EC takes aim at Mediaset

Commission takes legal action against TV unit

Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted.

“Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking off an infringement procedure against the Italian government.

According to the EC, Italy’s practice of telesales within gameshows, five-second minispots during sports events, as well as a barrage of breaks during movies, together breach the European Union limit on TV advertising set at 12 minutes of ad spots per hour.

Italy has two months to respond. The country could be fined by the European Court of Justice if it fails to take satisfactory action.

Mediaset, Italy’s top commercial broadcaster, which has been hard hit by a recent advertising downturn, is up in arms, claiming that “Europe has made a blunder.”

Meanwhile, Italy’s Telecommunications Authority has slapped fines on pubcaster RAI and Mediaset — e230,000 ($337,000) and $30,000, respectively — for violating the current rules.

Communications Minister Paolo Gentiloni is also drafting legislation to bring Italo TV spot rules in line with EU parameters.

More Biz

  • Johnny Depp

    Johnny Depp Settles Feud With Former Managers

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

  • Ed Sheeran Shape of You

    Ed Sheeran Tops Pollstar’s Mid-Year Touring Charts as Industry Soars to Record Gross

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

  • Lantern Capitol

    Weinstein Co. Closes $289 Million Sale to Lantern Capital

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

  • BMG to Relaunch ‘Live from Daryl’s

    ‘Live from Daryl’s House’ to Relaunch in the Fall Via BMG Partnership (EXCLUSIVE)

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

  • STX Targeting August IPO in Hong

    STX Targeting August IPO in Hong Kong (Report)

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

  • EXCLUSIVE: AR for US, UK and

    Pussy Riot Claims Responsibility for People Running Onto Field During World Cup

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

  • Former Billboard CEO Accused of Sexual

    Former Billboard CEO John Amato Accused of Sexual Harassment and Other Misconduct

    Claiming there are too many commercial breaks in Italo shows, the European Commission has taken legal action against the country in a move Silvio Berlusconi’s Mediaset TV group has blasted. “Broadcasters need advertising and advertisers need broadcasters; but we must also have effective consumer protection,” said EU media commissioner Viviane Reding in a missive kicking […]

More From Our Brands

Access exclusive content