CAP 2005,Garching, 14-17 June ESA on RAINEWS24 a case study of television communication Stefano Sandrelli INAF-Osservatorio Astronomico di Brera, Milano,

CAP 2005,Garching, 14-17 June

ESA on RAINEWS24ESA on RAINEWS24a case study of television communicationa case study of television communication

Stefano SandrelliINAF-Osservatorio Astronomico di Brera, Milano, Italy

Scientific journalist for ESA

Acknowledgments Monica Talevi, Fulvio Drigani (ESA) for information on the ESA awareness surveyGiovanni Celsi (RAINEWS24) for information on RAINEWS24


Towards the end of the ’90s, a sort of cousciosnessincreases within ESA. Gee!

And… ESA who?

WOW, I’m workin’ in

Space Exploration!!!

I’m workin’for ESA!

Art.2 The purpose of the Agency shall be to provide for and to promote, for exclusively peaceful purposes, cooperation among European States in space research and technology and their space applications (…)

Convention,30 May 1975

Today: 16 member states

Total eclipse ofESA communication

ESA WHO?


• Where. In all 14 ESA member states.

• Who. 8 350 respondents reached in total. Level of confidence is 1.1% of results given by total sample.

• How. Telephone calls by a market research company with native speaking interviewers.

Space Exploration & ESA awareness in the European general public

• What. The Science Programme Communication Service (ESA),

promoted a major survey;

• Why. To investigate the european awareness of ESA.

• When. It was conducted in June and July 1998.

54% of the general public spontaneously knew NASA

12% of the general public spontaneously knew ESA


Average in

Europe

Very interested in space

exploration 42%28% 52%

4% 26%

Min Max

12%Spontaneous awareness of ESA

Base: All respondents

It is important my Government continues to support European Space exploration programmes financially

63%

64%

49% 80%

56% 76%

Importance of European Space Programme


Site launchedin May 2000

ESA – Rainews24collaboration

began inMay 2000

Interviews to an “expert”


ESA on Rainews24: how does it work?

ESA representativeESA scientific journalist

• He chooses the news• prepares the questions,• chooses the images

He answers the questions

RAI journalist• He edits the video,• reads the questions

they are not plain interviews to an ESA

representative…

They are 5/6-minute

astronomicaldialogues


SATELLITE CHANNEL

BROADCASTING

RaiNews24 is a sat tv station of Rai (Italian public tv broadcaster) which broadcasts news from all over the world.

It broadcasts in Italian.

It is the first Italian all news Channel and the most technologically-savvy division of Rai.

RaiNews24 broadcasts digitally 24 hours a day, 7 days a week, via satellite, on internet, for the new media and on the digital terrestrial television (Multiplex 2 Rai).

Besides satellite transmission, it takes part into Rai 3 nightly schedule till morning, and it is a relevant presence on Web.

Director: Roberto Morrione


EDITORIAL STRATEGY

RaiNews24 puts the news on the spotlight.

The editorial strategy of RaiNews24 is based on convergence and experimenting with digital technologies.

CLOCK TIMING

Modules of 1 hour each, as follows:

ESA

The surveys indicate RaiNews24 as the Italian leader satellite station broadcasting news. Data Eurisko-Audistar, December 2004

TARGET

The audience consists predominantly of male sex (young and adults), of medium-high cultural level.


RaiNews24 is a multi-screen channel

6 separate tv areas 2 video windows

window dedicated to the news and the in-depth analyses

titles of main news

web site in-depth topics

Banner for an up-date financial market index

Video window to view graphs, textual information, images like the dialogue with the news correspondents.time and date

It is not an easy channel!


ESA on Rainews24: facts and figures of 5 years

• Interviews are

• broadcasted via sat every Thursday at 17.12 live

• re-broadcasted 2-3 times during the night of Thursday and Friday on RAI 3 and via sat on RAINEWS24

• Full texts are published on ESA italian site on Friday

• Interviews last 5-6 minutes

• Estimated total broadcasting time: 15-20 minutes for week

From May 2000 to June 2005, an impressive 196 different interviews were broadcasted, giving an estimated total time

of more than 3000 minutes

CAP 2005,Garching, 14-17 June Deep space: 8,6 %

Solar Sistem: 22,4 %

Interview distribution


0,00

0,05

0,10

0,15

0,20

0,25

0,30

0,35

0,40

0,45

2000 2001 2002 2003 2004 2005

space science human spaceflight earth observation

Mars Express arrival on Mars

Shuttle and ISScrisis

1st Europeanaboard the ISS+ Mir re-entry

Envisat (enviroment)

Percentage evolutionpercentage

Titan


percentage Integral percentage

Each point is the percentageup to that date

years


ESA television(ESTEC)

video

video

video

draft text

final text

ESA on Rainews24: How does it work?

ESRIN

RAIMilano

RAIRoma

Generalpublic


ESA on Rainews24: evolution of the look

june 2000

march 2005

jan 2005

feb 2005


Main problems and limits

ESA portal (www.esa.int) is not linked from www.rainews24.rai.it

Video interviews are published neither on the ESA site nor on RAINEWS24 site

Rainews24 has problems to get the video transmitted by ESA television,so that we often must record it on a beta support and carry the cassette from ESRIN to Saxa Rubra by car (40 km) !!!!!!!

In spite of its nature, RAINEWS24 has a strong “technological inertia”, e.g.:

Interviews format is still too institutional and rigid: more informalapproach is needed

RAINEWS24 is a too focused channel, with a well defined audience


Final remarks

• Astronomy is now seen by Rainews24 as a possible source of daily news.

• Solar System is the window on the outer space.

• Full texts are published on ESA italian site on Friday

• Estimated total broadcasting time for astronomy: 5-7 minutes for week

From May 2000 to June 2005, more than60 interviews were broadcasted, giving an estimated total time

of more than 1000 minutes dedicated to astronomy

• ESA is moving toward a less formal communication

• ESRIN recognizes and promotes the professionality of a scientific communicator

The deepest use of astronomy


The Italian satellite market is increasing with 9% of people owning satellite TV.

SATELLITE TV AUDIENCE

TARGET

Spring 2004

Autumn 2004

1.811.000 2.069.000

The main Italian market satellite tv research institutes are Eurisko- Audistar and Auditel.

The data Eurisko - Audistar is obtained through phone interview (Cati method).

The Auditel market survey gives satellite channels data audience through a meter system that is assigned to families which are included in the panel auditel.

Weekly viewers

Sourc

e A

udis

tar

The “watchers” are predominantly of male sex (young and adults), of medium-high cultural level.

Documents

CAP 2005,Garching, 14-17 June ESA on RAINEWS24 a case study of television communication Stefano Sandrelli INAF-Osservatorio Astronomico di Brera, Milano,