Paratexts, Italian Style: The Promotional Cultures of Italian Commercial and Pay Television Broadcasters

In recent years, the completed transition towards a fully developed multichannel environment and the growth of non-linear offers has brought to the Italian television (TV) landscape unprecedented attention on the ways in which programmes are communicated to the audience and their images and identities are carefully built. The preparation and circulation of promos have therefore grown in importance and relevance in the national TV industry, as new original practices emerged and a long-lasting tradition was challenged by new formats and goals. Building on a set of in-depth interviews with professionals involved in the writing, production and distribution of promos, and analysis of other production materials, the article reconstructs the ‘promotional cultures’ of Italian broadcasters, analysing the main production processes, the different kinds of promos and the various skills involved, and the logics and constraints involved in the making of these ephemeral paratexts that more and more are pervading both the structure of programming flow and the experience of national TV viewers. Thus, the article investigates the professional practices and logics of contemporary commercial and pay TV programme promotion in Italy, defining the role played by national private broadcasters and transnational groups in shaping an Italian promotional space on TV. The ‘Italian style’ of TV show promotion emerges as a constant negotiation between local historical traditions and clichés, on the one hand, and international trends in promo production and aesthetics, on the other, with a solid path shared with other countries and broadcasters, and some peculiar specificities.