(openPR) - Italian TV market experienced a mitigated growth in 2009, as the collapse of free TV revenues was offset by a rise in the pay TV market. Total Pay and Free TV revenues fell slightly, reaching €7.7 bn at the end of the year, down from €7.8 bn in 2008, according to Dataxis Intelligence’s latest market data.

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During 2009, advertising market continued to plague media companies’ top lines. The largest commercial broadcaster in the country, Mediaset, which is today controlled with a 38.6% stake by Berlusconi’s family holding company Fininvest, saw its revenues decline 8% y-o-y, down from €2.5 bn in 2008 to €2,3 bn last year. With around 50% market share, the media company had a clear impact on the overall heath of the industry, as the Italian free TV market fell 3% in 2009, totaling €4.72 bn in 2009, down from €4.87 bn a year earlier.

On the other hand, pay TV market generated €2.99 bn, with 5.6 mln subscriptions at the end of 2009. This represents a 1.7% increase in revenues and a 5.5% rise in the number of subscribers, according to Dataxis Intelligence’s figures.

New’s Corp’s Sky Italia, the leading Italian digital satellite television with 90% market share in pay TV revenues, saw its revenues rise 3%, up from €2.66 bn to €2.74 bn in 2009. A corollary of these two trends is the strong decline that hit the top lines of Sky Italia’s competitors. Fastweb, Telecom Italia and Wind suffered a 9% y-o-y decrease in Pay TV revenues.

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More details are available on Dataxis.com. Leading market research and data analysis firm Dataxis Intelligence will soon release its 2009 worldwide annual updates of pay and free TV markets.

DATAXIS, is an international market research and statistical intelligence company that covers 4 play markets worldwide. Our online database: www.dataxis.com contains detailed and up to date data on subscribers, revenues and ARPUs as well as annual forecasts on major operators and technology suppliers. Our news website: www.dataxisnews.com is a great tool to keep telecom professional up to date on the latest developments of the industry. In addition, we also publish our own analyses and Press Releases, under the Dataxis Views Section, that cover different regions worldwide: Middle East, Africa, Asia Pacific, Europe, North America, and Latin America.

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