News Corp has said it will approach the European Commission after a Rome court said it could do nothing to prevent Mediaset from refusing to take advertising for Sky Italia. The satcaster had asked for clarification following an earlier ruling made on October 26, 2009.
The court said it could not interfere with the regular negotiation process. “Today’s court order once again confirms, and in highly authoritative terms, that Mediaset always operated according to the natural logic of commercial negotiation with all of its advertising partners, Sky included,” read a Mediaset statement.
For its part Sky Italia said it regretted the ruling and Tom Mockridge, CEO News Corporation Stations Europe, added News Corp would bring the issue to the attention of the relevant authorities, starting with the European Commission.
In addition to its Mediaset Premium pay-TV offering on Italy’s terrestrial platform, the Berlusconi-owned company is also a partner in the TiVu Sat free-to-air satellite platform.