RAI at FIFA World Cup 2010
“In some cases we have whole families accredited to work for us,” continues Massimo, “and we have learned so much about the South African way of life from them. They have constantly done their utmost to help us and to improve our product.”
With 25 live game broadcasts, in full HD for the first time, as well as two SNG crews and 14 ENG crews on the road, they will have every base covered as the tournament develops. But for RAI it is more than just a football event – it is about bringing Africa to their audience.
“What we have tried to do is remind people of South Africa from the start, right down to our studio decoration,” Massimo continued. “We wanted to link the studio with the colours of South Africa. The first thing you notice here is the spectacular colours, the impressive deep red of the earth, the orange and brown colours which adorn the Soccer City stadium. We wanted to share that with our audience.”
They have even gone as far as sourcing an expert with a deep understanding of African football to help add extra insight to their summary team. Former Ghana coach Giuseppe Dossena joins his 1982 FIFA World Cup™-winning teammate Fulvio Collovati on pundit duty. For RAI, down to the last detail, the aim is to truly broadcast a fully African FIFA World Cup™ experience to their audience.