KIDS_0619_STRAFFI_ALT5.qxp_WSN_1207_IN THE NEWS 5/20/19 5:49 PM Page 1
28 TV KIDS
TV KIDS: Expanding into live action has been a significant focus for Rainbow over the last two years. Why has this been such an important strategy for the company? STRAFFI: We realized that in both the kids’ and the adult spaces, there was a lot of demand for live-action content. As a content company, we had to expand our portfolio. So we started with tweens and teens—we produced Maggie & Bianca and now Club 57 with Nickelodeon. At the same time, we acquired one of the most established and prestigious Italian live-action companies, Colorado Film. With them, we now have the know-how and a network of talent attached that can help us in growing our content into the adult space as well. TV KIDS: How has it been for you working in the live-action space, having been an animation producer for so long? STRAFFI: For live action, you can see the results of your story, your ideas or something from a book, within a maximum of two years from the first initial concept development. With animation, the process is longer. However, this is not the only reason [we expanded into live action]. We want to grow Rainbow as a media content company beyond kids and animation, and this is the right moment to do it. There are many players—from traditional broadcasters to Netflix, Amazon, Hulu, Apple and others—that are putting good budgets behind content. Most of the time, it’s live action. There’s a budget for animation as well, but it’s much smaller compared to what is dedicated to adults. We want to grow as a global player in content. For me, personally, the move into live action completes my experience professionally. I’ve been in kids’ and family entertainment for 25 years. Live action is a different challenge. It is very exciting for me to put my ideas behind something that is about emotion, touching your heart or inspiring you, but using different elements and real actors. Real actors have a lot of complexity compared to cartoon characters, who never get sick, never complain and never ask for more money! They bring real life and real emotion to what you are doing, if they are real talents.
By Mansha Daswani
A
s it nears its 25th anniversary in 2020, Italy’s Rainbow is cementing its position in the global marketplace as more than just a provider of high-end animation for kids and families. The company that made a name for itself with the megahit Winx Club franchise has upped its live-action game with tween shows like Maggie & Bianca: Fashion Friends and the more recent Club 57, while its Colorado Film business is producing Italian feature films and scripted dramas. Iginio Straffi, chairman and CEO of Rainbow, shares with TV Kids the growth strategy for the company he founded in 1995 and the plans for the liveaction Winx Club series. He also explains what’s driving the success of the new preschool hit 44 Cats.
TV KIDS: Club 57 is being produced in two countries with a multinational cast. How has that experience been? STRAFFI: It has been a really nice experience. The cast, which is a mix of American, Latin American and Italian actors, has created real friendships. I visited the set many times, both in Italy and Miami. They have real chemistry. That was experiment number one accomplished! And the know-how of Rainbow and the know-how of Nickelodeon are very complementary; the sensibilities of the Americans, with our European touch. It’s a beautiful show. TV KIDS: I interviewed Luca Milano at Rai recently, and he mentioned that 44 Cats has been a hit since day one, and you’ve done a number of deals on the show around the world. Why do you think the concept is resonating so strongly with children? STRAFFI: We had never done a preschool or bridge show; we were more on the older kids side. Trying to create a show that could be more gender neutral was very stimulating. We wanted to bring universal values—messages of friendship, defending against bullies—in a comedic way. And there are all these songs that are very interesting