European broadcast giant Mediaset has reportedly denied it is to sell off its pay TV service Mediaset Premium.
The company said the Italian pay platform, which offers services such as HD football and movie channels, was a strategic asset and had grown its revenues by 10% in the first quarter of 2013, according to Reuters.
This came after local news reports claimed Mediaset was planning to find a buyer.
Berlusconi family-owned Mediaset, which is the market leader in Italy and Spain, last year posted its first yearly loss since listing in 1996.
The company could not be contacted for comment before publication this morning.