New riff: Bowing All Music challenges MTV

New music net launches in Italy

ROME — MTV’s Italo music web rival All Music bowed Monday in Italy.

All Music is owned by Italo multimedia group Gruppo L’Espresso, which acquired the web — formerly known as Rete A — from Milanese publisher Alberto Peruzzo.

Web is headed by 38-year-old former Endemol exec Elisa Ambanelli, the first woman to head a national Italo broadcaster.

Rete A has competed with MTV in Italy since 2002.

Gruppo L’Espresso wants to double the web’s $26.7 million revenues over the next three years and triple its operating margin to 30%.

All Music — which airs on analog and digital terrestrial satellite — will benefit from synergies with several Italo youth radio stations, including Radio DeeJay and Radio Capital, also controlled by Gruppo L’Espresso.

“We will especially try to provide viewers with plenty of live music, to build a really strong image for our station,” Ambanelli said.

All Music poached former MTV Italia programming producer Rossana Di Michele, who will be instrumental to All Music’s revamp.

Italy is the only European country where MTV goes out both free-to-air and on Sky Italia’s pay TV service.

Gruppo L’Espresso, controlled by financier Carlo De Benedetti — one of Prime Minister and media mogul Silvio Berlusconi’s main business and political rivals — also owns top Italo newsweekly L’Espresso and daily La Repubblica.

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