Mediaset answers Sky Italia with price cut

Italian broadcaster Mediaset has responded to a cut in the price of rival Sky Italia’s services by revealing that it will cut the price of its own basic TV package including football and movies to €14 a month until December.

Sky Italia earlier said that its basic premium offer, including football and other sports and movies, will be available for €29, compared to €26 for the equivalent offer from Mediaset.

Despite the latest price cutting measure, Mediaset vice-chairman Pier Silvio Berlusconi has reportedly confirmed that Mediaset wants to see its pay-TV service reach breakeven this year. He also told Dow Jones Newswires that the company had 4.4 million active cards at the end of June, but that two million of them were set to expire today.