Commercial broadcaster Mediaset will overtake Sky Italia as the leading Italian television company in terms of revenues within two years [...]
ITMedia, an Italian consultancy, said that Mediaset 's revenues from its Italian television operations would fall short of those of Sky Italia in 2010, but they would exceed those of the News Corporation satellite-television company in 2011.
Augusto Preta, chief executive of ITMedia, said that Sky would maintain its leading position in 2010 only because of the effect of the downturn on Mediaset's advertising revenues.
The report, Television Market in Italy: 2009-2011, says that in 2010 Sky would be the bigger of the two companies, with total revenues of €2.7 billion, compared with Mediaset's €2.6 billion.
ITMedia, an Italian consultancy, said that Mediaset 's revenues from its Italian television operations would fall short of those of Sky Italia in 2010, but they would exceed those of the News Corporation satellite-television company in 2011.
Augusto Preta, chief executive of ITMedia, said that Sky would maintain its leading position in 2010 only because of the effect of the downturn on Mediaset's advertising revenues.
The report, Television Market in Italy: 2009-2011, says that in 2010 Sky would be the bigger of the two companies, with total revenues of €2.7 billion, compared with Mediaset's €2.6 billion.
New Media Markets, 20 Novembre 2009
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