Rita Monaciliuni: "the future of audiovisual will be increasingly interactive"

Interview with Rita Monaciliuni, teaching coordinator of 24ORE Business School's full-time Audiovisual Product Management for lEntertainment master's program, on changes in the audiovisual industry.

From July 20 to 24, a new edition of the Videocittà project, conceived by Anica President Francesco Rutelli with the artistic direction of Francesco Dobrovich, will be held in Rome: the aim of the festival is to bring the film and audiovisual industries into dialogue with new creative digital experiences. For its fifth edition, the venue will be the former Gazometro in Rome. In addition, on the occasion of Videocittà, the 24ORE Business School has been involved as a community partner: the event will therefore feature lectures, meetings, live broadcasts and awards with topics such as NFT, virtual reality, video art, and immersive installations as protagonists. Windows on Art devotes two focuses to this event, with two interviews with Valentina Toscano, teaching coordinator of the full-time master’s program Economics and Management for Art and Culture (already published here), and Rita Monaciliuni, teaching coordinator of the full-time master’s program Management of Audiovisual Product for lEntertainment. We publish today the interview with Valentina Toscano, all dedicated to the changes in the audiovisual industry.

Rita Monaciliuni
Rita Monaciliuni

IB. How is the audiovisual industry evolving and changing? What models are you following?

RM. The audiovisual industry has undergone a great evolution already with the advent of digital technology and the emergence of new online platforms for which, as we well know, the creation of content has been destined no longer only for cinema and TV as was the case in the past. These platforms, which can be enjoyed on different devices, always require new content, which is why the sector of production and distribution of audiovisual works is experiencing an increasing expansion. There is a need to stay abreast of change in an industry where the pandemic has created a halt of almost two years and for which, on the other hand, there has been no halt in the creative and programming aspect for new productions. In the coming years, therefore, I definitely expect an increase in the realization of audiovisual projects intended especially for digital platforms, which now need new content more than before.

What are the most in-demand skills in film and audiovisual work today?

With the digital revolution, the skills required by companies in the sector have also inevitably changed. First and foremost, we are seeing an increasing demand for profiles that have analytical skills and a strong aptitude for creating modern and innovative content. Not forgetting the importance that so-called soft skills such as problem solving, organization of one’s work and the management of time and stress have always had. With the Master of Audiovisual Product Management for Entertainment in 24ORE Business School we seek to provide our students and future managers in the sector with the useful skills to be able to realize their ideas and build content, within the new scenarios and new business possibilities that are emerging, with the aim of creating a final product of high quality both technical and cultural and to make a difference professionally within the sector.

The metaverse is becoming more and more widespread: will the film and audiovisual world have inevitable changes in the face of this digital innovation? What changes will the metaverse bring?

The real question to ask is whether it will then really be possible in the future to produce films, TV series and other audiovisual products by relying on the virtual network of cryptocurrencies. Surely we are facing aenormous revolution of what are the classic business models that underlie the creation and exploitation of works of art, and that completely free the user from any form of intermediation in finding the financial resources to make them. In my opinion, therefore, what is emerging is a system that is difficult to control. It is the new generation of the Internet (Web 3.0) made up of auctions, exchanges, experiences and transactions in which physical and digital worlds merge immersively, which will surely lead to a new audiovisual culture that is increasingly collaborative and immersive.

What genres and themes are most in vogue in film today? What do you think will be the future of cinema and audiovisual? What are the most significant professional figures?

Among the most in vogue topics at the moment are definitely podcasts, cinematic and increasingly interactive video games, live streaming platforms (e.g. Twitch), social networks (TikTok), the Metaverse, immersive installations, and AR/VR technologies that will significantly transform the film and audiovisual industry. From my point of view, in the future within the industry we will have increasingly cinematic video games and increasingly interactive TV series to be offered to the public through new social networks. The professional figures of the near future will definitely be Digital Content Creators, who will have the task of creating innovative and engaging content that is able to make people live an experience in the fruition of the content itself. Professional figures, therefore, who will be able to adapt and mold themselves to the change that is coming and that is already taking place.

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