Apr 27, 2016
Italy finally speaks (in English) to the American market
Apr 27, 2016
New York-based multimedia network “i-Italy” is reaching the American market with English language Italian news.
A law which originated in the 20th century, insists mainstream Italian media provide news in Italian even when targeting foreign markets, in order to access government funds. To reach the Italophile market however, i-Italy renounced government funds and opted for the creation of English content instead.
What they found is that Italy is in great demand in the US—especially in the areas of food, fashion, tourism, art and culture.
"Italian citizens living here now read their own newspapers online, in their mother tongue. But Italian Americans, who mainly speak only English, have lost touch with their ancestral culture. Not to speak of millions of Americans who are passionate about Italian food, fashion, and lifestyle," i-Italy's editor-in-chief Letizia Airos tells the Corriere, Italy's largest newspaper.
I-Italy begun as an online resource and later added print and television outlets. IItaly.org receives 1.1 million visits per year, its YouTube channel has 1.7 million views, and its Facebook page has almost 200,000 "likes."
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