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Silvio Berlusconi
Person of the Week - November 2004

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Above photos show, the timeline of Silvio Berlusconi since 1989. Bottom left shows Silvio with, Pres. Geo. W. Bush, Silvio shaking hands with TVI publisher, Josie Cory, after 1989 MIPCOM press Q&A conference, Josie Cory with John Billingham of BBC and Joe Bamberger of UFA, Germany, in Cannes.

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Front Cover - TVI-65 November 14, 1004 / Silvio Berlusconi

About

ABOUT THE PERSON OF THE WEEK / TVI-64
Silvio Berlusconi, the Prime Minister of Italy
Silvio Berlusconi - His Biography
Bylines: Berlusconi - Meets TVI at MIP -1989 / Cover Feature
TELEVISION INTERNATIONAL MAGAZINE - 1989

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Feature Story - Prime Minister of Italy - 2004
-----Mr. Berlusconi from TVI's Person of Week in 1989, to Italy's Prime Minister of Italy and friend of American - in 1989, during the MIPCOM television conference in Canes, France, Silvio Berlusconi was and still is one of is Italy's richest men, whose reach is hard to escape, especially now that he's Italy's Prime Minister. During TVI's featured interview by Frank IIezzi, Berlusconi, RAI-TV, he described himself, a future political leader to watch out for. "He was right on", says TVI publisher Josie Cory. "During the '89 MIPCOM Cannes meeting, you could see his future in the way he spoke to the press. He was getting ready for his 2000 A.D. international world events fame."
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About The Person Of The Week / TVI-65
Silvio Berlusconi
Prime Minister of Italy - Lawyer / Founder of Italian RAI TV Network
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Feature Story -

Mr. Berlusconi from TVI's Person of the Week in 1989, to Italy's Prime Minister of Italy and friend of America -
----- in 1989, during the MIPCOM television conference in Cannes, France, Silvio Berlusconi was and still is one of is Italy's richest men, whose reach is hard to escape, especially now that he's Italy's Prime Minister. During TVI's feature interview by Frank IIezzi, Berlusconi, RAI-TV, he described himself, a future political leader to watch out for. "He was right on", says TVI publisher Josie Cory. "During the '89 MIPCOM Cannes meeting, you could see his future in the way he spoke to the press. He was getting ready for his 2000 A.D. international world events fame."
----- As an example: President George W. Bush participates in a plenary meeting with leaders during the G8 Summit on Sea Island, Ga., Wednesday, June 9, 2004. Clockwise, Russian President Vladimir Putin, German Chancellor Gerhard Schroeder, Italian Prime Minister Silvio Berlusconi, European Council President Bertie Ahern, European Commission President Romano Prodi, Canadian Prime Minister Paul Maritn, Japanese Prime Minister Junichiro Koizumi, British Prime Minister Tony Blair and French President Jacques Chirac.
----- Not Bad Company is it? An Italian can spend a Saturday shopping at his local supermarket, relaxing in his home, reading a paper, before flicking through a few TV channels to watch AC Milan play football, and all these services may have been provided by his prime minister. - MORE STORY PEOPLE SECTION

///

Center Page / Biography

TIMELINE:

Silvio Berlusconi was born in 1936,
apparently in comfortable circumstances. Friends and foes have been quick to mythologise his career - he supposedly charged entrance fees for puppet shows at primary school, was a ghostwriter for high school essays and of course sold vacuum cleaners to pay for his law degree at the University of Milan. His thesis was on The Newspaper Advertising Contract. 1960 Corte Costituzionale ruled that state broadcaster RAI monopoly is unconstitutional.
----
Highlights in his early years: Silvio started honing his business skills at a young age. He used his charm to sell everything from vacuum cleaners to university essays during his youth, activities complemented by stints as a nightclub singer, but this was just the warm-up.
----His business mind came into play at a young age - as a student he supplemented his income by charging fellow students for writing their exam papers. Later he worked as a singer with his own band on summer cruise ships.
1960's - 1970's - 1980's - 1990's -2000's -
----Highlights in the 2004s:
Prior to 2004, which saw publication of Paul Ginsborg's
perceptive Silvio Berlusconi: Television, Power & Patrimony (London: Verso 2004) and David Lane's Berlusconi's Shadow: Crime, Justice and the Pursuit of Power (London: Allen Lane 2004), there was no major English-language study of Berlusconi or Fininvest.

----
Marco Travaglio's L'odore dei soldi (Rome: Editori Riuniti 2001), reviewed here, endorses the Economist's claim that the empire's smell is not very sweet. Other Italian treatments include Paolo Labini's Berlusconi e gli anticorpi: Diario di un cittadino indignato (Bari: Laterza 2003), Giorio Bocca's Piccolo Cesare (Milan: Feltrinelli 2002), Giuseppe Fiori's Il venditore: Storia di Silvio Berlusconi e della fininvest (Milan: Garzanti 1996), Franco Cordero's Le strane regole del Signor B (Milan: Garzanti 2003) and Giovani Sartori's Mala tempora (Bari: Laterza 2004).
----
Giovanni Bechelloni's 'The Journalist as Political Client in Italy' in Newspapers & Democracy (Cambridge: MIT Press 1980) edited by Anthony Smith and Political Clientalism & the Media: Southern Europe & Latin America in Comparative Perspective (PDF) by Daniel Hallin & Stylianos Papathanassopoulos offer a perspective. That is consistent with Gianpietro's 'Media Moguls in Italy' in Media Moguls (London: Routledge 1991) edited by Jeremy Tunstall and Ginsborg's Italy and Its Discontents: Family, Civil Society, State 1980-2000 (London: Allen Lane 2001). - MORE STORY PEOPLE SECTION
Companies controlled by the family of
Italian Prime Minister Silvio Berlusconi dominate

----
Italian commercial television (with a 45% audience share and over 60% of total advertising sales), have a major presence in advertising and publishing, and have been moving into telecommunications, despite recurrent allegations of of impropriety. Ownership of Italy's mass media is even more concentrated than that of Canada and Australia.
----
The family has beneficial ownership of around 96% of the Fininvest holding company. Fininvest has a 48.6% controlling stake (worth around US$6.0 billion) in Mediaset, the terrestrial television group that competes with state-owned RAI and operates three networks: Canale 5, Italia 1 and Retequattro.
Dominance of the airwaves is of particular interest given low newspaper readership figures: Pippa Norris' insightful A Virtuous Circle: Political Communications in Post-Industrial Democracies (Cambridge: Cambridge Uni Press 2000) for example notes suggestions that 82% of Italians depend only on television for news, the highest percentage in the EU.

----
Fininvest also has a controlling stake in Mondadori, Italy's largest book and magazine publishing group (with 30% and 38% of the domestic market respectively). Mondadori's magazine arm encompasses over 50 titles.
----
Fininvest controls Il Giornale, a leading national newspaper that competes with L'Espresso's La Republica and with La Stampa and Corriere della Sera of the RCS group. It has a 36% stake in financial-services group Mediolanum. Other holdings include property, multimedia, printing and telephone directories. - MORE STORY PEOPLE SECTION
 

ByLines: Editors Note
Italians, like most Americans, are attracted to personal success stories. It was in 1971, when TVI first wrote about Silvio. He had just launched a local cable-television - Telemilano. "We saw the project grow and grow", wrote TVI's co-founder, Al Preiss, 'until the Berlusconi family firm controlled three commercial TV channels". / He fooled them all by teaming with President Bush, after 911.Related Stories / - MORE STORY PEOPLE SECTION

 
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