Mediaset, Italy’s largest commercial TV broadcaster, is set to name Pier Silvio Berlusconi as CEO as the company weighs an alliance with Vivendi, according to reports.

The 46-year-old son of Italy’s former prime minister Silvio Berlusconi will replace Giuliano Adreani who has led Milan-based Mediaset since 2000. Adreani will remain a Mediaset director and chairman of its advertising unit Publitalia.

Pier Silvio Berlusconi, currently Mediaset’s deputy chairman, told reporters at the company’s annual meeting on April 29th that Paris-based Vivendi would be a “good potential partner” for premium content in the medium-to-long term. He said there currently are no concrete plans for an alliance.

The company controlled by the Berlusconi family is also considering offering new services with Telefonica, Mediaset Chairman Fedele Confalonieri said during the annual meeting.

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