What will Mediaset channels be doing during the week in Sanremo? Berlusconi Jr. explains that there will be no steps back, and the flagship programs Canale 5 and Italia 1 will remain in place.
Just a few days before the start Sanremo Festivalbut instead of focusing on the demonstration Amadeuswhat we talk about in detail Sanremo section From comingsoon.itInstead, let’s take a look at Mediaset’s counterprogramming. And it is with the word “counterprogramming” that we begin, because counterprogramming means recognizing the superiority of competitors and running for cover with an alternative strategy. This time though Pier Silvio Berlusconi he said it directly, using other terms: “We have no intention of counter-programming San Remo. Look at it from our point of view. The truth is that this time we are not implementing a strategy of absolute disarmament after so many years.”.
Sanremo 2023: what does Mediaset do? Not a step back, the schedule is solid
It was exactly what happened during the World Cup that convinced the CEO and VP of Mediaset not to take a step back this year during the Sanremo festival nights on Rai. State television exclusively covered the football matches held in Qatar, which, despite the absence of the national team, were accompanied by good spectator results. At the same time, however, interest in the Canale 5, Italia 1 and Rete 4 programs did not decrease, and investment in advertising did not decrease.
So with a week in San Remo in mind, “gathered our courage and figured out what would happen if instead of a week sold on a promotion, with a strong discount, we left a week of programming on the market with a normal price tag” explains Berlusconi Jr. journalists at the presentation of the Mediaset digital platform. “It turns out that incomes would be the same, if not better” continues “Our clients have responded with enthusiasm and some of them are among the sponsors of the Festival. As always, as a music-loving and entertainment-loving viewer, I say, “Long live San Remo,” but as a publisher, this year, I say: let’s not “program.” “and for this I thank first of all Maria De Filippi and the whole GF team, Le Jen, all the professionals who will work as usual, as always”.
On the presence of the President of Ukraine via video link Zelensky, Pier Silvio Berlusconi commented as follows: “on the one hand, there is the question of the freedom of speech of the president, who wants his voice to be heard, and we are with him and with Ukraine, but Rai must make his own choice, which I do not want to interfere with, and on the other, however, a little it is alarming that Zelensky is using our state television for his statements as an Italian citizen who pays a license fee and reflects on an ongoing conflict in which there are so many deaths, and I wonder what “will enter San Remo.”
Source: Coming Soon
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