Rai Com creates buzz around Italiana

The commercial division of Italian pubcaster Rai is in Cannes launching a magazine series based on an opinion-forming Italian culture magazine.

Rai Com’s Italiana TV Magazine will run to 28 episodes of 25 minutes, with each looking at different parts of Italian culture such as food, art, architecture, fashion and design.

The series is based on a print magazine of the same name, which was used as Italy’s calling card at the World Economic Forum in Davos earlier this year and received phrase for its tone, analysis and outlook.

Rai Com developed the format in conjunction with Expo Milan 2015, which is hosting a major international exhibition between May 1 and October 31 this year. The show will be made available to broadcasters in parallel to the event.

“Italy is known world-wide for its lifestyle and its excellence in many of the finer things in life,” said Luigi De Siervo, RAI Com’s CEO, “Italiana TV Magazine is a natural extension of the hugely successful print magazine to an audiovisual medium, and many of its topics overlap with Expo Milano 2015 main focus on food, creativity, technology and a sustainable future.”