10 December 2013
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  • Despite the economic downturn, the Italian TV market is still dynamic, and so it will be in the coming years
  • The switchover to digital TV has been completed, and now the market share of the digital terrestrial TV is decreasing to the advantage of the broadband TV
  • In 2013 the TV market is still in recession and records a 4% reduction of resources. In the following two years it will start its recovery, but as a whole it will be under the 2008 value
  • The recovery of the market will depend on the overall economic circumstance. Advertising will not recover from the losses accumulated in 2012, but starting from 2014 it will grow again at a 3.7% average rate.
  • Pay TV keeps on the slowly descending path, but from 2015 it will grow again, thanks to the broadband TV offers (over the top)
  • Even with a reduction of the investments, advertising will be the most prominent resource again starting from 2014
  • There is an overall resource transfer to Other Players, mainly thanks to the new broadband services and to the development of thematic channels on the digital terrestrial television

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