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RaiDue knows that it has a demanding and active public, which watches its programmes by choice and not out of habit, a public which knows how to move among the various platforms but appreciates the programming dynamics of RaiDue and particularly its products. A contemporary audience which shares the channel’s awareness that, in an ever changing world, only movement can guarantee consistency. |
RaiDue
RaiDue is a general-interest
broadcaster and does not restrict its
programming to specialised contexts
like the theme-based and sectoral
broadcasters. Its profile is not aimed
at just one category, but at a vaster
audience, so it uses the entire
spectrum of 'genres', TV series, variety,
news and information and culture,
presented in an original and typical
key.
The channel's 'diversity' lies in the
decision to target culturally young and
dynamic audience, moving away from
an overly generalist and institutional
model.
These lines, drawn up in agreement
with the Company Management and
structured as the channel's historical
configuration, were also confirmed via
the managerial activities during the
year.
This type of choice means TV series
based on series purchased outside,
entertainment with an alternative style,
unconventional informative analysis
and a culture based on curiosity. Mass
viewing is waived in favour of
provocation, innovation and a sense of
adventure.
Overall, once again in 2009 RaiDue
succeeded in beating its direct rival,
achieving a 10.4% share in prime time
over the whole year, compared to Italia
1's 9.7%.
Another positive element to be
highlighted is the drop in the average
age of viewers during the whole day,
from 52.72 years in 2008 to 52.44 in
2009.
The figures show that RaiDue has
managed to securely maintain its third
place in the national competitive setting,
while continuing its repositioning
towards younger viewer segments. These
results have been achieved despite the
absence of the channel's leading
programme, L'Isola dei Famosi which
was off air for a long time, being
replaced by two editions of X Factor. In general there was an increase in
'light music' in the channel's offering.
This was a strategic choice and a
calculated risk, against a current
opinion which sees this kind of music as
being in difficulty with television viewers.
A visible innovation in language took
steps in this direction with Due, a variety
programme which sacrificed the
traditional role of the presenter,
preferring a direct impact between its
two stars, Tiziano Ferro and Laura
Pausini. The experiment had excellent
results and the formula will be reproposed
in 2010.
As regards TV series purchased
outside, RaiDue favours a choice of
multiplicity and dynamism. New
formats are searched for all the time
and an attempt is made to place the
public in a relation with the 'World'
and with other cultural worlds. This is a
modern view of entertainment which
cannot be shut off in a strictly
nationalist and self-referential
dimension, but must try to expand
horizons. It isn't a question of a simple
market choice in pursuit of viewers, but the decision to give RaiDue a particular
and significant profile, as requested by
its broadcasting mission: a mission of
generalist and never minimalist
experimentation.
The strong commitment to journalistic
analysis is also part of this strategy.
Along with Michele Santoro's Anno Zero which is now a fixed point of reference
in the Italian journalistic panorama,
2008 witnessed the debut of Malpensa
Italia by Gianluigi Paragone.
Il fatto del giorno by Monica Setta,
which joined the autumn programming,
was an innovative offering in a time
slot, that of the early afternoon,
historically entrusted to "sentiment" as
opposed to journalistic analysis. This
experiment was rewarded by the
viewing figures, a new space dedicated
to confrontation from a female point of
view.
Within the sphere of more typically
cultural programmes, and, as such,
closer to the sensitivity of the public
service, RaiDue hosts important
productions by Rai Educational, like La
storia siamo noi. This same sphere is
also characterised by Palco e
Retropalco dedicated to the theatre.
More articulated is the role of Voyager,
presented by Roberto Giacobbo, which
moves on the fine line between mystery
and knowledge and is now a small
factory of documentaries and specials.
RaiDue offsets outward cultural
openings with a very "internal" choice
with regard to the productive
arrangement.Obviously there isn't an aprioristic
refusal of contracts, but an attempt is
made at making widespread use of the
company's means, both at the
production Centre in Rome and the
Production Centre in Milan. All the
weekly daytime programmes are made
internally, from Affari tuoi to In famiglia,
from Italia sul due to Il fatto del giorno.
This increases the typicality of the
offering and especially favours a
professional growth which is enhanced
by company know-how.
The final aim assigned to RaiDue is to
combine a relationship of loyalty
towards its traditional public with the
boost to continue innovating specific
contents. The idea is maintaining the
aim of a consistent share with a modern
network model addressed at a more
dynamic audience.
A map of RaiDue
Entertainment: Desperate Housewives,
Ghost whisper, I Fatti vostri, Mattino in famiglia,
Mezzogiorno in famiglia
Comedy and satire: Il Sorriso di Palco e
Retropalco, Quelli che il calcio, Scorie, Stracult
Music: X-Factor, Due,
Pavarotti la voce degli Angeli
News & Information: Anno Zero,
Il fatto del giorno, Malpensa Italia
Customs and culture: XXII round,
Il Grande gioco, La Linea d'ombra,
Magazine 2, La storia siamo noi,
Sereno Variabile, Un paese chiamato Po, Voyager
Talk Shows: Ci vediamo domenica,
Italia allo specchio, L'Era glaciale,
L'Italia sul due, Ricomincio da qui, Ricominciare
Thrillers: NCIS, Criminal minds, Cold case,
Life on Mars, Lost, Senza traccia, Primeval,
Squadra speciale Cobra 11, Supernatural
TV series: L'ispettore Coliandro,
Nebbie e delitti 3
Children: Cartoon flakes, L'Albero azzurro
Sport: Domenica sportiva, Champions League,
90° minuto, Tim Cup, Tour de France