1bn

The European TV market grew by a modest 0.9 per cent in 2012, reaching a value of €95.1 billion, while advertising revenues were down almost four per cent to €31 billion, according to the “Turning Digital” report from Italian consultancy ItMedia Consulting.

Despite growing by 3.7 per cent, the pay-TV market is slowing down and is now worth nearly €43 billion, while the TV licence fee revenues amount to slightly less than €21 billion. Traditional sources of revenue (advertising on terrestrial channels and the TV licence fee) are taking resources from pay-TV and digital advertising. In 2012, the multichannel environment accounts for 56 per cent of market value, over €53 billion.

Branislav Pekic, Advanced Television, 19 September 2013

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In Italy, Technology Is Leading to a TV Transformation

[...] Last week, Internet campaigners for greater transparency in Italian government claimed a small victory when one house of Parliament, the Chamber of Deputies, delayed a scheduled vote on the membership of the Authority for Communications Guarantees, or Agcom, which regulates the media and telecommunications, including the Internet. In a break from the past, when members of such commissions were appointed via back-room deals, Gianfranco Fini, president of the chamber, announced that candidates would have to file résumés, so that their applications could be considered on merit.

[...] The selection of the new media and telecommunications regulator has attracted such broad interest because it is seen as a test of how much power Mr. Berlusconi still wields behind the scenes. Rivals of Mediaset have long complained that when he was prime minister, regulators favored his company and another politically connected giant, Telecom Italia. Several rival telecommunications companies, including Vodafone Italia, FastWeb and Wind, boycotted a recent farewell speech by the current head of the regulatory panel, Corrado Calabrò, whose mandate expires in July.


Given the entrenched positions, and the close political allegiances, picking a candidate satisfactory to all sides will not be easy, analysts say.

“It’s very difficult to find someone with experience in the sector who is not pro or against Mediaset,” said Augusto Preta, general manager of ITMedia Consulting, a research firm in Rome.

Eric Pfanner, The New York Times, 27 May 2012

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OTT TV to be worth €2bn in 2015

Although still in a nascent stage and despite an uncertain economic framework, the OTT TV market will grow at an average annual rate of 53 per cent and will be worth €1.9 billion in 2015.

The figures are from The Internet Era of TV – Expanding Entertainment report published by ITMedia Consulting. The Italian research centre estimates that in Western Europe, the total revenues from the distribution of Internet video on TV and mobile Internet video will reach €534 million by the end of 2012.

Branislav Pekic, Advanced Television, 18/04/2012

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Mediaset unsure on TV auction participation

Upcoming auction of television frequencies, already billed by some market observers as unattractive.

"There is much less interest for the digital terrestrial market than two years ago, when the 300 million euros ($394 million) market was still substantially open. Now games are mostly over and only the crumbs are left," said Augusto Preta, CEO of consultancy firm IT Media Consulting.

Danilo Masoni, Reuters, 18 April 2012

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Domino Effect of Europe's DTT Switchover

..."Multichannel growth is boosting overall European TV revenues, up 5.6% to $120 billion in 2010, while upping the amount of time spent in front of the tube by an average 2.7%, according to a recent study by Italy's ITMedia Consulting."

The key change in this new landscape is that auds for free DTT and pay TV channels are growing at the expense of traditional stations.

..."channel multiplication is mostly due to existing players expanding their services, rather than a proliferation of new ones, says analyst Augusto Preta, who heads Rome-based ITMedia Consulting. In the U.K., for example, the incumbents -- BBC, ITV, Channel 4 and Channel 5 -- now have a combined total of DTT 26 channels."

Variety., Mar. 23/03/2012

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‘Freesat’ services provide European viewers with strong alternative to satellite pay TV

Italy: Tivùsat passes a million in two years
Italian free-to-air DTH service Tivùsat launched, amid some controversy, in July 2009. By July 2011 it had signed up just over a million (1,037,061) smartcards to enable reception of its package of free-to-air channels – up from 750,000 at the end of 2010 and 409,000 at the end of June 2010.
Tivùsat is owned by Italy’s three main terrestrial broadcasters – RAI, Mediaset and Telecom Italia Media. In the run-up to the platform’s launch, RAI pulled its Raisat package of six thematic channels off of the Sky Italia platform and at one point threatened to do the same with its main channels (Rai Uno, Duo and Tre).

