Information service of the Pontifical Mission Societies since 1927
Vatican City (Agenzia Fides) – Nearly 80 years after its foundation, for the first time Vatican Radio is allotting programming time for advertisements. “We never said we were against advertising or that it was 'bad,'” said Father Federico Lombardi, Director of Vatican Radio, in a press conference entitled “Vatican Radio: Plans for the Future.” “There just weren't the right conditions that were compatible with advertising,” he said. With limited broadcast times on short-wave stations and without great access to national and regional circuits, Vatican Radio had never been “attractive” to the commercializing market.
Now, with FM transmission, with a channel called “One-O-Five Live” (105 FM), active and Rome as well as in the entire country of Italy, and after having launched the Vatican Channel on YouTube and amplifying the circuits on all continents, it can truly be an appropriate area for marketing. “Enel” is the first client and this July 6, will launch its first ad on Vatican Radio. Bishop Renato Boccardo, Secretary General of the Vatican City State, commented that there does not seem to be any contradiction between advertisements and the content of the radio, which consists in the words of the Pope and the Magisterium of the Church. The MAB.q society will screen potential clients seeking air time on Vatican Radio for quality and ethical content. 300 ads will be placed between now and September 27, which will serve as an experiment, in collaboration with Enel. Piero Gnudi, President of Enel, commented: “We are honored to be the first to air on this truly unique media that offers a global vision of the problems of humanity and the will to work for the inclusion and appreciation of different cultures. We wish to bring the message of a sustainable development.” (MT) (Agenzia Fides 27/5/2009)
