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News channels in Italy

News channels in Italy. Market overview and growth perspectives. by Giovanni Gangemi Associate Director IsICult. The growth of multi–channel. All-day ratings in Italy, 2001-2005 (in %). Rai and Mediaset continue to lose their audience Other terrestrial TV channels are keeping steady

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News channels in Italy

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  1. News channels in Italy Market overview and growth perspectives by Giovanni Gangemi Associate Director IsICult

  2. The growth of multi–channel All-day ratings in Italy, 2001-2005 (in %) • Rai and Mediaset continue to lose their audience • Other terrestrial TV channels are keeping steady • With the success of Sky Italia, sat TV increases 1.5 rating points in one year + 1.5 Satellite viewers, april 2006 (individuals) • Satellite is the main multi-channel platform, with over 21 million users • Sky Italia had nearly 3.8 million subscribers in July 2006 Source: IsICult analysis on Auditel/ Eurisko figures

  3. News in the generalist channels Morning edition’s news bulletins ratings2004 /05 • Audience ratings of Italian news prove the success of TV information + 2,7 + 7,3 + 7,6 + 5,5 + 4,2 • In the morning edition, 5 news are at least 2.5 rating points higher than channel’s average 13:30 13:00 14:20 13:30 13:00 12:30 13:00 • The morning editions of Tg1 and Tg2 gain more than 7 rating points against the average in the same time slot Evening edition’s news bulletins ratings 2004 / 05 + 4,4 + 3,9 + 3,5 • In the evening edition, 60 % of the viewers on average watch one of the 3 news programmes at the 8pm slot 20:00 20:30 19:00 19:00 20:00 18:30 20:00 Source: IsICult analysis on Auditeland Geca italia figures

  4. Genres prerfomance on satellite channels Average weekly audience, 2005–2006 (in .000) + 36,4 % • News channels are the second most watched genre in the satellite habitat • Average weekly audience increased 36.4 % in a year • Among News channels, current affairs channels registered an average weekly audience of 8.7 million; economic channels had 2.2 million Note: the figures refer only to the satellite habitat; other multi-channel platforms, such as Dtt are excluded (*) waves: Feb – Apr 2005, Sep – Nov 2005, Feb – Apr 2006 Source: IsICult analysis

  5. The offer of all-news channels in Italy • 14 info-channels • 8 current affairs channels • 5 national channels • 2 current affairs national channels: Rai News 24 and Sky Tg24 • 1 current affairs channel on Dtt: Rai News 24 Only 2 national generalist all-news channels Note: weather channels are excluded; only dvb-h offers are taken into account (Umts offers are then excluded) Source: IsICult analysis

  6. News channels prerfomance Average daily audience,spring 2006 (in .000) • Sky Tg24 is the leader in the news segment • Remarkable performance of Sky News and Eurosportnews • Weak position of the “economy” channels Note: the figures refer only to the satellite habitat; other multi-channel platform, such as Dtt are excluded Source: IsICult analysis Average weekly audience 2005 – 2006* (in .000) • Strong performance of Sky Tg24, with an increase of 65 % in one year • The gap between Sky Tg24 and Rai News 24 increased throughout last year Note: the figures refer only to the satellite habitat; other multi-channel platforms, such as Dtt are excluded (*) Spring 2005, Autumn 2005, Spring 2006 Source: IsICult analysis

  7. Composition of all-news offer (1) The place of origin of all news channels • Only one-third of the channels is Italian • Strong Usa presence, with 4 channels Source: IsICult analysis The genre of all-news Languages of all-news channels • All-news channels have only 3 genres • Prevalence of current affairs channels • 5 channels of ecomony • Nearly half channels are in foreign languages 6 Source: IsICult analysis Source: IsICult analysis

  8. Composition of all-news offer (2) The channels’ genres according to place of origin • Only 2 Italian current affairs channels against 5 foreign channels (Euronews included) • Only the sub-genre “Economy” is produced by Italian broadcasters Source: IsICult analysis The channels’ genres according to language • Stronger presence of English over Italian spoken channels • 4 economic against 5 current affairs channels Source: IsICult analysis

  9. The market leaders: Sky Tg24 • Production: 5,800 h/year • Interactive service “Sky Active”: 6 windows (current programme, main issues, weather, sports, show-biz) • 30’ news bulletins every 30’, 4 one-hour bulletins • Formats: Sky Tg pomeriggio, Miaeconomia, Capitani di impresa, (F.a.d.) Fashion, Art e Design, Controcorrente • Available in Dvb-h Mobile Tv mode (Tre and Tim) Programming split per genre (in %) • Launch: Aug. 2003 • Personnel: 300 (100 journalists) • Offices: • 9 national • 6 international • Budget: ~150 mln Euros * • Audience: 1,352,000 av. daily viewing (*) IsICult estimates Source: IsICult analysis on Sky figures

  10. The market leaders: RaiNews24 • Production: around 3.800 h/year • Interactive services: on Dtt • Newsgathering based on Bbc model • Terrestrial window on Raitre every night (02:00-08:05) • 15’ news bulletins every 30’ • 30’ time-shifted edition of the evening terrestrial bulletins (19:30–21:00) • Format: Macrosfera, Next, Pianeta Economia, Superzap,Decoder, Atlante, Scirocco, Shownet • Launch: Apr. 1999 • Personnel: 135 • Offices: • 21 national • 11 international • Budget: 30 Mln. Euros • Audience: 726.000 av. daily viewing Net average annual weekly reach (.000) (*) IsICult Estimates Source: IsICult analysis on Rai figures

  11. Comparison between the market leaders • It is broadcasted on Dtt • Interactive services on Dtt • Strong sinergies with the 3 main terrestrial channels • + • Main position in Sky’s channels list • Good trend of Sky brand • User friendly full screen format + • - • It is not broadcasted on Dtt and Fastweb Iptv • Low experience • - • Sophisticated multi-screen format • Very high-profile target • Weak identity and low appeal Average weekly viewing 2005-2006 * (in .000) Note: (*) Spring 2005, Autumn 2005, Spring 2006 Source: IsICult analysis

  12. And now? / 1 • Short Term: high competition on Dtt platform: • Mediaset will launch news channel late this year on Dtt Possible launch of Sky Tg 24 on Dtt platform (depending on the Antitrust barriers to Sky Italia) Possible re-launch, re-branding of Rai News 24

  13. And now? / 2 • Medium term: new entrants in the current affairs news market Broadcasting • Webcasting / Unicasting • Web • Mobile (Umts) • Iptv • Sat • Dtt • Long term: new players on new genres: • Sport news channels

  14. About IsICult

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