Mediaset targets Mediterranean region

By Branislav Pekic

July 27, 2009

The Italian commercial broadcaster Mediaset has ambitious targets for the Nessma satellite TV channel, launched this March and targeting North African countries.

Speaking during the Economic and Financial Forum for the Mediterranean, Mediaset president Fedele Confalonieri said that the first commercial TV channel in North Africa has “great growth possibilities” and has “advertising revenues which are higher than its budget”.

Confalonieri pointed out that the channel’s target area is a market of 90 million people, of which 65% have an average age of 25 years.
The advertising market is worth €150 million (€100 million Morocco, €30 million Algeria and €20 million Tunisia) and has an average annual growth of 15-20%.

The channel currently has an audience share of 12% and, according to Confalonieri, is aiming for 20%. Nessma TV is also received in Italy and France, which have large immigrant populations from Morocco.
Mediaset has a 25% share in the venture.