About this report
This report focuses on the TV Production market in Italy. It describes the market, quantifies its size and describes key trends.
The report contains historical growth rates and our forecasts for the market which are based on analysis of historical trends and growth drivers.
Key trends and drivers reported on and analysed include levels of TV viewing, impact of the development of new platforms, advertising spending, television industry revenue and the specific issues affecting production spending at the major networks (RAI and Mediaset).
The competitive landscape section identifies the leading producers in Italy, profiles them and comments on trends such as market consolidation and the growth of the super-indies, development of content distribution models, deficit funding and exploitation of new revenue sources such as digital rights.
Who is the report intended for?
TV production companies
Broadcasters and television networks
Consultants and other advisors
Governments and Regulators
What are the sources and methodology?
This report is based on
– In-depth analysis of the macroeconomic and legislative environments and relevant industry drivers
– Analysis of information on the leading TV production groups
– Interviews with senior-level contacts in the TV and TV production industries
– Our own experience of advising both companies and investors in the TV and TV production industries and the wider media sector.
Information from these sources has been synthesised and presented clearly and concisely with extensive use of charts and tables to illuminate points and support conclusions.
The Italian TV production market is of the order of €1.2bn in size, making it the fourth largest in Europe (after Germany, UK and France).
Despite the development of new forms of entertainment such as games and other interactive content on smartphones, tablets and other platforms, TV viewing levels have increased in recent years, in part, due to the many digital channels now targeting viewing niches.
New revenue models have continued to develop with the proportion of programme funding from the initial broadcaster decreasing as a consequence.
– Exploitation of the potential from international sales of finished content, licensing of formats, digital rights and success-based payments is important to the commercial success of a format.
The TV industry has a high profile in Italy. Both viewing levels and the share of total advertising which it represents are higher than European average, making Italian TV more exposed to economic downturn.
A large proportion of production activity is carried out in-house by the major networks.
Of the independents, Endemol is the clear market leader, followed by Magnolia (owned by Zodiak), Fascino and FremantleMedia.
The market is more concentrated than in most other large European countries and several independents are aligned with one or other of the two major broadcasters, RAI and Mediaset.
The performance of the economy – with growth expected to resume in 2014 and then at lower levels than European averages – suggests a subdued outlook for advertising spending, a key driver for the Italian market.
Also important is the success of the two leading broadcasters in dealing with their respective financial challenges.