In line with the growing demand for native digital content by millennials and new Internet entertainment formulas, in 2016 Mediaset launched Mtmad, a new video channel of exclusively online videos with 40 different, where all the new digital talents will be able to express themselves with their own language and codes. All the formats are designed and produced for the digital environment, with which the company has inaugurated the development of new experimental formulas of in-house production online.