Ethnic TV channels to cover the world.

For many years, RAI International--the channel owned and operated by Italian public broadcaster RAI--has provided the sole voice of Italy to the rest of the world. But that is beginning to change. As more channels pop up throughout Italy (and around the globe), the number of Italian channels available to Italian-speaking viewers living outside "The Boot" is increasing as well.

The launch of RAI International in the mid-1990s marked the beginning of the age of ethnic distribution, which has since evolved into more than 100 TV channels in 30 languages. The Italian flagship channel is currently distributed through EchoStar Communications' DISH Network (the exclusive Direct-to-Home satellite distributor), and over 250 cable systems in the U.S. alone. RAI International falls into the general entertainment category, with the bulk of programming consisting of a selection from the three main RAI channels--RAI-1, RAI-2 and RAI-3--as well as original RAI International productions. RAI International's grid includes the Italian soccer championships, news, fiction (drama), documentaries, light entertainment and political analysis.

The TV channel has attempted to keep the 3.5 million Italians living abroad (and the just as many who lost their citizenship) informed about whatever was happening in their native country. But, since RAI International's early days, Italy has entered the fast-paced world of digital technology and, as such, there have been a number of new international digital channels launched on the Italian digital platforms.

Two channels in particular have recently ventured into the international arena: Video Italia Solo Musica Italiana, (meaning "only Italian music videos"), the first all-Italian pop and contemporary music channel, introduced in Italy in 1997, broadcasts the latest Italian music videos, interviews with the artists, and a large number of concerts performed in Video Italia's own Milan-based in-house theater, as well as outdoors in picturesque Italian towns.

The second channel, Leonardo World, was created specifically for Italians living abroad, as well as for Italophiles living outside Italy (Italians living in Italy can watch sister channel Leonardo on Sky Italia--part of Rupert Murdoch's DirecTV platform). It was launched in the last quarter of 2004, and explores the Italian landscape--from the resorts along the hundreds of miles of the Italian coastline, to its unique cities--while showcasing its art, history, regional cuisine, and the art of home-building and decorating. The channel also delves into the world of fashion and haute couture, with reviews of designers such as Valentino and Versace. Since Italy is also known for its cars and motorcycles, Leonardo World presents the latest in motor trends, with reviews of the newest vehicles produced in Maranello (headquarters of Ferrari) and by other Italian car firms, as well as coverage of the Italian Rally championship auto race, held across the Italian mountains and seaboard.