Ethnic TV channels to cover the world.

For many years, RAI International--the channel owned and operated by Italian public broadcaster RAI--has provided the sole voice of Italy to the rest of the world. But that is beginning to change. As more channels pop up throughout Italy (and around the globe), the number of Italian channels available to Italian-speaking viewers living outside "The Boot" is increasing as well.

The launch of RAI International in the mid-1990s marked the beginning of the age of ethnic distribution, which has since evolved into more than 100 TV channels in 30 languages. The Italian flagship channel is currently distributed through EchoStar Communications' DISH Network (the exclusive Direct-to-Home satellite distributor), and over 250 cable systems in the U.S. alone. RAI International falls into the general entertainment category, with the bulk of programming consisting of a selection from the three main RAI channels--RAI-1, RAI-2 and RAI-3--as well as original RAI International productions. RAI International's grid includes the Italian soccer championships, news, fiction (drama), documentaries, light entertainment and political analysis.

The TV channel has attempted to keep the 3.5 million Italians living abroad (and the just as many who lost their citizenship) informed about whatever was happening in their native country. But, since RAI International's early days, Italy has entered the fast-paced world of digital technology and, as such, there have been a number of new international digital channels launched on the Italian digital platforms.

Two channels in particular have recently ventured into the international arena: Video Italia Solo Musica Italiana, (meaning "only Italian music videos"), the first all-Italian pop and contemporary music channel, introduced in Italy in 1997, broadcasts the latest Italian music videos, interviews with the artists, and a large number of concerts performed in Video Italia's own Milan-based in-house theater, as well as outdoors in picturesque Italian towns.

The second channel, Leonardo World, was created specifically for Italians living abroad, as well as for Italophiles living outside Italy (Italians living in Italy can watch sister channel Leonardo on Sky Italia--part of Rupert Murdoch's DirecTV platform). It was launched in the last quarter of 2004, and explores the Italian landscape--from the resorts along the hundreds of miles of the Italian coastline, to its unique cities--while showcasing its art, history, regional cuisine, and the art of home-building and decorating. The channel also delves into the world of fashion and haute couture, with reviews of designers such as Valentino and Versace. Since Italy is also known for its cars and motorcycles, Leonardo World presents the latest in motor trends, with reviews of the newest vehicles produced in Maranello (headquarters of Ferrari) and by other Italian car firms, as well as coverage of the Italian Rally championship auto race, held across the Italian mountains and seaboard.

REACH Media, the Los Angeles-based distributor of ethnic channels in North America, was the first provider of international channels to DISH Network in 1996, and has been distributing RAI International in the U.S. since the mid1990s. The company is expanding its Italian offerings, with its Video Italia and Leonardo World U.S. launches. These two ad- and subscriber-supported channels, along with three radio stations--RAI SatelRadio, Radio Italia, and Radio Italia Anni 60--are now offered in the U.S. and Latin America as part of a bouquet named Panorama Italia. The entire bouquet retails in the U.S. on DISH Network for $19.99 per month. RAI International can be bought a-la-carte for $12.99 per month on DISH network. If the bouquet becomes available on cable, as REACH Media intends, all the networks will be available on an a-la-carte basis. The bouquet is currently available in Latin America via REACH Media's sister company, Multipole International. Plans are underway to also make the bouquet available in Australia, via sister company World Media International.

REACH Media handles marketing and customer service, as well as ad sales functions for the channels. Senior executives at REACH Media have recently gone on the road, addressing Italian communities across the country, and have indicated that the company has plans to add additional channels to their Italian offerings on DISH Network.

Just in time for its new channel package, company president Elie Kawkabani created an organization called the Ethnic Broadcasters of America (EBA), which brings together ethnic programmers from across the U.S. The group's main goals are to improve the conditions for companies that provide ethnic programming to cable systems in the U.S., and to help them market and promote such television programming.

Chris Morsanutto is vice president, Business Development at REACH Media.