Rai Premium

Rai Premium has reinforced its already strong identity as a channel specialised in Italian fiction, and particular that produced by Rai, over the past year.

‘The fiction channel’ was the slogan in the days of RaiSat – when there were just a few channels dedicated entirely to the genre – and then it became ‘the fiction-addicts’ channel’ in the recent advertising campaign (Autumn 2011).
This slogan ironically translates a passion into a kind of addiction seeing fiction viewers as assenting victims of a pleasant contagion.

The channel’s identity has been built up over the years, selecting the most effective titles and the best-loved protagonists, reducing the contribution of older titles, giving up film and entertainment, which has made the offering more homogenous and modern, the narration more dense, and the involvement stronger and longer lasting.

The idea that Rai Premium is the ‘Italian story’ par excellence has taken root, because it tells Italians about Italy, using a popular language, with a variety of themes, places, people and times that make its programming and endless repertory of stories, memories and emotions with which they can identify.

The variety of genres, the articulate repeats system, the diversification of the appointments and the update of proposals with the latest innovations have created an unquestionably loyal following of viewers. The figures available clearly show a constant growth in the audience throughout the country, without halting or reversing, as new geographic areas join the basin served by DTT.
Definitely the improvement in the offering can be traced back to better coordination of the channel since the birth of the Rai Gold Management which, since the second part of the year, has coordinated both Rai Premium and Rai Movie.

All this evolution in the positioning of the channel has led to a big increase in viewers over the full day (+75% compared to the previous year) and a clamorous +113% for prime time.

Undoubtedly, with the continuation of the switch-off and the arrival in areas that have still to receive DTT in Southern Italy, which are historically associated with easier viewing, the channel will expand even further and this, according to numerous analysts of the setting, will make it, in 2012/2013, the Rai’s most watched non general-interest channel.

Lastly, we would like to point out that the launch of productions like Autoritratti and the Fiction Magazine confirmed that, in addition to fiction, in-house productions with important, qualified presenters also work well on the channel.

In short, Rai Premium is now a highly reliable and successful channel for Rai, at very low cost.