The free-to-air satellite platform was designed as a complementary platform to the Tivù free to-air digital-terrestrial television service, backed by the same shareholders, and has targeted the 5-10% of the Italian population that is unable to receive DTT signals.

Some of the potential appeal of Tivùsat was sapped by Sky Italia’s decision to make Italy’s free-to-air DTT channels available to its million pay-TV customers via a USB key that can be plugged into Sky Italia HD set-top boxes.

Augusto Preta, director of Italian consultancy firm ITMedia Consulting, expected Tivùsat numbers to reach 1.2 million by the end of this year and to rise to 1.5 million by the end of 2012 (by when digital switchover is due to be completed) and 1.8 million a year later.

New Media Markets, 03/11/2011

‘Freesat’ services provide European viewers with strong alternative to satellite pay TV

Italy: Tivùsat passes a million in two years
Italian free-to-air DTH service Tivùsat launched, amid some controversy, in July 2009. By July 2011 it had signed up just over a million (1,037,061) smartcards to enable reception of its package of free-to-air channels – up from 750,000 at the end of 2010 and 409,000 at the end of June 2010.
Tivùsat is owned by Italy’s three main terrestrial broadcasters – RAI, Mediaset and Telecom Italia Media. In the run-up to the platform’s launch, RAI pulled its Raisat package of six thematic channels off of the Sky Italia platform and at one point threatened to do the same with its main channels (Rai Uno, Duo and Tre).

The free-to-air satellite platform was designed as a complementary platform to the Tivù free to-air digital-terrestrial television service, backed by the same shareholders, and has targeted the 5-10% of the Italian population that is unable to receive DTT signals.

Some of the potential appeal of Tivùsat was sapped by Sky Italia’s decision to make Italy’s free-to-air DTT channels available to its million pay-TV customers via a USB key that can be plugged into Sky Italia HD set-top boxes.

Augusto Preta, director of Italian consultancy firm ITMedia Consulting, expected Tivùsat numbers to reach 1.2 million by the end of this year and to rise to 1.5 million by the end of 2012 (by when digital switchover is due to be completed) and 1.8 million a year later.

New Media Markets, 03/11/2011

European TV market worth €91.7bn

According to the 9th Annual Report from ITMedia Consulting, digital terrestrial television has supplanted satellite and is now the most popular digital TV platform in Europe.

Last year, 87 per cent of TV homes in Western Europe watched digital TV, with an annual growth of 29 per cent, while the homes with a digital receiver are close to 170 million.

The conversion to digital has been accelerated due to the switch off in Spain and significant switch over in France and Italy. Satellite is present in one third of digital homes and is no longer the most popular platform, being replaced by digital TV, present in over 37 per cent of households. Cable is responsible for 21 per cent of digital TV reception and is still far from a complete the analogue switch off.

Advanced Television, 9 June 2011
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Italy's TV Market To Grow 3.4% A Year By 2012 - Study

by Giada Zampano

ROME -(Dow Jones)- Italy's television market is seen growing at an average rate of 3.4% a year to reach EUR9.2 billion by 2012, as advertising spending picks up again and pay-TV continues to growth more than average thanks to an increased offer, a study published Monday shows.

According to the study by Rome-based research firm ItMedia consulting, competition between News Corp.'s (NWS) satellite unit Sky Italia and Silvio Berlusconi's Mediaset SpA (MS.MI) will heat up, with the latter continuing to dominate TV advertising.

On the other hand, Sky Italia will maintain its leadership in the pay-TV sector, despite reducing its market share, with subscribers returning to growth after a difficult 2010.

News Corp.'s unit will also become an important player in the advertising market thanks to the increase in its free-to-air digital terrestrial offer.

News Corp. owns Dow Jones & Co., publisher of this newswire and the Wall Street Journal.

Considering the Italian TV market as a whole, Sky Italia and Mediaset will keep similar market shares and revenues of around EUR3 billion, the study said.

