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Transformations
in the audiovisual industry – due
to the crisis and other reasons –
have not skipped Italy. Here, producers
have to face financial problems because
of the lack of public support and the
aggressive strategies of the business
leaders. We have interviewed Giusseppe
Massaro, representative of ANICA,
who confirmed that Italy used to have
over 130 productions a year, and today,
they hardly reach 50. |
 hese
main stream movies were internationally renowned
for their personality and unforgettable hallmark.
Why did they disappear? “Unfortunately,
after the Golden Age we did not have
a good promotion. On the other hand, it is necessary
to change the mentality by means of suitable
marketing strategies if we want to make Italian
products more international.” Massaro
adds that due to globalization, reality in Italy
is now very similar to other countries and that
comedies that represented the typical Italian
lifestyle are not as appealing to the world.
All this, plus the low budgets and lack of talent
and imagination of the generation that replaced
the great directors of Italian movies,”
explains Massaro.
TV
is going through a better phase
“TV industry is going through some politics
negotiations. However, its situation is better
than that of the movies. It is a real industry,”
asserts Massaro. “Producers have international
partners and share the risks creating TV movies
for the world market and drama series. But there
are financial problems that make it difficult
to co-produce and sell these products to TV
channels in other countries. Because it is always
the same five or six companies authorized by
the government to negotiate abroad!,”
he states.
There is a reality show format boom in the
world. How does this affect Italy?
| Politics
regulations and interests |
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The war between institutions and fight
for government support are other factors
that hold the Italian movie industry
back. “ANICA’s regulations
and those set by government are totally
different from each other,” says
Massaro. “Lately, the government
has been focused mostly on Cinecitá
and they make all efforts to empower
it, from training to financing. We,
as an institution, think that concentrating
all the power in one place is inadmissible.
ANICA does not support this policy,
as it makes it even harder for independent
producers. Considering that the government’s
philosophy should be to favor private
industry, it is a paradox to give all
the power to a public institution, like
the case of Cinecitá. I think
that this is due to political interests
of extreme left parties, who are willing
to concentrate all the power in public
institutions,” he states.
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“As far as formats
are concerned, I think that Italy follows the
trend as the rest of the European countries,
where around 50% of the entertainment space
belongs to reality shows. In my opinion, this
is unacceptable. But, of course, it all depends
on the audience. If viewers agree, then it is
ok. What they want should be checked out.”
What do you think changed? The viewers of
the industry?
“Both. The industry follows viewers and
tries to create products that will suit their
needs. Magazines and cultural programs are becoming
less attractive to people. Besides, due to the
appearance of satellite channels, offer has
increased, but in the future, in order to watch
good television, people will have to pay. Considering
the offer, some people believe that in a few
years time open TV will disappear, and together
with it, the public service, which is mandatory
by now. Another important change is that today,
in Italy, reality shows, movies and national
productions rule prime time slots. Telenovelas
are broadcasted at midday and there are less
American series and movies at that time.”
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