Italian pubcaster creates Rai World

[BGonaSTICK]

David de Jong reports: The Italian public broadcaster Rai is planning to start a new department to unite all international (commercial and external editorial) activities of Rai. Rai International, the external international radio and television service (financed by the Italian licence fee) of Rai will become part of Rai World.

The idea is to launch other international versions of thematic Rai channels to be distributed to an international audience. They are thinking of of launching channels like ‘Italian News’, ‘Italia Made In’, ‘Italia Cult’, ‘Italia Entertainment’, ‘Gambero Rosso International’ (food), ‘RaiSat Art&Design’. The idea is to make these channels bilingual (Italian/English).

Rai World will also get the role of distributing Rai content outside Italy, a role currently exercised by Rai Trade. The third role for Rai World is promoting the Italian economy, tourism and the Italian culture in foreign countries.

Rai International plans to launch in the near future a European version of its signal In the new convention between the Italian government and Rai International it will receive 35 million Euros (up to now 30 million). Plans for the first thematic channel ‘ItaliaNews’ to be distributed in all continents are already advanced, as this channel will most probably consist of a mix of RaiNews24 and EuroNews programming.

Source: ANSA/Il Sole 24 Ore via Media Network Weblog