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Rai Radio
For RadioRai the year ended with a
focus on renewal and important signs of
recovery. The top management was
completely revolutionised in the summer,
with the appointment of Bruno Socillo to
the management of the Radio Division
and with the arrival of Antonio Preziosi
at the head of Radio1 and the Giornale
Radio, Flavio Mucciante at Radio2,
Marino Sinibaldi at Radio3, Aldo Papa
at the Public service channels and
Riccardo Berti at Gr Parlamento.
The Board of Directors assigned the new
management the task of relaunching the
presence, weight and profile of public
radio, giving a strong boost to
technological innovation and to
operating synergies with the various
Company departments, especially in
terms of communication and research.
A tangible way of consolidating the
modern approach of radio in the age of
new media.
The broadcasting offering proposed the
first changes in autumn, paving the way
for a more widespread reformulation of
programming in 2010. Audiences
responded by showing the first signs of
appreciation, inverting a trend which
had been critical for most of the year,
both with regard to ratings and the
performance of the advertising market.
The general audience began to grow
again, reaching 39.1 million listeners
on the average day (+2% compared to
2008), with a RadioRai quota of 10.5
million listeners, equating to a
penetration of 19.8%.
Radio1 strengthened its absolute
national leadership and had 6.3 million
listeners on the average day, a record
which translates into a share of 8.9%
and a growing advantage over the big
commercial radio stations.
Radio1 produces about 100
programmes on air during the year and
its two websites, www.grr.rai.it and
www.radio1.rai.it, supply 30 broadcasts
which can be downloaded in podcast.
The Giornale Radio news production
unit, with its three programmes aired on
Radio1, Radio2 and Radio3 presents 50
daily editions.
Radio2 suffered noticeably compared
to 2008, reaching 3.8 million listeners
on the average day. With a 5.3% share,
it maintains sixth place in the
classification and, despite the decline,
continues to be one of the leading
entertainment radio stations.
Radio3 touched a quota of 1.9 million
listeners on the average day, which
translates into a share of 3.2% and
eighth place in the classification.
Isoradio, despite figures declining
compared with 2008, had almost 1
million listeners on the average day,
with a 1.2% share, remaining constantly
above 4 million listeners over the week.
This service has a type of offering
dedicated to the general public of
listeners who are travelling.
2009 was the first year of integrated
surveys developed by Audiradio, thanks
to a panel which supplied richer
coverage figures which were helpful to
commercial planning. This positive
experience will be expanded in 2010
and shared by all the significant
broadcasters on the market.
But naturally radio listening also
includes 'expanded listening' on the
web, from live streaming to mobile
phone listening, the new podcasting
resource, which has now become part
of the lives of the more advanced
audiences, which generates monthly
traffic of over 1 million files downloaded
from the RadiRai channel websites.