Monday, October 30, 2006

Dentsu gains Italian Serie A media rights for Asia

Dentsu Inc has concluded an agreement with Media Partners & Silva Ltd for the co-distribution of a package of Italian Serie A media rights in Asia. The matches in the package comprise the home matches of several Italian clubs including AC Milan, Internazionale, Juventus, AS Roma, Lazio, Fiorentina, Torino, Messina, Genoa and Catania. The partnership agreement covers three Serie A seasons, commencing with the 2007–2008 season.

Under the agreement Dentsu becomes the exclusive sales agent in Japan and Asia (but excluding Indonesia and the Middle East) for the live and delayed broadcasting rights, which include terrestrial free-to-air television, satellite television, cable TV, IP TV, mobile phone and Internet broadcasting.

The Serie A rights will be marketed jointly by Dentsu and Media Partners & Silva, whose Asian activity is conducted by Italian rights expert Andrea Radrizzani. According to sportbusiness.com, the deal marks the first occasion on which Dentsu will act as Asian sales agent for the broadcasting rights of an overseas football league. The partnership between Dentsu and Media Partners & Silva will also include the distribution of the AC Milan Channel TV.

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