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Alessandro Ravani • Directeur commercial, RAI Com

“La technologie ne pourra jamais remplacer les rapports humains consolidés dans les différents marchés internationaux”

par 

- À l’occasion du MIA de Rome et du MIPCOM de Cannes, le responsable commercial des droits de la RAI nous parle de ses activités dans les marchés

Alessandro Ravani • Directeur commercial, RAI Com

Cet article est disponible en anglais.

Alessandro Ravani is involved in all the international markets where RAI Com is present to sell the rights to RAI content worldwide. Back from Tirana, where a new agreement has been reached for the region of the Balkans, Ravani has taken part in the MIA market in Rome, before finally attending the important event that is MIPCOM in Cannes (17-20 October), where the distributor for the Italian broadcaster was present at his usual stand. We talked to him about his activity in the sector.

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Cineuropa: A few days ago, you signed a new agreement with a European country, Albania. What was it about?
Alessandro Ravani: RAI Com, thanks to the richness of its catalogue e its expertise in the international distribution of Italian excellence, is a privileged contact for Italian Culture Institutes per Istituti Italiani di Cultura and embassies, as the offer of its catalogue tells the story of Italy in all its facets, through biopics of iconic characters in the history of Italian culture. The relationship with the Italian Culture Institutes and embassies has become stronger over the years, establishing a solid partnership. Through these synergies, RAI Com manages to considerably increase the diffusion of Italian cinematic and television traditions throughout the world, within its own mission of marketing abroad. We have conceived a model of commercial agreements which provides the licensing of entertainment programmes, TV series, films and documentaries to various state broadcasters. Among the most recent of those is the agreement with the Albanian public TV channel RTSH Albania. RAI Com titles have a considerable presence on the 2022-2023 schedule of Albanian TV and contribute to reviving knowledge of and interest in Italian language and culture. Thanks to this new agreement, RAI Com repeats with great success the same model that was already tested in other countries, particularly in the Balkans.

Before you arrived at MIPCOM, there was MIA. What novelties did you present at the market in Roma?
The two films unveiled at MIA reflect the most requested genres of the market and which are seen in Italian productions: the coming of age first, and the light comedy second. Le mie ragazze di carta [+lire aussi :
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, directed by Luca Lucini, tells a double story of growing up: the transition from puberty to preadolescence, and from the world of the countryside to that of life in the city.  In Quasi Orfano [+lire aussi :
bande-annonce
fiche film
]
, by Umberto Cartesi, a man with roots in Puglia who lives with his wife in Milan and has progressively burned down all the bridges between him and his family, to the point where he calls himself an orphan and changes his surname. But his family, made up of many very colourful people, tries to re-establish the semblance of a relationship and shows up in Milan like a hurricane.

Now there is the challenge of MIPCOM in Cannes, in an increasingly technologised market where even the metaverse is making its entrance. In fact, French company Mediawan Rights has launched a new immersive digital experience which allows buyers to access new releases from their catalogue and to get in touch with sales agents.
Technology advancements are without a doubt a great opportunity for our industry as well, in fact RAI Com has had its library set up on its own digital platform for years. But what technology can never replace are human connections, trust and the solid relationships which RAI Com has thanks to its important presence in various international markets for years. At this edition of MIPCOM, thanks to a real in-person market, RAI Com is hoping to strengthen and amplify its relationships with local linear broadcasters and with the platforms.

Thanks to our synergies with the editorial structure RAI, RAI Com is ready to listen to the requests from both the market and the producers, anticipating more and more the presentations of audiovisual projects. RAI Com's network of customers now requires involvement in an initial phase of the project to consider the products also in advance.

How does RAI Com interpret the public service mission of spreading Italian culture through the audiovisual sector?
RAI Com is the main provider of programmes in Italy for the international market. The current catalogue available for international distribution includes TV series, films, restored classics, documentaries, productions for babies and children, and works related to the performing arts, with particular attention paid to opera and ballet, thanks in part to our  historic collaboration with the Scala Theatre in Milan.

The great producing capacity of RAI, its collaboration with the most important Italian producers and its experience in the sector also allow us to constantly enrich the catalogue with new titles intended for use abroad. The current catalogue available for international distribution features more than 8,000 hours of TV, 600 catalogue films, and 700 classics. The number of customers followed and developed by the sales group comes to about 300 major players in the worldwide audiovisual market, operating in over 150 different countries around the world.

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(Traduit de l'italien)

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