The warranty period as a mirror of Italy
Starting this week, as perhaps the most attentive will have noticed on TV were apparently all ringalluzziti and brought out the red velvet (so to speak ). The reason is very simple: it started the so-called warranty period. I know that we enter into a technical issue, but I assure you that it is easy to understand and, above all, explains sooo much stuff on the present state of Italian television.
The warranty period was introduced by Berlusca Publitalia and in the mid 80s and is basically a system that is based on programming periods (generally from September to mid-December and then from late January to June) in which the advertising agency, that is, those who sell the TV space, we undertake to ensure the advertisers of listening levels "high" if the ratings of that particular age group had lower levels promised, the licensee is committed to make some money (or give other spaces). Now, you know well that such a system could be good in the 80's, when advertising was cheap and television markets were not very competitive. I do not think the situation is odierna.Il problem is that this mechanism leads to an immense laziness all those who work in TV: on the one hand the authors and TV shows that do not experience new things and do not risk the other advertisers and media centers that show to their customers, advertisers only because of rough play (the number of heads, the share) and not recommended to invest in other programs-times-spaces that are not those of the first time.
Score: molasses television (I mean RAI and Mediaset) to which we are now accustomed. With average products for average public middle school. To change this nobody. Okay so at all: it is safe and warrants that level of income necessary and sufficient to advance the system and make money for everyone. Paradoxically, in which access channels as RaiTre strategic advertising, you try to do different programs (like "Come away with me") that have a huge and unexpected success, but advertising does not affect the end as it could do. So Rai not agree (ah, because the warranty period, entered into force for the public service and Sipra Rai, eh).
Just look at what they do elsewhere, in other European countries, where the data is replaced by coarse mechanisms to assess the data and listening more tips related to specific communication goals, and post-program evaluation (type, advertiser you give us more money if the program has far exceeded the goals of communication that you had code). In short, you put all at stake. So when
criticized the average level of TV programs of RAI and Mediaset think also the causes.
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