Patrizia Musso

Il carcere, di per sé, non sembra presentare alcuna caratteristica atta a un suo efficace utilizzo come location per uno spot pubblicitario contemporaneo...

Even if the digital terrestrial television presents itself as the technology replacing the analogical and free television, this last one has contributed in a limited way to the ‘imaginary’ phase of this platform, and to the elaboration of a system of meanings and values necessary for this media and cultural scenario and for the uses that will be made of it. The essay gives the results of the monitoring of television programming of the main Italian broadcasters in the period included between january 2005 and december 2006. The first datum highlighted is the scarcity of references to Dtt. While the press showed a growing interest toward the digital terrestrial television, the Italian television networks tended not to participate to the debate. Mediaset channels are an exception: in 2005 they opened a series of frames on Dtt, essentially concerning the launching Mediaset Premium service and the proposal of the new free channels Boing and Mediashopping. In these two years, mainly the discourses concerning Mediaset Premium took various shapes and started characterizing Dtt as the evolution of analogical television, as a possibility of interaction and personalization, as a ‘silent revolution’, a radical change, but controlled and free of risks for the user. Rai communication strategies and results were very different. Rai channels dedicated little space to Dtt issue, mostly linked to their political and cultural implications, but with no promotional aims. The idea of Dtt which emerged from Rai channels is one of basic service offered to all citizens. As with press and web communication, also the television approach had substantial discontinuity and ambiguity, making the switch unnatural and complicated for the viewer.