Case Study

Mediaset Gets Italians Used To Pay TV

Mediaset Premium Ignites The Italian Pay-DTT Market With Prepaid Cards

September 17th, 2009
With contributors:
J. P. Gownder , Laura Wiramihardja , Erik Hood


The launch of digital terrestrial TV (DTT) in Italy in 2004 gave leading Italian commercial TV broadcaster Mediaset the opportunity to diversify its activities; it launched Mediaset Premium, a TV service that offers premium TV content, in January 2005. The prepaid card model that Mediaset Premium uses has turned out to be an effective way to reach the mass market and to engage with DTT viewers who show low levels of interest in pay TV.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.