The pact is clear : an interview with everything but everything on Italian television field. A wealth of topics ranging from politics to communication Auditel, from the heart of the technology and the social impact of a future closer. A reply is a strong man of the cathode field: Andrea Scrosati, born in 1972, preceded by the title of vice president of programs for Sky Italy . In practice, the one who rules – apart from sports – in terms of broadcasting, starting from entertainment to the minefield of information. Above him, the CEO Andrea Zappia. Below, company now has 4 million 688 thousand subscribers , which distributes its proposals on 150 channels and pay per view, and which employs 3 000 900 employees and over 1,600 employees. A car from 39,000 hours of programs produced in-house in 2014, is keen to remind Scrosati (from under 18 who played in the Federation of Young Communists, then press office of Leoluca Orlando at the time of the Net, then still communicator for the Dalai Lama, then chief campaign for Giorgio Guazzaloca famous outlet in Bologna, and finally television manager) “with a sacred duty to grow and renew itself, putting themselves without hesitation on the side of the viewer.”
Well, Scrosati, let’s start from here. Today the information of Sky is marked by its impartiality: that is never side with majority or opposition, to be the ideal springboard for comparisons election and propose an unstoppable flow of news. Functional and strategic choice, but that makes aseptic structurally the way you communicate. There is the risk, in the Italy of 2015, that this formula is veering from the flavor of novelty than the past?
“Yes, the risk exists, but Sky TG24 works to prevent this. The starting point is that impartiality does not mean avoid taking a position. We have stood on subjects such as the adulteration or the impact of corruption on the territory. And you know what happened, before it exploded the case Mafia Capital, when starting from emergency symbolic holes in Rome we realized that over there was something abnormal happening? Sarah Varetto and his tg were accused of providing information too local. It is not paradoxical? “.
Pretty in retrospect. But let’s get back to your relationship with politics, and in particular with governments. Italy was first in the fixed pattern right against left, while riding alternated various Berlusconi, Monti or Letta. Today Palazzo sits Matteo Renzi, and right and left wandering in the mists. What has changed in practice for Sky?
“In terms of content, nothing. But it is evident that for decades this country has had a ruling class – and not just political – that has militarily occupied all decision-making roles in a closed and self-referential, and equally clear is that the government Renzi broke with that company around. Then it is also fair to say that from our point of view the introduction of the tax credit (that is, the tax relief for investors, as well as in movies, television series) is a good thing. “
It is a problem, in this reading so encouraging: the desire of the prime minister, often denounced by the opposition, to interfere on telegiornalismo more critical. As she says?
“I think, frankly, that publishers should do the editors, and politicians simply do politicians. That said, I understand the position of Renzi. Indeed I will say more: it is right that a leader auspichi that his nation is told the best. In any case, the conflict unleashed in general when publishers do their own interests and not the public, but this is a long story. “
The shorter, however, you ask why so far Sky Italy has offered its subscribers a talk show tip. Fear of getting your hands dirty?
“But no. Is that the talk shows are an old language, not at all consistent with the consumption of current TV. “
And this necessarily condemn them to extinction?
“There is an objective fact: a talk show lasts an average of three long hours, and after a minute’s already dead. Today serving products with high visual power, such as movies and documentaries of Inquiry, which have a shorter service life and can be replicated on any support. “
Following this line, Sky TG24 sent “ Chronicles border “: an investigation on the integration in the multiracial outskirts of Rome where journalists did not appear in either audio or video. Doubt, obnoxious but lawful, is that it is the prototype of information on tiptoe.
“But it’s the opposite. Products such as “Chronicles of border” summarize in 45 minutes work weeks in the territory. There is the ability of the journalist, and there is the quality of survey which is then optimized with the installation. A speech crucial for modern television. Now the land of challenge is the mix between intrinsic value of the work package and ideal for pushing content to computers, mobile phones and tablets. A far cry from the inquiries where the reporter, style ins and outs, explains to the public what’s going on. “
From a different perspective, one could speak of depersonalization. A little ‘as Sky TG24, which employs excellent conductors, but they arrested a format that crushes their public impact.
“No, no, attention: the issue is different. I do not think the leadership is functional to our all news system. But I think that the personality and the authority of the wires should be put at the service of the product, and not the other. “
I translate: whimsical as a champion Enrico Mentana from you would have trouble.
“I think Mentana has an extremely good job, and it performs very well where it is. We proceed, now more than ever, on our way. “
Can you say, in a less generic, where will this trip?
“For example, to change deep Sky TG24 that I developed with Sarah Varetto, thanks, I want to emphasize this, the wide autonomy that grants me Zappia. From these days, in fact, and within the next year and a half, 10 percent of the content of our news will consist of reports and video surveys. I repeat: 10 percent. An enormity. A radical transformation that will involve all of our journalists. “
Well, actually this is news. And is also a bell’azzardo, in perspective. Sure that your subscribers will enjoy a similar hybridization?
