In a videocracy the key to power is the image. In Italy one man only has kept the domination of the image over three entire decades. As a TV-magnate and then as presidente, Silvio Berlusconi has created a perfect system of TV-entertainment and politics. Like no one else he has influenced the content of commercial television in Italy. His TV-channels, known for their over-exposure of almost naked girls, are seen by many as a mirror of his own taste and personality.