Mediaset eyes up Endemol

Italy's biggest private broadcaster, Mediaset is to bid for production company Endemol, chief executive Giuliano Adreani confirmed yesterday.

Adreani said: "We are getting ready to take part [in the bidding process]. I think the Endemol content could be positive for our channels."

Mediaset vice-chairman Pier Silvio Berlusconi has said the broadcaster would be interested in teaming up with the production company's co-founder John de Mol for a bid, though de Mol's representatives have yet to confirm this.

But Berlusconi added that a bid with de Mol for the Big Brother producer was "not a given" saying: "We will be very careful about possible partnerships and the price."

Mediaset, which is controlled by the family of former Italian Prime Minister Silvio Berlusconi, the vice-chairman's father, is also believed to talking to its Spanish unit, Telecinco on a possible bid.