|
||||||||||||||||||||||||||||||||
 |
||||||||||||||||||||||||||||||||
| Rai 5 |  |
Rai 5
Rai 5’s mission is to be a ‘place’ where
viewers can come, with reasonable
certainty and confidence in finding an
interesting, modern, varied product
capable of arousing their various
curiosities.
Rai 5 is just over a year old and the
initial success it achieved when it was
launched hasn’t waned, as confirmed by
the audience trend: during 2011 the full
day share climbed from 0.17% to
0.29%, while that for prime time went
from 0.22% to 0.40%.
The project’s originality is obtained
thanks to a mix of unusual subjects for
the national free DTT scene: art, design,
fashion, food, travels, music, auteur
film, theatre, opera, dance and
documentaries. In just one year 1,500
hours of first broadcast, 49% of which
purchased or produced, and
consequently brand new.
Another particular feature of Rai 5 is its
nature as a Social TV, capable of
approaching viewers with different
languages.
A new television channel concept, no
longer a linear narration but an
experience dedicated to a multitasking,
enterprising and active viewer.
Facebook, Twitter and the web portal (in
2011 the traffic data positioned it as 4th
most-watched Rai channel on the web)
took Rai 5 into a territory where more
active audiences can express their
opinions and discuss things, engaged,
to date, over 45 thousand people.
Rai 5 launched numerous initiatives
during its first year of life:
• it drew attention to the most important
cultural events in Italy, taking them
live to viewers’ homes (the opening of
La Scala, the inauguration of the New
Florence Opera Theatre);
• it broadcast, for the first time, an
important work by Lelio Luttazzi,
L’Illazione, immediately after the
restoration that followed its
rediscovery;
• it is the first Rai channel to offer the
public a live Facebook meeting in
which they can take part;
• less than 24 hours from the American
airing, it broadcasts the David
Letterman Show in English, with Italian
subtitles, every day;
• it was among the first 10 broadcasters
in the world to subscribe to the TED
Open TV project, and the only one to
produce a version with a voice over;
• it is the only Rai non general-interest
channel to offer the Replay TV service;
• together with RaiNet, it has created
an application for iPhone and for
tablet and is soon to release another
for smartphones using Android.
