Italian distributors of video content (Silvio Berlusconi-owned Medusa (the sister company of top commercial broadcaster Mediaset) and RAI Cinema (the film arm of pubcaster RAI) are mentioned) are demanding wireless rights to the content they distribute. “The majors have to be reasonable,” Medusa topper Gianpaolo Letta warns. “Our modus operandi has always been to buy all rights, which we pay a premium for. They can’t just say: ‘We are going to hold on to those (digital rights),’ because then we are going to be a lot less likely to come to an agreement.”
Italy is one of the few countries with a commercial mobile TV system at the moment, and are apparently having trouble getting the rights to that medium…”the Italians lament that wireless rights remain an unknown quantity for Hollywood suppliers who are refusing to sell these rights until they can accurately estimate their worth”.
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