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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.).