The Italian TV system has recorded a 4.5 per cent growth in revenues in 2010 to almost €8.6 billion. According to the Annual Report of Italy’s Communications Authority (AgCom), Mediaset is market leader in terms of income, with €2.77 billion, representing 30.9 per cent of the total. DTH platform Sky Italia saw a 1.8 per cent growth to €2.63 billion, while public broadcaster RAI registered a 2.5 per cent increase of revenues to €2.55 billion.
In his annual report, AgCom chairman, Corrado Calabro’, points out that Mediaset with 38 per cent of audience attracts 56 per cent of the advertising cake, while Sky Italia has less than 5 per cent. For its part, audience leader RAI (41 per cent) managed to attract only 24 per cent of the advertising.
Despite an 11 per cent increase in the viewing figures of the thematic channels, the broadcast TV model is still overwhelming in Italy. In fact, the six generalist channels of RAI and Mediaset still command 73 per cent of the average daily share, while La7 has little more than 3 per cent. The thematic DTT channels from RAI and Mediaset account for 5.4 per cent, while all Sky Italia channels approximately have 5 per cent.