Italy's Mediaset, the nation's most powerful private network owned by Silvio Berlusconi, is launching Iris: a new, free, digital terrestrial channel to be devoted tofilms and cultural programming.

The new channel will go on air November 30 will be under the direction of Miriam Pisani who acted previously as vice director of Mediaset's Channel 5.

Throughout 2007, Mediaset has been making forward strides in content acquisition while simultaneously increasing its interests in the film business.

In July, Mediaset announced the purchase of sister company Medusa, Italy's top film producer and distributor and set Berlusconi's son, Piersilvio on the board of directors. In September, Mediaset signed a mega $1.1bn (Euros 800m) four-year rights deal with Warner Bros and Universal for the acquisition of film and TV product.

But Mediaset's new digital channel Iris will rely on Mediaset's film library, already 1,000 titles strong. The channel will be on air for eighteen hours per day, with a focus of different cinematic genres including: American cinema, auteur-driven fare, Italian masters, Italy's great actors, documentariesand more.

Film segments will feature an on air introduction by Carlo Rosella, president of Medusa, which is intended to increase the critical and cultural aspect of Mediaset's new programming. Mediaset, a local ratings leader, is known for commercial fare ranging heavy on variety shows and reality programming.

Communication Minister Paolo Gentiloni said the initiative 'is an important step for the future of general audience free television,' and specified it helps Italy, which has 'a weak point in making the definitive switch to the new technology.'

Right now, Italy forecasts a 2012 switchover to digital transmission.

Topics