Competition could boost Italian pay-TV take-up

Italy could have up to 11 million pay TV subscribers over the next two years as a result of ongoing bidding war between Sky Italia and Mediaset, according to a senior Mediaset executive.

Strategic marketing director Marco Paolini told local press that the continued bidding war between the Berlusconi-owned broadcaster and News Corp-backed satellite pay TV operator will lead to between eight and 11 million pay TV subscribers by 2012. Currently, Sky Italia has 4.7 million subscribers, while Mediaset has 2.4 million.