|
|||||||||||||||||||||||||||||||||||||||||||
![]() |
|||||||||||||||||||||||||||||||||||||||||||
In a television scene subject to transformation, RaiUno takes on a difficult challenge: the consolidation of its authority of Public Service reference broadcaster and the experimentation of new products and languages to intercept the needs and expectations of audiences which are evolving too. |
RaiUno
In this new setting, in which competition
is becoming increasingly fierce, not only
has RaiUno confirmed its leadership in
the television system, it has also
maintained its viewing figures almost
stable: 21.2% in the whole day and
22.3% for prime time.
Despite the context of a general
economic and financial recession
which has implicated the reduction of
investments in the product, the
"flagship channel" has succeeded in
coping with the switchover and
satisfying the needs of an increasingly
attentive audience, without sacrificing
the quality of its offering and
consequently its activity as public
service broadcaster. The sobriety,
authority and attention to social issues
that have always inspired Rai's
broadcasting style have been
accentuated and consolidated.
In this light, the channel's
programming during the whole day
pursued the aims of the broadcasting
profile: combining tradition and
innovation, expanding the viewer basin
to new audiences, representing Italy's
constantly evolving social-cultural
identity and confirming its most
characteristic aspects, such as
reliability, closeness and ability to
arouse emotion.
During day time television, the big
containers and talk shows Uno Mattina,
Festa Italiana and La Vita in diretta were
re-proposed, with renewed language,
style and, in some cases, presenters,
and were joined by the new Saturday
afternoon talk show Le amiche del
sabato, and programmes like Occhio
alla spesa, La prova del cuoco and
Verdetto Italiano, which succeed in
creating public loyalty, thanks to their
provision of information, entertainment
and the proposal of popular themes
and narrative styles. The early evening
time slot continued to be occupied by
the triumphant L'Eredità while Affari Tuoi
was confirmed in the access slot.
With the passage to DTT and the debut
of numerous new competitors with
theme-based and general-interest
offerings, the role of this type of day
time programme represents a
fundamental part of the general-interest
offering, in that it develops a direct
relationship with the public, without
however overlooking moments of fun
and playfulness. With this in mind, the
channel has built up a new structure for
Sunday programming with the moment
of confrontation, Domenica in l'Arena, that of entertainment, Domenica in 7
giorni, and that of the quiz L'Eredità in
the Sunday edition.
Another strength of the channel's
offering, also within the new competitive
setting, is represented by the late
evening analysis of news and
information which, with Bruno Vespa's
Porta a Porta, covered political, social
and current issues, with occasional
broadcasts during prime time to
coincide with events of particular
importance, including the specials on
the earthquake in L'Aquila ad those on
the dramatic events surrounding Eluana
Englaro. News and information
programming was completed with the
traditional summer and Christmas prime
time appointments with Superquark,
presented brilliantly by Piero Angela.
As regards prime time, in the new digital
prospective, the weights of the various
television genres are also destined to
evolve on the scale of the general-interest
offering: the role of company-produced
fiction and that of entertainment, with
which RaiUno's programming is already
strongly associated has been further
enhanced, while a lesser role is taken on
by fiction purchased from other
producers and several sporting events for
which the development of the pay TV
offering and the consequent rise in the
costs for broadcasting rights rule out
exclusive acquisitions.
The prime time programming of 2009
reflects this trend with a significant
offering of company-produced fiction,
which has achieved an average of
around 23%, and of entertainment, with
an average of 23.3%, including special
evening events like Miss Italia and
Premio regia TV but excluding the
Sanremo Music Festival.
TV series
The offering of Rai-produced TV series,
which covered 135 prime time slots,
was entrusted, as in the past, to miniseries
devoted to historical,
bibliographic and literary themes
(Giacomo Puccini, Giuseppe Di Vittorio,
Enrico Mattei, David Copperfield,
Pinocchio, Sangue dei Vinti, Lo
Smemorato di Collegno, Bakita etc.),
while longer running TV series reproposed
classic titles of consolidated
success like Don Matteo, Un medico in
famiglia and Butta la luna, alongside
highly innovative titles like Tutti pazzi per
amore and Il commissario Manara, which tested new narrative languages,
securing the interest also of a younger
audience.
Finally, the whole weekend programme
line-up was confirmed: with Sabato &
domenica, and the usual Saturday slots,
followed by Domenica in presented by
Pippo Baudo, Massimo Giletti and
Lorena Bianchetti. However the weekend
too offered space for experimentation,
on Saturday morning, with Pongo &
Peggy gli animali del cuore: confirming
the network's strong vocation for
renewal.
Entertainment
RaiUno pursued two priorities in
entertainment too, covering a total of
113 evenings: maintaining leadership
also in this specific genre, respecting a
sombre broadcasting style, attentive to
the family target, and identifying new
proposals to renew and improve the list
of titles and also respond to the
challenge of the new television
languages imposed by the new digital
setting.
Classics such as Ballando con le stelle,
Affari tuoi speciale, I Raccomandati and
the highly successful titles experimented during the previous season, I migliori
anni and Ti lascio una canzone were
confirmed. Innovation regarded certain
formats like Dimmi la verità, I sogni son
desideri, Mettiamoci all'opera, reproposing
brief event-cycles in the "one
man show" style, considered as
research and actualisation of those
pleasant and elegant atmospheres of
the variety shows of days gone by which
the public, including younger viewers, is
rediscovering and appreciating. This
context comprises Da Nord a Sud with
Vincenzo Salemme and Grazie a tutti with Gianni Morandi.
A map of RaiUno
Emotions: Lo Smemorato di Collegno, Bakita,
L'uomo che cavalcava nel buio,
I sogni son desideri, Grazie a tutti
Commitment: Giuseppe Di Vittorio,
Butta la Luna 2, Enrico Mattei,
Un caso di coscienza 4, Speciali Porta a Porta,
Telethon, La partita del cuore
Entertainment: Scusate il disturbo,
Tutti pazzi per amore, Medico in famiglia 6,
Don Matteo 7, Ballando con le stelle,
Il commissario Manara, I Raccomandati,
Affari tuoi, L'Eredità, Da Nord a Sud
Events: Giacomo Puccini, Pinocchio,
Il sangue dei vinti, Miss Italia,
Festival di Sanremo, Premio regia TV
Culture and science: Superquark e Superquark
speciali, Passaggio a nordovest, Pianeta terra,
Heritage, Uto Ughi racconta la musica,
L'Appuntamento, Mettiamoci all'opera
Music: I migliori anni, Ti lascio una canzone,
Andrea Bocelli al Colosseo, Applausi
News & Information: Porta a porta