Company: RAI - Radiotelevisione Italiana SpA
Brand value: US$1,641 million
Headquarter city: Rome
Year formed: 1954
RAI is the Italian national state-owned public broadcaster and is the largest TV and radio broadcaster in the country in terms of the number of services offered and audience share. Its first TV channel launched in 1954, and now spans 15 TV and seven radio networks nationwide. RAI was established to provide a public service to the Italian people, featuring news and cultural programming. The organization is half-funded by licence fees paid by the Italian public, and the rest of RAI’s funded is generated by advertising. The first advertising on RAI was aired in 1957 during a highly popular comedy show “Carosello”. RAI channels now average more than 35 percent audience share on TV, with “Festival della Canzone Italiana di Sanremo”, or “Italian song festival of Sanremo”, its most popular show. The show’s final reached more than 12 million people. RAI broadcasts are received in neighboring countries, including Albania, Bosnia and Herzegovina, Croatia, Malta, Monaco, Montenegro, San Marino, Slovenia, Vatican City, Switzerland, and Tunisia, and in other markets on cable and satellite services. In 2016, RAI launched “RaiPlay”, a free on-demand service accessible via mobile and PC. The organization remains state owned.