The Italian TV market has the peculiarity that cable television never developed, due to regulatory approaches, while the analogue television market developed very strongly between two main players, RAI (the public broadcaster) and Mediaset Group, a private one.
This two groups take more than 95% of the TV advertising market in Italy, which is about 5€ billions; other nation-wide broadcasters are Telecom Italia Media and MTV (with less the 3% of the market share) and hundred of local broadcasting stations. In this scenario, another player, a satellite one, emerged in the last 6 years: SKY; SKY is from News Corporation group and has reached 5 millions paying users at the end of 2008 in Italy, with advertising revenues in the order of some hundreds millions of euros.
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