Prix Italia Secretary General, Paolo Morawski (r.) with the President of Italy, Giorgio Napolitano 18 The 66th edition of Prix Italia, sponsored by RAI (the public Italian Radio-Television broadcasting company), is entitled “The Laboratory of Innovation,” and will be held September 20-25 in Turin, Italy for the sixth consecutive year. The first edition of the international radio-television and competition event was launched by European public broadcasters in 1948 and was held on the island of Capri. This year’s edition represents a change in Prix Italia’s philosophy, since the festival’s goal is to open itself to various types of trans-media. This is a reflection of the new Prix Secretary General, Paolo Morawski, who will be directing his first event. Thus, the Web Prize will be a key event this year, and the programs of the finalists will be presented to the public on September 24, with the awards handed out the following day. The Prix will also offer a host of master classes and workshops. On Sunday, September 21, the focus will be on the use of social media to update news quality. On Monday, September 22, Web Fiction (drama) will be the central focus, as participants can learn about the best practices from a trans-media perspective. Monday will also play host to the BBC Lecture on RAI’s Radio Museum. The European Broadcasting Union (EBU) will be involved in a workshop that will see top experts debate significant topics concerning new technology, including the use of virtual reality and gaming production within the framework of public service television. A cross-media event called “United Voices of Radio Poetry,” organized in cooperation with RAI Radio3, will take place on Tuesday evening. The Opening Concert will be held on Sunday in RAI’s Arturo Toscanini Auditorium with RAI’s National Symphonic Orchestra. The Public Debate of the Radio, TV and Web will take place on Wednesday, and the Award Ceremony will be held on Thursday. Earlier this year, VideoAge published an interview with Prix Italia’s Paolo Morawski in Rome. He discussed his plans for the world’s oldest radio/TV and (since 1998) Web festival. The interview was originally published in VideoAge Daily at NATPE Miami. Below is an excerpt from the interview: VAI: In what direction would you like Prix Italia to move? PM: Prix Italia should be a useful event, an innovation laboratory. It should be useful for everyone: for the Prix community, made up of over 100 radio and television organizations from five continents; for RAI, which gives its solid backing to the Prix and for the city and the region hosting the festival each year. The fact that Turin will host Prix Italia is a great boost for us. VAI: Your Web competition was born in 1998, basically when the Web was in its infancy. Are there any new developments? PM: Yes, for the first time this year the Web competition is open to broadcasters and other media players that are not Prix Italia members. VAI: Will the Prix also accept user-generated content? PM: Yes, for the EXPO 2015 Special Prize of 4,000 euro, we invited young filmmakers from around the world to send their shorts focusing on “Feeding Our Planet,” which is the EXPO’s official theme. VAI: What aspects of the Prix do you like most? PM: I’m especially fascinated by the Prix’s two basic personalities: its international character and its creative character. The international contingent at the Prix is represented by the juries, composed of renowned communication experts, who are appointed by the Prix Italia members themselves — from radio, TV and the latest arrivals from the online world. Since its onset, Prix Italia has been lending its support to diversity and exchanging views. This is yet another aspect of the Prix that I find greatly appealing. VAI: Are there any particular territories that you’ll be focusing on in order to bring more members and more programs? PM: Prix is deeply rooted in Europe and the Mediterranean area. The first goal is to continue getting ahold of the best radio and TV programs and the new multi-platform offerings of the whole Euro-Mediterranean region. The Prix is historically linked to North America, with the U.S. and Canada, as well as Australia. Our second objective is to foster and renew ties with those important audiovisual production centers where English is the main language. The Prix’s third major aim is to get two giants of communication today — Japan and South Korea — actively involved in our festival. We’re also intent on attracting the productions and talents of South American countries and of Spanish-speaking countries (especially Argentina). This year, Prix Italia will undoubtedly be “looking southwards,” to the Mediterranean, because audiovisual production is on the rise in the Mediterranean and the Mediterranean attracts us because of its “storytelling.” VAI: During the past administration, the Prix was more academically inclined. Is there a chance that the Prix might return to a more pragmatic event? PM: The festival is entitled: “The Innovation Laboratory.” The idea is to be guided by those experimenting and/or those who have already made innovative programs and services. Prix Italia has already come to an agreement on this with the EBU. In September, we are setting up the “Prix Italia-EBU Vision 2020 Laboratory.” Our slogan is going to be: “Innovation is Now.” The aim is for everyone to return home with two or three good ideas or “best practices” in order to find inspiration. Awarding Excellence is RAI’s Prix Italia Mandate June/July 2014 I taly’s Premier Trade Events VFM Rides the Gondola The 71st edition of the Venice Film Festival (VFF) will be held August 27-September 6. The third edition of VFF’s associated Venice FilmMart (VFM) will take place August 28-September 3 under the DPOUJOVFE EJSFDUJPO PG 1BTDBM %JPU New to this edition is the “European (BQ 'JOBODJOH $P 1SPEVDUJPO .BSLFU w intended to help European producers secure the final financing for their projects. The VFM will offer 16 select projects (eight European and eight more from Italy alone) the opportunity to close their international financing through selected financiers, producers, distributors, sales agents and filmfunds. Also new is the “Italian Cinema *OEVTUSZ 'PDVT w B TFSJFT PG FWFOUT and panels to highlight Italian movie producers and distributors. GrandPrixForAdvertising Italian chocolate manufacturers 'FSSFSP SFDFJWFE UIF (SBOE +VSZ 1SJ[F at the 27th annual Italian Advertising 4USBUFHJFT(SBOE1SJY XIJDISFDPHOJ[FE the best advertising campaigns of 2013. The event was held in late May at the National Theater in Milan. Other winners included TV personality Belen Rodriguez and football (soccer) star Javier Zanettis. By Yuri Serafini in Milan
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