Mediaset launches online video service

17 07 2007

The UK terrestrial broadcasters have generated a fair amount of press with their online video launches, but now comes the first major service from mainland Europe: Italy’s (or should that be Silvio Berlusconi’s) Mediaset.

The video portal will initially offer a selection of ‘best of’ TV series, news and entertainment content from Mediaset’s portfolio of terrestrial channels, with premium VOD to follow.

From September, three Serie A soccer matches will be offered each week, together with downloadable episodes of popular Italian and US TV series. 

There’ll be some web exclusive content as well as user-generated material related to the broadcaster’s programming.

Interestingly, given all of the hullaballoo about the extent of the BBC’s iPlayer offer, Mediaset’s interactive head Yves Confalonieri has ruled out the possibility of offering all its TV content via the portal: “the user doesn’t want all TV content on this medium,” he said.

The site currently attracts 6.5 million unique users per month, a figure Mediaset are banking on increasing with the new offer. The bulk of revenue is expected to be from advertising sales, rather than pay-per-view.

Mediaset is also looking at content syndication deals for third party sites, such as YouTube. Given the former’s recent acquisitions of Endemol and film distributor Medusa, it stands to have a significant edge over competitors.