Rai 5

The end of 2010 marked the birth of Rai 5, Rai's second semi general-interest channel dedicated to discovering territories, values, tradition, trends, fashions, habits and lifestyles. This is a project that is closely linked to the obligations of a modern public service operator.

Undoubtedly ambitious, as it envisages the adoption of entertainment styles to create avant-garde, involving and spectacular products.

Rai 5 offers documentaries, reportages, magazines and entertainment programmes characterized by rhythm, lightness and vivacity.

The channel has been designed to fill a gap in the free digital offering, responding to the articulated and sophisticated needs of a target which is hard to intercept: dynamic, active individuals, with a tendency to take action, always in search of information to expand their knowledge and improve their quality of life.

Those chosen to represent the channel are Philippe D'Averio, Gualtiero Marchesi, Kledi Kadiu, Renzo Arbore and Benedetta Mazzini. Celebrities selected on the basis of their skills in the various disciplines: art, cooking, dance, music and territory. They have been assigned the task of accompanying viewers on a discovery of the world, civilisation and the arts.

Rai 5's mission also contemplates the opportunity, and consequently the need, to go beyond the television boundaries to create a sort of ecosystem with viewers, in which each one can have exchanges, but also find their natural habitat, in the conviction that the channel doesn't have a target to reach, but a combination of lifestyles with which to 'resound'.

Since the perfect place for interaction is the web, Rai 5 will focus more and more on this medium in strategic terms and in a way which is completely innovative.