White paper on creativity - ebla center

Chapter 7television in 2000-2005 reveal asystematic downturn in the number offilms broadcast by generalist television.In this period there was an overall fall infilms broadcast of around -18%, and ifwe consider only Italian films, the dropwas even greater (around -35%). Bothpublic and private television networksseem to prefer other formats, such asfiction and reality shows which, asmeasured by audience data, more closelyreflect viewers’ tastes. Moreover, thepressure from advertisers leads televisionprogrammers to give precedence toother programmes rather than to films,in order to have a steady flow of incomefrom advertising (on the grounds ofmore predictable audience sizes) and tobe able to interrupt programmes withcommercials organised in a packagedmodular way.Figure 7.9 – Number of films broadcast by generalist television (2000-2005)Film itaFilm totSource: our elaboration of Osservatorio dell’Audiovisivo and Auditel dataAs regards the nationality of filmsbroadcast on television, yet again thatUS films show greater marketpenetration: on average Italian filmsaccount for 35% of the total filmsbroadcast, whereas US films accountfor 40%. The share of Italian films,moreover, has recorded a sharp drop inthe period considered, falling fromaround 39% in 2000 to 30% in 2005.WHITE PAPER ON CREATIVITY 177