The innovation of mediaset in response of the crisis

摘要

The fall of advertising investment in recent years has alerted the major media groups of communication in Europe. Its until now main source of revenue began to weaken, showing a necessary change in communication strategies. This is the case of Mediaset Italy who is committed to innovation and the technological development as a new roadmap. This research analyzes the practice of the italian communication group in terms of investment in innovation since the outbreak of the economic downturn in 2008 and how it has affected its economic result as a company. This is to check whether the efforts made by taking advantage of technological advances in communications are profitable and can afford the advertising downturn and open a new communicative scenario.