Rossi, the Amministratore Delegato of Rai, said that the public broadcaster is present and growing across all platforms during a presentation of new programming schedules [1].

The announcement comes as traditional broadcasters face increasing pressure from global streaming services. By asserting its growth, Rai is positioning itself as a resilient pillar of Italian culture that can compete with digital platforms while maintaining its public service mandate.

Speaking at the Rai headquarters in Rome, Rossi focused on the strategic importance of the network in the modern media landscape [1]. He said that the public service remains central in the construction of the collective imagery of the population [1]. This role, he said, allows the broadcaster to provide a shared cultural experience that fragmented digital services often lack.

Rossi also highlighted the operational strengths of the organization. He said that the production and distribution capacity of Rai is unique in Europe [1]. This infrastructure allows the network to scale content across traditional broadcasting and digital channels simultaneously.

Throughout the presentation, the CEO emphasized that the network is not merely surviving the shift to digital but is expanding its reach [2]. He said, "La Rai c'è e cresce ovunque," or "Rai is here and growing everywhere" [2].

The presentation of the new schedules serves as a roadmap for the network's upcoming content strategy. By linking production power with a public service mission, Rossi aims to justify the continued necessity of a state-funded broadcaster in an era of private, algorithm-driven media consumption [1].

“"La Rai c'è e cresce ovunque"”

Rai's insistence on its 'unique' European status and its role in 'collective imagery' suggests a strategy of differentiation. Rather than trying to mimic the niche targeting of global streamers, the broadcaster is doubling down on its identity as a national cultural glue, leveraging its massive infrastructure to maintain relevance in a fragmented digital market.