I canali news in Italia

1
News channels in Italy
Market overview and growth perspectives
by Giovanni Gangemi Associate Director IsICult
2
The growth of multichannel
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
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News in the generalist channels
Morning editions news bulletins ratings 2004 /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 channels average

1330
1300
1420
1330
1300
1230
1300

• The morning editions of Tg1 and Tg2 gain more
  than 7 rating points against the average in the
  same time slot

Evening editions 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

1900
1900
2030
2000
2000
1830
2000
Source IsICult analysis on Auditeland Geca
italia figures
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Genres prerfomance on satellite channels
Average weekly audience, 20052006 (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
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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
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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
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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

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Source IsICult analysis
Source IsICult analysis
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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
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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
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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
  (0200-0805)
• 15 news bulletins every 30
• 30 time-shifted edition of the evening
  terrestrial bulletins (19302100)
• 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
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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 Skys 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
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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
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And now? / 2

1. 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

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