Television companies around the world celebrate World Television Day on November 21 to commemorate the attention-grabbing power of television. As part of the United Nations’ annual initiative, a 30-second spot will be broadcast and shared online around the world.

The 26th World Television Day celebrates a global reality: television has more appeal to viewers than any other medium. Television is always available, at home and on the go, on all screens – large or small – live or in streaming; it offers both collective experiences and “feel-like-me” experiences. From its inception, television has held the pulse of society by drawing viewers’ attention to newsworthy social events and issues. Keep audiences glued to their screens with information they trust, high-quality series that captivate, movies that captivate, content that holds their attention – and more. Attention has also become increasingly important for brands, who understand the impact of this new metric: the more attention paid to ads, the more commercial results. Because TV offers one of the highest and most consistent levels of attention span for both content and advertising, it is a medium with unparalleled effectiveness.

“Television plays a crucial role in bringing important issues to attention and shaping public opinion. It helps people stay informed about the issues that matter, from peace and security to climate change, from pandemics to inequalities. It is also a symbol of global communication that can help us find solutions to the world’s problems together”. – Sherri Aldis, director of UNRIC

“The TV industry continues to develop a more sophisticated understanding of advertising attention. As content providers and brands compete for consumer attention, this emerging metric will help demonstrate that TV delivers the required short- and long-term results by advertisers. On World TV Day, we shine a light on the emerging attention economy and celebrate the role of total TV in it“, says Katty Roberfroid, General Manager of egta.

For the Day, Rai will broadcast a commercial on its networks (created by The Global TV Group, Act, Ebu, Egta, Unric) which will also be broadcast simultaneously by TV circuits all over the world. But not only. To celebrate the anniversary, the Public Service also offers a rich radio, TV and web schedule: after the insights on Rai 3 with “Tv Talk” (Saturday 19 November) and “Timeline (Sunday 20), November 21 will be remembered in “Agorà” (Rai3 from 8.00) and “I fatti loro” (Rai2 from 11.10), while all the Rai programs will recall the anniversary in the editions of Tg and Gr. RaiNews24, in particular, will have space for in-depth analysis in the column “Afternoon 24 ” broadcast at 2.30 pm, and Tgr will produce reports with its editorial staff on the role of TV in changes in society and local territories.

The television and digital editorial initiatives for World Television Day continue on Rai Storia with “Il giorno e la storia” (00.10 and in repeats 8.30, 11.30, 13.30 approx., 20.10 approx.) which will commemorate the first “World Television Forum”, which took place in New York in 1996, an event that brought together the main representatives of the television world to discuss the present and future developments of the medium. At 17.00, then, the special “From today Rai” – The birth of Italian television” conducted by Massimo Bernardini will retrace the phases of television experimentation, from the beginning in 1949 up to the wireless connection of the offices in Rome, Milan and Turin, in 1954. Built with period materials, unpublished news and films, even in color, the documentary directed by Graziano Conversano, hosts the testimonies of the actor Giorgio Albertazzi, of Nicoletta Orsomando, in 1953 announcer and face of Rai, of the actress Isa Barzizza, the first film diva to lend herself to tvo, and Elda Lanza, the first presenter, who later became a successful mystery writer.

Rai Scuola, on the other hand, will propose from 19.00, four “Invitation to read” appointments on fake news, algorithms, digital reading and reliability of online information; and on the RaiPlay platform “Cult in TV” will be available, a rich playlist, with a selection of videos that retrace the history of the small screen and of Rai through broadcasts that have marked an era: from programs such as “Il Musichiere”, ” Il Mattatore” or “Specchio Segreto” to highly successful screenplays such as “Odyssey” (1968), “The Citadel” (1964) or “The Betrothed” (1967).

Among the most important titles in the Teche section, we should also mention: “TV before TV”, an anthology of rare materials produced in the two years preceding the official start of Rai broadcasts, and “TV a Colori”, another collection which celebrates the advent of color, with the first programs produced and those of the experimental phase, before 1977.

“World Television Day” will also be featured on page 413 of Teletext.

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