Mediaset aims to grow

Company mulls pushing borders

MILAN — Despite a slow advertising market and a general cut in investment in Europe’s media industry, top Italo broadcaster Mediaset wants to grow abroad, Giuliano Adreani, CEO-chair of Mediaset’s powerful advertising arm Publitalia, said Monday in Monte Carlo.

“Now we find ourselves in the position to look around and grow, we are interested in the European market,” Adreani said at the annual convention of Publitalia, attended by all the top managers of Italo tycoon/Prime Minister Silvio Berlusconi’s Mediaset TV group.

“Mediaset is still small compared to European and world giants, we want to expand in Europe in the TV industry, in digital terrestrial TV and in the creation of content, we are not planning any investment in the press or radio,” he said.

He said the group is still interested in acquiring Kirch’s ProSieben.Sat 1 TV channels as well as the advertising branch of the German media group. “We have not joined forces with other bidders and we don’t present any offer, but if the creditor banks spin off some parts (of the Kirch Group) we will be ready to run it, with other partners.”

Commenting on the advertising crisis, Adreani said the market is slowly recovering; after the 2.6% drop of Mediaset adverting sales in the first half of 2002, the September figures show a smaller drop of about 2%.

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