Italy's largest commercial broadcaster Mediaset SpA (MS.MI, MDIUY) expects its Italy advertising revenue to grow by about 5% in 2010, its chief executive, Giuliano Adreani, said Monday.

Speaking to reporters on the margins of an event, Adreani said the growth rate for the year would be in line with the one for the first nine months.

Mediaset has previously said it expected revenue growth in its home country to grow at the same pace in the first 10 months with expectations for the trend to continue for the final two months of the year.

Mediaset, owned by the family of Italian Prime Minister Silvio Berlusconi, faces growing competition in its home market from News Corp's (NWS, NWSA) satellite unit Sky Italia, and it is struggling to defend its dominant position in the free-to-air TV market.

News Corp owns Dow Jones & Co, publisher of this newswire and The Wall Street Journal.

-By Gilles Castonguay, Dow Jones Newswires, +39 348 596 5667; gilles.castonguay@dowjones.com.
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