Sardinian television is continually evolving, responding to the tastes and demands of the viewers. It keeps a close eye on the national networks, and another inevitably on financial restrictions, while the advertising sector is conditioned by currency fluctuations and a serious regional recession. Videolina and Sardegna Uno, through thick and thin, represent nevertheless the two most professional and most watched television stations in Sardinia. While there is continual competition over schedules, ratings and advertising, it is always carried out in good taste and with mutual respect. Television, like radio and the press, is surrounded by the new frontiers of telecommunications and is seeking new inputs to overcome the crisis. Let's find out how ...

ANTONIO COSTANTINO

And in Sardinia?
Sardinia has also suffered these conditions even if, in truth, I must point out that both here and in the rest of Italy some TV stations still manage to produce good programs. Here in Sardinia for example, both we and Videolina make some acceptable programs, particularly news and information. In fact we don't have variety programs and neither we nor Videolina make quizzes or game shows. We aim mainly to inform and this, I believe, gratifies us in every sense.

Do you feel that Sardinia is insular in terms of telecommunications and information?
Not completely, because recent events have shown otherwise. But we do suffer from this isolation with regard to immediacy of information. We are cut off from some things, and we have considerable difficulties in realising other things. But I don't feel that I can sincerely say that Sardinia is cut off. It also depends very much on the men and the will to realise some things.

In this period of crisis with the spectre of growing unemployment and fear for the future, are there any problems in your field?
We certainly do have some problems in this aspect. Big problems, actually. In other regions however, the situation is even worse. We suffer more than others from the recession which in the last 2 years has worsened a great deal causing, naturally, damage to local television stations. Here in Sardinia, some stations have closed down and others are going to do so. At the moment four main local stations remain in Sardinia. I don't believe there is space for many more.

From this perspective, what is the future of telecommunications?
I am a great believer in local television. In the near future I hope to see two big regional networks with other smaller local stations. I refer to large centres or the agglomoration of smaller ones. The same thing is happening to the press and I believe this revolution can also happen in television. I have long felt this and I have often advised businessmen that instead of creating regional television stations, local ones should be set up, but many of them failed to listen to me. There will never be a market for more than everybody.

Let's speak about Sardegna 1...
Sardegna Uno has been through some difficulties and has recovered quite well. I think I can say that now, from a qualitative point of view, it's now one of the best regional TV stations Italy. I don't think I'm exaggerating in saying this. We've certainly made some great steps forward, choosing to aim for quality, and our target is now, unfortunately (I say "unfortunately because we still lack numbers) a medium-high one. Our viewers have a certain level of education and follow a certain type of program. Naturally we'd like to satisfy others as well, and so we're working very hard to produce more things which are accessible for everyone. Not stupid programs, but things which will enlarge our viewer base. We're giving out signals for the future.

We were the first in Sardinia to use satellite and optic fibres. We're introducing new technology into local TV. In September there will be peripheral stations connected to ISDN with a quite expensive new system which we have been experimenting with and are working on with Telecom Italia. From September we're going to be putting these new initiatives into action, in connection with cable communication.

MICHELE SORU

And in Sardinia?
TV has played an extremely important role. Videolina has reached 20 years of age and has continually provided a product which, without false modesty, has no equals in the field of information. Our transmissions have in fact always focussed on information and culture, following all the events happening in Sardinia in great detail. The market has unfortunately not presented many possibilities. There is a deep recession at the moment and businesses on the island are suffering, while regional assistance is almost finished. There are too many TV stations for what the market offers. The Mamm_ law has shown itself to be very muddled. In my opinion there is space in Sardinia for one big regional station; two at the most. After all, in Italy there are really very few private stations organized like Videolina.

Do you feel that Sardinia is insular in terms of telecommunications and information?
We can consider ourselves insular in that we inevitably tend to think only about problems concerning ourselves. There is no point worrying about issues relevant to the rest of Italy. This regional situation must be taken into account in order to give the Sardinian viewer a qualitatively valid product. It's not a question of audience numbers, but of well-chosen programming. In general however, I don't believe that Sardinia is insular in terms of information and telecommunications. In any case, levels of technical support, machines and instruments are now standard all over Italy.

In this period of crisis with the spectre of growing unemployment and fear for the future, are there any problems in your field?
Of course, the recession hits everyone equally. The regional market is what it is, and the recession is affecting production in every sector, including ours, television. Videolina, which is part of a consolidated publishing group of Nicole Grauso's, has resolved some problems such as over-manning by moving personnel to other companies. Nothing too traumatic however. What we did was to transfer some employees to different companies within the group, without having to make the dramatic cuts that other companies have resorted to. We may well have to do some more reorganization in the future, but nothing particularly major. Our company is both solid and, fortunately, sane.

From this perspective, what is the future of telecommunications?
We are moving toward radical revival. The telematic networks have entered our specific field with arrogance. Some years ago all this seemed impossible but now, with Video On Line's experience we've realised that we can also employ this new technology in our field. It's not improbable that within a short time people will be deciding from home, using a simple telephone line, what to watch, in which language and in which part of the world. In any case it will be the user who determines the new market, influencing supply and demand. Aerial transmission will soon be overtaken by satellite; fibre optics and Internet will be the new systems used for TV.

Let's speak about Videolina ...
Videolina will continue to inform Sardinians. Of course, there is a need to improve certain things and confirm others, but all things considered we follow a well-defined editorial policy, trying to keep Sardinians up to date with events. We are also planning new programmes and other ideas. This will offer a huge range of products, suitable to all ages and tastes. I am happily confident about the future and couldn't feel otherwise. Sardinia will sooner or later emerge from the torpor that is destroying it. The economy and life of the Sardinians will improve, and we with them.