1. “L’ha detto la Rai” Quality News for all: Tv and beyond 5 th Ebu Conference on Public Service Broadcasting Deborah Bergamini, Marketing Director Brussels, 17 March 2005

2. Page 2 Digital development (content production, distribution and access/consumption) Consumers digital growing attitude (medium – high classes) A new scenario in the audiovisual market, especiallyfor the news The new scenario Quality News for All: Tv and beyond Brussels, 17 March 2005

3. Page 3 The news consumption: A model Quality News for All: Tv and beyond Brussels, 17 March 2005 TIME - PLACE MEDIA AVAILABLE CONTENT PROVIDERS

4. Page 4 The news consumption: Typical time budget Quality News for All: Tv and beyond Brussels, 17 March 2005 Wake up and day set up CommutingActivityCommutingRelax Synthesis Time of the day Places Needs Relevant audiovisual media Home Car Public transport Office Mobility Home Update Insight news Comment Ad hoc news Update Insight news Radio Television Teletext Radio Wireless Place-Based Media Web Wireless Radio Place-Based Media Television Teletext Radio Wireless Place-Based Media Television Web Update Comment Insight news Basic news Agenda setting Car Public transport

5. Page 5 Tv and beyond: Media, devices, content Quality News for All: Tv and beyond Brussels, 17 March 2005 Pan-Tv Media Post-Tv Media - do without a Tv-Set (Web, Wireless); - contaminate the use of Tv-Set (Teletext, DTT). Web (Portable computer, Smart Phone) Wireless (Smart Phone, Portable Computer) Teletext (Tv-Set) Analog Tv (Tv-Set) - use devices other than Tv-Sets (Smart Phone, Computer); - offer Tv-like audiovisual contents (Clips, Flow). Digital Tv (Tv-Set) Place-Based Media Post-Tv Media Tv Media Pan-Tv Media

6. Page 6 Tv and beyond: Threat or opportunity? Quality News for All: Tv and beyond Brussels, 17 March 2005 Proliferation of news contents and platforms News overload and reliability concerns Digital development Key-role of Public Service Broadcasters in newsgathering and “certification” Strategic role of brand through accountability Agenda setting: the criteria that transform info into news

7. Page 7 Quality News for All: Tv and beyond Brussels, 17 March 2005 President Ciampi New Year’s message, broadcast both by Rai and Mediaset, raises the share of Rai 1 from average 25% up to 35,81%. Rai is considered the most reliable source of Tv news

8. Page 8 Rai is considered the most reliable source of Tv news Quality News for All: Tv and beyond Brussels, 17 March 2005 When a prominent event occurs, viewers turn to Rai in search of a complete and reliable coverage.

9. Page 9 The digital news flow Quality News for All: Tv and beyond Brussels, 17 March 2005 - Sourcing - Newsgathering - Agenda setting - “Certification” - Distribution - Consumption - “Re-sourcing” USERS MEDIUM

10. Page 10 Rai “Beyond-Tv” news offer: The Teletext service Quality News for All: Tv and beyond Brussels, 17 March 2005

11. Page 11 Rai “Beyond-Tv” news offer: The Digital Teletext service Quality News for All: Tv and beyond Brussels, 17 March 2005

12. Page 12 Rai “Beyond-Tv” news offer: Rai News 24 digital interactive channel Quality News for All: Tv and beyond Brussels, 17 March 2005

13. Page 13 Rai “Beyond-Tv” news offer: Rai.it Quality News for All: Tv and beyond Brussels, 17 March 2005

14. Page 14 Rai “Beyond-Tv” news offer: Rai News on mobile phones Quality News for All: Tv and beyond Brussels, 17 March 2005

15. Page 15 an integrated multimedia public service operator model Conclusions Quality News for All: Tv and beyond Brussels, 17 March 2005 The challenge from the new scenario can be turned into a great opportunity through in which Brand strength and Accountability are the most important assets

16. Page 16 Digital age Analogue age The greatest success for Rai in the digital age will be reached when… Quality News for All: Tv and beyond Brussels, 17 March 2005 “L’ha detto la televisione” (Tv said it!) “L’ha detto la Rai” (Rai said it!) … people common quotes about accountable news will change from… to…