Federica Brignone "in the wake" of Maria De Filippi: here's how she makes Rai 2 take flight

We propose "Tele...raccomando", the column by Klaus Davi dedicated to the small screen

WHO'S UP (Women's Ski World Cup - Rai 2) The value of sports disciplines is that they attract a heterogeneous audience, not traditional to the network where the event is scheduled. Until now, Mediaset had been more able to capitalize in this sense, especially thanks to sports and Maria De Filippi's programs, transversal and intergenerational. But now Rai seems to have learned the lesson perfectly.

It happened on Saturday with Federica Brignone's triumph in the Sestriere giant slalom, valid for the Ski World Cup, broadcast in the early afternoon on Rai 2. According to OmnicomMediaGroup estimates, only half of the 10% share obtained thanks to 1,333,000 viewers is made up of the traditional audience of the Second Network. The rest are millennials, young adults and teenagers who reach peaks of 15% share.

Rai 2's daytime programming is experiencing a recovery and skiing is helping editorially to reposition the cadet channel of state TV.