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National embarrassment or tribune of the people? The colorful Italian prime minister Silvio Berlusconi has been called many things - not least by his own wife in their current public split. But to millions of Italians he is more than a politician - he is an embodiment of their national spirit. And he has a novel solution to the prospect of low voter turnout - some of his candidates and most senior ministers are glamour models.

MEDIA SET - UPSOT SEQUENCE - MUSIC - DANCING ETC

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Young man on the street

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Italian Defence Minister Ignazio La Russa

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Lara Comi, MEP candidate

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Beppe Severgnini

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VOXES woman 1

VOXES man 2

VOXES man 3

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LARA COMI

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PTC: 'This is Italy's most popular TV show - a live take on the day's news with young male presenters and even younger female models - it gets nine million viewers a night - and the channel which makes this show - is owned by Silvio Berlusconi.'

MORE TV SHOW PICS

In fact the Italian Prime Minister owns the majority of the country's television output - giving him what the opposition claim is unjust control over the media.... but it is legal and it's the style, glamour and sexuality of the young women on his tv shows - that Berlusconi is transfering into Italian politics.

GIRLS STILLS

***********These women are among Berlusconi's candidates for next months European Parliamenty elections - all under thirty - with almost no political experience. They could soon be Italy's contribution to the decision making process on European law making - which would also affect Britian.

Milan is the center of Berlusoni's business, property and media empires. He is the third richest man in Italy and the country's longest ever serving Prime Minister.

Controversy has always dogged Berlusconi - he's been tried and acquitted in 12 italian court cases - last week his wife accusing him of cavorting with minors at a party he attended and selecting young women to run for senior goverment posts based on their looks alone - 'the Emperor 'as she calls him - 'must be kept entertained' she says.

**************I've come to Milan, to find out why, despite the scandals, Berlusconi is more popular than ever with Italians - a recent poll claiming he has a 66% lead over the opposition.

'Berlusconi is a great leader, he charms the people, thats why his government is doing very well.'

The Italian Defence Minister Ignazio La Russa - one of Berlusconi's closest and oldest allies - was attending a local right wing rally in Milans centre....

PTC

What do you make of the scandel of Berlusconi at present?

'There is no scandal, I prepared the election list, I am the coordinator.... I can reassure you that this is an absolute conspiracy of the media.. some of the girls are beautiful, others less so, but if they are beautiful we dont mind.'

I found out one of the three young women at the centre of the controversy Lara Comi was going to be paraded infront of the public at another political event in Milan

PTC - shes being paraded like a fully fledged politician.

MEETING SHOTS

After the parade Lara Comi agreed to meet me for an interview - the first time any of the three young women up for European election have spoken to the foreign media.

IV -

Its a real unique opportunity for a 26 years-old girl - an incredible experience, even being involved in an electoral campaign for only one month.

Q

no..no ,no , Berlusconi has chosen these candidates because their professional curriculum was right for the European Parliament elections. The issue of beauty is debatable .. one can be beautiful and this is a plus but its not the fundamental factor for becoming a candidate.

Berlusconi once said you should never put two blondes together - Lara, polished and astute in the interview - was testament to Berlusconi's confidence in his own ability to sell a brand to the Italian public - a woman who two weeks ago was no more than a junior party empolyee now teetering on the edge of international responsibility.*****************

Beppe Severnini - a leading social commentator - claims Berlusconi's political success is down to his shrewd understanding of the Italian psyche.

He tells people the things they want to hear. He is the ‘senore, protecting He is the new Medici, the new forza, saying look! I got it all! I got fun, I got sport, I got actors, I got television, I got girls, look how cute they are. People love that. The man does not have competition, the man is solid and the man is a great marketing person. Berlusconi is inbetween Frank Sinatra, Juan Peron of Argentina and maybe Rod Stewart. Never a dull moment.

Next I went to the one place I was likely to actually meet Berlusconi - perhaps the biggest trophy of his empire - ownership of AC Milan.******

'Berlusconi, for me, is a man with giant balls, excuse the expression! but he is our Empror Minister!

'He is a great man and a sincere man Berlusconi

'he is a great man, our silvio berlusconi, we are happy with him. As long as they over 18 years old.

As David Beckham and Ronaldino warmed up to play old rivals Juventas in front of 90 thousand fans, I MET LARA COMI OUTSIDE THE VIP AREA. THIS IS WHERE SHE FIRST MET Berlusconi.

'when I first saw him, I lept the fence, just over there like an athlete, I ran to the president and we exchanged our first words!'

LARA also TOLD ME THAT BERLUSCONI HAD CALLED HER TO SAY HE HAD A SORE NECK AND WOULD NOT BE AT the GAME.

PTC - if Berlusconi is the so called Emperor then I guess this is his coliseum - he knows how to entertain the people. To foreigners he come across as crass and out of touch - but to the Italians hes a football fan, a business man - he gets the girls – he iss not only the emperor – he is one of the people.