Advertising remains the market's main asset, though its growth is lower than that of pay-TV, which expected to expand 5.6% a year between 2010 and 2012.

Dow Jones, 8 November 2010
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Study: Sky to vie with Mediaset

News Corp. pay operator will increase ad revenue share

By Michael Day

News Corp.'s Sky Italia, Italy's dominant pay TV operator, will eat into rival Mediaset's domination of the country's advertising market in the next two years, a new report predicts.

The ITMedia Consulting study suggests that Sky Italia's annual ad revenues will increase by €100 million ($140 million) to about $490 million by 2012 as it takes greater advantage of the economic recovery.

Rupert Murdoch's Sky Italia has had its market leadership threatened by a cheaper, digital terrestrial pay TV platform set up by Mediaset, owned by Italo Prime Minister Silvio Berlusconi.

Mediaset enjoys greater ad revenues than Sky Italia thanks to its combination of pay and free-to-view channels.

ITMedia Consulting director Augusto Preta said, however, things were looking up in the next two years, particularly for Sky Italia.

"On the back of a slight economic recovery, TV advertising, which is the most important part of this industry, will return to growth, ensuring that in three years we return to levels similar to those of 2008," he said. Overall, "the competition between Murdoch and Berlusconi will become even stronger," he added.

Variety, 4 November 2010
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Ad pickup, broadband to revive Italy TV mkt-study
  • Italy TV market 9.2 bln eur in 2012 vs 8.6 bln in 2010
  • Advertising market 4.2 bln eur in 2012, up 2.8 pct/yr
  • Pay-TV market 3.3 bln eur in 2012, up 5.6 pct/yr

By Danilo Masoni

MILAN, Nov 2 (Reuters) - Italy's television market is seen growing 3.4 percent a year to 9.2 billion euros by 2012, as advertising recovers from recession and broadband starts contributing to pay-TV growth, a new study shows.

News Corp unit Sky Italia, Italy's No. 1 pay-TV player, will eat into Mediaset's domination of TV advertising, ITMedia Consultancy general manager Augusto Preta said, outlining a study to be published next week.

He expected Sky's advertising revenues to increase by 100 million euros to about 350 million euros in 2012.

TV advertising in Italy fell 11 percent to 3.9 billion euros in 2009 as crisis-hit advertisiers cut marketing budgets.

"On the back of a slight economic recovery, TV advertising, which is the most important part of this industry, will return to growth, ensuring that in three years we return to levels similar to those of 2008," Preta told Reuters on Tuesday.

TV advertising will grow an annual 2.8 percent to 4.2 billion euros ($5.9 billion) in 2012 while pay-TV revenues are seen rising 5.6 percent per year to 3.3 billion euros in 2012, underpinned by digital terrestrial offers and by a dynamism in IPTV and broadband-based television.

"Pay-TV ... has grown even during the crisis when people stayed more at home watching TV," Preta said.

Sky Italia, which broadcasts on satellite, is Italy's top pay-TV player, but its leadership has been eroded by a lower-cost digital terrestrial offering by new entrant Mediaset.

IPTV and broadband-based television has a limited market share but Preta said this sector has strong growth potential.

"In the coming years growth will come mainly, even though marginally, from new IPTV offers and the so-called over-the-top television," he said, referring to offers from such groups as Samsung Electronics and Sony.

Taking the TV market as a whole, Sky and Mediaset will continue in a head-to-head battle for leadership with similar market shares and revenues of around 3 billion euros. (Editing by David Cowell)

($1=.7172 Euro)

Reuters, 2 November, 2010
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Mediaset to launch U.S. channel


Italo content targeted at Italian Americans

Mediaset, the Italo broadcast group owned by Italian Prime Minister Silvio Berlusconi, has launched a U.S. cable TV channel.

Mediaset Italia provides Italian-language content in a bid to attract the nation's 15 million Italian Americans.

News, soccer, entertainment and fiction from Mediaset's Canale 5, Italia 1 and Rete 4 channels will be beamed to the U.S. "just hours after the original broadcast in Italy," according to the company. The channel has been launched with International Media Distribution, which specializes in providing foreign-language content to U.S. audiences. A spokeswoman for IMD said an advertising campaign would follow when a distribution channel had been decided.

