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Silvio Berlusconi’s Mediaset is eyeing e-commerce company Gruppo Dmail, a growing electronics and home goods retailer worth some $100 million. An acquisition of or partnership with Dmail would expand the Italian commercial broadcaster’s burgeoning home shopping side.

Dmail, which is listed on the Milan bourse, seems a good fit with Mediaset’s Media Shopping channel, which airs 24/7 on satcaster Sky Italia and goes out in microsegments daily on Mediaset’s three terrestrial channels.

A Mediaset spokeswoman on Monday said talks with Dmail were in the preliminary stage. She added they could be limited to commercial agreements rather than a buyout. “Home shopping is becoming an increasingly strategic sector for Mediaset,” the spokeswoman added.

There has been no comment from Dmail, which is also active in the Netherlands, Switzerland, Portugal and Romania.

Mediaset’s Media Shopping channel beefed up operations last year and began airing a daily sitcom using telesales hosts as thesps.

Mediaset launched two digital free-to-air channels in 2007 as it gets in gear for the country’s 2012 digital TV switchover.