Mediaset is the television group that in Italy, in 2010, totaled the highest revenues. This is certified by Agcom which has formalized the overtaking of Mediaset on Sky, with Rai in third place.
The annual report highlights an overall growth of the television sector of 4,5%. The resources are divided between Mediaset which reaches 30,9%, Sky at 29,3% and Rai at 28,5%. Again Agcom attributes to Mediaset an increase in revenues of 8,1% for a total of 2.770,60 million euros. Sky grew by 1,8% and reached 2.630,76 million, while Rai revenues increased by 2,5% for a total of 2.553,84 million. Telecom Italia follows at a distance with a share of 1,8% but with a growth of 4,5%.
In terms of viewers, the primacy is held by the six general interest networks Mediaset and Rai which in 2010 accounted for 73% of the average daily share (La7 just over 3%). Rai and Mediaeset thematic channels represent a total of 5,4% of the share and all Sky channels around 5% (including Fox). “These data reveal that although the thematic channels have increased profits, the traditional model is still holding up”, underlines Corrado Calabrò, president of Agcom. On the other hand, the warning to Rai is clear, from which Calabrò asks for "greater attention to the quality of the service".
But the primacy of the Biscione becomes absolute dominion if the magnifying glass moves to advertising revenues. Mediaset manages to attract more than half of the investments of advertisers. With 38% of audience, it attracts 56% of advertising resources and has seen its revenues from commercials increase from 2.251,45 million in 2009 to 2.413,50 in 2010. Sky has only 5% of the advertisements while Rai with 41% of listeners, it controls only 24% of advertising, but underlines Calabrò, the company is subject to "a stringent legal limit".
“Rai – continues Calabrò in his report – would need a reform to give it a dual governance that separates public service from a commercial vocation. It's an uncomfortable reform that the parties that dwell in the company don't like and that the competitors don't like, who do not see Rai as more competitive”.
