Leading Italian broadcasters Rai and Mediaset SpA (MS.MI), together with Telecom Italia Media (TME.MI), are to launch a free-to-air satellite platform in June, which will broadcast digital television programs, the companies said Tuesday.

The move follows the creation of a new company last year, named Tivu, aimed at driving the switch from analog to digital TV in Italy, due to be completed by 2012.

Rai and Mediaset each hold a 48% stake in the new firm, while the media arm of Telecom Italia SpA (TI) has a minority share of 4%. Tivu will use both digital terrestrial spectrum and satellite to offer free-to-air channels.

The platform will be open to outside broadcasters.

Analysts said the creation of Tivu is an attempt by Rai and Mediaset to counter competition from News Corp.'s (NWS) satellite TV firm Sky Italia.

State-owned RAI and Mediaset, controlled by Prime Minister Silvio Berlusconi, account for more than 80% of Italy's TV audience and TV advertising revenues.

The public broadcaster and the commercial TV group have seen Sky Italia take viewers away from their offerings.

News Corp. owns Dow Jones, the publisher of this newswire.

   -By Giada Zampano, Dow Jones Newswires; +39 348 7678016; giada.zampano@dowjones.com

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