In what is being billed as a first, Italian state broadcaster Rai has scored a significant boost to its RaiPlay streaming service by using an original, live variety show hosted by a hot local entertainer to attract viewers.
Rosario Fiorello’s live music and comedy show, called “Viva RaiPlay,” just wrapped a six-week run on pubcaster’s Rai streaming platform, scoring results that Rai says are comparable to its stellar average ratings for a national soccer team match. More important, “Viva RaiPlay” prompted a more than 50% rise in RaiPlay’s registered active users to 4.6 million, the pubcaster reported. That is twice the number of subscribers Netflix chief Reed Hastings recently said the streaming giant has in Italy.
RaiPlay was launched in 2016. Rai CEO Fabrizio Salini said he came up with the idea for “Viva RaiPlay” by asking himself: “How can we do something surprising that will upstage streamers like Netflix?...
Rosario Fiorello’s live music and comedy show, called “Viva RaiPlay,” just wrapped a six-week run on pubcaster’s Rai streaming platform, scoring results that Rai says are comparable to its stellar average ratings for a national soccer team match. More important, “Viva RaiPlay” prompted a more than 50% rise in RaiPlay’s registered active users to 4.6 million, the pubcaster reported. That is twice the number of subscribers Netflix chief Reed Hastings recently said the streaming giant has in Italy.
RaiPlay was launched in 2016. Rai CEO Fabrizio Salini said he came up with the idea for “Viva RaiPlay” by asking himself: “How can we do something surprising that will upstage streamers like Netflix?...
- 12/24/2019
- by Nick Vivarelli
- Variety Film + TV
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