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July 1, 2010

Sky Italia scores with pay TV

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by David Allen

It looks like competition within the sports broadcasting sector is not confined to the UK for Sky TV, as the battle to win over the Italian consumer is about to become very heated.

The two players are Mediaset, owned by the Italian PM Silvio Berlusconi and Sky Italia, run by Rupert Murdoch.

These two businessmen have not seen eye to eye for a long time and the control of Italian football is just another battlefield for these giants to wage war on.

Sky Italia has been losing to Mediaset recently, especially when it comes to sports coverage, but with Sky Italia dropping its price by almost 25 per cent, both providers are on a par with each over.

It could be a case of playing chicken from now on, where the first one to blink will lose the game.

Story link: Sky Italia scores with pay TV


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