Rai Com renews on-demand catalog to adapt to diaspora viewing habits
Rai, Italy’s public broadcaster, maintains a robust international presence through its commercial subsidiary, Rai Com, which plays a key role in connecting Italians living abroad with their homeland. Operating in 174 countries across five continents and supported by over 200 global partnerships, Rai Com distributes a wide range of television and radio content tailored to the diverse needs of the Italian diaspora.
Channel Offerings
In the international markets, Rai Com provides access to a diverse portfolio of channels, available depending on geographical areas:
- Rai 1: The flagship channel, offering a rich mix of entertainment, news, and cultural programming.
- Rai 2: Targeting a younger audience, with a focus on dramas, comedies, and reality shows.
- Rai 3: Known for its blend of news, educational content, and entertainment.
- Rai Storia: A channel dedicated to historical documentaries and programs that explore Italy’s rich heritage and global history.
- Rai Scuola: Focused on educational content, it offers programs on science, technology, arts, and humanities, supporting lifelong learning and academic enrichment.
- Rai Italia: Specifically designed for Italians abroad, featuring a curated mix of series, films, current affairs, and cultural programs. Notably, 10% of its programming consists of original productions.
- Rai News 24: A 24-hour news channel delivering continuous updates on Italian and international events.
- Rai World Premium: Showcasing high-quality Italian films and TV series, particularly from past decades.
- Rai Radio 1, Rai Radio 2, and Rai Radio 3: Radio channels offering a variety of content and accessible to international audiences.
Non-linear offering/Rai Italia +
To further enrich its offering for Italians abroad, Rai has expanded its bouquet of linear channels with a non-linear content catalogue designed for international distribution, known as Rai Italia+. This initiative marks a strategic turning point in the evolution of Rai’s international proposition, aiming to meet the changing viewing habits of overseas audiences, who increasingly prefer personalized and on-demand access to content.
A Cultural Bridge Abroad
Through these huge offerings, Rai Com aims at serving as a vital cultural bridge, ensuring that Italians living abroad remain connected to their language, culture, and national identity. By making Italian content accessible to global audiences, Rai Com strengthens the ties between Italy and its international communities.
