Francesca Schiavone

Super idea: tennis channel pushing Italian Open development

Even without Roger Federer and Serena Williams, the Italian Open is setting records for crowd attendance.

And it's not just Rafael Nadal, Maria Sharapova or the attractive courts lined by neo-classical statues and characteristic umbrella pine trees drawing fans to the Foro Italico.

This year marks the 10th anniversary of the Italian Tennis Federation's TV channel, SuperTennis.

The channel, which operates 24 hours per day broadcasting tournaments worldwide year-round to Italian households, is the country's most-watched non-soccer sports channel.

"Simply by broadcasting tennis all year round, it offers huge promotion for the tournament," said...