Rai Ragazzi presented itself at MIFA

Luca Milano, the new Director of Rai Ragazzi, introduced objectives and editorial lines for the new structure held by Rai Group.

Last June 14th, the new Director of Rai Ragazzi, Luca Milano, has shown at the occasion of last MIFA, the main European marketplace dedicated to Animation (Annecy, France), the status of his structure, following a process of re-organization announced one year ago.

The essential points of the new plan are: the centrality of the content and the original production; a larger budget for productions, already available; focus on innovation .All this in order to reinforce the presence of Rai and the role of public tv channels in the pre-school and kids target.

All this will be ensured not only within Rai YoYo and Rai Gulp digital terrestrial programming, but also through a wider exploitation of the online platform, Rai Play, as third channel, which will allow to have a bigger network, including also original productions conceived for the web use only.

The re-organization includes four internal structures: one dedicated to production and co-production in the fields of animation and the drama; another dedicated to acquisitions; a third one dedicated to the productions in-house and finally a fourth one for the development of contents for the Web, app and digital platforms. To these we must add a structure dedicated to programming, business and administration.

Among the other news, there is provided a closer link between production times and those of airing for which it will be guaranteed a broad idea of programming time, in order to guarantee the roll-out of marketing and business development plans. Finally, it will be given greater importance in areas such as licensing and marketing, to which it is recognized a great potential. For this last roll, the main partner will be RaiCom, the commercial arm of Rai Group, that has seen a great work of re-organization in recent years.

Rai Ragazzi is now in search of series of animation for the target pre-school and children, kids-drama (also basing on the great success of the series “Maggie&Bianca”), docu-drama, i.e. contemporary series on themes such as sport and music, but also period-drama and fantasy.

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