Materadio, a Radio Airing in View of Matera European Capital of Culture 2019

Abstract

Radio continues to be capable of showing a good level of an audience in comparison to TV and the new media that arose in the Internet era. In Italy, the State Broadcasting RAI (Italian Radio Television) maintains its traditional role of being an official voice, and a credible place of quality shows, especially in the cultural sector. Private free/democratic radio stations are traditionally oriented to the easy listening audience or in supporting selected political parties. RAI runs three traditional radio stations, of which Radio 3 is the cultural channel. Its palimpsest is dedicated to any aspect of culture and highbrow music. In 2011, the chief of the committee for the future candidate European Capital of Culture (ECoC) Matera had the intuition to propose a radio transmission regarding the city of Matera to the Director of Radio 3. Thus, Materadio – la festa di Radio 3 was born, being the very first radio airing specifically dedicated to a Southern Italian city. This paper reports the story of Materadio from its birth until today and its role in supporting the candidacy of Matera in ECoC versus other Italian competing cities. It also reports the ongoing organization in view of Matera 2019. Direct observations during the two preceding years and face-to-face interviews to actors involved in organizing Matera 2019 have been made. Results show how the discreet and indirect sustain of Materadio to the ECoC candidacy has been important in two directions. Outwards, because it allowed important contacts with an audience very keen to cultural events. Inwards, because the airing of Materadio from the very place of Matera caused the popular involvement, an integral part of the Matera 2019 strategy.