MTV ITALIA SRL

What MTV ITALIA SRL does

MTV Italia SRL is the Italian operating entity for the MTV brand in Italy, operating as a wholly-owned subsidiary within the Paramount Global media group. The brand is managed via ViacomCBS Networks International Czech s.r.o. (registered in Prague, Company ID 289 70 438) with the website www.mtv.it owned by Paramount Global Italia S.r.l. MTV Italia operates two linear television channels — MTV Italia (Sky channel 131, Sky Glass 122) and MTV Music (Sky channels 132 and 704, Sky Glass 123) — distributed exclusively through Sky's pay-TV platform in Italy. The channels deliver reality shows, lifestyle series, music programming, and live events, with flagship content including Italia Shore, MTV Cribs Italia (hosted by Giulia Salemi), and Ridiculousness.

Beyond linear broadcast, MTV Italia distributes content on-demand through Sky's NOW streaming service and Paramount+, where shows are promoted with explicit "Try Paramount+" calls-to-action. The brand also maintains a broad organic social footprint on Instagram, TikTok, Facebook, YouTube, and X (@mtvitalia). Revenue is generated primarily through advertising (ad sales routed through Sky Media Italia) and content licensing into Sky and Paramount+; subscription pricing is not disclosed and the mtv.it website is presented as free to users, subject only to mobile data costs.

The entity employs 11-50 people, is headquartered in Rome, and operates exclusively in the Italian market. It holds the UNI PdR 125:2022 Gender Equality Certification and has published a Gender Equality Manifesto and Policy. MTV, EMA, and related titles, logos, and characters are registered trademarks of Viacom International Inc., and the legal entity itself is not separately disclosed in commercial registers, indicating that commercial activity is consolidated within Paramount Global's broader Italian and EMEA reporting.

Name

MTV ITALIA SRL

Legal name

MTV Italia SRL (operated by Paramount Global Italia S.r.l.)

Website

https://mtv.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MTV Italia SRL operates the MTV and MTV Music television channels in Italy under Paramount Global, distributing reality, lifestyle, and music content via Sky pay-TV, NOW streaming, Paramount+, and major social media platforms to Italian entertainment audiences.

Ownership category

akta.pro rank

Product category

Music and Entertainment Television Broadcasting

NAICS

Television Broadcasting Stations (516120), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)

Keywords

• Television broadcasting
• Reality entertainment
• Music programming
• Streaming distribution
• Youth lifestyle content

Headquarters

HQ city

ROMA, Lazio

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Broadcasting and Content Licensing: MTV Italia operates as a television channel and digital content platform generating revenue through advertising, content licensing to streaming platforms (Paramount+, NOW), and broadcast rights distribution.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

MTV Italia SRL operates Italian-language television channels MTV and MTV Music, broadcasting lifestyle series, reality shows, comedy programs, and music content via Sky's pay-TV platform and streaming services NOW and Paramount+. The brand provides a free promotional and content-discovery website (www.mtv.it) that drives viewership to its linear channels and on-demand streaming partners, supported by cross-platform social media engagement on Instagram, TikTok, Facebook, YouTube, and X.

Product overview

MTV Italia is a media entertainment brand operated by Paramount Global Italia S.r.l., offering television content through multiple distribution channels including traditional broadcast (Sky channels 131 and 132) and streaming platforms (NOW and Paramount+). The product portfolio centers on the MTV Italia and MTV Music television channels, complemented by exclusive streaming content on Paramount+ featuring reality shows such as Italia Shore, MTV Cribs Italia with Giulia Salemi, and comedy series like Ridiculousness. Content spans series, lifestyle programming, reality television, and music programming, positioning MTV Italia as a comprehensive entertainment destination for Italian audiences.

Differentiator

Problem solved

Functional benefit

Brands

• MTV Music: Music channel available on Sky channel 132 and 704, and Sky Glass channel 123.

