In the footsteps of «Mare fuori», a success of fiction for young people - Corriere.it

In the footsteps of «Mare fuori», a success of fiction for young people - Corriere.it


Of Aldo Grasso

"Living is not child's play", the new Rai1 fiction, seeks to replicate the "rejuvenation" experiment of the public service offer

To the producers of "Sea out"
the fiction most loved by young Italian viewers, Rai1 asked for a product capable of repeating the experiment of «rejuvenation» of the public service offer: the series "Living is not child's play" was born, with a Claudio Bisio
poised between a serious role and a fun mask. Six episodes for three evenings on the first Rai network, with the ambition of speaking to a rather varied and broad audience already at the start. The last appointment last Monday, with the series already fully available also on Raiplay. How did it go? Spectators were in total three millionsvery stable between one bet and another, a sign of the ability to build audience loyalty. The collected share is 16%, apparently not an excellent result, at least by Rai Fiction standards.

But in reality two elements must be taken into due consideration. The first concerns the audience composition, which seems to show that the most important objective has actually been achieved: identical share - almost 20% - both among older viewers, the easiest to reach with fiction, and among much younger viewers, the 15 -24 years old. The second element concerns the good result Of "Living is not child's play" just in streaming: in a couple of weeks over 250,000 "additional" viewers thanks to Raiplay. In the case of «Mare out» the relevant factor in promoting fiction among the youngest was the distribution on Netflix. This short series doesn't have the strength of "Mare fuori" but it makes us reflect on the fact that fiction increasingly generates its success with the help of streaming and word of mouth. These are important arguments for the future of Rai Fiction.
In collaboration with Massimo Scaglioni, Geca Italia elaboration on Auditel data

June 3, 2023 (change June 3, 2023 | 21:22)



Source link