3 Italia CEO Vincenzo Novari said the launch of his company's mobile TV service will boost its IPO valuation because media companies are valued at around double the multiples of traditional telecom companies due to their higher margins. Currently, media services like data downloading and streaming account for 30 percent of the carrier's sales, but Novari said he didn't know what percentage of sales needed to be from media services to be considered a "media company."
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