Mediaset hails success of Play, plans iPad launch

Italian broadcaster Mediaset is to launch its Premium Play on-demand service on the iPad in April. The service currently provides access to about 2,000 titles via TV, PC and Xbox.

Mediaset said users were currently viewing an average of 2.3 million programmes a month, with subscribers accessing the service three to four times a week on average. The average daily time spent on Premium Play is 80-100 minutes.

Mediaset said that 54% of new Premium pay TV customers were choosing a package that gave access to the on-demand service, and that the total user base for Premium Play now stood at 400,000. The company said it would extend to other devices, including connected TVs, during the year.