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Milan (pte017/28.02.2003/12:40) - Mediaset, the private television chain owned by Italian premier Silvio Berlusconi, is benefiting from general chaos at Italy's national television RAI, as reported by Financial Times Deutschland (FTD).
Advertisers are more often opting for Mediaset, where ratings have steadily gone up after new rounds of bickering and personnel changes at the state-run business further weakened RAI's image.
According to FTD, Mediaset recently achieved primetime ratings of 49 per cent, while RAI drew in only 42.5 per cent. The chain has predicted it will be able to report turnover of 2.3 billion euros in 2002, an amount comparable to 2001. Advertising turnover at the three Mediaset channels fell by a mere 1.9 per cent last year -this is interpreted as a success, considering the generally poor climate for advertising.
RAI's advertising income fell by 12 per cent in 2001 and another drop is expected in 2002. Branch insiders say the station is become less and less attractive to the advertising industry.
Berlusconi has said he intends to privatize two of the country's state channels, but analysts are sceptical that he will be able to find a buyer. Michele Pezzinga, head analyst at the Milan brokerage house Eptasim, is quoted as saying: "Maybe a few friends of his abroad, but I can't even imagine that." Pezzinga also said: "The more critical the situation at RAI, the better it is for Berlusconi's Mediaset channels."
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