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Mediaset taking a tenth of ProSiebenSat.1 is just the start

Oh how we’d relish being a fly on the wall at the headquarters of Vivendi and its Italian TV subsidiary Mediaset, although at our own risk given this week’s frenzy of activity. Just as Vivendi’s Canal+ submitted an audacious $1.1 billion bid for M7 Group (see separate story in this issue), days later Mediaset took a run at ProSiebenSat.1 – buying a 9.6% stake. The French mass media firm is renowned for its hostile takeover procedures and the German broadcaster will be hoping Vivendi doesn’t drive Mediaset to similar extremes. The fact Mediaset’s CEO Pier Silvio Berlusconi (son of the country’s former PM) had to emphasize “the friendly acquisition of a stake in ProSiebenSat.1” is disconcerting in itself, considering Mediaset…

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