national network) began in 1924 and was the only producer of radio
news and programmes. By 1954 it had spread it wings and was now
also the only television network transmitting news and prime time
programmes. Television, contrary to the expectations of intellectuals
and politicians, was an immediate success. It first became popular
in Italy in the 1950s. The enthusiasm was for an American show called
‘Double Your Money' (Lascia o raddoppia) where
everyone would convene in the local bar or wherever the public television
was situated to watch the show.
Where once RAI was alone in this field of media,
three groups now compete for dominance in television. RAI, located
in Rome has 3 channels and an average audience share of about 45
percent. Mediaset, located in Milan, has three channels and about
an average of 43 percent and the Cecchi-Gori Group (the most powerful
Italian film producer and distributor) located in Florence has two
channels and about an average share of 6 percent. The Vatican has
its own network, and there are more than 450 local commercial stations.
Italia Radio is part of the Gruppo Espresso, which
publishes the daily newspaper La Repubblica and the weekly L'Espresso
magazine. Radio IOL is dedicated to pop music as is a station called
Musix. KissKiss Network has very little Italian chitchat being almost
entirely devoted to music. Radio Capital can be heard all over Italy.
A webcam has been brought into the radio station so you can now
see the popular DJ's who work for the station. Radio Deejay
can also be heard all over Italy and broadcasts all the latest hits.