Patricio Teubal, head of sales at Mediaset, said: "We're very proud to be able to serve Italian Americans with the highest-quality Italian programming. Holding more than 40% viewership among the Italian public, we will bring to the U.S. the best of such programs through Mediaset Italia."

There are plans to broadcast Mediaset Italia in other countries.

Mediaset terrestrial content is far from cutting edge. But strategists in the firm's Milan headquarters hope the product's novelty value and quintessential Italianness will appeal to expats and other Italian speakers.

Leading Italo TV analyst Augusto Preta of Rome-based IT-Media Consulting, added that the development was consistent with recent Mediaset strategy. "Mediaset is looking to extend its business overseas because the mature state of the Italian market won't permit the company to continue growing there, so we've seen investments in China, Germany, Spain and North Africa," he said.

"The move into the U.S. responds to the same need, but there's one advantage -- lower production costs, because all the programs have already been made".

Mediaset has 14 TV channels -- including pay-per-view, web and mobile TV, as well production subsidiaries operating in television and cinema. International assets in the industry include ownership of production giant Endemol, and TV channels in Spain, Tunisia and the U.S.

Variety, 13 September 2010

Dark Sky over Europe


Murdoch struggles to replicate U.K. success in Italy, Germany

Rupert Murdoch is the undisputed king of pay TV in Blighty, thanks to his controlling 39.1% stake in money-spinning satcaster BSkyB, which he is bidding to buy outright.

But Murdoch's Midas touch has yet to work on his struggling Sky Deutschland, while Sky Italia is faced with falling subscriber numbers and a price war with rival Mediaset.

[...] Sky Italia, which bowed in 2003, is the only one of the three payboxes owned outright by News Corp.

It competes against Prime Minister Silvio Berlusconi's Mediaset empire and saw its first drop in subs in the first quarter, down 39,000 to 4.7 million compared with 5 million last fall.

In July, in an effort to reverse the decline, Sky Italia cut the cost of its basic movie and soccer packages by 25% to a monthly $36. News Corp. said the initial response was "quite encouraging" and it would "stimulate subscriber growth."

Mockridge hopes that by successfully lobbying the European Commission to allow Sky to enter Italy's burgeoning digital terrestrial TV market two years ahead of schedule, News Corp.'s position will be strengthened.

Augusto Preta, director of Rome-based IT-Media Consulting, said the DTT advertising market is expected to be highly lucrative. "I believe this is the main reason why Sky Italia is keen to bid for a DTT frequency," he said.

Preta added that Sky could use up to five free channels on a new digital frequency to cross-promote the pay service.[...]

Variety, 12 August 2010
the article

Western Europe online video 'will post €2.7 billion revenues in 2013'
Revenues from online video in Western Europe will grow from €737 million (US$1 billion) in 2009 to €2.7 billion in 2013, at a compound annual growth rate of 39%, according to a report fron Italian media consultancy ITMedia Consulting.
The report, Content on the Net: Video Streaming & Downloading, argues that total advertising revenues on online-video services was €276 million last year and predicts that, fueled by the launch of online video-on-demand services in 2010, this will rise to €1.6 billion by the end of 2013 (see fig. 1). Last year, online video advertising accounted for only 2% of total Internet advertising revenues, but ITMedia forecasts that within four years it will account for 8.5% (see fig. 2).

New Media Markets, 11 March 2010
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Italy restricts advertising on Sky Italia

The Italian government rubber-stamped a decree on Monday that will force satcaster Sky Italia, a key rival to the Mediaset broadcast group owned by Prime Minister Silvio Berlusconi, to reduce the amount of advertising it broadcasts. By 2012, the maximum proportion of broadcast time allowed for spots will fall from 18% to 12%, according to the decree. Analysts say the rule will hit Rupert Murdoch's Sky Italia harder than its main pay-TV competitor; Mediaset's Premium Gallery service does not carry more than 12% advertising at any time of the day as yet.

