The digital satellite broadcasting system in Italy: between mix and hybridism

This paper sets out to investigate the development of the satellite TV phenomenon as one of the first steps towards the complete digitisation of the media in Italy. Of major importance is the set of circumstances that led a small terrestrial broadcasting company, Telepiů, to become the biggest digital TV service provider in Italy and one of the most important within Europe. Before putting forward any hypothesis about the future of Sky Italia as a new player, it is necessary to analyse the most recent changes within the duopoly Telepiů and Steam. These changes took place against the background of the predominance of generalist broadcasters and was primarily driven by the opportunity to broadcast content that was not available to traditional media, in a situation characterised by economic and legislative weakness.