Italy-Pay-as-you go DTV

net1

Italian prime minister and head of Italian broadcaster Mediaset Silvio Berlusconi has come up with a unique business model for selling digital TV content to consumers - selling pre-pay cards similar to those used by mobile phone users.

But instead of buying pay-as-you-go talk time, Mediaset is testing a system whereby viewers can pay €3 for a card allowing them access to view a particular football match. The strategy would be in place next year if the trials are successful.

The Wall Street Journal reported, the move is seen as a direct challenge to News Corp's Sky Italia, which has invested heavily in developing pay-TV in Italy and analysts believe it will bring Berlusconi toe-to-toe with Rupert Murdoch.