Today was full of media visits, including an advertising/public relations firm and the national television station.
We started the day at Burson-Marsteller, an advertising/PR firm that has some major clients in Europe. We met with four representatives from the company, including the CEO, who each gave around 30-minute presentations on what they do.
I really learned a lot from the people that presented, covering topics ranging from mining data, media, technology, and creativity. It was an inclusive overall presentation that they were able to keep fresh and engaging.
Overall, we learned about how Italian products are working to compete in the global marketplace. They showcased some of their clients’ products that they are taking globally to help grow successfully. Something we’ve heard already on the trip that they said – It is a dream for many Italians to go work in the U.S. someday, specifically New York or Los Angeles.
It’s been interesting to see how much the U.S. is envied by Italians in each city. It’s hard to walk for a few blocks without seeing an American flag or seeing the American influence showcased in the news here or in daily life. For them, it seems the United States sets the standards for all to follow.
We learned there that Italy has not had a lot of economic growth in recent years, and the only way for companies to expand or to see dramatic results is to move abroad. They like that Americans are so willing to move throughout the country for work, whereas they are more accustomed to staying put for jobs because of their size.
They also think in Italian but write and talk in English. It’s the language of the world, and the language of America. They see learning English as essential for succeeding on the global stage.
They treated us so well and were so hospitable; all of our media visits so far have been as such.
Next, we went to RAI, the largest TV network in Italy. It is public television network consisting of 17television, 10 radio and three internet channels. RAI is funded through a 90 Euro annual tax included in everyone’s energy bill and advertising.
RAI is also the channel of the journalist that visited Point Park during the school year, Anna Vitaliani. I interviewed her near the end of her stay.
We learned a little bit about RAI’s history and what it does then went on a tour of the facility. RAI’s Milan production center is one of four in the country, with Rome hosting the network’s main headquarters.
RAI is state-owned and “independent,” though our tour guide said the board of directors isn’t very independent. The presenters said that RAI is free to report whatever it wants, even with the government managing the stations. The next board of directors (who have three-year mandates) will include four elected by the parliament, two designated by the government, and (new to the next term) one elected by RAI employees.
You can see where the conflicts may arise…
The network has a mixture of news, sports, children, and entertainment programming. It owns 37 percent of the market share, with Silvio Berlusconi’s company Mediaset occupying 31.7 percent.
The presenters stressed that RAI is a public service meant to give voice to minorities, political life, and broadcast local and regional events. Some stations and shows don’t earn much money, but they said they’re committed to giving those parties voices.
Our tour of the facility was amazing. We went to the RAI Radio 2 studio, where one of our students (who was celebrating her birthday) was interviewed live on the air. We also saw the main news TV studio, a virtual set studio (which is all a blue screen that is replaced with virtual sets), and a studio used for their main Sunday show and sports show with a studio audience.
The tour ended outside by the giant satellite tower that can be seen a few blocks away from the city buildings.
Our day tomorrow consists of our final media visit at a magazine, Hearst Italia. We’ll have the afternoon and evening free and then start our long journey home the next morning.
Ciao!