Former Viacom International Exec Antonio Campo Dall’Orto Appointed General Manager at Italy’s Rai TV

Antonio Campo Dall’Orto, a former executive vice president at Viacom International Media Networks, has been appointed general manager of Italy’s Rai TV, the state broadcaster which Italian Prime Minister Matteo Renzi wants to relaunch, redefining the mammoth pubcaster’s role in the digital age.

Dall’Orto, 50, started his career as a wunderkind manager at Silvio Berlusconi’s Mediaset, before joining MTV Networks International in 1997 to head the launch of MTV Italy, a terrestrial channel, and then becoming head of Viacom’s South Europe cluster in 1999.

He is considered responsible for a key step in MTV’s recent history since he was put in charge of redefining the MTV brand around the world – excluding the U.S. — in 2011, when it was reinvented as a youth entertainment channel dedicated to the Millennial generation.

But reinventing Rai is a much taller order.

Politics and parasitic practices have ruled for decades at the pubcaster, which employs some 10,000 staffers and mainly consists of three free-to-air public stations – Rai Uno, Due and Tre – plus RaiNews, a 24-hour news channel and some smaller stations. Rai is supported by both license fees and advertising.

Renzi’s apparent plan is to redefine the three main stations so that Rai Uno would continue to target Italy’s large older demographic; Rai Due would be focused on younger auds; and Rai Tre would become devoted to culture and arts, in the true public service spirit it currently largely lacks.

In a further sign of a possible new Rai regime in the offing respected journo and war correspondent Monica Maggioni, a top news exec at the pubcaster, has been appointed its president.

Maggioni’s doc “Ward 54,” an expose of the way the U.S. Army sidelines soldiers returning from Iraq who exhibit post-traumatic stress disorder, shot when she was embedded with U.S. troops during the second Gulf War, screened at the Venice Film Festival in 2010.

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