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commercial division
The strategic lines for commercial
development and coordination
are, in relation to the organisational
system:
- the identification of new revenue
opportunities at Italian and
international level and support for
company management in the
definition of the Group's overall
commercial strategies and the
coordination of the subsidiaries and
company structures directly and
indirectly responsible for the
development and supervision of
commercial revenues;
- the formulation of integrated value
projects with Tlc operators, Public
Administration and third parties in
keeping with the provisions of the
Service Contract and the
legislative/regulator framework,
focused on making the most of the
brand, the Library and Rai's offering
on the variety of traditional and
innovative distribution platforms;
- the investigations of innovative and
experimental forms of cooperation
and partnership with sectoral
operators, Ministries, Local
Authorities, Companies, Publishing
Groups and Football Clubs.
In keeping with this mission, once again
intervention during 2009 focused on the
development of new revenue
opportunities on the multi-platform
market and on the expansion and
management of conventions with public
administration.
The divisions that contributed most to
the economic results for the year were:
New Business Division
- Rai made the most of the
commercial opportunities of the
'must have' channels and of the
remote and by-band video recording
services, to offer anytime/anywhere
consumption opportunities,
particularly the license to supply to
Fastweb and Telecom Italia Media of
general-interest and satellite
channels for broadcasting on the
IPTV platform in simulcast.
- Consolidation of the supply on the
IPTV platform of re-packaged
channels that revolve around a
genre/theme and are dedicated to a
specific target. In particular, the
commercial relationship with
Telecom Italia Media for the supply
of the theme-based divisions Junior,
Fiction and Viva la Rai is activated
via a three-year cooperation with
Fastweb for the licensing of the
broadcasting rights for Theme-based
channels with on-demand functions
for a total of 6,900 hours of
programming dedicated to the
following offering genres: TV fiction
series, Children, News, Sport,
Entertainment and Culture. The
agreement with H3G in relation to
the supply of Rai Channel for use on
the latest mobile phones equipped
with UMTS technology.
- Development of initiatives to make the
most of the Sport Library owned
by/available to Rai � in terms of
evolution of the commercial line
thanks to agreements with Football
Clubs (Rai/AC Milan agreement) �
and of the football organisation, with
the launch of a home video initiative
on the profiles of the players of U.C.
Sampdoria as an experience of direct
supervision by Rai off line for the
minor clubs.
- Implementation of forms of interaction
in programmes via landline and/or
mobile phone, which respond to the
dual aim of increasing income from
revenue sharing on the telephone
traffic generated, programming
enhancement and involvement of the
young target.
- Commercial enhancement of
production services in terms of
professional resources and technical
equipment and television studios.
Conventions Division
- Exploitation of the needs for
institutional visibility at central and
local level via the development of
multi-platform integrated offering
models which comprise the inclusion
of the themes chosen by the central
and local public administration within
television programming, spaces on
specially created channels or
analytical theme-based divisions on
DTT, distribution of contents on the
Rai.it and Rai.tv.it portals and
Televideo files.
- Definition of the agreement with the
Ministry of Education for the creation
by Rai Educational of training projects
destined for use by students and
teachers.
- Development of the project Un'idea
per le Regioni, aimed at proposing
multimedia communication plans
based upon the implementation of
Internet portals and virtual exhibitions,
to make the most of the historical,
cultural and artistic aspects of local
areas. Implementation of the
institutional project Rai per la Cultura, dedicated to the dissemination of
Rai's cultural heritage by offering the
public products from the Teche
contained in a multimedia catalogue,
available for use on a special website
which allows purchases using different
distribution techniques.
- Development of projects for the
recovery and restoration of
audiovisual materials stored in the
Teche of Rai regional offices,
accompanied by their commercial
exploitation.
- Creation of radio and television
programmes aimed at linguistic
minorities.
- Commercial enhancement of
territorial promotions linked to the
localisation of audiovisual
productions (fiction series,
documentaries, TV movies, miniseries,
etc.).
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