Page 42 - Mediterraneo e dintorni - nr 7

diatamente smentita dai titoli di dosi progressivamente nella case si che possiedono il televisore il
testa del film che riportano il tito- degli italiani che dalle poche cui costo è ancora rilevante; solo
lo originale! decine di migliaia di abbonati gli anni Sessanta vedranno un’e-
Eppure la tv che assume compor- del 1954 (circa 24.000) divente- stensione più ampia della pla-
tamenti così ridicoli è la stessa che ranno rapidamente milioni (nel tea, e solo i Settanta la presenza
fa scelte coraggiose, intelligenti, 1965 si attestano sui sei milioni). della tv in tutte le case. Ma anche
in anticipo sui tempi, diffonden- Sono dapprima le case borghe- nei primi anni della vita della tv

Il primo logo della RAI, realizzato dall’architetto, designer e
pubblicitario Erberto Carboni (Parma,1899 – Milano, 1984), che
all’acronimo RAI aggiunse il logo TV con la T grigia sopra una V
bianca, su una base nera. A Carboni si deve anche la seconda sigla
del “Telegiornale”, nonché il monoscopio (immagine televisiva fissa)
mandato ininterrottamente dal 1954 al 1977: questo monoscopio fu una
modifica di quello già esistente; la sigla, sulle note del Guglielmo Tell di
Rossini, fu trasmessa dal 1954 al 1986

faced with the title of a western film, numbers of subscriptions. There are
The Indian lover: but the word lover, bars and movie theaters that suspend
which in the lexicon of the time refers to their programming on Thursdays to
extramarital affairs, it is not suited to that make room for “Lascia o raddoppia?”,
Rai and is there ridiculously transformed there is a tendency to gather family
into an unlikely “Indian wife”, however, groups in front of the TV set of relatives
Fulvia Colombo, la prima presentatrice immediately denied by the headlines of or neighbors on the occasion of the most
della Televisione italiana the film that show the original title! Yet popular programs. And then there is
the TV that becomes so ridiculous is the the public debate on the new medium,
same that makes courageous, intelligent the criticism of weekly magazines and
choices ahead of its time, progressively newspapers, the adventure of Telescuola.
spreading in the homes of Italians who It is worth mentioning two examples
will quickly become millions from the of this modernizing role of Italian TV.
few tens of thousands of subscribers in This is not the linguistic unification of
1954. First of all, the bourgeois houses the nation to which TV undoubtedly
that own the television whose cost is made a decisive contribution, nor of the
still relevant; only the sixties will see popular success of some genres such as
a wider extension of the audience, and quizzes or entertainment; rather, it is
only the seventies the presence of TV in a program that is so snubbed in life as
all houses. But even in the early years regret after his death as Carosello, born
of public TV, its presence in society is three years after the start of Italian TV
strong, significant beyond the still low and lasted for twenty years. That simple

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