Italian TV market expected to return to growth

The Italian TV market is expected to grow by 3.4% to €9.2 billion by 2012 on the back of an advertising recovery and pay TV growth, according to a study by ITMedia Consultancy.

The consultancy’s report, to be published next week, comes after Italy saw an 11% drop in its TV advertising business in 2009.

The consultancy expects that TV advertising will grow by 2.8% a year to €4.2 billion, with pay TV revenues growing by 5.6%  a year to €3.3 billion, boosted by digital-terrestrial and IP-based offerings.