LA7: Return matches of the italian football Championship live on digital terrestrial TV

12/16/2004 - 00:00 PM

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Using “LA7 Cartapiù” prepaid card for digital terrestrial decoders
on sale as of January 15, 2005

La7, the Telecom Italia Media Group’s television, will broadcast Serie A football matches played at home by Cagliari, Palermo, Fiorentina, Chievo, Lecce, Reggina, Brescia, Bologna and Parma, live on digital terrestrial television, from the start of the return games of the 2004/2005 Season (January 22/23rd, 2005).

Matches will be broadcast on a pay-per-view basis using the “LA7 Cartapiù” prepaid card. Viewers will not need to subscribe to the service, and shall pay exclusively for matches that they choose to watch.

The card will be available as of January 15, 2005 in leading electronics retail stores at the promotional launch price of €10 for five matches (including VAT). All viewers with a digital terrestrial decoder and within an area covered by DTT signal may use the card. The promotional offer will be valid throughout the first months of 2005, and the client will be able to choose among all return games of the current season. In addition, LA7 Cartapiù will also be sold in a bundled offer with a selection of digital terrestrial decoders, inclusive of 1 or 3 prepaid matches.

Cards are activated by contacting the call center at the number 199 151 151 at a maximum cost of 14.25 eurocents per minute. The LA7 Cartapiù does not expire and is rechargeable; it may be used after the included matches have been viewed simply by topping the card with other matches. Recharges will be available for different amounts; additional matches during the 2004/2005 football championship will cost €3 each.

Customers may recharge their card in various ways: at authorized resellers, or with a credit card via the call center or the Internet at www.la7.it.

Matches will be broadcast using Irdeto conditional access technology which is compatible both with currently available decoders and with encryption technologies in use by other broadcasters. With only one decoder, viewers will be able to follow their favorite team home and away simply by using the cards issued by different broadcasters.

The launch of the new service, initially dedicated to football, will be advertised through printed media, radio and television campaigns. Following the trial phase of the first half of 2005, the service will be fully up and running, and offer new, enhanced content, by the beginning of the 2005/2006 football season.

La7’s three-year football rights deal is a further step in Telecom Italia Media’s project for the development of digital terrestrial television which currently covers approx. 67% of the Italian population.