|
|
|
|
A gadget-happy Italy looks to satellite radio
In introducing Europe's first satellite radio, set to take off in early
2007, WorldSpace Italia is partly banking on at least one byproduct of
Italy's perennially chaotic traffic: a captive audience.
"There are 33 million cars in circulation in Italy; it's nearly impossible
to avoid car queues," said Luca Panerai, chief executive of WorldSpace
Italia.
Besides, he added, a market research study showed that Italy offered the
best opportunity for satellite radio in Europe. Apart from the thriving
car culture here, Italians are gadget-happy, he said, and they're avid
radio listeners.
Statistics by Audiradio, which monitors radio listening in Italy, show
that 37.5 million of 52.5 million Italians over 11 years of age listen
to the radio on a daily basis, and about 45 million listen at least once
a week.
This month, WorldSpace Italia was given authorization from the Italian
Telecommunications Ministry to use the airwaves allocated for satellite
radio in Europe.
The full story can be seen at http://www.iht.com/articles/2006/05/29/business/wireless30.php
|
|
|
