"Last month, the government floated ... the new media law, which would put a 45 percent ceiling on advertising for any one broadcaster. The media law would also force the state-run broadcaster, RAI, and Mediaset, the media division of Fininvest, to transfer one of their analog channels to digital within fifteen months, freeing up two channels for new investors. A recent analysis by IT Media predicted that Sky Italia was positioned to benefit most by the new law. The report said Sky could earn an additional 28 million euros ($37 million) a year from its implementation. Mediaset, meanwhile, could lose up to 103 million euros ($135 million) a year in earnings, the report said.
The New York Times, November 26, 2006
