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Mediaset digital ad unit to focus on DTT

Italian media group Mediaset’s digital advertising unit is to focus its attention on digital-terrestrial TV and move out of non-core areas including sport sponsorship.

The unit, Digitalia ’08, part of Mediaset’s Publitalia ’80 subsidiary, will discontinue the management of sponsors for football clubs including AC Milan and FC Inter. Digitalia ’08 began rationalising its activities in July with the creation of a new company (jointly with Mondadori Pubblicità) dedicated to internet advertising.