Italian broadcaster Mediaset has upped vice-president Pier Silvio Berlusconi to the role of CEO, replacing Guiliano Adreani, who remains president of advertising arm Publitalia.
Berlusconi, the son of disgraced former prime minister and Mediaset founder Silvio, also retains his role as VP of the company.
Adreani will continue to act as an adviser to Berlusconi, focusing on overall strategy, the advertising business and relations with key investors.
Fedele Confalonieri remains president of the group.
Berlusconi’s appointment comes after he told Mediaset’s shareholders that the company was effectively not for sale, following months of market speculation concerningVivendi’s interest in the broadcaster.