[...] One leading analyst, Augusto Preta of Rome-based IT-Media Consulting, predicted however, that in the medium term, Sky Italia looked likely to maintain its dominance of the Italian pay TV sector.

Variety, 1 March 2010
the article


La televisión italiana de pago alcanza el 40% del territorio

La plataforma vía satélite Sky Italia es la operadora líder del país con más de cuatro millones de abonados superando al grupo Mediaset de Berlusconi en suscripciones y publicidad

Las previsiones para el próximo año es que Sky Italia se convierta en el mayor organismo de radiodifusión con 2,7 billones de euros en ingresos por suscripciones y publicidad, pero debido a la recuperación de la industria de la publicidad en 2011 volverá a ser superado por Mediaset., 3 December 2009
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Italian TV market in 2009 worth €8.4 bn

At the end of 2009, the Italian TV market (TV fee, advertising, subscriptions and on demand services) will be worth a total of €8.4 billion, growing to €8.9 billion in 2011, according to the latest research from ITMedia Consulting.
DTH operator Sky Itala will become the largest broadcaster with €2.7 billion in revenues from subscriptions and advertising, but due to the recovery of the advertising industry in 2011, will be again surpassed by Mediaset .
The consultancy firm predicts that at the end of 2009 some 66 per cent of Italian households will be digital, a figure that will grow to 92 per cent in 2011 [...] , 2 December 2009 
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Mediaset's Race With Sky Heats Up

Mediaset SpA (MS.MI) will offer on-demand TV through a new digital terrestrial decoder starting Nov. 20, as it boosts its pay-TV offering with two new movie channels and targets 4.5 million users next year in an increasingly competitive race with rival News Corp.'s (NWS) satellite unit Sky Italia.
[...] Mediaset has attempted to offset the structural decline in free-to-air TV and advertising revenue by betting on its pay-TV offer and aiming it at the lower end of the market, with a cheap mix of TV series, movies and soccer matches.
[...] Analysts agree that Mediaset's pay-TV offering may get a boost from the analog-to-digital switchover in the country and due to be completed in 2012. Rome-based research company ITMedia Consulting estimates that in 2011 almost 22 million households will be digital, with a penetration of 92%.

The Wall Street Journal, 19 November 2009
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Pay-TV emerges as top revenue stream

Falling advertising revenues will lead to pay-TV becoming the main source of income in 2009, forecasts Milan-based ITMedia Consulting in its seventh annual Turning Digital report which analyses the state of the TV market in 17 European countries.
Digital TV is now present in two thirds of European households (100 million), compared to 54% in 2007, adding 18.6 million in one year. Digital terrestrial has already matched satellite as the digital TV access platform of choice: in 2009 – forecasts ITMedia – it will surpass it.

Broadband TV News, 02 July 2009
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Murdoch-Berlusconi Feud Plays Out in the Media
When Rupert Murdoch and Silvio Berlusconi clash, it is no surprise that the dispute plays out across multiple platforms.
[...] In the 1990s, between Mr. Berlusconi’s first and second terms as prime minister — he is currently in his third term — he was widely reported to have discussed the sale of Mediaset to Mr. Murdoch, but the two could not agree on a price. The creation of Sky Italia, through the merger of two satellite companies, occurred during Mr. Berlusconi’s second term., 15 June 2009
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Murdoch fordert Berlusconi heraus
Sky ist zu einem mächtigen Sender geworden. Während andernorts Bezahlsender wie Premiere in Deutschland  an den Rand der Pleite schlitterten, baute Murdoch seine Sky Italia zu einer Macht mit über 4,5 Millionen Abonnenten aus. Das Beratungsunternehmens IT Media Consulting erwartet, das Sky im kommenden Jahr nach Umsatz sowohl die staatliche Sendergruppe Rai als auch Mediaset überholen wird.
[...] Murdoch reagierte mit Werbespots, in denen er die Regierung beschimpfte, Bürgern das Geld aus der Tasche zu ziehen. Es sind zwei Dickköpfe die gegeneinander antreten. „Keiner der beiden wird die Position räumen“, sagt Augusto Preta von IT Media Consulting. Die beiden werden damit ihren Streit wohl weiterhin in die Öffentlichkeit hinaus tragen.

