Sky adverts must run on Mediaset

A court in Italy has ruled that the massive Mediaset Corporation will have to stop breaking the rules on competition and carry adverts from its main rival, Sky Italia.

Until this ruling, the broadcaster has been refusing to run any advertising for the Sky Italia part of News Corp on any of its free-to-air channels.

This is the result of a protracted lawsuit between the two media giants.

Even though it would appear that Rupert Murdoch’s News Corp has once again emerged victorious from a legal battle, the court has decided not to award any damages.

The court found that the marketing arm of Mediaset, Publitalia, actively broke the competition rules by refusing to run adverts for Sky Italia, but instead ran advertising for the pay TV division of Mediaset.