Mediaset and Sky Italia have both claimed success in a court hearing into the formers refusal to broadcast advertising from the latter.
A Milan civil court ruled that BerlusconiÂs Mediaset was breaking competition rules by refusing to carry News Corp-owned Sky Italia’s advertising on its free-to-air channels because it also offers a pay-TV service, Premium. However, the court stopped short of making the broadcaster pay damages. News Corp expressed its satisfaction with the ruling. MediasetÂ also said it was ÂsatisfiedÂ with the decision, adding that various requests made by Sky had been rejected, including for Mediaset to immediately recommence advertising for Sky Italia, to prohibit Mediasaet from promoting Premium on its free-to-air channels and a request for compensation.
ÂThe court’s decision foresees only that Publitalia [MediasetÂs ad sales unit] does not apply Âprejudicial rejectionÂ of advertising campaigns for Sky Italia in order to advantage the Mediaset Premium offer,Â the broadcaster said in a statement. ÂMediaset underlined that this is precisely the approach that the company has always followed.Â It said it had already broadcast 3,107 Sky commercials this year.
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