The advent of mobile television The evolution of Mediaset Group strategy

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The advent of mobile televisionThe evolution of
Mediaset Group strategy

• Dr. Cinzia Colapinto
• Dr. Benedetta Prario
• Institute of Media and Journalism
• Università della Svizzera italiana (CH)

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The advent of mobile television - Mediaset

• Introduction
• Digital switchover on the agenda of European
  countries.
• Spectrum release ? new services mobile
  television
• Interactivity

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The advent of mobile television - Mediaset
Research question and methodology The advent of
digital television and in particular of mobile
television has been transforming the strategy of
broadcasters? Case study Mediaset Group
(primary and secondary data)
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The advent of mobile television - Mediaset
Mobile television value chain
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The advent of mobile television - Mediaset
Mobile television business models
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The advent of mobile television - Mediaset

• Mediaset Group
• leader in the Italian television and media market
• (17th in the world with a turnover of Euro 3,397
  million)
• In 2006 Mediaset launched Europes first Mobile
  TV service (DVB-H) first commercial digital
  terrestrial television

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The advent of mobile television - Mediaset
Italian mobile television market
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Italian mobile television market
The advent of mobile television - Mediaset
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The advent of mobile television - Mediaset
Mediaset revenues (2001-2008)
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The advent of mobile television - Mediaset

• Conclusion
• Mobile TV represents an additional business for
  Mediaset
• Mediaset is a fully-integrated company
• Wait for the complete switchover (2012)