MS Motor TV
MS Motor TV is an Italian television channel focused on cars, motorcycles, and related motor-sport programming.
Last updated August 31, 2026
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Overview
MS Motor TV is an Italian thematic television channel devoted to cars, motorcycles, and automotive culture. The channel is owned by Mediasport Group S.p.A. and is distributed in Italy through Sky Italia and Tivùsat. Its current identity dates from 2020, when Mediasport Group rebranded its group of channels and renamed Automoto TV as MS Motor TV. The channel's history developed through the consolidation of two earlier television projects. MotoTV began in 2007 as a Sky Italia channel centered on motorcycle sport and related dedicated programming. In early 2012, Auto TV was introduced as a free-to-air digital-terrestrial channel with an automotive focus. On 29 September 2012, MotoTV and Auto TV were merged under the Automoto TV name, creating a broader channel proposition covering both motorcycles and cars. Mediasport acquired the channel in 2018. The acquisition placed Automoto TV within the company's broader television portfolio and preceded the 2020 rebranding that produced the MS Motor TV identity. The resulting brand combines the subject areas established by its predecessors: motorcycle competition and enthusiast content on one side, and car-oriented programming on the other. Publicly available reference material does not provide a detailed breakdown of individual programmes, audience figures, financial results, senior leadership, or international distribution. MS Motor TV is therefore best characterized as an Italian specialist channel rather than a broadly documented global media brand.
History
MS Motor TV emerged from a sequence of Italian specialist television services covering motorcycles and cars. The earliest predecessor identified in the available reference material was MotoTV, launched in 2007 on Sky Italia. MotoTV was dedicated primarily to motorcycle sport and associated programming, giving motorcycle enthusiasts a focused television outlet. A second service, Auto TV, followed in early 2012. Unlike MotoTV's Sky Italia distribution, Auto TV was described as a free-to-air channel on Italy's digital terrestrial television platform and concentrated on automobiles. The two services represented complementary areas of motor-focused television: one built around motorcycles and motorcycle competition, and the other around cars. On 29 September 2012, MotoTV and Auto TV were combined under the Automoto TV name. This merger broadened the channel's editorial scope and created a unified identity for both automotive and motorcycle content. The available sources do not list the complete programme schedule or identify individual original productions, but the merger established the combined cars-and-motorcycles orientation that later continued under MS Motor TV. Mediasport acquired the channel in 2018. The acquisition transferred Automoto TV into the Mediasport Group S.p.A. portfolio. In 2020, Mediasport carried out a rebranding of four of its channels, and Automoto TV was renamed MS Motor TV. Under its current name, the channel remains an Italian specialist broadcaster focused on cars, motorcycles, and related motor-sport interests. Reference material states that MS Motor TV is available through Sky Italia and Tivùsat. Beyond those distribution platforms, publicly available information supplied for this entry does not establish a broader international footprint, detailed corporate structure, audience performance, financial data, or named executives. The channel's documented development is consequently defined mainly by the creation of its MotoTV and Auto TV predecessors, their 2012 consolidation, the 2018 Mediasport acquisition, and the 2020 rebrand.
- 2020
Automoto TV becomes MS Motor TV
[1]The channel is renamed MS Motor TV as part of Mediasport's rebranding of four channels.
- 2018
Mediasport acquires the channel
[1]Mediasport acquires Automoto TV and adds the channel to its television portfolio.
- 2012
Auto TV is introduced
[1]Auto TV is launched as a free-to-air digital-terrestrial channel focused on cars.
- 2012
MotoTV and Auto TV merge as Automoto TV
[1]On 29 September, the two specialist services are consolidated under the Automoto TV identity.
- 2007
MotoTV launches on Sky Italia
[1]MotoTV begins broadcasting on Sky Italia as a channel devoted to motorcycle sport and dedicated motorcycle programming.
Products and positioning
A specialist Italian television channel serving viewers interested in cars, motorcycles, motor sport, and automotive culture.
Automotive television channel · 2020
MS Motor TV
An Italian television channel covering cars, motorcycles, motor sport, and related enthusiast subjects. The channel is distributed through Sky Italia and Tivùsat and represents the continuation of the earlier MotoTV, Auto TV, and Automoto TV services.
Motorcycle television channel · 2007
MotoTV
The predecessor service launched on Sky Italia in 2007. Its documented editorial focus was motorcycle sport and dedicated motorcycle programming.
Automotive television channel · 2012
Auto TV
A predecessor channel introduced in early 2012 on Italy's free-to-air digital-terrestrial platform. It focused on cars before being combined with MotoTV.
Automotive television channel · 2012
Automoto TV
The combined identity created when MotoTV and Auto TV merged on 29 September 2012. It covered both cars and motorcycles until its 2020 renaming as MS Motor TV.
Brand decisions
2020
Rebranding as MS Motor TVStrategyBackground
Mediasport undertook a rebranding of four channels in its portfolio.
Action taken
Automoto TV was renamed MS Motor TV.
Aftermath
The current MS Motor TV identity was established for the channel.
2018
Mediasport acquisitionM&ABackground
Automoto TV was operating as a combined automotive and motorcycle television service.
Action taken
Mediasport acquired the channel.
Aftermath
The channel became part of Mediasport Group S.p.A.'s television portfolio.
2012
Consolidation of MotoTV and Auto TVM&ABackground
Italy had separate specialist channels focused respectively on motorcycles and cars.
Action taken
The two channels were merged on 29 September 2012 under the Automoto TV name.
Aftermath
The merged service established a combined cars-and-motorcycles proposition that later continued as MS Motor TV.
Sources2 sources
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