Italian government proposes reducing ad time for TV

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ROME -- The Italian government signed a decree (proposed legislation) on July 17 aimed at sweeping reforms within the country's television system. Next week the government will present its entire reform package to parliament.

The reforms include measures to limit ad time on both commercial and state-owned RAI television, the reduction of the number of networks owned by one company from three to two by August 1997 and the privatization of Italy's telecommunications giant Stet.

Silvio Berlusconi's Mediaset said it stands to lose some $484 million in annual ad revenues if the decree confirms a 2% reduction in ad time from 18% of air time per hour to 16%. Italy's telecommunications minister commented at a press conference that losses should not even be half that.

Copyright July 1996 Crain Communications Inc.

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