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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.
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