Mya

Mya was an Italian entertainment television channel owned by Mediaset and distributed through Mediaset Premium's Premium Gallery pay-television offering. The channel operated on Italy's digital terrestrial television platform rather than satellite television and was not distributed outside Italy. It was designed principally for a female audience and scheduled a mix of imported and domestic entertainment programming, including films, television series, and soap operas. Mya began broadcasting on 18 January 2008, using the pilot episode of Gossip Girl as its launch program. The choice reflected the channel's focus on contemporary, serialized entertainment with strong appeal among younger and adult female viewers. Mya formed part of the expansion of Mediaset Premium's thematic pay-TV portfolio, which organized programming into genre- and audience-oriented channels. Its positioning was distinct from a general-interest broadcaster: the schedule emphasized scripted entertainment and serialized storytelling rather than news, sports, or broad national programming. The channel was available through digital terrestrial pay television in Italy, but it had no satellite distribution and no international footprint. On 23 July 2015, Mya ceased operating as a standalone channel and was replaced by Premium Stories. This replacement marked a change in Mediaset Premium's channel structure and branding rather than the continuation of Mya under its original name. Because the available reference material provides little information about corporate management, audience figures, financial performance, individual programming acquisitions, or marketing campaigns, those aspects remain undocumented here.

Mya was created as a thematic pay-television channel within Mediaset Premium, Mediaset's digital terrestrial subscription television platform in Italy. It belonged to the Premium Gallery package, a group of channels organized around entertainment and audience-specific programming. Unlike a general-interest broadcast network, Mya was designed around a comparatively focused editorial identity: it targeted female viewers and concentrated on scripted and serialized entertainment. The channel started transmission on 18 January 2008. Its launch was marked by the broadcast of the pilot episode of Gossip Girl, a program choice that communicated Mya's interest in contemporary television series and youth-oriented serialized drama. The channel's broader schedule consisted of films, television series, and soap operas. These formats supported repeat viewing and thematic scheduling, both of which were important characteristics of subscription television channels competing for audience attention within a package. Mya's distribution was limited geographically and technologically. It was available on digital terrestrial television through the Italian Mediaset Premium service, but it was not carried on satellite television. It also did not operate outside Italy. As a result, Mya functioned primarily as a domestic Italian pay-TV brand rather than as an internationally distributed television network. Its value to Mediaset lay in complementing the wider Premium portfolio with a channel whose programming and brand identity were directed toward a specific audience segment. The channel remained in operation until 23 July 2015. On that date, Mya was replaced by Premium Stories. The change ended the Mya name and channel identity within Mediaset Premium. The available references do not document a separate corporate entity behind Mya, individual channel executives, audience results, financial performance, major disputes, or detailed programming acquisitions. Accordingly, the documented history is centered on its launch, its role within Premium Gallery, its Italian digital-terrestrial distribution, its female-oriented entertainment proposition, and its eventual replacement by Premium Stories.

• 2015

  Mya is replaced by Premium Stories

  [1]Mya (TV channel)en.wikipedia.org

  Mya ceases operation on 23 July 2015 and is replaced by Premium Stories in the Mediaset Premium channel lineup.

• 2008

  Mya launches

  [1]Mya (TV channel)en.wikipedia.org

  Mya begins transmission on 18 January 2008 as a Mediaset Premium channel within the Premium Gallery package. Its launch schedule includes the pilot episode of Gossip Girl.

A female-oriented Italian pay-TV entertainment channel focused on television series, films, and soap operas.

• Pay-TV entertainment channel · 2008

  Mya television channel

  Mya was a thematic Italian pay-TV channel distributed through Mediaset Premium's Premium Gallery package on digital terrestrial television. It targeted female viewers and carried a schedule of films, television series, and soap operas. The channel was available in Italy only and was not distributed through satellite television.

• 2015

  Replacement by Premium StoriesGeneration change

  Background

  Mediaset Premium reorganized the channel offering that had included Mya, a female-oriented entertainment service within the Premium Gallery package.

  Action taken

  Mya was discontinued on 23 July 2015 and replaced by Premium Stories.

  Aftermath

  The Mya brand ceased to operate as a television channel, while Premium Stories took its place in the relevant Mediaset Premium lineup.

  Source

1. 1Mya (TV channel)en.wikipedia.org
2. 2Mya channel pagemediasetpremium.mediaset.it