Mediaset to launch Italia 2
By Branislav Pekic from Rome

Italian commercial broadcaster Mediaset has confirmed a July 2nd launch date for its new free-to-air digital terrestrial TV channel Italia 2.

Directed by Luca Tiraboschi, the new channel will have a target audience of young males aged 15 to 35 years, with a programme schedule relying heavily on American TV series.

In the afternoon, Italia 2 will air series such as “Prison Break”, “The Shield” and “Buffy”, while in prime time (starting at 22:00 instead of 21:00) viewers will be able to watch hit TV series such as “Fringe”, “The Event”, “Nip & Tuck”. Twice a week, the prime time slot will be reserved for movies, but there will also be space for cartoons/ manga.

Italia 2 will join Mediaset’s other free-to-air offerings on DTT such as La5 (dedicated to a female audience) and Iris (cult and quality movies). At this moment it is still unclear whether Italia 2 will also be aired on the TivuSat DTH/satellite platform as well.