Pay-TV operator Sky Italia has opened a new front in its competitive battle with rival Mediaset by reducing the price of its basic premium package by 26% and subsidising the cost of HD decoders.
Sky will sell HD set-tops for 59 including installation, compared with Â199 previously. Its basic premium offer, including football and other sports and movies, will be available for Â29, compared to Â26 for the equivalent offer from Mediaset. CEO Tom Mockridge also said that Sky intended to increase the number of HD channels on the platform from 35 to 50 over the next year.
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