Die Welt, 23 February 2009
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Bequem war früer

Rupert Murdoch kündigt die Waffenruhe auf. Und zwar in den Hauptnachrichten. Der italienische Regierungschef Silvio Berlusconi erhöhe die Steuern mitten in der Wirtschaftskrise, klagt Murdoch mit Blick auf seinen Bezahlsender Sky Italia. Ein Skandal, rufen Manager des Konzerns in die Kameras. Denn Berlusconi, der als größter Medienunternehmer des Landes über die Privatsendergruppe Mediaset errscht, will die bisherige Steuerbegünstigung für Murdochs Sky Italia abschaffen.

Financial Times Deutschland, 2 December 2008
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TV ITALY Murdock's Sky Italia all set to be king of the market
The ability of Rupert Murdoch’s Sky Italia to dominate the sport rights market and the lack of competition in the pay-television sector have laid the foundations for Sky to become Italy's biggest broadcaster.
By 2010, it will have overtaken state broadcaster Rai and commercial broadcaster Mediaset in terms of turnover, according to research group ITMedia Consulting.
[...] In its latest report on the Italian television market, published this month, ITMedia predicts that by 2010 Sky will have a 32-per-cent share of the market, with Rai and Mediaset both on 31 per cent. At present Rai has 34 per cent, Mediaset 32 per cent and Sky 30 per cent. Sky has 4.56 million subscribers at end-June, up 366,00 over the year.

TV Sports Markets, 10 October 2008
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Free-to-air channels lead Italian DTT tender
Free-to-air channels are among the leading contenders to be awarded capacity in the latest tender for digital- terrestrial capacity in Italy.
Agcom, the communication regulator, is tendering 40 per cent of the digital-terrestrial multiplex capacity now operated by Mediaset, Rai and Telecom Italia Media to allow new entrants onto the platform.
"We looked for proposals that had a solid economic base and [companies that] knew how to run channel effectively", said Augusto Preta, ITMedia consultant and a member of the panel that assessed the bids.
[Applications for three Disney channels] ranked joint ninth with the cannels proposed by AirPlus, the Scandinavian group that invests in digital-terrestrial television.
Preta said Agcom would decide whether to choose a mixture of Disney and AirPlus channels.
"If Agcom wants both companies than they will have to choose the channels", said Preta. The regulator should announce a decision at the end of August.

New Media Markets, 8 August 2008
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European Commission reviews merger constraints on Sky Italia
The European Commission is considering the relaxation of conditions placed on Sky Italia when it was created through the 2003 pay-television merger of Stream and Telepiù - a prospect that is strongly resisted by rival broadcasters.

[...] Augusto Preta, consultant with ITMedia, said: "The Commission wants to know if there's competition in acquiring rights, but the point is even if there is competition in the acquisition process, the company that acquires the rights currently has to license them to Sky anyway."

Preta added that the rights tender for matches from 2010 could be finalised before the Commission reported back on its investigation. [...]

New Media Markets, 11 July 2008
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Italian telcos must reshape Internet TV or lose ground

Italian telecoms operators must rethink their approach to Internet TV (IPTV) or risk losing business to satellite and other competitors.

Telecoms see IPTV as the solution to offset the decline of the traditional fixed-line business, boost revenue and retain customers but in Italy their IPTV offerings so far are considered to be based on an outmoded low-cost standard.[...] "Italian operators have all adopted an old-fashioned business model, which aims at reducing risk to the bare minimum. Consequently it doesn't deliver big numbers," said Augusto Preta, general manager of research firm ITMedia Consulting. [...]
"At present all the operators are just replicating Sky's offer on all the different platforms. Any of these offers has a distinctive feature that can convince users to favor it against another," Preta said.

ITMedia Consulting's Preta agreed that 'video on demand' will be a winning feature, expected to surpass the classic pay-TV model and deliver 46% of IPTV revenue in 2010.

