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...
Dall’Orto 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.
At Viacom, he was considered responsible for a key step in MTV’s recent evolution, 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.
Since being appointed Rai chief executive in 2015, Dall’Orto rebranded its three main stations, launched its RaiPlay multiplatform service, which comprises 14 channels, and raised the international profile of the pubcaster’s drama with event mini-series “Medici: Masters of Florence,” toplining Dustin Hoffman and “Suburra,” co-produced with Netflix and Sky Italia.
He cut costs and red tape at the pubcaster, which employs some 10,000 staffers and is supported by both license fees and advertising, while beefing up Rai’s original productions, especially innovative shows targeting Italy’s crucial younger demographic. Campo Dall’Orto also re-introduced the public service spirit Rai was largely lacking before he took the reins. He resigned from his post in May 2017.