TV landscape focus: Italy



With a mediamark trip to Rome coming up, here's a quick rundown of the Italian TV landscape:

- 2 main national television organisations: state-owned RAI (RAI 1 launched in 1954) and commercial network Mediaset (1987), owned by founder Silvio Berlusconi's family holding company Fininvest

- RAI leads Italian TV market with 35.9% audience share, ahead of Mediaset (30.1%) and Sky Italia (8.4%) according to figures from 2017

- Main RAI channels: RAI 1,2,3,4,5 with 1-3 being generalist, 4 offering movies and entertainment for younger audiences, and 5 more culture and documentary orientated. RAI News 24 and RAI Sport are also useful targets in our broadcast PR campaigns

- Main Mediaset channels: Canale 5, Italia 1 and the all-news channel TgCom24

- Sky Italia runs generalist channels TV8 and Cielo as well as rolling news service Sky TG24

- Other targets that we pitch to depending on the story are La7 and Class CNBC which is effectively an Italian version of CNBC Europe

- Audience share figures from 2017 show the most popular channels RAI 1 and Canale 5 watched by 17% and 16.4% of the TV audience respectively - three times the figure for other state channels RAI 3 and 2

- On Facebook, Sky Sport has the most fans with around 2.7m

- 'Favourites' for us in international broadcast PR campaigns include RAI News, TG2 Motori, TgCom24, Canale 5 News and RAI Sport!

If you would like to know more about tailoring your story to the Italian broadcast media (and other international markets of course!) as well as video content production and distribution, please call Mark Jones on +44 7967 353 727

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