Home » Auditel, the race for the “new television gold” transforms the market

Auditel, the race for the “new television gold” transforms the market

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ROME (ITALPRESS) – A great world race for the “new television gold”, with unprecedented processes of concentration and transversal alliances. An imbalance between global and local triggered by the breakthrough of the Over the top giants on the market. And, at the same time, favored by new access technologies and the exponential growth of screens, a great change on the TV consumption front: new users (Millennials and Generation Z), new usage behaviors, new viewing habits. With a strong growth of the so-called “TV outside the television”, or the viewing of television content, live and on demand, on smartphones, tablets and personal computers. This is the summary of the Report to the Parliament 2021 that the president of Auditel, Andrea Imperiali, held this morning in the Senate illustrating the trend of the television market. Imperiali said that “2020 will be remembered as the year in which the Italian population, segregated by Covid-19, inevitably made a giant leap in terms of digitization. In fact, it is equipped with new internet connections and new devices. ; he quickly learned to govern them; he started a more aware use of multimedia contents “. But the president of Auditel did not fail to underline “a disturbing gray area: 3.5 million Italian families still do not have a connection to the network; families who risk, in the new context, being totally marginalized by the social dynamics in act “. Imperiali then emphasized the growing concentration of the TV market due “to the influx of subjects of global scale and which escape all forms of regulation and control” with “an increase in competitive pressure on traditional operators”. The combination of these factors is radically reshaping the television industry, but, the president of Auditel warns, “it is not a level playing field. We are not witnessing, that is, a normal and regulated competition. If anything, we see consolidation, day after day. , asymmetrical and increasingly less equitable and uniform conditions of competition. Increased by a growing imbalance between the global and local dimensions of European operators. It is not an exaggeration to say, therefore, that, unless urgent corrective action is taken, the so-called digital democracy risks to be swallowed up by a despotic oligarchy “. Imperiali, therefore, wished to recall that “the institutions and regulatory authorities have a more fundamental role than ever in this revolutionized context. Especially in light of the constituent season which, in recent months, is characterizing European decisions aimed at bringing back the new technologies – and the resulting phenomena – within a shared regulatory system “. “TV has today more than ever a central role in the life of the country – concluded the president of Auditel -. A role increased by the enlargement of its borders. Not acknowledging it and not intervening means jeopardizing a fundamental piece of our life. democratic “. The President of the Senate, Maria Elisabetta Alberti Casellati, sent an institutional message: “The contribution of great competence and experience provided by Auditel is fundamental in a context, such as that of the media and new technologies, which is increasingly complex and articulated”. For Anna Ascani, Undersecretary for Economic Development, “Auditel’s technological innovation path is to be appreciated and supported. The protection of the TV industry is fundamental for the country and for its economic development, with a view to enhancing the Italian cultural identity. and the quality of the information “. “I can only sincerely applaud Auditel’s role as an impartial and technologically advanced tool, which guarantees the independence and full transparency of the measurement processes, the verifiability and reproducibility of data, the quality and credibility of the activities”, said Giuseppe Moles, Undersecretary to the Prime Minister with responsibility for Publishing. Alberto Barachini, President of the Rai Supervisory Commission underlined: “We look with great favor at the path that Auditel is taking. Not only for the overall modernization of the system but also for the impacts and implications concerning the public service, which must be the driving force of this revolution “. For Giacomo Lasorella, AGCOM president, “Auditel constitutes a fundamental defense and an extraordinary antenna capable of monitoring the changes taking place in Italian society. The survey on the platforms launched by the Authority represents an organic intervention, with an innovative methodology, for to map the world of platforms in an overall manner and evaluate all the effects they produce on the markets “. (ITALPRESS). sat / com 24-May-21 13:12

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