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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