From Branislav Pekic Rome

Italian state broadcaster RAI has announced that its international subsidiary, RAI International, will be rebranded as RAI Italia. The name change is intended to call attention to the network’s country of origin around the world. The change will take place soon and will also see the launch of four Italian channels to be broadcast globally via satellite (some of them will be bilingual). The changes will be made at zero cost for RAI, as they will be covered by sponsorships and partnerships.

The RAI Italia offer will have two flagships. The first will be a general entertainment channel, offering a selection of the best of RAI's programmes including variety, talk shows and Italian football. The second will be an all-news channel, similar to the existing RaiNews 24 in Europe. Two more channels will be added in three years time: Rai Cult will be dedicated to Italian opera and the performing arts, while Rai Style will focus on Italian lifestyle, tourism and gastronomy.

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