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RAI merges sales divisions

The commercial arm of Italian pubcaster RAI is restructuring, with its Trade division coming together with other sales factions.

RAI Trade will be part of an enlarged group that also comprises RAI Net’s commercial activities and the digital-sell through part of RAI Cinema.

It will house exclusive distribution of Italian and overseas RAI TV and film productions, sports rights marketing, production and digital distribution among other assets. It will also handle coproduction for animation projects, starting with the recently acquired Pio the Chicken.

RAI Trade’s current CEO, Luigi de Siervo, will serve as CEO of the new group, which will be operational within the next three months. A name is also being chosen.

“For RAI, this is a return back to the future,” said de Siervo. “In line with the most important broadcasters worldwide, RAI has decided to meet the challenges of the market with a sales company that can ensure flexibility and the correct time to market.”