SILVIO BERLUSCONI - A great leader

Italy's richest man, the business tycoon Silvio Berlusconi, is on his way back to power.

His centre-right coalition was driven by Berlusconi's forceful personality and his catch-all campaign, promising tax cuts, better pensions, safer cities and jobs for all.

"He is a great person - he is just so positive and a really great man"

Roman voter on Berlusconi

Mr Berlusconi's empire includes three television channels, Italy's biggest publishing house, an advertising agency, a major newspaper, and a leading a football team, European giants AC Milan.

Critics accuse him of having too much control of the media, and fear he will exploit his power.

The 64-year-old politician's business interests have come under attack in several lengthy court trials for alleged bribery, corruption and tax evasion, but none of the charges have stuck. Neither have accusations of Mafia connections.

Italian public opinion did not seem worried.

Man of charisma

Mr Berlusconi sells himself as a strong leader and statesman - his party, founded in 1993, is called Forza Italia.

The logo of Forza Italia used in the 2006 electora...

Italiano: Silvio Berlusconi

English: Silvio Berlusconi in a meeting with José...

Airbrushed campaign posters make him appear 10 years younger. Many Italians believe the hype.

Berlusconi's critics accuse him of having too much power

Dr James Walston, a political scientist at the American University of Rome, said Mr Berlusconi's popularity stemmed from his ability to inspire many Italians.

"The Italians seem to want to trust Mr Berlusconi because he sells himself as a man who has made millions out of nothing - a man who is a huge success in his own way and who will make Italy a huge success," he said.

Showbiz image

Only seven years ago Mr Berlusconi was forced to step down as prime minister after just seven months in a turbulent coalition which included many of the same men he was running with this time...