Pay-per-view digital set-top box cards that allow viewers to watch top Italian football matches for €3 a time are proving a hit for Mediaset, the broadcaster run by prime minister Silvio Berlusconi.
The service is seen as a potential threat to Sky Italia, which charges €47 per month for its pay-TV service including exclusive satellite rights to watch Italy's biggest clubs in action.
The Mediaset service, which sold an estimated 150,000 cards through a single retailer in its first two days, exploited a legal loophole to buy up digital terrestrial rights to the same clubs' matches.
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