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. Un posto al sole still airs today, while both Mediaset’s soaps were cancelled.The paper focuses on the rise and fall of domestic long-running daytime serials, on the different choices taken by the two competitors and on the perspectives opened up by the genre on Italian TV schedules.

Additional Metadata
Keywords soap opera, Italian television, daytime drama, television production, commercial television
Publisher Netherlands Institute for Sound and Vision
Persistent URL dx.doi.org/10.18146/2213-0969.2017.jethc120
Journal VIEW Journal
Rights Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Note VIEW Journal of European Television History and Culture; Vol 6, No 11 (2017); 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. doi:10.18146/2213-0969.2017.jethc120