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

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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