“A Remarkable Transformation”: Massimo Righini on the Changing Face of Broadcast Television
For thirty years, Massimo Righini has operated at the forefront of the Italian media and entertainment landscape, working for both television networks and production companies to accelerate their presence in the industry, and respond to changing market demands. Now, he’s a standard bearer for the enduring cultural power of TV as a way of unifying audiences – an engagement strategy that’s as old as time, but perhaps more powerful than ever before.
Now part of global production company Casta Diva, which he joined in 2021 as chief creative officer and tasked with establishing the company's growing TV division, he also took on the role of chief operating officer in November 2024. Responsible for coordinating strategy and driving growth within entertainment and scripted TV, Massimo’s expertise in the production, writing and distribution of original content has seen Casta Diva work with major broadcasters and networks such as Amazon and Discovery.
Occupying a front row seat to a changing industry, Massimo's understanding of the "unparalleled reach” of broadcast for brands to reach and resonate with audiences is vast, as he considers the nuances of storytelling, market dynamics and logistics to elevate modern brands.
To find out more about how Massimo is keeping Casta Diva at the forefront of television and branded entertainment in Italy and beyond, LBB’s Abi Lightfoot caught up with him.
LBB> Hey Massimo, thanks for speaking with us! Firstly, with over 30 years of experience in media and entertainment, how have you seen the industry change and evolve over the years, and how do you keep your finger on the pulse?
Massimo> Thank you! Over the years, I’ve witnessed a remarkable transformation in the industry, primarily driven by technological advancements and changing consumer behaviors. The rise of digital platforms and on-demand content has completely reshaped how audiences consume media. To stay current, I ensure continuous learning and active participation in industry networks, keeping me informed about emerging trends and innovations.
LBB> You founded the TV division at Casta Diva Pictures. Tell us more about this department and how it works within the company’s wider structure.
Massimo> The TV division was established to diversify Casta Diva’s offerings and leverage the evolving television landscape. It integrates seamlessly with the company's broader structure, collaborating closely with our branded content, advertising productions, films, and digital content units. This synergy allows us to pool cross-departmental expertise, ensuring our TV productions maintain the high quality and creativity synonymous with Casta Diva.
LBB> How does your expertise in the production, writing, and distribution of original content lend itself to running Casta Diva’s TV division?
Massimo> My experience provides a holistic understanding of storytelling, production logistics, and market dynamics. This perspective is crucial for leading the division. I can guide the team in crafting content that resonates with audiences and aligns with the strategic goals of our distribution partners.
LBB> How would you describe the difference between TV’s place in the media landscape today compared to when you started in the industry?
Massimo> Television has evolved from a dominant, linear broadcast model to a dynamic ecosystem that includes streaming platforms, digital content, and on-demand services. While traditional TV once held a near-monopoly, today’s media landscape demands innovation to cater to niche audiences across multiple platforms.
LBB> What are the challenges of broadcast entertainment, whether it be programming, acquiring, financing, or producing?
Massimo> The challenges are multi-faceted. Programming and financing remain complex, often requiring a delicate balance between creative ambition and budget constraints. Audience preferences are increasingly fragmented, so understanding these diverse tastes and creating content that resonates is a continuous challenge.
LBB> In an era of social media and digital content, why is broadcast still a vital part of a brand’s communication strategy?
Massimo> Broadcast offers unparalleled reach and the ability to deliver cohesive narratives that reinforce a brand’s identity. It’s a powerful medium for building trust and fostering connections with a wide audience, complementing digital strategies rather than replacing them.
LBB> Thinking about your experience with Amazon, how has the brand leveraged TV to drive growth and brand-building alike?
Massimo> Amazon has effectively used TV to expand its market presence and strengthen consumer engagement. By combining traditional advertising with innovative content strategies, it has showcased how TV can remain relevant and impactful in building a modern brand.
LBB> What are you most excited about within the realm of broadcast entertainment?
Massimo> The convergence of technology and storytelling is incredibly exciting. Innovations like interactive content, virtual reality, and personalised viewing experiences are redefining how stories are told and consumed, opening up new creative possibilities.
LBB> Casta Diva Pictures is a global operation headquartered in Italy. How do you work to stand out within the Italian entertainment landscape?
Massimo> We stand out by prioritising innovation and quality. Our track record includes successful formats like ‘La Porta magica’, ‘This is my house’, an adaptation done with BBC for Discovery and ‘Mi presento ai tuoi’ developed for RAI, the national public broadcasting company of Italy and leader in the country’s media market. These shows demonstrate our ability to cater to diverse tastes while maintaining international appeal. Collaborations across our global network further solidify our reputation as a leader in the Italian market.
