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Rupert Murdoch's News Corp. Stations Europe is taking to the next level its efforts to conquer Italy's TV auds by launching a free-to-air digital terrestrial channel called Cielo that will compete directly with Mediaset and RAI.

The Milan-based Cielo -- which in Italian means Sky -- will go on-air across Italy Dec. 1, complementing Sky Italia's six-year-old satellite paybox, which is a big money-spinner for News Corp. with 4.8 million subscribers and $128 million in first-quarter operating income.

"Cielo will enrich Italy's digital terrestrial offer, bringing more competition in a sector dominated by Mediaset and RAI," said News Corp. Stations Europe COO Gary Davey in a statement.

Details of Cielo's programming are being kept under wraps; the channel will comprise some U.S. shows and also local series beamed by Sky Italia. But Murdoch's first foray into free-to-air Italo TV is believed to include premium TV series, movies, and game and reality shows, most not available in the country as free TV content.

Cielo will reach 12 million of Italy's roughly 20 million TV homes.