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 [...]

www.advanced-television.com , 2 December 2009 
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