New TV market, same old prix, with a twist.

It is only logical that Prix Italia, the world's oldest TV festival, organized by RAI, Italy's public broadcaster, would evolve by adding a market. After' all, "there are 105 member broadcasters from 60 countries that enter 300 top-quality TV programs" in the Prix, commented secretary general Carlo Sartori. In addition, Prix Italia is held under the auspices of the European Broadcasting Union and other international TV organizations. Recently, Sartori took on the added duty of CEO of RAI International, the Italian-language satellite/cable TV network that covers the world, with the exclusion of Europe.

"Since broadcasters send their best programs, it is natural to showcase them in a marketplace. This is a step forward for us, upgrading our traditional video-on-demand into a mini-market for performing arts, documentary and drama," said Sartori.

According to Sartori, Prix Italia will encourage quality programming by staging the second annual workshop on the economic aspects of programming quality. "In effect, our 'Quality & Production Values' workshops have created a sort of international quality community," he said. The 55th annual Prix Italia is scheduled for September 13-20 in Catania and Taormina on the island of Sicily.

For the third year running, Prix Italia will feature NATPE Day, a full day of workshops, seminars and meetings between American and European TV executives. "We're still in the process of getting this all together," said Prix president, ZDF's Frank-Dieter Freiling. "We are continuing what we did with the Nordic countries last year, holding the 'By Quality We Mean ...' conference, this time with the French. Radio France and TF1 will be there, so both public and private [will be represented]." NATPE is the Los Angeles, California-based international association of television executives that holds a yearly market in January.

Prix 2002, which took place in Palermo and in Sicily, was attended by over 770 participants (a 48 percent increase from Prix 2001 in Bologna) from 35 countries. Organizers expect to see similar numbers at Prix 2003, which will begin with an opening ceremony in Taormina, the location of last year's very successful RAI Trade Screenings, while the conferences and competition will take place 50 km to the north, in Catania.

Easily accessible via air, Catania's Fontanarossa Airport is serviced by all major European airlines. Sigonella's U.S. military airport base is also nearby. Prix Italia's headquarters will be located at the sea-side Conference Center of Le Ciminiere, a large restructured complex that used to be a sulfur factory.

1. Last year's awards ceremony in Palermo.

2. Informal gathering at 2002 headquarters, Teatro Massimo.

3. Carlo Sartori and panelists at one of the 2002 seminars.