In one small corner of the media market, the world of Italian pay television, it's Berlusconi vs. Murdoch.
The chief financial officer of Mediaset, founded by Prime Minister Silvio Berlusconi before he went into politics, doesn't look at it that way, though.
Marco Giordani says Mediaset's push into pay television, which until two years was inhabited only by Murdoch's Sky Italia, was sparked by the advent of new technology in the form of digital terrestrial and the decline of advertising revenues on traditional free-to-air television _ not as an epic battle of media moguls.
"The decision to enter this market is not a decision to go up against …
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