The Sala Pietro da Cortona at Palazzo Barberini hosted the presentation of the 8th Report on National Audiovisual Production.
APA President, Chiara Sbarigia, presented the report, offering an overview of Italian audiovisual production in the 2025–2026 season through an analysis of various content categories: Italian Original, scripted content, unscripted content, kids, documentaries and microdramas.
The subsequent discussion featured Maria Pia Ammirati, Director of Rai Fiction; Eleonora Andreatta, Vice President of Italian Content at Netflix; Giampaolo Letta, Deputy General Manager of Drama & Cinema at RTI – Mediaset Group and CEO of Medusa Film; Emanuele Marchesi, Director of Sky Studios Italia; Nicole Morganti, Head of Local Originals Southern Europe at Amazon Studios, and Laura Carafoli, SVP and Head of Content Southern Europe at Skydance Networks.
Representatives of the leading players in the audiovisual industry discussed the outlook for Italian production, exploring the editorial and production strategies adopted to respond to an ever-evolving market.
At the heart of the discussion were the value of creativity as a distinctive element, the search for original stories, and the ability to renew storytelling approaches and formats to meet the needs of an increasingly broad and diverse audience.
Topics also included the relationship between domestic productions and the international market, with particular attention to the potential to showcase Italy’s cultural identity through content capable of reaching audiences beyond national borders.
The importance of experimenting with new storytelling formats, developing projects that stand out in an increasingly crowded content landscape, and investing in different genres and audience segments, from drama to entertainment, was also highlighted.
The discussion provided an overview of the challenges facing producers, broadcasters and platforms, which must combine editorial quality, innovation and the sustainability of production models.
In this context, the ability to interpret changes in viewing habits and identify new creative opportunities remains central to strengthening the competitiveness of the Italian audiovisual industry.
Particular attention was also devoted to technological transformations and the impact of artificial intelligence on creative and production processes, prompting reflection on the opportunities offered by new tools and the need to preserve the value of human, artistic and authorial contributions.
The discussion reaffirmed the strategic role of creativity and innovation in supporting the sector’s evolution and addressing the new challenges facing the national audiovisual market.
In closing, Undersecretary of State for Culture Lucia Borgonzoni spoke, thanking APA for the research and highlighting its value as a valuable tool in support of legislative activities.
She also called for greater cohesion across the entire audiovisual sector to address the challenges posed by artificial intelligence, while reaffirming the importance of seizing the opportunities it offers and promoting its conscious and strategic use.
Photo Credits: ©2026 Mia — Courtesy of Mia
