(by Alessandra Magliaro) - RaiPlay "has become a common good".
Elena Capparelli, head of Rai's digital platform, speaks proudly in an interview with ANSA and explains how it has become a phenomenon in terms of numbers and quality.
RaiPlay is now playing on an equal footing with other platforms, but with the notable detail of being free and with a library currently of 6000 titles, of which 1600 films, 400 fiction and the same number of documentaries.
Like maestro Manzi of ancient memory, she "was able to increase the digital skills of the older audience", she points out, and at the same time "she managed to engage the under 25 audience", in addition to other targets.
In short, watching RaiPlay is glam and inclusive.
"It is unique", he underlines, precisely because after "investments from the past that must be recognized and are bearing fruit" and years of strategic work on young people, we are now experiencing a great spark, a leap "in widespread perception".
It is clear that Covid with the lockdown changed the scenario, "but we were there, ready and dynamic, and we didn't stand by and watch", thus from the first original live streaming of the trailblazer Fiorello to the phenomenon series Mare Fuori ( the fourth arrives on February 1st), passing through Jovanotti on the road and Valerio Lundini, young people have been attracted, and not only them.
It's a pincer maneuver, Capparelli quips, underlining that from Smart TVs to smartphones, tablets and then apps, YouTube and social media, it's difficult to avoid the offer.
24 and a half million are registered users, 7 and a half million are stable, that is, those who watch at least once a month, the daily average is 1 and a half million, two.
"For us it is essential to reach all audiences, it is in the same service contract and we are not leaving anyone behind, indeed with some 2024 projects - continues Capparelli - like Qui c'è RaiPlay we will make 'dedicated' offers, with specific QR codes , in hospitals and schools for example".
Between live shows, retrievable, extrapolated programmes, thematic cinematographic cycles (from all of Frank Capra and all of Chaplin for example), the RaiPlay Originals, the first digital fiction or exclusive boxsets, the archive with the Rai Teche, there is a kind of audiovisual treasure.
"It is essential to have and consolidate - underlines the director - the relationship of trust with the public and we are working on this for a novelty in 2024 with ethical algorithm proposals, targeted on the basis of indicated preferences and not consumption, because the interest of a public service is to make the viewer feel good by helping them make quality choices, it will be like a recommendation engine".
You are also working on parental control for parents and on projects serving schools, beyond the learning section that already exists and the entertainment section with Rai Kids of which you are leader.
The challenge is "to keep up with technological innovations" to be competitive in a crowded streaming scenario and promote quality.
RaiPlay, which for young people born digital 'is' Rai, since they don't even know the traditional channels, has added 'much more than you expect' to the historic claim 'more of everything', it is an enormous wealth available to be valued.
Sanremo 2024 promises to be a further driving force, including live festivals, the one in sign language, the Radio2 visual, the 4k, the live conferences, the clips and so on
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