Producing the Italian “Big Brother”: Il Grande Fratello (B)

This is the second of a three-case series. The case is an extension of the previous case and starts from the decision to purchase the format and outsource its production. The main focus of this case concerns the allocation of the programme within Mediaset's (the most important Italian commercial broadcaster in Italy) programming schedule, given that it controls three television networks. The case covers the spring 2000 period between the time the press announced preparation and broadcasting of the programme and the presentation of the programming schedule for the autumn season for Mediaset networks to advertising investors. The case is particularly focused on the decision of Mediaset about purchasing the assignment and positioning of the Big Brother format within the programming schedule. Mediaset had to decide whether to broadcast the format on Canale 5, Mediaset's more generalist network, or Italia 1, Mediaset's network targeted at a younger public.