More than 20 years after Albanian
refugees began arriving on rickety boats in southern Italy,
fading Italian television stars are starting a counter-trend,
flocking to Albania as the advertising market at home dries up.
Sabrina Ferilli, 50, known for her role in “The Great
Beauty,” winner of this year’s Academy Award for best foreign
film, is the latest veteran celebrity to sign on at Agon Channel
Italia, which begins broadcasting today from Tirana following a
glitzy premiere show last week that included an appearance by
Nicole Kidman.
Agon, which will beam programming into Italy, is owned by
entrepreneur Francesco Becchetti, who said he invested 40
million euros ($50 million) in studios in Tirana, Albania’s
capital, where he employs about 500 people.
“If you want to do TV nowadays, the project needs to be
viable,” Becchetti said at a press conference in Milan last
week. “Even if you pay your Albanian
labor force twice the
average salary, that still allows you to attract important stars
and secure an Italian TV audience.”
Italian broadcasters are cutting costs as the country’s ad
market has failed to recover from a 15-year low and its
recession enters a fourth year.
Mediaset SpA (MS), Italy’s largest
private broadcaster, is slashing 450 million euros in costs,
while state broadcaster RAI SpA faces budget cuts as part of
Prime Minister Matteo Renzi’s drive to rein in spending and tame
Italy’s 2.13 trillion-euro debt.
Foreign Community
Agon is one of 400 Italian companies operating in Albania,
where more than half of the 3 million population speak at least
some Italian due to the countries’ proximity and the ease of
picking up Italian TV signals, according to the Italian
embassy.
Cement maker
Italcementi SpA (IT), one of the first foreign investors
in Albania after the old regime fell, has a local unit that’s a
top 10 company. Intesa Sanpaolo SpA’s Bank Albania, formed
through acquisitions, is the country’s third-largest lender.
Almost 500,000 Albanians
live in
Italy, the second-biggest
foreign community, including about 50,000 who fled chaos and a
crumbling economy after the country’s communist regime collapsed
in 1991. About 20,000 arrived by ship in the port city of Bari
on Aug. 8, 1991 alone. The average Albanian
salary today is one
sixth of the Italian level, according to the country’s
statistics institute.
Trend Reversed
Last year the trend reversed for the first time. About
16,000 Albanians arrived in Italy in 2013, according to
statistics institute ISTAT. That’s less than the 19,000 Italians
who moved to Albania, adding to 46,000 Albanians who
repatriated, Minister for Social Well-being Erion Veliaj said in
a Corriere della Sera interview Nov. 11.
Some are employed in the more than 50 call centers set up
for energy companies
Eni SpA (ENI) and Edison SpA and phone operators
Fastweb SpA, 3 Italia,
Tiscali SpA (TIS) and
Vodafone Group PLC. (VOD)
Fastweb is a unit of Swisscom AG, and Hong Kong-based
Hutchison
Whampoa Ltd (13) controls 3 Italia.
The
World Bank forecasts that Albania’s economic growth
will accelerate to 2.1 percent this year. That’s down from rates
above 3 percent until 2011 when Italy, by far the country’s
biggest trading partner, entered a recession. Still, Italy is
only the fifth-largest contributor of foreign direct investment
in the country as some big companies are hesitant to invest due
to lack of infrastructure and clear property laws, the Italian
embassy in Tirana said on its website.
Italian Celebrities
Becchetti, an Italian, said he’s undeterred by conditions
in Albania. “We started a year and a half ago with an empty
warehouse in Tirana that’s now become a Hollywood-level
studio,” said the businessman, who also owns U.K. soccer club
Leyton Orient and plans an on-air talent show to pick players
for the team. “If the channel is successful, the studios will
be doubled to create a TV production district for other channels
as well,” he said.
The Albanian-language version of
Agon Channel started in
2013 and has in the past employed Italian celebrities, who are
well-known in Albania, as well as former CNN Rome correspondent
Alessio Vinci.
Simona Ventura, known in both countries for her turn as a
judge on the Italian version of talent program “X Factor,” on
Nov. 26 hosted Agon’s inauguration show with Kidman guest
starring. Becchetti’s target for free-to-air Agon Channel Italia
is a 1 percent market share in Italy and 20 million euros in ad
revenue the first year, he said.
Ambitious Goal
“That’s an ambitious goal but not impossible,” said
Francesco Siliato, a professor of media and telecommunications
at Milan’s Polytechnic University. Cielo TV,
Sky Italia’s free-to-air channel, which also airs some programs from its pay
network, has a 1.3 percent share and 29 million euros of
revenue, he said. Italy’s total ad spending fell 3.2 percent in
the first nine months of 2014, on course for a fourth straight
annual decline, according to figures from researcher Nielsen.
The channel’s programming includes news bulletins directed
by a former RAI correspondent, a talk show hosted by Ferilli,
quiz programs, and talent shows, including one for bodyguards.
“This is globalization, a
Europe that can give
opportunities to us, the TV professionals,” Ventura, 49, said
after the Milan press conference.
To contact the reporters on this story:
Marco Bertacche in Milan at
mbertacche@bloomberg.net;
Daniele Lepido in Milan at
dlepido1@bloomberg.net
To contact the editors responsible for this story:
Jerrold Colten at
jcolten@bloomberg.net
Dan Liefgreen