ANNUAL REPORT

2008 Group’s Consolidated Annual Report – Directors’ Report on Operations
Improvement of television programmes through interactive TV
The entire offering provided by R.T.I S.p.A. on DTT (both free-to-air and pay) uses interactive
TV as a tool to provide viewers with innovative services that make the experience of watching
TV increasingly involving.
Since 2003, the portals of Canale 5 Plus, Italia 1 Plus and Rete 4 Plus, broadcast on the three
generalistc networks of the digital terrestrial have included viewer-oriented interactive services.
These services further improve the most important television programmes and offer “always
on” information services (e.g. flash news, sports news, weather forecasts and so on).
From the outset, the “Mediaset premium” pay-per-view offer has increased in terms of
interactive services; in 2008 the offer was also enriched through new tools of “electronic guide
to programmes” in order to meet the needs of “orientation to the offer” to the benefit of
viewers.
In the year under investigation, the overall offering of interactive content and services
comprised more than 75 interactive applications accessible during the broadcasting of the
programme of reference, or from the network portals of Canale 5 Plus, Italia 1 Plus and Rete
4 Plus. In addition, specific interactive services have been developed for the all digital areas and,
in particular, for the Sardinia region, which completed the transition to digital technology on 1
November 2008, thus becoming Italy’s first all digital region.
R.T.I. S.p.A. is currently regarded as Europe’s leading commercial broadcaster in terms of
interactive TV content quality and quantity.
In 2008 the following particularly popular programmes were also enriched with interactive
applications:
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� “Chi vuol essere milionario”: the interactive application broadcast concurrently with the
programme, allows viewers to challenge the contestant in the show from home and
participate in a prize contest or to be selected to participate in the selections for
contestants in the studios. This interactive application proved particularly successful,
reaching the highest ratings of appreciation and use among all the existing interactive
applications. In the two spring and fall editions, more than 140,000 registrations were
submitted to participate in the prize contest.
� Interactive “Controcampo”: this application includes news concerning the results and
comments on the football matches of the “Serie A” League of the same Sunday.
� “UEFA Champions’ League”: broadcast on Mediaset premium concurrently with the
football matches, this interactive application offers not only real time updates and
statistics, but also information and curiosities on the football clubs involved in the same
matches.
� “Amici di Maria De Filippi”: the interactive version of this programme provides the
possibility of receiving constantly updated news and exclusive curiosities on Italy’s most
famous school.
� “Grande Fratello”: in the two versions for Mediaset Premium and Canale 5 Plus, this
application provides round the clock viewing of what happens in the house with three
different videocameras directly controlled by viewers. Moreover, Canale 5 Plus also
offers detailed information – updated on a daily basis – on what happens in the “Grande
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