The American giant represents the third national publisher in Italy, in 2023 it achieved an average share of 8.6% in the 24 hours
“It’s nice to see you here, every Friday night on the Nine. It’s nice to work on NovAnd. I understood that it was nice to work on the Nine seven years ago, then Fazio arrived, now they say he will arrive too Amadeus. Brothers, I for Discovery I’m very happy: we started out as the closet of Italian TV and now Nove looks like Lampedusa, where everyone comes”, the telemarket bomb commented live by Maurizio Crozza. “There is nothing to laugh about because I will become more and more marginal. I’ll basically end up like Di Maio. Just kidding bros. But obviously the question arises spontaneously: why is everyone running away from Rai?”, continued the Genoese comedian. The own goals, the demerits, the economic damage, the audit risks that the public service will have to deal with are known and discussed. But on the other side of the window there are those who enjoy the party, the moment, the rise: the Nine, the Warner Bros. Discovery group.
Maurizio Crozza had opened the dance by saying goodbye to La7 last year Fabio Fazio had been pushed out of Rai3. The acid test, as they say: record ratings, practically the same as those obtained on Sunday evening on the third network, where before its arrival the share was around 2%. “I didn’t break the duopoly, it’s just a program added to a network. We have perhaps demonstrated that there is space to build something elsewhere than the usual places“, declared Fazio a FqMagazine.
If the duopoly isn’t broken, it’s creaking. The American giant represents the third national publisher in Italy, in 2023 it obtained in 24 hours an average of 8.6% share. The group led in Italy by Alessandro Araimo can boast, according to the calculations of the Frasi study on Auditel data reported by the Sole 24 Ore, only on the Nine of ua growth of 49.2% over the first thirty weeks this season (10/09/2023-06/04/2024) compared to the same period of the 2022-23 season. The average audience in prime time is 672 thousand individuals for a share of 3.4 percent, the average age of the viewer is 55 years.
Numbers destined to grow, taking away ratings, advertising and above all the scene from Rai and Mediaset. Nine is already on the podium of the most watched networks on Friday and on Sunday evening, he gets good ratings with the comedy program “OnlyFun”, now in its fourth edition, or with “Don’t forget the lyrics“. Thanks to a careful and reasoned purchasing campaign, with the artist at the center to be granted freedom and autonomy. The Amadeus shot in the background, the symbol of popular national TV, for prime time, perhaps a managerial role but above all in access prime time. Because Rai will not only say goodbye to its leading face but also a very tried and tested format like “The usual unknown“, a combination that will certainly move viewers (how many, time will tell) but this will happen in the most prestigious bracket, where two or three points are enough to change averages and balances.
Discovery is the new world to discover, the new frontier, it is the publisher that risks truly shaking up the balance after years of calm. With a campaign you buy that recalls the golden times of Rai and Mediasetbut now the public service loses pawns and Mediaset assists in silence. He doesn’t even play the match. With Sky equally still (football costs what it costs) e La7 overshadowed by the media by the new television hub. Millionaire contracts, of course, but above all freedom, innovation and vision. Which no longer seems to belong to the “old TV”.
There are those who assure that this is just the beginning, still three months away from the presentations of the schedules, close to new twists. Will Discovery also focus on information? Are you looking for a talent show or a reality show? “I’m never from a company. I am free. My contract starts with the first episode and ends with the last one,” Fiorello said TV Talk. Words that they certainly don’t seem to announce a return of “Long live Rai2“ from next November. And there is no certainty about tomorrow.