Products and services

• MTV Italia (television channel) Italian-language television channel operated under the MTV brand by MTV Italia SRL, airing lifestyle series, reality shows, comedy programming, and music content. Distributed via Sky channel 131 (Sky Glass channel 122) and streamed on NOW for Italian audiences.
• MTV Music (television channel) Music-focused television channel from the MTV brand, airing music videos, performances, and music-related programming. Available on Sky channel 132, Sky channel 704, and Sky Glass channel 123 in Italy.
• Italia Shore Original MTV Italia reality television series promoted on the brand's homepage and available for streaming on Paramount+. Targeted at Italian-speaking viewers of reality entertainment.
• MTV Cribs Italia Lifestyle reality television series on MTV Italia in which host Giulia Salemi explores the homes of Italian celebrities. Airing every Sunday at 21:00 on MTV; also available on-demand via Paramount+.
• Ridiculousness Comedy television series featuring humorous and unusual video clips, carried on MTV Italia and available on-demand via Paramount+.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Paramount+coreChannel Partner/ Reseller/ DistributorParamount+ serves as the primary streaming platform for MTV Italia content, offering on-demand access to shows including Italia Shore, MTV Cribs Italia, and Ridiculousness. Content is promoted with 'Try Paramount+' calls-to-action.
• NOW (Sky Streaming)coreChannel Partner/ Reseller/ DistributorNOW streaming service distributes MTV Italia content to subscribers, providing live and on-demand access to the channel.
• SkycoreChannel Partner/ Reseller/ DistributorSky platform distributes MTV Italia across multiple channels: MTV on channel 131 (Sky Glass 122), MTV Music on channels 132/704 (Sky Glass 123). A major broadcast distribution partner for Italian market.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• La5: Mediaset-owned entertainment channel with reality/lifestyle programming on Italian DTT. Competes with MTV Italia for Italian entertainment viewers and ad inventory.
• Real Time (Italy): Italian pay-TV thematic channel focused on lifestyle, reality, and entertainment programming, distributed on Sky and digital platforms. Directly competes with MTV Italia for the same lifestyle/reality audience and ad budgets in Italy.
• Sky Uno: Sky's flagship Italian entertainment channel carrying reality, lifestyle, and original series. Competes directly with MTV Italia for Sky carriage slots and Italian entertainment viewers.
• DeeJay TV: Italian music and lifestyle channel owned by Mediaset, targeting a similar youth/music audience as MTV Italia. Direct competitor in the Italian music/youth thematic channel space.
• VH1 / Paramount Network Italy: Sibling Paramount Global brand in Italy focused on music and entertainment. Closely comparable: same parent corporate group, similar audience, complementary IP stack.
• Radio 105 TV: Italian radio-branded television channel (Mediaset) airing music and youth entertainment. Comparable as a music-led youth channel competing for the same Italian viewership and ad market.

Broad incumbents

• YouTube Italy: Global video platform with strong Italian creator and music verticals. Competes for MTV Italia's audience attention and ad spend, particularly among younger viewers via short-form content.
• Rai 2: Italian public broadcaster's mainstream entertainment channel with lifestyle, music, and entertainment programming. Broader incumbent that competes for the same young-adult entertainment audience but across a wider programming slate.
• DAZN Italy: Global sports streaming platform with significant Italian subscriber base. Adjacent competitor for Italian streaming subscribers and entertainment ad budgets, though sports-focused.

Emerging players

• Boing: Italian kids/teen entertainment channel (Turner/Mediaset) with a youth focus. Adjacent competitor for younger Italian demographics and ad budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mtvitalia
• YouTubeyoutube.com/channel/UCtIM4UVDtJT4BaE4aujBWOw
• Facebookfacebook.com/mtvitalia
• Instagraminstagram.com/mtvitalia
• TikToktiktok.com/@mtvitalia
• LinkedInlinkedin.com/company/mtv-italia-srl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MTV ITALIA SRL