"But it will face the competition of social networks, like YouTube and MySpace, successful in term of growth and popularity. These sites will be increasingly financed by advertising, with user-generated content expected to attract 18% oftheEuropean Internet ads market, topping EUR2 billion in 2010," he said. Missing the IPTV opportunity would mean Italian operators lagging European rivals in a fast-growing market set to be worth about EUR2.6 billion by 2010 in western Europe, according to ITMedia Consulting forecasts.

The Wall Street Journal, 14 December 2007

Soccer deal casts shadow on DTT model
The two pay-television services on Italy's digital terrestrial platform are set to fight for rights to the country's top football division after its club decided to move to collective selling [...]
A key question is wether the change to collective selling will be accompanied by a move to sell exclusive rights to a single platform, which could create a bidding war that could benefit the clubs.
Under current deals, which started in August and run until 2010, each club sold rights to home matches to either Mediaset's DTT service Mediaset Premium or the rival Cartapiù LA7 from Telecom Italia Media.
In addition they signed separate deals with Sky Italia for live satellite rights.[...]
Sarah Simon, managing director of investment bank Morgan Stanley, said that collective selling by the Lega Calcio league made sense, because it was how football rights were allocated in most other European countries. But she warned that the company that failed to secure the rights could "disappear".
"The question for the pay DTT platform is who gets the rights and who disappears" she said.
Mediaset, which at present has most of the top clubs, would be favourite, Simon added:"Mediaset knows football is what its pay TV business hangs on".
Augusto Preta, general manager of ITMedia Consulting, said that football was the only reason consumers watched the DTT platform in Italy.
About 4.5 million Italian homes have digital terrestrial television, of which around three million take pay-per-view games from Mediaset and Telecom Italia Media. Sky Italia has 4.2 million subscribers[...]

New Media Markets, November 9, 2007
Italian DTT operators prepare new pay services
The two leading pay-television broadcasters on ITaly's digital terrestrial platform are moving away from a reliance on football to other sports and entertainment in a bid to drive customer and revenue growth [...] Mediaset is reportedly planning to launch up to eight thematic pay channels to broaden its appeal and to compete with satellite-television broadcaster Sky Italia, which reported 4.17 m customers [...] From July, Cartapiù will offer educational programmes for children [...]

The digital terrestrial pay television market is worth around €45 million per year, with "between 80% and 90% derived from football", according to Augusto Preta, general manager of ITMedia Consulting. [...] Cartapiù launched a €19 per month subscription service in November 2006, providing full access to its service. [...] Mediaset is now considering the introduction of a similar subscription service.

New Media Markets, May 18 2007
MHP: not dead yet but future hopes are limited
Italian experience: Just over five million digital terrestrial receivers had been sold in Italy by the end of February, according to market researches Gfk.

Augusto Preta, general manager of consultancy ITMedia Consulting, said that government subsidy was the main reason behind MHP's wide penetration.[...]

Preta said that only 10 per cent of people with MHP boxes used them regularly to watch digital television. Most viewers use them to access pay-per-view services and then switch back to analogue television. Italy's highly regionalised television market, home to around 400 analogue channels, is one likely reason.

New Media Markets, April 27 2007
Sky Italia isolated over idTV subsidy terms

Sky Italia is at odds with Italy's other main television players over how the government's new subsidy scheme for integrated digital television sets [idTVs] should operate.
Italy's association for the development of digital terrestrial television, DGTVi, wants the subsidy to be available only for idTVs that contain interactive television software and include upgradeable common interface slots.[...]
Sky Italia would not comment directly on the issue, but said:"Sky Italia is against a subsidy that encourages one kind of technology instead of another. That's why it is so important that the subsidy should be platform neutral.
Augusto Preta, general manager at Rome-based consultancy ITMedia Consulting, said that the subsidy would not necessarily apply only to digital terrestrial id TVs.

He pointed out that Telecom Italia was intersted in adopting the DGTVi model for cable idTVs, as was broadband operator Fastweb for IPTV. "If they see that cable or IPTV can take advantage of this subsidy, they could approve this measure", he said.
"Cable and DTT are opern platforms, while Sky is a closed platform. So it's Sky's problem, not that of the other platforms".

New Media Markets, January 12, 2007

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