November 8th, 2010

• The Italian TV market is digital. At the end of 2010 less than 20% of households have analogue TV.

• After a rather unfavourable time, due to the economic crisis, in the next 3 years the Italian TV market will grow at an average rate of 3.4%.

• Advertising remains the market's main asset, though its growth is lower than that of pay TV, as it constantly remains below 50%.

• As for TV advertising, Mediaset will remain leader and Sky will do the same with pay TV. Although Sky's core business market share has decreased, it will start to grow again in terms of value and subscribers and it will also become an important player in the advertising market thanks to the increase in its free DTT offer.