“The worst thing, I am deeply convinced, would produce the same content in the past because they please the public. The identity of communication, and the need to scrap forward, are obtained with the inconsistency. In addition to the courage, every day, to convince those who follow you home. “
In this sense, an essential step in the relationship between Italy and the Sky Country was that of “Gomorrah” and then “1992″ series that have scripted events in the balance between history and news. But is it really a wise and desirable to entrust to works of fiction sensitive issues of national consciousness?
“I prefer to say that such a task must be the prerogative of the culture. More than 2000 years ago there were the Greek tragedies, to carry out this mission. In the nineteenth century we thought the melodrama. Then in the twentieth century came the movie. And now, indeed, it is the turn of the television series. “
The same is true, moreover, the United States, where” House of cards “psyche report the country with the power of the White House showing a president willing to do anything. Her, to understand the scope in which it moves, would send a fiction about the massacre in Bologna with all the contradictions of Fioravanti and Mambro, the plots exposed between high politics and Freemasonry, and perhaps as a final liberation shock of the two mass murderers?
“No. To be honest, it would send a product like this. A fiction on historical truth, by itself, I do not particularly passionate. I find it a pedagogical approach and too traditional. If there was a story that intertwines with the event, then yes. But the fact itself, I repeat, no. “
Answer that introduces automatically a reflection. That is, people are talking about new technologies, interaction between web and TV, is everywhere proclaims a future based on demand – also see the landing in Italy Netflix – and however little we discuss how to innovate the content.
“One thing is certain: the technological development needs of large commercial numbers. Therefore we need to change, improve, but always creating products that question levies broad consensus. A virtuous circle that will close when the new technologies allow young people to shoot video at low cost, we notice them and bring them to contaminate the big TV. “
Words wise. But let: even in a place where talents are valued as “X Factor”, when you had to choose the new host of the daytime, you have not bet on a girl but any of Aurora Ramazzotti, daughter of Joe and Michelle Hunziker.
“The story is different. Aurora has auditioned as five or six boys, and his was the best. Now the good ratings confirm our belief: she can awaken the public the so-called process of “aspiration”. That valuable mechanism leading to empathize with a certain artist or program. “
Speeches, of course, which clash with the nuisance caused by the many suspected a recommendation . As equally uncomfortable, always speaking of the relationship between television and the public, has recently created the Mess Auditel (the involuntary disclosure of the names of the sample households) that paralyzed him 13 days. The impression, beyond the controversy hot, is that this is a detection system obsolete.
“I state: I belong, with another thirty people, of the board of Auditel. But not avoid the question. In the sense that I find it essential that there be a shared system of performance evaluation television, and am equally essential that the system in question also represents the most innovative methods of consumption. All this, I add, guaranteeing maximum reliability and transparency. “
Scenario quite different than the current one … By the way: Sky is on, at this stage , Auditel to help strengthen its credibility?
“Sky has played an important role in the decision to broaden the sample of households from 5000 to future 15,000. But at this point to change it is in the interest of all. So much so that our side has also deployed UPA, the association of companies that invest in advertising and communication. “
In the meantime, with the utilization on demand on the one hand, and on the other with good plays that the generalist TV continues to claim, there is another issue to be addressed. And it is the social rift, even before television, between those who enter the world of communication in real time – based on the use of various devices and indeed Mr demand – and who will remain attached to the old schedules, with the usual news of 20 hours and the usual early evenings. There is the danger of a nation that sail at two speeds?
“Of course, the logic goes on to say that there might be a fracture. But I want to remember that even today, in the United States, the generalist collect 50 percent of the plays. It is not a conservative appearance. Even in Italy, when will the change of generations, many compatriots will continue to follow the news of 20. Because the linear view is in direct sharing, while the on-demand is synonymous with individuality. Each of us, in the future, will need to go through both experiences. With the crucial detail that social media allow, even now, to share the individual vision and turn it into a collective “.
A gentle transition. Her, just to get his own business, when such acts? In the sense: with such practical arrangements following television programs? And what she likes to look beyond the duties business?
“I follow especially films or television series. Hardly ever live, and when they are not at home on traditional TV but on a projector screen. If we want to know, Sky aside, what amuses me to follow, I confess that I finished last night series “Narcos” on Netflix. Beautiful, directed by José Padilha … “.
Beautiful and bold, admit it, it would be well to experiment as general manager in Rai. He wants to reveal, now sits in that chair Antonio Campo Dall’Orto, how wrecked his deal?
“Again? I thought the subject was exhausted by now. Still write: the hypothesis of a passage in my Rai never happened. Closed. “
Let’s talk then of Mediaset, instead of Rai. Spending words of hope, maybe, since we are at the end of interview: will disappear sooner or later the TV-style Barbara D’Urso, with the super-trashy and constant abuse of licenses ethical, or even in the future tv resist these diseases?
“Of Barbara D’Urso I not speak. As for television, I do not know if even a decade from now will still exist this object and concept. The only accredited to answer, I believe, are the visionaries. “
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