The departure of Silvio Berlusconi from political office will have wide-ranging implications for the Italian TV and media market including a shift of advertising from Berlusconi-family controlled broadcaster Mediaset to other broadcasters and platforms, according to analysts.
Davide Tesoro-Tess, from the Value Partners consultancy, says that ad revenues will be spread more widely among Italian broadcasters as regulation and industry standards that have historically favoured Mediaset are relaxed/dropped.
Value Partners estimates as much as 10-15% shortfall for Mediaset, depending on how the rules are revised.
The fallout from Berlusconi’s departure could also work to the advantage of RAI, the consultancy notes, with the public broadcaster allowed to generate more ad revenue.
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