A fascinating battle to watch from the sidelines, if nothing else…Berlusconi vs. Murdoch.
Mediaset, controlled by Italian Prime Minister Silvio Berlusconi, is testing a digital pay-as-you-go system featuring set-top boxes accessed by prepaid cards — similar to those hawked to mobile-phone users — sold at corner shops for about EUR3 per game.
News Corp owned Sky Italia has dominated the Italy TV soccer market for the last year.
The Gartner Group’s Daum says Mediaset also will need a finely tuned marketing campaign stressing the advantages of its pay-as-you-watch digital soccer program without confusing viewers about the free-to-air nature of digital television. Except for premium content such as soccer, digital programming generally is free to viewers.
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