THEUpon news of the death of generalist TV, it is slightly exaggerated. This is confirmed by Sanremo, as explained by the massmediologist Massimo Scaglioni, professor in various courses at the Catholic University and director of the Master on television at the high school in medium communication and entertainment (Almed) of the University. “The Festival had an average of spectators of over 12 million, with a significant increase compared to last year. This shows that linear TV is not in crisis at all ».
So can we say that generalist TV has a great future despite social media?
“Decidedly. Socials did not shatter the TV, on the contrary, they contributed to amplifying its success. The data collected from my certain Sensemakers research center show an increase of 60% of the views of content related to Sanremo on Tiktok, which is the favorite social network from the new generations ».
What judgment does it give from the media point of view of the most famous singing review in the world?
“I would say that this festival was perceived as the return to normal. Carlo Conti himself, at the press conference, underlined this more traditional, sober and less controversial dimension, openly saying that he has Pippo Baudo as a model. His conduction has favored an essential and linear style, without too many frills. The first and last evening, for example, were almost exclusively dedicated to songs “
How do you explain this synergy between TV and social networks?
“It is now a bank game between the two platforms. Many singers in the race are already active on social media, I think of Fedez or Tony Effe. This creates constant media attention and strengthens the event. Generalist TV and social networks do not cancel each other, but they enhance each other “
The protective name of this festival is Pippo Baudo, but his Sanremo were much less sober than those of accounts.
“Absolutely. The Baudo festivals were very long, with Pre-Festival, after-Festival, and his presence was much more marked. Conti, on the other hand, has adopted a more discreet conduction, leaving room for music and focusing on a tight pace. I was struck by the technical wisdom with which the evenings were built, which capitalized the maximum result ».
Speaking of rhythm, has this year festival sacrificed the moments of entertainment to encourage the music race?
“Yes, exactly, the rhythm was very intense. The first evening had 29 songs and ended shortly after one in the morning. The other evenings closed quite early compared to recent years. This made the festival very focused on music, but also penalized some moments of entertainment ».
What were the most successful moments?
“Certainly the evening of the covers on Friday, a now consolidated appointment. There were good moments, such as the duet between Giorgia and Annalisa on ‘Skyfall’ and the tribute by Lucio Corsi with Topo Gigio, who torn smiles. The Pope’s message and the presence of the Fiorentina footballer Edoardo Bove also added value to the event. “
Despite the general success, the last evening recorded a slight drop in listening. How do you explain it?
“Perhaps the impression was that all the songs had already been listened to and assimilated through radio and digital platforms. The final, therefore, gave a feeling of repetition “.
Looking to the future, what should change to maintain the festival attractive?
“In my opinion, the risk is high if you reply exactly this formula. The number of songs should be reduced and make the vote system more transparent and spectacular. The Sanremo vote system continues to generate controversy, such as the lack of presence in Cinquina di Giorgia, who had a great quality song. In addition, a reduction in the number of songs in the race would improve the usability and interest of the public. The authors and the artistic director will have to work on these aspects. Reware a formula like that of Sanremo 2025 is very risky: the risk is boredom ».
