Mediaset to offer more PPV


ROME -- Italian broadcast giant Mediaset announced Thursday it would look to offer more programming on a pay-per-view basis, as a way of combating the steady erosion of the television advertising market.

Such a move would also give Mediaset a hedge against a pending law that would make it illegal for any one company to own more than 45% of the television ad market, a cap that -- if it became law -- would force Mediaset to scale back its ad sales.

The announcement was made by Piersilvio Berlusconi, Mediaset's deputy chairman and son of former prime minister and billionaire media tycoon Silvio Berlusconi.

The younger Berlusconi said the company would further develop the move after its next board meeting, to be held in March.