The agreement between the Italian giants Sky and Mediaset could change the assets of the national TV market. Marina Berlusconi brought us the details:
The all-purpose peace truce Sky-Mediaset arrived just before Easter, and we have already sensed the first consequences of what will always be considered a historic agreement for the Italian television market. A commercial deal which, at the time, has been conceived as a sort of channel exchange between those who were previously two market competitors. The first step came immediately after the agreement, with the arrival of 9 channels on Sky which were previously only available on Mediaset Premium: Premium Cinema, Premium Cinema +24, Premium Cinema Energy, Premium Cinema Emotion, Premium Cinema Comedy, Premium Action, Premium Crime, Premium Joi, and Premium Stories.
Just a few days ago, instead, Sky returned the favor and also made Sky Sport (along with its HD version) and Sky Uno available for Premium subscribers. Therefore, so far the agreement has allowed Sky to further increase its content, especially for cinema and TV series, while Mediaset has brought in some more sports content together with Sky’s well-known entertainment programming. The agreement has been very well received by customers on both sides and beyond. These benefits have also been noted in the market, as confirmed by Marina Berlusconi, who emphasized their positive impact for the companies.
Vivendi, set aside, could be considered by Sky for a new partnership. Marina Berlusconi, outside of the Mondadori assembly, did not rule out the possibility for new deals: “the deal with Sky is a non-exclusive commercial agreement, so it is possible that there will also be further negotiations with Tim, for example, for the sale of some contents”. Considering some previous facts, such as the agreement between Sky and Netflix, it seems that there is a clear trend in the Italian TV market towards sharing content which, for the time being, is solely seeking to satisfy the customers. In any case, the outcome of all these negotiations will only be unveiled in the next months.
