Italy has recently celebrated the 60th anniversary of its public television broadcaster. Rai, Italian Radio-Television was launched on the 3^rd of January 1954 with a single channel at that time inaugurated by television host Fulvia Colombo.

Right after she proudly informed the public that Rai was beginning its regular service of television broadcast that day, Mrs. Colombo's welcoming notice was followed by a televised news broadcast as well as the "Domenica Sportiva" (Sporting Sunday) sportscast, an entertaining program that successfully survived during the following 60 years.

Although television continues to be the most popular source of media in Italy, six decades later Rai has lost its monopoly in the country, where it is now competing with Silvio Berlusconi's Mediaset group, La7, and several regional channels.

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