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Rai Fiction
2009 witnessed the launch of
production of about 500 television
hours of TV fiction series.
Most of the investments were destined to
the production of TV fiction series for
the networks' prime time slots.
Alongside the classic format of Italian
TV fiction series, based on episodes
lasting 100 minutes, more and more
space was allocated to series with
episodes lasting 50 minutes, which are
very flexible in terms of programming,
particularly when it comes to repeats.
Once again, in the production of 2009,
the main event titles of Rai's production
were historical or contemporary miniseries,
which were particularly successful
with viewers and critics, particularly in
the autumn season and at the beginning
of 2010.
Also during 2009, the first season of the
soap opera Agrodolce (made in
cooperation with Rai Educational) was
completed and the fourteenth season of
the series Un Posto al Sole was launched.
As regards cartoons, the investment in
the production of Italian and European
works has become the mainstay of the
two children's theme-based channels of
the Rai Group (Gulp and YoYo), while
continuing to constantly feed the young
children's time slots on RaiDue and
RaiTre.
As regards ratings, a mention must go
to the immense success of the entire
offering of TV fiction for the autumn
2009 guarantee season.
TV fiction was the genre most
programmed by RaiUno during the
guarantee period and touched an
average share of 26% again � a result
which had not been achieved for years
and which was thought to be impossible
in the new broken-down context of
offering.
In the classification of the ten mostwatched
fiction titles during the year, no
less than nine positions were occupied
by Rai products, confirming its
consolidated leadership in the genre.
In 2009, Rai fiction witnessed the
debut of series characterised by
outstanding innovation in terms of
language, like Tutti Pazzi per Amore, and the relaunch of historical series
such as Don Matteo and Un Medico in
Famiglia, which enjoyed a strong
relaunch of the brand and success with
the public.
The success of ratings was
accompanied by the positive results
achieved in the festivals and
international competitions, with the
nomination at the Emmy Awards for
Coco Chanel, the victory of the series
Tutti Pazzi per Amore at the TV Oscars
as best series of the year, and the victory
at the FIPA by Lo Scandalo della Banca
Romana.
The brave decision to face harsh
subjects like the life of Basaglia (C'era
una volta la città dei matti) and the
tragedy of deaths at work (Gli ultimi del
Paradiso), TV fiction programmes
produced in 2009, brought this genre
back to the fore on the country's
leading media, with extremely positive
comments by critics and experts.
TV Division Genres 55
As regards theme-based channels, we
ought to mention the good result of the
Premium channel, based almost entirely
on repeats of Rai fiction series, which in
the regions where the switch-off has
already been completed has become
one of the leading channels in the new
offering.