Mediaset has unveiled pricecuts to its DTT pay package amid signs that the Mediaset Premium juggernaut is finally slowing down. In a promotion designed in part to counter Sky Italia’s discounting of its premium channels announced earlier this week, Mediaset is to offer its own sport and film channels at €14 per month until the end of the year.
Mediaset vice chairman Pier Silvio Berlusconi said the competition with Sky was good, but that the Mediaset package remained more competitive. He remained confident Mediaset Premium would breakeven this year and said that subscriber numbers had tripled when compared to 12 months ago.
Berlusconi admitted that two million subscribers had been lost at the end of June following the expiry of their pre-pay cards. This takes the subscriber total to 2.4 million, with Berlusconi saying the challenge was now to win back the lost households.