ANNUAL REPORT

2008 Group’s Consolidated Annual Report – Directors’ Report on Operations
Italy
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EVOLUTION OF OPERATIONS BY SEGMENT OF ACTIVITY
In Italy, the Mediaset Group operates in the following segments:
Advertising
� Advertising
(Publitalia ‘80 and Digitalia)
� Analogue generalistic television
(Canale 5, Italia 1, Retequattro)
� Acquisition of television rights
� Management of the broadcasting network
(analogue network, digital, DVB-H)
� Production of TV dramas and films
(TaoDue and Medusa)
� Digital Terrestrial Technology
Free-to-air theme-based channels in digital terrestrial technology (Boing, Iris)
� Pay TV
Mediaset Premium
� Teleshopping
(Mediashopping)
� New business
In Italy, the Mediaset Group operates through two fully owned advertising concession
companies: Publitalia ’80 and Digitalia ’08.
Publitalia carries out its activities as advertising concession company on an exclusive basis for
the Mediaset networks. In 2008, Publitalia has 1,132 customers. The first 10 top customers
generated approximately 25% of the total commissions, while the first 100 customers made for
72% of the entire sales volume. Based on Nielsen Media Research data regarding the
advertising market in Italy, Publitalia has a share of 35.4% according to the results attained in
2008.
Digitalia is the advertising concession company specialized in advertising sales for the Mediaset
channels - Premium, Boing and Mediashopping - broadcast on the digital terrestrial platform and
new media, like the Internet and Mediavideo. It also manages the advertising concessions of
important football clubs like Milan, Inter and Genoa as well as the television advertising sales
through barter agreements.
The advertising market in 2008 generated sales totalling EUR 8,587 million, down 2.8% against
the previous year, and corresponding, in absolute terms, to a loss of EUR 247 million. This result
clearly reflected the negative economic scenario and all the aspects already concisely specified
in the preceding section, particularly in the last quarter, during which activities, exchanges,
consumption and also investments significantly dropped.
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