Mediaset replaces CEO

Italian commercial broadcaster Mediaset has appointed a new CEO, replacing long-standing boss Giuliano Adreani.

Pier Silvio Berlusconi

Pier Silvio Berlusconi, son of Mediaset founder and controversial former Italy prime minister Silvio Berlusconi, has been appointed to the role. Berlusconi will remain as deputy chairman while Adreani, who had been CEO since 1996, will head up Mediaset’s advertising division.

The move follows reports that Mediaset was considering a takeover by Canal+ Group parent Vivendi, which the broadcaster subsequently denied. However, Mediaset added that it saw “opportunities” to work with the French firm.

Berlusconi also said offloading his family’s controlling stake of 33.4% was not on the cards, despite selling an 8% stake in February, but admitted that he was prepared to consider partnering with Vivendi.

Vivendi has been at the centre of numerous takeover rumours over recent weeks as its chairman Vincent Bolloré prepares an ambitious expansion strategy.