Prize Winners (2013)

Cultural Shock
Entering
Organization
Zenit Arti Audiovisive Rai Educational 2+1 Developed with the support of the EU MEDIA Program
Media/Duration TV / 26m 00s
Country/Region Italy

Reality shows are quite popular in commercial TV and it is a regular genre used in many different situations. Cultural Shock goes beyond the realities and brings education to a cross media format that invites couples of young people to travel to their country roots to discover new angles of their own culture. The precise camera followed the guys and did not lose any moment of Agnese and Rasid’s adventure. Cultural diversity is the key message of the show and using radio, TV, Web, Facebook and Twitter, the program is fun and encourages the audience to be curious, to connect and to see the world on a new perspective, through social media. Understanding the other side, respecting points of view and beliefs, learning from the past and through differences, are important values for the contemporary society. For sure Cultural Shock reaches all those messages using all media platforms on a creative, spontaneous and dynamic way.

There is a great necessity for uplifting programs that are taking into account the way young people access content, encompassing their direct participation and motivate for positive interaction and exchange. Reaching young audiences with messages that can inspire, motivate and inform them on issues that are relevant to their world is, today more than ever, essential. Audience participation is seldom considered as a priority in terms of constructive engagement. Such programs struggle to find space on mainstream channels because whatever is conceived as ‘educational’ is never perceived as ‘mainstream’. Receiving the JAPAN PRIZE’s Grand Prix is an enormous honor but also a responsibility. It is a great encouragement to continue realizing new media that strive to challenge stereotypes, facilitate the discovery of self and the understanding of others by developing educational formats aimed at reaching audiences not only on radio and television but also in classrooms and on smartphone screens.

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