Crime TV series Non Uccidere (created by Claudio Corbucci and starring Miriam Leone as a police inspector) was a success on the web. Rai has won the bet: the public broadcaster has premiered all the new episodes of the Freemantle noir series on RaiPlay (in advance of the TV broadcast). Former CEO Antonio Campo Dall’Orto wanted to do this brave experiment: to provide the showing of the series in one session, like Netflix does and like Sky or Mediaset have never done. The results are impressive.
More than a million views: it’s a sensational figure which goes beyond all expectations; this proves that Digital direction did its job by preparing the right offer and promotion. Rai Digital content manager and Teche Rai director Maria Pia Ammirati stated that: “This kind of success proves that RaiPlay is a platform capable of handling premieres and exclusive rights. Another interesting thing that came out of our observation during these months is that TV series are a success on the web”.
Series are the most popular content with a total amount of 15 million views in March, during the first four-month period. In the full catalogue of cinematographic and television works and Teche which represents the real attraction of RaiPlay, series are provided by allowing the showing of the entire season immediately. Inspector Montalbano is distributed this way as well; Medici: Masters of Florence is coming back online after its disappearance from the web for TV rights issues. However, series are the most viewed content, with much higher figures than entertainment. Among the most viewed ones, there is Che Dio ci aiuti 4 (Lux Vide) which collected 14.650 views; Tutto può succedere 2, on the air since April with an average of 17%; I bastardi di Pizzofalcone; La Porta Rossa, which collected almost 5 million users on the web, better than Montalbano (4.300.000).
