Sky on DTT, Italy is ready

SkyCieloMurdoch At the end the ministry has given the green light, because he could not do otherwise: by this afternoon, Sky will broadcast with a new free digital terrestrial channel, Sky "Cielo" (Heaven). Deputy Minister for Communications, Paolo Romani, made the announcement during a conference. Murdoch can celebrate the victory of this new battle with Berlusconi-Mediaset, but around the corner there are other dangers lurking.

Because tomorrow the Council of Ministers will consider a legislative decree which revises the indexes on advertising for pay-television.
According to leaks published by the newspaper La Repubblica, the government would make a "cap" for advertising on pay TV, from the current 18% to 12%.
So one year after the measure that suddenly raised the tax on the pay-TV subscribers, bringing it to 20%, now they try to hit on the front advertising. Nothing to do, then, the attack on Murdoch, for years the undisputed master of pay television (to which many were converted to see the other offerings on the satellite RAI and Mediaset), doesn't stop.
Today, with the effective law, Murdoch can transmit TV commercials on his channels for 18% of each hour, but it will fall to 12%. Certainly even the Mediaset channels on payment will be affected by the same measure, but who comes out much worse is the Fox Channels Italy, the publishing company of 12 channels of Sky Italy platform that is part of an international group (Fox International Channels), today in 90 countries in the world. "In none of these - points to a statement issued by Sky - PayTV is subject to constraints of the law different from those provided for the free television."
Of course the comparison with other civilized countries cannot hold, since the laws are made by politicians and only in Italy the head of government can afford to be the head of Mediaset.
There is always, however, an excuse for the government in this new attack to Sky: adapting to European legislation on the "TV without Frontiers".
The opposition is not standing by and Paolo Gentiloni, Head of Communication of the PD, speaks of "genuine turnaround of our television system for the consumption of Mediaset." Pancho Pardi was tough: he is an Idv politician and he said to be sure that the government work "full time for the prime minister".
For its part, Fox Channels Italy says it clearly. Diego Londono, CEO, says to be proud of what has been done in recent years in Italy. "We have invested in new and innovative television content, employing many talented professionals. A lowering of the advertising quota worries us about the consequences that would have on employment and on the market, forcing us to reduce investment and probably to cut jobs. "
While politicians decide what to do with Sky Cielo, the channel will begin this afternoon to broadcast, aiming for the age group 18-35 years. It will start at 7 pm with Sky TG24, then cinema for the evenings of Wednesday and Saturday and many tv shows (Life on Mars, Boris etc.), reality shows, cult series like The X Files and Buffy the Vampire Slayer and talent show. Time to better study the target and build programs to send first showing on Sky, as stated by the director of channel, Gary Davey.