La promozione on air

Translated title of the contribution: [Autom. eng. transl.] The promotion on air

Massimo Scaglioni, Luca Barra

Research output: Chapter in Book/Report/Conference proceedingChapter


[Autom. eng. transl.] In recent years, thanks to the progressive digitization and convergence in the television system, it has become increasingly aware of the crucial role played by on air promotion. These are real "promotional cultures", which follow specific rules, processes and production routines and best practices, and which at the same time strongly differentiate the offer of the various networks and publishing groups. This incessant activity is basically, and overall, the greatest content the network has at its disposal to communicate itself to the viewer. The essay intends, therefore, to provide an insight into the state of the art of a television profession that is too often forgotten, and at the same time to have the possibility of reading its continuous evolution in the contemporary scenario. Initially, the different promotional types on air will be identified and defined; in a second reminder, instead, we will move on to the illustration of the production process underlying these promotional campaigns and to the analysis of their language and their relevance in the current scenario of abundance and media convergence.
Translated title of the contribution[Autom. eng. transl.] The promotion on air
Original languageItalian
Title of host publicationLa televisione. Modelli teorici e percorsi d’analisi
EditorsM Scaglioni, A Sfardini
Number of pages13
Publication statusPublished - 2017


  • identità rete
  • promo
  • promozione televisiva
  • televisione


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