Digital Interactive

08 settembre 2023 ore 13:09


The Jury

Anna Vošalíková (ČRO - Czech Republic), Anna-Mareike Krause (ARD - Germany), Giovanni Belli (A+E NETWORKS - Italy), Joji Joe Kanou (NHK - Japan), Kim Boseul (MBC - Korea, South), Agnieszka Siemiak-Harton (PR - Poland), Jacqueline Hlongwane (SABC - South Africa), Peter Wissmar (SVT - Sweden), Ke-Ren Wang (SRG SSR - Switzerland), Lydia Mossahebi (BBC - United Kingdom)

The President: Jacqueline Hlongwane (SABC - South Africa)



The Finalists

Czech Republic
ČRO Český Rozhlas

Šachová hra (Chess Game)

Direction: Tomáš Oramus, Katerina Rathouská. Sound Track: Jakub Kudláč. Producer: Katerina Rathouská. Coproducing Organisation: PlayByEars.

Chess Game is an interactive story told only through sound. The project was created to be fully accessible to the blind. Sight-impaired listeners participated in the preparation and the creators incorporated their suggestions and comments. Control is achieved by simply touching the mobile phone screen and the audio is binaural to create the illusion of a real space. The main theme of the game is to show how Alzheimer's affects our lives. Given its incurable nature and the enormous impact it has, not only on sufferers but also on those around them, we feel the need to raise awareness of this disease and to show what it means to live with it.

Presented by: Kateřina Rathouská, Producer

Kateřina Rathouská currently works as a producer of fiction and nonfiction podcasts in the Department of Format Development at Czech Radio. She has been associated with this public media institution for nearly three decades. In the past, she has hosted live broadcasts, headed the Drama and Literature Department for several years and co-created numerous radio plays, many of which have received awards at various international festivals. In the field of innovation, she created the Minute Plays project, and in recent years has worked on the creation of fiction podcasts with elements of interaction and gamification, and the development of radio series for young audiences.

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RAI Radiotelevisione Italiana

La Divina Commedia, un viaggio immersivo nel Metaverso di Rai Cinema (The Divine Comedy, an Immersive Journey into Rai Cinema's Metaverse)

Producing Organisations: Rai Cinema, The Nemesis

On the occasion of Dantedì – the National Day dedicated to Dante Alighieri – Rai Cinema presented an innovative project dedicated to the Divine Comedy. In fact, the world of Dante took center stage in an interactive and immersive narrative. This project featured an edutainment gamification journey within a space dedicated to Inferno in Rai Cinema's metaverse on The Nemesis platform. Users, with the help of Dante's avatar, were able to explore a 3D recreation of Dante's Dark Forest, take part in quizzes, and unlock an exclusive preview of the short film Inferno, directed by Federico Basso.

Presented by: Carlo Rodomonti, Head of Strategic and Digital Marketing, Rai Cinema

Manager specialized in marketing within the media and entertainment sector; lecturer in "Economics of Crossmediality" at the Master's in Image, Cinema, and Audiovisual at the Catholic University; Vice-President of the Union of Digital Editors and Creators at Anica. He has articulated experience in launching film products, organizing events, and integrated management of digital, social, and VR platforms. In his current role as Head of Strategic and Digital Marketing at Rai Cinema, he launched the first Italian VR app for film content and events, created the first network of VR cinemas in Italy, developed the Rai Cinema metaverse, and initiated a series of transmedia and innovative projects. Previously, he served as marketing manager at 01 Distribution and Medusa Cinema. He began his professional journey as a Marketing Assistant at Medusa Film.

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RTVE Radiotelevisión Española

Cómo el machismo marcó nuestra adolescencia (How Sexism Shaped Our Teenager Years?)

Project Manager: Paloma Torrecillas Sáenz. Direction: Juan Manuel Cuéllar Bermejo. Content Managers, Developers, Social Media Editor, Production, Photography: RTVE Lab. Producing Organisation: RTVE Lab.

How Sexism Shaped Our Teenage Years? is an interactive project that portrays the symbolic violence against women during those decisive years when men and women form their personalities and are particularly vulnerable to messages, stereotypes, ideas or values that perpetuate inequality. Users select their year of birth and travel back to discover what kind of media and cultural messages they received at the time. This project covers a wide period of the Spanish media, evaluating the messages transmitted during almost 50 years. The RTVE Lab decided to preserve the original form in which these messages were transmitted, the same style and the same narrative.

Presented by: Isabella Rocafull, Journalist and social media content creator.

Originally from Venezuela, she studied law at the University of Salamanca, and has a master's degree in documentary and transmedia reporting. She has participated in the creation of the RTVE Innovation Lab's socials from scratch, creating viral content and giving the labs's interactive projects a second life in social media.

The Jury: Cómo el machismo marcó nuestra adolescencia (How Sexism Shaped Our Teenage Years), crowned as the victor of the Digital Interactive Category at the 75th Prix Italia in Bari, stands out as a testament to the profound capabilities of interactive media in the modern age. A brainchild of the RTVE Lab, it both illuminates and critiques the multifaceted dimensions of interactive digital creations. Indeed, the jurors had prolonged discussions on the nuanced understanding of interactivity, highlighting the intricate relationship between the user, content, editors and archives. This work isn't just merely a dialogue between the user and content but it is a multilayered interaction where users engage with historical media, editors weave through a vast archive to curate a unique experience, and the past is juxtaposed against contemporary issues in a powerful confrontation. Beyond its primary focus, the project also demonstrates a sustainable and reflective approach to using archives, prompting us, as media practitioners, to consider the vast and rapidly evolving nature of media production and to reflect on our role and the long-term impact of the stories that we tell as well as the images that we create and broadcast. By allowing participants of different generations to navigate the media environment of adolescent life over past decades, the project holds up a mirror to society and unravels longstanding gender biases embedded within the Spanish media landscape. Its potent spotlight on sexism, serves as a call to action, emphasising the profound social impact such projects can have. As we acknowledge its significance in challenging gender biases, we are optimistic about its blueprint being used to address a plethora of other social issues in the future. The decision to present media in its untouched form not only accentuates authenticity but also amplifies the conversation about the significant role and responsibility broadcasters have in shaping societal narratives and perceptions. How Sexism Shaped Our Teenage Years is an excellent example of public service media. It is a beacon of hope, underscoring the transformative power of media and its potential for social change.

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