MIPTV: Italy's RAI Launches Commercial Arm for Sales, Co-Production, Digital Distribution

7:44 AM PST 04/08/2014 by Scott Roxborough

The still-unnamed division kicks off its co-production efforts with kids animated series "Pio the Chicken."

Italian public broadcaster RAI has launched a new commercial division to oversee all international sales, digital distribution and co-production activities at the group.

The still-unnamed division will be operational within the next three months. Luigi De Siervo, the current director of RAI's Trade Department, will serve as CEO.

The new subsidiary will take over RAI's trade department, RAI Net's commercial activities and the digital sell-through business of RAI Cinema.

On the co-production front, RAI's first production to come under the new division will be Pio the Chicken, an animated children's series.

Said De Siervo: "For RAI, this is a return back to the future. In line with the most important broadcasters worldwide, RAI has decided to meet the challenges of the market with a sales company that can ensure flexibility and the correct time to market."

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