Reaching different audiences thanks to an original approach, without forgetting the history of RaiDue: the channel continued to work in this direction in 2010 and intends to continue doing so in the forthcoming television seasons, with the aim of confirming the levels of success achieved last year, which confirmed RaiDue as holder of third place among the Italian general-interest channels in terms of viewing figures.
 
         
   
     
  RaiDue knows that it has a demanding and active public, which watches its programmes by choice and not out of habit, a public which knows how to move among the various platforms but appreciates the programming dynamics of RaiDue and particularly its products. A contemporary audience which shares the channel's awareness that, in an ever changing world, only movement can guarantee consistency.  
 
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RaiDue

2010 was a particular year for RaiDue, which completed the renewal of its programming with a view to continuity and contemporaneity, in line with the directives issued by Company Management and the resolutions passed by the Board of Directors, which have assigned the channel the task of capturing a dynamic and culturally (not just physically) young audience.
The decision was made to focus on unbiased and curious analytically informative broadcasts; on buying TV series capable of gluing the whole new, young and dynamic Italian family in front of the TV; on high-quality music; on documentaries and specials and on cartoons. RaiDue's vast and broadly differentiated audience has understood this approach and the company's project, and has seconded the effort at renewal, rewarding the channel which, in the year in which ten regions and 70% of the population have switched over to DTT, confirms its positive trend also in the all-digital areas.

In a company which has a bouquet of 14 channels, the broadest of all the European broadcasters, confirming its position as national leader in terms of viewing figures by increasing its offering, RaiDue is obliged to tackle the crossmedia challenge, concentrating on greater interactivity and convergence of its broadcasts and new technologies. Not restricting the sphere to DTT, it is also focused on the Internet and the mobile telephone system, because RaiDue's 'culturally young' public shows its appreciation and fruition of broadcasts that are available on a deferred basis, searching for them on the web. A soft revolution which has not confused viewers, despite the introduction of new elements to programming.

RaiDue is a comprehensive project, which starts in the morning and continues through to the late night slot, offering large amounts of space for information and journalistic analysis (in 2010 Michele Santoro's Annozero was joined by L'ultima parola by Gianluigi Paragone, which has become a reference point in the Italian journalistic segment), for large-scale events in the world of music and in other sectors too, such as the specials dedicated to Luciano Pavarotti and Karol Wojtyla, rewarded by excellent viewing figures. Confirmation was also received for programmes and celebrities traditionally associated with the channel: Quelli che..., X Factor and L'isola dei famosi, which Simona Ventura and also Francesco Facchinetti have helped make appointments not to be missed for the entire television audience and critics alike.

Roberto Giacobbo's Voyager has earned itself an original space, moving along the fine line between mystery and knowledge and being able to boast a prestigious partnership with National Geographic for four episodes. RaiDue shares the merit for these successes and this important productive effort with the Production Centres in Milan (where about 70% of the channel's programmes are produced), Rome and Turin (for the production of Voyager and the children's programmes).

A Map of RaiDue

News & Information: Annozero, L'ultima parola, Rubrica economica

Sport: Domenica sportiva, Champions League, 90° minute

Entertainment:L'isola dei famosi, I Fatti vostri, Mezzogiorno in famiglia, Pomeriggio sul 2, Quelli che..., I love Italy

Music: X Factor, Due, Emozioni, Top of the pops, Ritratti musicali, Musica & Co, Delitti rock

Customs and culture: Voyager, A come avventura, Speciale 150 anni Unità d'Italia, Sereno Variabile

TV series: NCIS, NCIS Los Angeles, Criminal minds, Cold case, Squadra speciale Cobra 11, The good wife, Castle, Hawaii Five-0, Numb3rs, Blue Bloods, Past life

Children: Cartoon flakes, L'albero azzurro Voyager ragazzi

Religious programmes: Protestantesimo, Sulla via di Damasco, Sorgente di vita

Programmes in association: Cerca sapori, Capotavola, Grazie dei fiori, Abissi, La giostra sul 2, Il lotto alle otto