RAI to launch new satcaster

'Yes Italia' to be targeted at tourists

ROME -- Italian state broadcaster RAI announced on Monday it would launch a new satellite broadcaster called "Yes Italia," taking aim at the massive audience of tourists and would-be visitors with cultural programming and focuses on topics popular with tourists.

The network, which will go on the air on Thursday, will immediately carry programming with English-language subtitles. Spanish-language subtitles will follow within a few weeks, RAI said.

"Yes Italia" will be carried as part of local Italian satellite packages and will be marketed to broadcasters in other markets where Italy is a popular tourist destination, such as Germany, the U.K., France, and the U.S.

With nearly 45 million tourists visiting Italy each year, the country is the third leading tourist destination in Europe, trailing only France and Spain.
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