Prior to the mid-nineties, Italian television did not produce any soap operas. Daytime serials were imported mainly from the USA. Unexpectedly, the most commercial television genre was produced for the first time by the public service broadcaster: Un posto al sole was aired by RAI in 1996. The commercial competitor Mediaset immediately responded with Vivere in 1998  and CentoVetrine in 2001. Today, Un posto al sole is still on air, while both Mediaset’s soaps were cancelled. The paper will focus on the rise and fall of domestic long-running daytime serials, on the different choices taken by the two competitors and on the perspectives of the genre in Italian schedules.

Additional Metadata
Keywords soap opera, Italian television, daytime drama, television production, commercial television
Publisher Netherlands Institute for Sound and Vision
Journal VIEW Journal
Rights Each article is copyrighted © by its author(s) and is published under license from the author(s). When a paper is accepted for publication, authors will be requested to agree with the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Netherlands License.
Note VIEW Journal of European Television History and Culture; Vol 6, No 11 (2017): History of Private and Commercial Television in Europe; 22-32
Citation
Cardini, Daniela. (2017). A Slippery Slope: The Rise and Fall of the Domestic Soap Opera in Italian Public and Commercial Television. VIEW Journal, 6(11), 22–32.