Summary
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.
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