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Company: Mediaset SpA

Brand value: US$1,233 million

Change since 2018: -17%

Headquarter city: Milan

Category: Entertainment

Year formed: 1987

Mediaset is a TV broadcasting brand launched by former Italian prime minister Silvio Berlusconi. Now the largest commercial broadcaster in the country, it is still controlled by Berlusconi’s family's holding company, Fininvest. One-third of Mediaset programming is internally produced, and Mediaset channels on average generate 30 to 35 percent of daily TV viewing in Italy. In 2018, Mediaset launched two new free-to-air channels: a movie and series channel called 20, and a factual entertainment channel, Focus. Also, in 2018, Mediaset and Sky Italia signed a multi-year agreement aimed at extending the multi-platform coverage of premium channels and ensuring closer collaboration between the two companies. The deal enables Mediaset to become a content producer across all platforms, including the Sky satellite pay TV platform, and to create new value thanks to the use by third parties of its pay platform. The move is in keeping with a process of digital transformation set out in the company’s Mediaset 2020 plan.