The TV market in Italy
2008-2010. Sky supremacy
This new report by ITMedia Consulting is an essential tool for players in the digital market. Supported by data, tables and charts it shows how the Italian TV market is changing and estimates growth rates by platforms, players and sources of revenue.
ITMedia Consulting estimates that DTT, which is to replace the traditional analogue TV, will be available in 80% of households. For the first time, families’ expenditure (licence fee + subscription) will overcome companies’ expenditure in advertising. Pay-tv is the most dynamic segment of the market. For this reason Sky will be leader in 2010 , followed by Rai and Mediaset.
The Report's conclusion is that the digital revolution may cause the end of the duopoly which has been affecting the Italian Tv market for years.
Table of contents (17 pages, 18 tables/charts)
