In a statement released on April 15th the Italian public television company announced its film offer is being overhauled following the creation of a new channel. This new channel is part of the 2019-2021 Business Plan, validated at the beginning of March, which proposes the company show more films, as part of a wider strategic vision of dividing content into different channels based on the type of viewer associated with it.
Currently, the Rai offers its viewers only one channel for films, Rai Movie. The 2019-2021 Business Plan proposes an enriched film offer on several channels. The statement said the proposal will bring “a richer and more varied programming of films, television series and original content.”
The new channel, created by merging Rai Movie with Rai Premium, and Rai 4 are being developed according to age group and the type of viewers. One channel will address a female audience, while the other will target a male audience. And this in order to offer an attractive product for the greatest number.
Rai said in its press release that “film content will be decisive in Rai Play’s offer [video-on-demand], considered central in our new structure, so the plan guarantees the same confirmed attention for the film content.”
Source: Rai press statement
